MyDeal

MyDeal was an Australian e-commerce platform that operated as an online marketplace for discounted products. The business was founded in 2011 by Australian entrepreneur Sean Senvirtne, who also served as its chief executive. Senvirtne developed the concept during the period from 2007 to 2011 while working on advertising packages, eventually turning the idea into a digital retail platform. MyDeal’s proposition was based on bringing a broad selection of products together online and presenting them through a discount-oriented marketplace model. Rather than being limited to a single merchandise category, the platform offered consumers access to products across multiple areas through third-party marketplace activity. Its Australian focus, online-only format, and price-led positioning placed it within the country’s competitive e-commerce and discount-retailing sector. The company expanded its management structure in 2021 when it appointed Ryan Gracie as its first chief marketing officer. Gracie had previously worked at Catch.com.au. His appointment occurred ahead of a comprehensive MyDeal rebranding initiative, indicating an effort to strengthen the platform’s marketing and customer-facing proposition as competition among Australian online marketplaces intensified. In September 2022, Woolworths Group acquired MyDeal. The transaction brought the platform into the portfolio of one of Australia’s largest retail groups and gave Woolworths an online marketplace asset alongside its broader retail and digital activities. The acquisition was followed shortly afterward by a major cybersecurity incident. In October 2022, personal information relating to approximately 2.2 million customers was exposed in a data breach. The affected information included customer names, email addresses, and phone numbers. Woolworths Group apologized and said that it took steps to secure the affected systems and reduce the risk of further compromise. MyDeal ultimately did not become a profitable long-term standalone platform within the Woolworths Group portfolio. In June 2025, Woolworths announced that MyDeal would close by 30 September 2025, citing a lack of profitability and strong competition. The company’s marketplace activity was to be absorbed into other Woolworths-related platforms, including Everyday Market and Big W Market. MyDeal therefore ended as an independent branded marketplace after approximately fourteen years of operation.

MyDeal was established in Australia in 2011 by Sean Senvirtne, who became the company’s chief executive. The platform’s origins extended back to Senvirtne’s work on advertising packages between 2007 and 2011, during which he developed the idea for an online discount marketplace. The resulting business operated as an e-commerce platform rather than as a conventional store network, connecting customers with a broad range of discounted products through online marketplace listings. The company’s model placed it in Australia’s growing digital retail market. Its offer was category-diverse and price-focused, allowing customers to browse different types of merchandise through one online destination. The available reference material does not identify a single proprietary product line or a particular merchandise category as the company’s defining flagship business; the marketplace itself was the principal offering. In 2021, MyDeal broadened its leadership team by hiring Ryan Gracie as its first chief marketing officer. Gracie had previously been associated with Catch.com.au. His appointment came before a comprehensive rebranding effort, suggesting that MyDeal was working to refine its public identity and marketing capabilities as Australian online retail competition developed. Woolworths Group acquired MyDeal in September 2022. The acquisition placed the marketplace within a major Australian retail group and was intended to add digital marketplace capability to Woolworths’ wider ecosystem. The integration period was complicated by a significant cybersecurity incident in October 2022. Personal information concerning approximately 2.2 million customers was exposed, including names, email addresses, and telephone numbers. Woolworths Group apologized and reported that it took immediate measures to secure the compromised information and prevent further unauthorized access. The platform later faced commercial pressure. In June 2025, Woolworths Group announced that MyDeal would be closed by 30 September 2025. The stated reasons were a lack of profitability and intense competition in the marketplace sector. Woolworths planned to move relevant marketplace activity into other platforms, including Everyday Market and Big W Market. MyDeal consequently became a defunct Australian online marketplace after its closure in 2025.

• 2025

  Closure announced

  [1]MyDealen.wikipedia.org

  Woolworths Group announces that MyDeal will close by 30 September because of insufficient profitability and intense competition.

• 2022

  Acquired by Woolworths Group

  [1]MyDealen.wikipedia.org

  Woolworths Group completes the acquisition of MyDeal in September.

• 2022

  Customer data breach

  [1]MyDealen.wikipedia.org

  A breach exposes personal information associated with approximately 2.2 million customers.

• 2021

  First chief marketing officer appointed

  [1]MyDealen.wikipedia.org

  Ryan Gracie joins MyDeal as its first chief marketing officer ahead of a comprehensive rebranding initiative.

• 2011

  MyDeal is launched

  [1]MyDealen.wikipedia.org

  Sean Senvirtne establishes MyDeal as an Australian online discount marketplace.

Australian online discount marketplace offering a broad selection of products through an e-commerce platform.

• E-commerce marketplace · 2011

  MyDeal online marketplace

  MyDeal’s central offering was an Australian online marketplace featuring discounted products across multiple categories. The platform operated as a digital retail destination rather than as a single-category specialist, allowing marketplace merchandise to be presented to customers through one price-oriented website. The available reference material does not identify individual proprietary product brands or a narrower flagship range.

• 2022

  MyDeal customer data breach

  In October 2022, personal information linked to approximately 2.2 million customers was exposed. The affected data included names, email addresses, and phone numbers. Woolworths Group apologized and said it took steps to secure the data and prevent further breaches.

  Source

Read more

• 2021MyDeal rebranding initiative

  Australia

  MyDeal undertook a comprehensive rebranding initiative around the time Ryan Gracie joined as its first chief marketing officer.

  Outcome. The available reference material does not specify the campaign’s detailed creative execution or measurable outcome.

  Source

• 2025

  Closure and marketplace integrationStrategy

  Background

  Woolworths Group cited a lack of profitability and intense competition as the reasons for ending MyDeal as a standalone platform.

  Action taken

  Woolworths announced that MyDeal would close by 30 September 2025 and that marketplace activity would be incorporated into Everyday Market and Big W Market.

  Aftermath

  MyDeal ceased operating as an independent branded marketplace.

  Source

• 2022

  Woolworths Group acquires MyDealM&A

  Background

  MyDeal was operating as an Australian online marketplace when Woolworths Group acquired it in September 2022.

  Action taken

  Woolworths Group purchased MyDeal and incorporated the marketplace into its broader retail and digital portfolio.

  Aftermath

  The acquisition was followed by a major customer data breach in October 2022 and, later, the decision to close the platform.

  Source

1. 1MyDealen.wikipedia.org