Following its small-business research, the ACCC has released its Product Safety Research – Consumer Report, based on a nationally representative survey of 3,006 Australian adults.
The report exposes a substantial gap between what consumers reasonably expect and what they believe is happening—particularly on online marketplaces.
Almost four in five consumers had used an online marketplace during the previous 12 months:
- Amazon: 65%
- eBay: 48%
- Temu: 40%
While 95% considered products from big-brand stores safe, confidence dropped to just 53% for online marketplaces.
That scepticism is hardly irrational.
Although 89% believe they have a right to safe products online, only:
- 43% believe marketplaces check whether listed products are safe.
- 48% trust sellers to check the safety of products they supply.
Consumers are also doing their own homework—but the tools they rely upon have limitations.
For online purchases, 61% look at reviews and ratings, 56% consider the seller’s reputation and 53% check warnings or safety information.
Unfortunately, a five-star review saying “arrived quickly, looks cute” is not a test report.
It does not confirm compliance with a mandatory standard, validate an electrical approval, identify an accessible button battery or establish whether a product contains prohibited chemicals, asbestos or dangerously powerful magnets.
Consumers overwhelmingly want accountability:
âś… 89% believe imported products sold in Australia should meet Australian safety requirements.
✅ 89% believe sellers should test products before selling them online—even if testing adds cost.
âś… 88% believe sellers should be legally responsible for product safety, even without a product-specific standard.
âś… 86% believe online marketplaces should be legally responsible for checking products before third-party listings go live.
In other words, consumers have comprehensively rejected the marketplace defence of:
“We merely provided the website, payment system, advertising, warehouse, delivery network and customer relationship—but that mystery seller is responsible.”
The consequences are not theoretical.
Around 12% of households experienced a consumer-product injury or near miss during the previous five years. Yet among those who experienced an injury, only 18% reported it to the ACCC—and 24% told nobody.
Recall communication also has work to do. While 53% remembered hearing about a recall during the previous year, only 10% of those aware had checked the ACCC Product Safety recalls website.
The message is clear:Â Consumers expect products offered in Australia to be safe. They want imported products held to Australian requirements, sellers accountable and marketplaces responsible for what they facilitate.
That is not unreasonable regulation. It is the bare minimum for running a marketplace that profits from Australian consumers.