In a surprise move that’s sent ripples across Australia’s retail sector, Woolworths has announced the shutdown of its MyDeal marketplace by mid-2025. Once considered a rising player in the country’s online shopping boom, the closure of MyDeal signals a major strategic shift in how the grocery giant is approaching eCommerce.
But what led to this decision—and what does it mean for sellers, consumers, and Australia’s online retail future?
🧩 What Was MyDeal Marketplace?
Founded in 2011, MyDeal.com.au was an Australian online marketplace that allowed third-party sellers to list furniture, electronics, fashion, and more. It was later acquired by Woolworths Group in 2022 as part of its plan to expand beyond groceries and into general online retail.
With more than a million customers and thousands of listed products, MyDeal was Woolworths’ answer to Amazon Australia and Kogan.com.
🧨 Why Woolworths Is Shutting Down MyDeal
Woolworths has stated the decision to close MyDeal is part of its move to streamline operations and focus on its core businesses, including:
- Everyday groceries (via Woolworths Supermarket)
- Digital loyalty programs like Everyday Rewards
- First-party retail channels (rather than third-party seller models)
According to Woolworths CEO Brad Banducci, “We want to simplify and scale what’s working best for our customers.”
In short: MyDeal didn’t fit the new vision.
💰 Financial Challenges Behind the Exit
Although MyDeal showed initial promise, its growth plateaued. In 2023 and 2024, it faced:
- Slower order volume
- Rising logistics and fulfillment costs
- Stiff competition from larger marketplaces
- Shrinking margins from third-party seller fees
Meanwhile, Woolworths’ grocery division saw strong digital growth, pushing leadership to double down on food and essentials, not general merchandise.
🛍️ Impact on Sellers and Buyers
Sellers who used MyDeal as a sales channel must now:
- Transition to alternatives like eBay, Catch, or Amazon AU
- Rebuild their customer base
- Navigate payout and inventory transitions
Buyers will lose access to the MyDeal platform and its exclusive deals but may see similar offerings appear on Woolworths’ own site or through partnered platforms.
Woolworths has assured that all customer orders placed before the shutdown will be fulfilled or refunded.
🌐 What’s Next for Woolworths’ Digital Strategy?
Woolworths will focus on:
- First-party eCommerce via Woolworths Online
- Loyalty integration across retail verticals
- Greater investment in data, delivery, and personalization
Instead of competing directly with Amazon, they aim to build a unique, vertically-integrated digital grocery experience.
📉 Did the MyDeal Breach Hurt the Brand?
In October 2022, MyDeal suffered a data breach affecting 2.2 million customers, damaging its reputation. While Woolworths said it wasn’t a factor in the shutdown, industry analysts believe it played a role in customer trust erosion and strategic re-evaluation.
🙋♀️ FAQ – Woolworths MyDeal Marketplace
Q: When will MyDeal officially shut down?
A: Woolworths has set mid-2025 as the closure timeline, with gradual phase-out starting immediately.
Q: Can sellers still access their accounts?
A: Yes, sellers will be given time to access data, fulfill orders, and transition to new platforms.
Q: Will Woolworths launch another marketplace?
A: No announcements yet. Woolworths seems focused on first-party retail and grocery services.
🎁 Bonus Tips for Retail Sellers
- Consider migrating your product listings to Amazon Australia, eBay, or Catch.com.au.
- Build your own Shopify store to gain full control and customer data.
- Use Woolworths’ loyalty channels (like Everyday Market) if available for first-party listings.
🧠 Author Bio
Vimal Rawat is a business and finance writer at SwipyWiro.com, covering global retail trends, eCommerce transitions, and tech-driven disruptions in corporate strategy.
📜 Financial Disclaimer
This article is for informational purposes only and does not constitute business, legal, or financial advice. Please consult a qualified expert for guidance.
Contact
📧 imrajkumar756@gmail.com
🐦 @swipywiro
You May Also Like:
Is Ally Bank the Future of Digital Banking in America?