Woolworths has confirmed plans to launch a marketplace offering on woolworths.com.au in partnership with Australian e-commerce technology platform, Marketplacer, to broaden its everyday needs range.

A pilot of the extended range will be rolled out with Big W later in the year – incorporating small appliances, cookware and kitchenware – to gauge customer demand and test delivery logistics with another retailer in the group.

Woolworths director of new business, Faye Ilhan said as more customers start their shopping journey digitally and buy groceries online, their expectations will only continue to rise.

“Together with Marketplacer, we are building a marketplace which will help extend our range of everyday needs products for online customers. It will also provide existing and new suppliers with fresh opportunities to partner with us to grow their business.

“This will be a highly curated marketplace focused on range extension and we look forward to exploring opportunities with supply partners.”

Marketplacer has secured funding from Woolworths Group’s venture capital arm W23. The multi-million-dollar investment will help Marketplacer enhance its platform and grow into new markets. The platform is already used by household names including Myer and Nokia.

W23 managing director Ingrid Maes said the company invests in innovative startups that accelerate its ecosystem strategy and provide long-term win-win partnerships.

“Marketplacer is a leading platform for an increasing number of global retailers exploring third-party marketplace strategies and will play a key role powering our own digital improvements.”

Marketplacer co-founder and executive chairman, Jason Wyatt said strategic and mutually beneficial partnerships are key to the platform’s growth trajectory.

“We are thrilled to count Woolworths as a client and investor. This collaborative partnership will see our team and technology drive a monumental digital transformation, while supporting our ability to expand, simplifying growth for businesses.”

Image caption: Marketplacer executive chairman and co-founder, Jason Wyatt and W23 managing director, Ingrid Maes (Photo credit: Esteban La Tessa).