MyDeal.com.au

Australian online marketplace, shut down by owner Woolworths on 30 September 2025.

MyDeal is no longer a company to watch; it closed on 30 September 2025 and its remains now sit inside Woolworths' other marketplace brands.

MyDeal.com.au was an online marketplace where third-party sellers sold products to Australian shoppers, competing with Amazon and cheap apps like Shein and Temu. It could not survive because it had nothing special that competitors could not copy: no exclusive deals with brands, no private delivery network, no legal protection, and no way to lock customers in. Woolworths bought the company and folded it into its own BIG W marketplace in September 2025 after losing about 20 million Australian dollars per year with no clear path to ever make money. The only way the picture could have changed would have been if MyDeal had found a way to make money on each sale or cut costs drastically, but the company and its owner both concluded that was impossible.

• Shutdown cost Woolworths A$90-100M cash plus A$45M impairment (2025-06-29)
• MyDeal lost about A$20M in its last full year (2025-06-27)
• Woolworths bought 80% of MyDeal for A$243M in 2022 (2022-05-20)

• Entity is fully defunct as a consumer-facing brand since 30 September 2025, with no independent operations remaining. Severity: high
• Underlying marketplace model showed structurally negative unit economics, roughly A$20 million annual losses before closure. Severity: high
• Residual legal or reputational exposure from 2022 data breach affecting 2.2 million customers could still surface. Severity: medium
• Legacy domain mydeal.com.au flagged as low-trust or erroring, risking scam or phishing misuse of the defunct brand. Severity: low
• Absorbed BIG W Market and Everyday Market may still fail to reach profitability, prompting further restructuring. Severity: medium

Is MyDeal.com.au in financial trouble?

MyDeal.com.au is beyond financial trouble, it has already ceased trading, stopping operations on 30 September 2025. Woolworths estimated the closure would cost A$90 to 100 million in cash plus a A$45 million non-cash asset impairment, announced 27 June 2025.

Who were MyDeal.com.au's biggest competitors?

MyDeal.com.au's biggest competitors were Amazon Australia, Temu and Shein, all of which competed on price in the same homewares and appliances categories. Amazon Australia alone reached 7.9 million users in FY2024, a scale MyDeal could not match before Woolworths folded its sellers and technology into BIG W Market and Everyday Market.

Was MyDeal.com.au at risk from AI?

No, AI tools or agents were not the cause of MyDeal.com.au's shutdown; the AI threat status is listed as not applicable. The company lost to plain retail economics and scale pressure from Amazon Australia, Temu and Shein, not to any AI-driven disruption.

Why did MyDeal.com.au shut down?

MyDeal.com.au shut down because it could not defend its customer base against larger, cheaper marketplaces once Woolworths, which acquired an 80.2% stake in May 2022 at an implied enterprise value of A$243 million, concluded the economics no longer worked. The closure was announced on 27 June 2025, more than three years after that acquisition, reflecting how late this defense came relative to the pressure MyDeal faced from Amazon Australia, Temu and Shein.

What should someone watch to see how the MyDeal.com.au closure played out?

Watch Woolworths' FY26 annual results, expected around August 2026, to see whether MyDeal's closure costs land within or near the A$90 to 100 million cash guidance set on 27 June 2025. Also watch through 2026 whether Woolworths refrains from relaunching a standalone MyDeal.com.au brand, since its sellers and technology were absorbed into BIG W Market and Everyday Market instead.

• 2025-09-30MyDeal consumer website ceases operating; tech folded into BIG W and Everyday Market
• 2025-07-07Industry commentary frames MyDeal closure as signaling retreat from standalone marketplaces in Australia
• 2025-06-29Closure cost estimated at A$90-100m cash plus ~A$45m non-cash impairment
• 2025-06-27Woolworths announces MyDeal customer website will shut by 30 September 2025
• 2025-06Catch.com.au, a Wesfarmers-owned peer marketplace, shuts down weeks before MyDeal
• 2022-10Data breach exposes personal information of approximately 2.2 million MyDeal customers
• 2022-09-23Scheme of Arrangement implemented; MyDeal delisted from ASX
• 2022-08-12ACCC clears Woolworths' acquisition of MyDeal without opposition
• 2022-05-20Woolworths announces proposal to acquire ~80% of MyDeal for ~A$243m
• 2011MyDeal founded by Sean Senvirtne in Melbourne, Australia

• MyDeal
• Proposal to acquire 80% of MyDeal (2022-05-20)
• Implementation of Scheme of Arrangement (2022-09-23)
• Woolworths' acquisition of MyDeal not opposed (2022-08-12)
• Sean Senvirtne
• Woolworths to pay $100 million to shut down online marketplace MyDeal (2025-06-27)
• What the closure of MyDeal signals about the future of marketplaces in Australia (2025-07-07)
• Retail Insight Network (2025-06-29)
• Woolworths pulls plug on MyDeal to stem online marketplace losses amid stiff competition (2025-06-27)
• MyDeal.com.au - Overview, News & Similar companies (2026-07-06)
• Suspicious Website, Low External Score, Trust Score 35/100 (2025-09-23)