The Challenge

Pattern, the world’s leading eCommerce accelerator, wanted to educate Australian brands about the rapidly growing importance of online marketplaces and establish itself as the authoritative voice on marketplace trends and performance. The goal was to move beyond platform-specific awareness and drive broader understanding of marketplace commerce as a critical sales channel for brands.

The Solution

Mulberry worked with Pattern to evolve its previous Amazon-focused research into a comprehensive annual ‘Australian Marketplace Report’, the most detailed study of marketplace shopping behaviour in the country. The report benchmarks leading marketplaces on metrics such as traffic growth, category trends and consumer sentiment, offering invaluable insights for brands seeking to optimise their digital commerce strategy. Alongside the flagship report, Mulberry developed a series of press releases and data-led story angles tailored for retail, business, technology and mainstream media. This included trend commentary, category-specific findings and expert insights from Pattern’s leadership team to extend coverage and sustain engagement throughout the year.

Impact

The campaign has grown dramatically year-on-year, with media coverage increasing from 17 clippings in 2023, to 22 in 2024, and 86 in 2025. The 2025 report achieved a total readership of 65 million, with feature stories appearing in all key target outlets including The Australian, Daily Telegraphand leading trade and technology publications. This consistent, high-profile media activity has significantly strengthened Pattern’s profile in Australia, positioning it as the go-to authority on marketplace growth and brand performance online.