Woolworths Debuts Online Marketplace Nationwide

Woolworths is the leading online grocery chain, reporting annual sales of more than $3.5 billion in FY21, an increase of about 75 percent YoY. Currently, more than 12 million people access the Woolworths website every week. This is the perfect opportunity for the supermarket to widen its audience and allow them to shop more products using the Woolworths platform.

“Millions of customers use our website to shop for food and groceries every week. With Everyday Market, we want to help our customers get more of their everyday needs in the one seamless and convenient online shop,” said Lance Eerhard, the GM of Everyday Market.

“We’re starting with a small group of partners, and it really is just the beginning. We have ambitions to more than double our range and offer tens of thousands of products to our customers over time.” Woolworths launched its online marketplace in April and launched a pilot program in July across the central Coats of NSW.

The premise of the new marketplace gives Australian shoppers access to third-party brands and retailers across categories, including health and beauty, household appliances, baby, toys and pet care. Essentially, this is an extension of products available in the digital aisles of Woolworths shoppers. “At Woolworths, we want to make it easier to shop in ways that work for you,” said Eerhard.

via Woolworths

Some of the brands on the platform include Healtylife, PetCulture, NutriBullet and Big W. The supermarket will facilitate the transaction process, while third-party sellers handle the logistics and last-mile services. Users of the Everyday Marketplace will earn Everyday Rewards points with every purchase they make, in the same vein as Woolworths supermarket shoppers.

The new online marketplace has been built by Melbourne e-commerce startup, Marketplacer, which has previously worked with Myer, SurfStitch and BikeExchange, among others.

So far, Eerhard explained that the marketplace is being well-received by shoppers. “The response from customers during the pilot was really encouraging, with strong demand for cookware, kitchen appliances and toys,” they said.

“Our customers liked being able to get lots of different needs in one place – whether it be a kids’ toy for a birthday, an air fryer to perfect a new recipe or a set of clippers for a lockdown haircut. We’re excited to take Everyday Market national and look forward to growing our range with new and existing partners for our customers in the months ahead.”

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