Supermarket giant Woolworths is working to open up its online ecosystem to new suppliers and partners with the launch of a marketplace offering, driven by an investment in Australian startup Marketplacer.

The marketplace, which will be called ‘Everyday Market’ will offer products in new categories, such as homewares and clothing, and will initially see Woolworths Group stablemate Big W sell products on the Woolies site later this year.

“As more of our customers start their shopping journey digitally and buy groceries online, we know their expectations will only continue to rise,” said Woolworths director of new business Faye Ilhan.

“As well as offering more choice to the millions of customers who visit our website each week, our marketplace will 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 in our core everyday needs categories and we look forward to exploring opportunities with supply partners.”

The new offer will be powered by Woolworth’s venture capital arm W23’s investment into local startup Marketplacer, which has help businesses such as Myer, Surfstitch and Nokia to launch similar platforms.

Marketplacer co-founder Jason Wyatt said strategic partnerships are key to its global expansion, and that the business is thrilled to be partnering with Woolworths on this endeavour.

“This deeply collaborative partnership will see our team and technology drive a monumental digital transformation moment for the brand, while also supporting our own ability to expand, simplifying growth for businesses the world over,” Wyatt said.