Which ASX retail shares could be 'most impacted' by Amazon's rapid growth?

Is Amazon eating ASX retail shares' lunch?

Woman checking out new laptops.

Image source: Getty Images

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

Key points

  • Amazon only launched into the Australian retail market in 2017, but has since carved out a lucrative chunk of it
  • One ASX expert is predicting that Amazon will continue to expand rapidly in coming years, eating the lunch of ASX retail shares
  • But other experts reckon that good quality names like JB Hi-Fi will still make good investments and will thrive alongside the US behemoth

The rise of Amazon.com Inc (NASDAQ: AMZN) here in Australia has been spooking ASX retail shares and their investors for more than five years now. Ever since Amazon first launched its local marketplace here in Australia back in 2017, investors have been warned of the bleak future awaiting ASX retail shares.

Almost six years on, it's clear that Amazon's local shopfront, while still wildly successful, hasn't exactly ended the Aussie retail sector.

But, as is always the case for ASX retail shares, there is still no time for laurel resting. The retail space is infamous for its cutthroat competitive pressures. Its players are also constantly at the mercy of changing trends and tastes.

And, if one ASX expert is to be believed, Amazon isn't done trying to take its pound of flesh either.

Amazon is coming for Australia's shoppers

According to a report in The Australian this week, analysts at Jarden have recently come out with some analysis of the future of Australia's retail space. In fact, Jarden's analysis concludes that Amazon is on track to grow its gross merchant value (GMV) in Australia by 25% in 2023 to $5 billion, followed by another 10% rise in 2024 to $5.5 billion. And that's its 'conservateive' scenario.

According to Jarden, this expansion will be driven by "expansion of same-day delivery, rapid penetration of Prime and range expansion to more than 200 million stock keeping units (SKUs) with a focus on consumer value". Amazon is reportedly targeting a long-term GMV of between $19 and 22 billion for the Australian market.

So if this all plays out as Jarden is expecting, it will obviously have an impact on many ASX retail shares.

Jarden has identified a long list of ASX retail shares that could be the most impacted. These include:

Should investors bail out of ASX retail shares before it's too late?

So with these 'victims' of the Amazon juggernaut identified, should investors just bail out now, before they are wiped out?

Well, not so fast. For one, as we mentioned earlier, reports of the death of ASX retail shares thanks to Amazon have been premature for the decade in which the American behemoth has been active in Australia. In fact, many have thrived alongside Amazon.

Just take a look at the JB Hi-Fi share price (one of Amazon's fiercest competitors) below if you have any doubts:

Many of the shares listed above have also performed similarly, and seem to know how to keep Amazon at bay. The US giant doesn't have a monopoly on innovation, after all.

But it's also worth noting that Jarden's opinions aren't the only ones out there. Many other ASX experts view the situation facing ASX retail stores very differently. For instance, Goldman Sachs recently came out with a buy rating on Super Retail Group shares, together with a $14.90 share price target. Goldman noted Super Retail's "resilience" and "competitive advantage of high loyalty" in justifying its confidence.

Similarly, Goldman also has high hopes for Accent Group. It also has a buy rating on this ASX footwear retail share, justifying its rating by pointing to this company's popularity with younger shoppers.

And last month, we looked at the views of another ASX expert in broker Morgans. Morgans reckons both Adore Beauty and Baby Bunting shares are undervalued right now.

So yes, Amazon remains a potent threat to many ASX retail shares. But views are certainly not aligned on the ASX when it comes to their resilience to the American invader.


John Mackey, former CEO of Whole Foods Market, an Amazon subsidiary, is a member of The Motley Fool’s board of directors. Motley Fool contributor Sebastian Bowen has positions in Amazon.com and Kogan.com. The Motley Fool Australia's parent company Motley Fool Holdings Inc. has positions in and has recommended Amazon.com, Baby Bunting Group, Goldman Sachs Group, Kogan.com, Super Retail Group, and Temple & Webster Group. The Motley Fool Australia's parent company Motley Fool Holdings Inc. has recommended Adore Beauty Group. The Motley Fool Australia has positions in and has recommended Kogan.com, Super Retail Group, and Wesfarmers. The Motley Fool Australia has recommended Accent Group, Adore Beauty Group, Amazon.com, Baby Bunting Group, Jb Hi-Fi, and Temple & Webster Group. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Scott Phillips.

More on Retail Shares

Two people comparing and analysing material.
Retail Shares

Better buy in March 2024: Wesfarmers stock vs JB Hi-Fi stock

Which of these two retail heavyweights would be a better buy?

Read more »

A man eases back onto his sofa, happy with the relaxed vibe from his furniture.
Share Gainers

If you'd put $30,000 in this ASX retail stock 11 months ago, you'd have $116,000 now

When battered stocks make a comeback, it happens very quickly. Here's a prime example.

Read more »

A husband and wife dance with their young daughter in their lounge room.
Earnings Results

Adairs share price rockets 12% as dividend payments resume

Investors are sending the Adairs share price sharply higher today following the company’s earnings results.

Read more »

A happy woman sits on an outdoor deck with trees behind her and holds a credit card in one hand and her mobile phone in the other hand
Retail Shares

Here's why this ASX small-cap share could be a big winner

This small business could benefit from a market rerating.

Read more »

Woman looks amazed and shocked as she looks at her laptop.
Share Gainers

If you'd put $20,000 in this ASX retail stock 19 months ago, you'd have $239,000 now

Let me take you through a very personal journey owning this hot investment.

Read more »

Two happy woman looking at a tablet.
Earnings Results

Up 115% in a year, Temple & Webster share price soars again today on record revenue

ASX investors are bidding up the Temple & Webster share price on Tuesday.

Read more »

A husband and wife dance with their young daughter in their lounge room.
Retail Shares

Shares vs. property: 3 furniture retailers hit 52-week highs amid continually rising home values

What are the drivers of this growth?

Read more »

A woman and two children leap up and over a sofa.
Retail Shares

This ASX All Ords stock is surging 6% amid multiple broker upgrades

Is it time to invest in this resurgent ASX share?

Read more »