Mitre 10
The site of a hardware and building supplies network supplied by Metcash.
Mitre 10 at a glance
Mitre 10 is an e-commerce website and one of the most visited sites in Australia, currently ranked #164 in the country. It was founded in 1959 by Independent hardware retailers and is headquartered in Sydney, Australia. Today Mitre 10 is owned by Metcash. Our estimates put its audience at ≈ 6 million visits per month. The business earns money mainly through wholesale, product sales. Its closest rivals include bunnings.com.au, kmart.com.au, amazon.com.au.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 5.6 million / month | +2% |
| Q2 | ≈ 5.8 million / month | +3% |
| Q3 | ≈ 6 million / month | +3% |
| Q4 | ≈ 6.4 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Australia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Australia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 1.8 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Australia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| mitre 10 | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Australia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Australia
Company information
- Website
- mitre10.com.au
- Sector
- E-commerce
- Owner
- Metcash
- Owner type
- Public company
- Founders
- Independent hardware retailers
- Founded
- 1959
- Headquarters
- Sydney, Australia
- Employees
- 2,000+
- Ownership
- Metcash controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1.5 billion annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1.5 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Mitre 10 operates an online retail and marketplace platform focused on Australia. The site of a hardware and building supplies network supplied by Metcash. Revenue comes mainly from wholesale, supported by the other lines listed below.
- Wholesale
- Product sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Australia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Australia)
- #164 in this index
- Sector rank
- Leading e-commerce site in Australia
- Global rank
- 8000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| bunnings.com.au | ≈ 3.6 million / month | #165 class competitor | — |
| kmart.com.au | ≈ 2.7 million / month | #166 class competitor | — |
| amazon.com.au | ≈ 1.8 million / month | #167 class competitor | — |
What is Mitre 10?
Mitre 10 (mitre10.com.au) is an online retail and marketplace platform serving users in Australia. The site of a hardware and building supplies network supplied by Metcash. It ranks #164 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Mitre 10?
The site is operated by Metcash, founded by Independent hardware retailers. The company was established in 1959 and is headquartered in Sydney, Australia. It employs around 2,000+.
Traffic and audience
Traffic estimates place Mitre 10 at roughly 6 million visits per month, about 0.2 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Mitre 10 makes money
Revenue comes primarily from wholesale, alongside product sales.
Competitors in Australia
Its closest rivals include bunnings.com.au, kmart.com.au, amazon.com.au.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1959
Mitre 10 is founded in Sydney, Australia.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #164 among the most visited websites in Australia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Mitre 10?
Mitre 10 is operated by Metcash. Public company structure, based on public filings and press reporting.
Where is Mitre 10 headquartered?
Mitre 10 is headquartered in Sydney, Australia.
When was Mitre 10 founded?
Mitre 10 was founded in 1959 by Independent hardware retailers.
How many employees does Mitre 10 have?
Mitre 10 employs approximately 2,000+ people.
What is Mitre 10's revenue?
Mitre 10's revenue: ≈ $1.5 billion annual revenue (est.).
Who are Mitre 10's competitors?
Main competitors in Australia include bunnings.com.au, kmart.com.au, amazon.com.au.
How does Mitre 10 make money?
Mainly wholesale, product sales.
Is Mitre 10 publicly traded?
Mitre 10's ownership: Public company.
How many visitors does Mitre 10 get?
Third-party estimates place Mitre 10 at roughly 6 million visits per month, mostly from Australia, with 76% mobile traffic.
Is Mitre 10 safe?
Mitre 10 is an established e-commerce site founded in 1959 and ranked #164 in Australia; use the official domain mitre10.com.au and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsmitre10.com.au
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageAustralia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos