Woolworths' online shopping secret weapon launched

Woolworths has drastically expanded its online shopping offering, launching a new online platform that will allow grocery shoppers to add everything from vacuums to books to their cart.

Named “Everyday Market“, the platform leverages the grocer’s ties with other retail offerings such as Big W to allow customers purchasing their groceries online to also pick up household appliances, baby toys, pet care products and beauty items.

The items purchased on Everyday Market will be delivered separately to a customer’s groceries, and aside from very heavy items customers can purchase as many items as they want for a flat-rate shipping fee of $10.

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Woolworths’ General Manager of Everyday Market Lance Eerhard said the platform essentially made the supermarket’s website a one-stop-shop for all household essentials.

“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 a seamless and convenient one-stop shop,” Mr Eerhard said.

“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.”

Currently Woolworths has partnered with BIG W, Healthylife, PetCulture, Designer Bums and Joonya for these businesses to add their product lines to the online platform.

Dubbed “partner brands”, access to Everyday Market means smaller brands can have their products seen by a bigger and more varied market of consumers.

Carla Schwef, Director and Owner of one of the platform’s inaugural partners Designer Bums, said joining Everyday Market was a chance to go mainstream.

“Reusable cloth nappies have been growing in popularity considerably in recent years and the attitude towards more sustainable alternatives is changing. It’s exciting to see they’re now beginning to become mainstream,” Ms Schwef said.

“We know grocery delivery is particularly popular with parents of young children and hope our range will really resonate with customers looking for a sustainable alternative.

“We’re really proud to be aligned with Woolworths, who are dedicated to supporting sustainable alternatives and elevating small business.”

Supercharged by COVID-19 lockdowns, Woolworths’ website and digital apps are visited by more than 12 million users each week.

Woolworths is the largest online food and grocery retailer in Australia and reported annual sales of more than $3.5bn in FY21.

This was an increase of around 75 per cent on FY20.

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