Woolworths

Everyday Market from Woolworths is meeting Australia’s insatiable appetite for online shopping with the help of Marketplacer.

Over the last few years online orders and home delivery services have grown rapidly across Australia. This trend accelerated in the wake of COVID-19, with Woolworths at the forefront of this changing customer behaviour. 

With an increasing number of people becoming comfortable with purchasing their groceries online at finding the Woolworths online experience convenient, easy and efficient, Woolworths saw an opportunity to extend its range with complementary products by partnering with various 1st party & 3rd party sellers.

40

new sellers added in first 6 months

11,000+

new products now available

1/5

shoppers are new to Woolworths offering

woolies app
“Marketplacer has enabled Woolworths to create a curated marketplace that features a growing array of quality products which customers can purchase as easily as their weekly groceries.”
CaseStudy_Woolies_Thumbnail_1088x424
Mark Mansour - GM
Everyday Market from Woolworths

How to win with a marketplace strategy

The opportunity

  1. Delivery Diversity: Through the Everyday Market, Woolworths are not limited by their own branded trucks and now has additional fulfilment options for third-party products, communicated clearly to customers.

  2. Enhanced Product Access:  Everyday Market are no longer limited to product availability by fulfilment option and location, the Everyday Market now delivers all products, marking these differences clear via the platform.

  3. Harmonised Experience: Unifying backend systems for seamless pricing and promotions dataflows, offering a seamless shopping experience similar to Woolworths’ existing eCommerce platform.

  4. Empowered Customer Communication: Collaborative efforts for real-time order updates for both 1st and 3rd party products.

  5. Innovative Integration: Conquering legacy system variations to establish an easy integration process that meets the needs of both sellers and customers.

The Marketplacer solution

After identifying an increasing demand for online shopping, the Everyday Market team set out to create a new marketplace that could feature additional products that customers would value.

After carefully evaluating a range of options, a decision was taken to build the new offering based on the Marketplacer platform for a number of reasons including:

  • An Australian based company considered world class in its technical capability, team makeup and leadership.

  • Deep understanding of existing Woolworths systems and how to best integrate into them.

  • Detailed implementation plan with dedicated team to meet timelines and needs.

  • Well networked across Australian retail and eCommerce with ability to leverage local and global best in class approach.

Results

Since going live in September 2021, Everyday Market is steadily growing in terms of revenues, new SKUs and sellers joining the platform each month.

  • Over 40 sellers were added in the first six month since launch. Expansion into new categories and products is being accelerated for the next 12 months.

  • Grocery adjacent categories such as toys, homewares & electronics have outperformed expectations with customers appreciating the providing positive feedback about their ability to shop multiple categories alongside the groceries.

  • Over 20% of Everyday Market shoppers are new to the Woolworths eCommerce offering.

  • Customers shopping both Everyday Market and Woolworths eCom items have a higher combined $AOV than those that shop just one category of product.

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