Digital 100 ranking reveals Australia's fastest-growing websites and apps in 2025
Analysis of top digital platforms shows Temu leading web growth at 72%, while myGov app sees 63% user increase in Australia.
Three days ago, on January 22, 2025, Similarweb released its annual Digital 100 ranking, showcasing significant digital growth across Australian websites and mobile applications. The comprehensive analysis reveals notable shifts in user behavior and platform adoption across multiple sectors.
According to the data released by Similarweb (NYSE: SMWB), Temu emerged as Australia's fastest-growing website, achieving a 72% year-over-year increase in traffic, expanding from 3.5 million to 6.0 million monthly unique visitors. The e-commerce platform's growth reflects substantial changes in Australian online shopping patterns.
In the mobile application segment, the Australian government's myGov app demonstrated remarkable growth, securing the top position with a 63% increase in monthly active users, reaching 1.67 million users in 2024 compared to 1.03 million in 2023. This surge indicates increasing digital engagement with government services.
The cross-platform analysis identified AliExpress as the Digital Winner, achieving balanced growth across both web and mobile platforms. The e-commerce platform recorded a 29% increase in web traffic and a 24% rise in mobile app usage, resulting in a combined growth rate of 27%.
In the personal finance sector, Swyftx led website growth with an 88% increase, while Latitude Financial followed with 81% growth. The consumer electronics category saw significant movement, with Ecoflow achieving a remarkable 101% growth in web traffic.
The food and beverages sector demonstrated strong digital adoption, with Butcher Crowd leading at 143% growth, followed by Guzman y Gomez at 131%. In the apparel and accessories category, Knobby topped the list with a 131% increase in web visitors.
Marta Sułkiewicz, VP Global Research Solutions at Similarweb, noted the distinct strategic roles of web and mobile platforms. "In many cases, the #1 website and #1 app in a category belong to different companies, reflecting the distinct strategic roles each platform can play," she stated.
The methodology behind the Digital 100 ranking involved analyzing websites with over 30,000 average monthly visits, ranking them by year-over-year increase in unique visitors between 2023 and 2024. For the first time, the analysis included apps, focusing on the top 10% of applications available on both Android and iOS platforms.
ChatGPT maintained its position as a significant player in the Australian digital landscape, securing the third position in the Big Winners category with a 56% increase in traffic. The AI platform's performance indicates sustained interest in artificial intelligence tools among Australian users.
The retail sector showed strong representation in the rankings, with property.com.au achieving 70% growth and shop.app recording a 55% increase in traffic. Technical support and recipe websites also performed well, with answers.microsoft.com and recipetineats.com growing by 48% and 40% respectively.
The mobile app landscape revealed diverse growth patterns across various sectors. Microsoft Edge's AI browser secured second place with a 56% increase in monthly active users, while Ticketek AU demonstrated 47% growth. The Coles App and SmartThings rounded out the top five with 32% and 30% growth respectively.
Or Offer, CEO and founder of Similarweb, emphasized the significance of these rankings in understanding digital market dynamics. The analysis provides insights into consumer behavior shifts and digital adoption patterns across the Australian market.
The comprehensive data collection process involved analyzing over 100 million websites and 8 million apps across 190 countries, processing information on more than 6 billion keywords. This extensive analysis ensures robust and reliable insights into digital growth patterns.
For the methodology, Similarweb established minimum criteria for website visits and app monthly active users. The company's analysts manually filtered statistical results to identify meaningful examples of digital business performance improvement.
The rankings reflect significant changes in Australian digital consumption patterns, highlighting the increasing importance of both web and mobile platforms in reaching and engaging customers. The data demonstrates the dynamic nature of the digital marketplace and the varied strategies employed by successful digital platforms.