What Woolworths Group does

Woolworths Group Limited (ASX: WOW) is one of Australia's two dominant grocery retailers, founded in 1924 and headquartered in Bella Vista, Sydney. The company serves approximately 24 million customers weekly through a multi-format retail network spanning Woolworths supermarkets (~1,000+ locations), Woolworths Metro convenience stores, BIG W discount department stores, Countdown supermarkets in New Zealand, Dan Murphy's liquor stores, and the MILKRUN quick-commerce service. Woolworths also holds a 55% stake in Petspiration Group (Petbarn/PETstock) and operates Primary Connect, a vertically integrated B2B supply chain and logistics platform. In H1 FY2026, the group reported A$37.1 billion in sales (up 3.4% year-on-year), Australian Food segment sales of A$27.6 billion (up 3.6%), and group EBIT of A$1.7 billion (up 14.4%).

The company's technology platform centers on WooliesX, the in-house digital and e-commerce arm, which integrates the Olive AI shopping assistant (now upgraded with Google Cloud Gemini Enterprise for agentic, multimodal meal planning and personalized recommendations), an electronic shelf label network of approximately 17 million units across 600+ stores, micro-fulfillment centers acquired via Takeoff Technologies in August 2024, and AI-driven inventory and supply chain optimization. Distribution is anchored by the A$1.3 billion automated Moorebank precinct in Western Sydney, designed to achieve a 5-star Green Star rating and reduce truck movements.

Woolworths monetizes through high-volume, low-margin grocery and general merchandise sales across physical stores and digital channels, supplemented by usage-based e-commerce and quick-commerce delivery (MILKRUN and Direct to Boot grew 39%), recurring Everyday Rewards loyalty data monetization, Cartology retail media advertising revenue, and B2B logistics services through Primary Connect. Sustainability and ethical sourcing programs (100% renewable electricity across Australia and New Zealand, 84% food waste diversion, leadership in KnowTheChain human rights benchmarks) are positioned as both operational commitments and brand differentiators in a market facing heightened ACCC regulatory scrutiny, including the July 2026 price gouging law targeting supermarkets above A$30 billion in revenue.

Name

Woolworths Group

Legal name

Woolworths Group Limited

Website

https://www.woolworthsgroup.com.au

Company type

Public

Founded year

1924

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Woolworths Group is an ASX-listed Australian and New Zealand multi-format retailer operating supermarkets, discount department stores (BIG W), liquor (Dan Murphy's), quick commerce (MILKRUN), and a 55%-owned specialty pet retail business (Petspiration), serving 24 million customers weekly through ~1,000+ stores and digital channels.

Ownership category

akta.pro rank

Product category

Supermarket and grocery retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

Keywords

• Grocery retail
• Supermarket operations
• Discount department stores
• Online grocery delivery
• Consumer loyalty programs

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Australian Food Retail: Core supermarket operations generating the majority of group revenue through grocery retail, with sales of $27.6 billion in H1 FY2026 representing 3.6% growth. Includes fresh food, packaged goods, and private label products across ~1,000+ supermarkets and Metro stores
2. BIG W Discount General Merchandise: Discount department store format offering general merchandise including apparel, home goods, electronics, and toys. Faces ongoing strategic challenges with investor scrutiny on performance
3. B2B Supply Chain: Supply chain and procurement services including Primary Connect logistics operations serving both internal retail needs and external B2B customers
4. New Zealand Food (Countdown): Supermarket operations across New Zealand under the Countdown brand, operating as a separate geographic segment with local market dynamics
5. E-commerce and Delivery Services: Online grocery delivery, MILKRUN quick commerce, and Direct to Boot services. E-commerce sales grew 12.9% in Q1 FY26 with 29.3 million weekly digital visits. MILKRUN and fast delivery options grew 39%

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels7 records

Core offering

Woolworths Group is one of Australia's largest retailers, operating a multi-format portfolio that includes Woolworths supermarkets and Metro convenience stores for groceries and fresh food, BIG W discount department stores for general merchandise, Countdown supermarkets in New Zealand, and Dan Murphy's liquor stores. The company serves approximately 24 million customers weekly across physical stores and digital channels, complemented by the WooliesX e-commerce platform, MILKRUN quick-commerce delivery, Everyday Rewards loyalty program, and the Primary Connect supply chain and logistics operation.

Product overview

Woolworths Group is a diversified retail company operating a multi-format, multi-brand portfolio across Australia and New Zealand. The core business consists of Woolworths Supermarkets (food retail), BIG W (general merchandise), Countdown (New Zealand), and Dan Murphy's (liquor), supported by the WooliesX digital platform for e-commerce operations. The company operates quick commerce through MILKRUN, loyalty via Everyday Rewards, and health/wellness through Healthylife. The digital ecosystem includes the Olive AI shopping assistant, Market Plus marketplace, and Primary Connect supply chain. Recent strategic moves include the acquisition of Takeoff Technologies for micro-fulfillment automation and expansion of electronic shelf labels across stores.

Differentiator

Problem solved

Functional benefit

Brands

• Woolworths Supermarket: Primary Australian supermarket chain offering fresh food, groceries, and household items
• Woolworths Metro
• BIG W
• Countdown
• Everyday Rewards
• Woolies X
• Healthylife
• MILKRUN
• Primary Connect

Quantifiable outcome

• 24 million customers served weekly
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability8 records

Feature4 records

Partnerships

18 partnerships are on record, tiered core, flagship and minor.

• Google CloudcoreTechnology or Integration · 8 January 2026First Australian retailer to partner with Google Cloud's Gemini Enterprise for Customer Experience platform, enhancing the Olive AI shopping assistant with agentic AI capabilities for meal planning, personalized recommendations, and multi-modal interactions
• ANZ BankflagshipGTM or Marketing Partner · 17 October 2025Loyalty points partnership connecting ANZ rewards program with Woolworths' Everyday Rewards, enabling points earning and redemption across both platforms
• Takeoff TechnologiescoreTechnology or Integration · 1 August 2024Acquired to bolster access to automated micro-fulfillment centers and accelerate online grocery order processing for quick commerce and ultra-fast delivery services
• Allied PinnaclecoreStrategic or Co-development Partner · 1 January 2023Exclusive partnership for 'Wise Wheat' high-amylose fiber-enriched flour brand, developed by CSIRO over 20 years with ~6x more fiber than regular wheat. Sold in Woolworths in-store bakeries and packaging
• Soft Plastics Stewardship Australia (SPSA)coreStrategic or Co-development Partner · 1 November 2022Industry-led initiative formed after RedCycle collapse, led by Woolworths in collaboration with major retailers and brands (Mars, Nestlé) to transform soft plastics collection and processing with goal to expand recycling infrastructure by 2026
• OzHarvestcoreStrategic or Co-development Partner · 1 January 2015Long-standing food rescue partnership diverting surplus edible food from 560+ Woolworths supermarkets and Metro stores to 1,500+ charities nationwide, providing over 100 million meals since 2015. Woolworths is OzHarvest's largest donor, with yellow vans collecting from stores daily
• FoodbankcoreStrategic or Co-development PartnerNational food relief partnership utilizing Primary Connect logistics capabilities to provide transportation support for food rescue operations. Addresses food insecurity affecting one in three Australian and New Zealand households
• NetflixflagshipGTM or Marketing PartnerAnnual Big Night In promotional campaign partnership offering Everyday Rewards members chance to win over $1.1 million in prizes including trip to Netflix House in Dallas, Texas. Cross-promotional marketing initiative leveraging streaming entertainment appeal
• Tour de Cure AustraliaflagshipStrategic or Co-development PartnerAnnual 'Woolies Wheels and Walks' event raising funds for cancer research, with over 2,000 NSW team members raising $1.5 million in one day. Multi-year partnership supporting Tour de Cure's mission to find a cure for cancer
• Clontarf FoundationcoreStrategic or Co-development PartnerPartnership developing mutual connections across stores and sites that builds relationships, helps teams learn about reconciliation, and creates positive outcomes for young Indigenous men through employment and engagement programs
• SaveBOARDcoreStrategic or Co-development PartnerPartnership investing in and purchasing SaveBOARD's recycled building materials on an ongoing basis for store construction, creating end markets to transform waste into valuable resources
• UN Global Compact Network AustraliacoreStrategic or Co-development PartnerActive member participating in Human Rights Leadership Group and Modern Slavery Community of Practice to share emerging best practices for addressing human rights risk management
• Consumer Goods Forum Human Rights CoalitioncoreStrategic or Co-development PartnerCo-chair of the HRC (30 global retailers/manufacturers committed to eradicating forced labour). Initiated 'Ethical Recruitment Marketplace' concept to bring scale by connecting end-to-end recruitment journey through multiple partners
• The Issara InstitutecoreStrategic or Co-development PartnerStrategic Partners Programme working toward empowered worker voice, data analytics, and collaborative approach to operationalize ethical supply chains with local expertise in Thailand and expansion to other regions
• International Accord (Bangladesh)coreStrategic or Co-development PartnerFounding signatory of Bangladesh Accord and current signatory to International Accord, supporting robust mechanisms for safe working conditions in Bangladesh garment factories through inspections and remediation
• Action Collaboration Transformation (ACT)coreStrategic or Co-development PartnerJoined ACT in February 2020 - agreement between global brands, retailers, and trade unions to achieve living wages through collective bargaining at industry level. BIG W actively participates in Bangladesh country group meetings
• Retail Supply Chain AlliancecoreStrategic or Co-development PartnerEthical Retail Supply Chain MOU with Australian Workers Union, Transport Workers Union, and Shop Distributive and Allied Employees Union to end worker exploitation through pilot programs on lawful employment practices
• Sea ForestminorStrategic or Co-development PartnerPartnership for methane-reducing feed additive SeaFeed in Australian feedlot and grazing markets as part of sustainability and emissions reduction initiatives

Scale indicators15 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Coles Group: Coles Group is Woolworths' direct duopoly partner in Australian supermarkets, operating ~840 Coles supermarkets plus Liquorland, First Choice, and Coles Online. Together with Woolworths, it controls approximately two-thirds of Australian grocery sales and faces the same regulatory scrutiny (ACCC, price gouging law) and competitive dynamics.
• Costco Wholesale Australia: Costco operates warehouse club stores in Australia selling grocery and general merchandise under membership. It competes for value-conscious bulk shoppers and represents the membership-based model Woolworths must benchmark against, particularly in fresh, packaged grocery, and household categories.
• Metcash Limited: Metcash is the wholesale distributor and franchise operator behind IGA supermarkets, Foodland, and Mitre 10 in Australia. While smaller than Woolworths, it is the principal independent grocery channel competing for share in regional and suburban markets, and intersects with Woolworths in B2B supply through Primary Connect.
• JB Hi-Fi Limited: JB Hi-Fi is a leading Australian retailer of consumer electronics, home appliances, and technology products through JB Hi-Fi and The Good Guys banners. It overlaps with BIG W's electronics and home categories and competes for similar value-oriented Australian household discretionary spend.
• Kmart Australia (Wesfarmers): Kmart is BIG W's closest direct competitor in Australian discount general merchandise, offering apparel, home goods, toys, and electronics at value price points. It competes head-to-head with BIG W on seasonal merchandise, private label penetration, and store footprint strategy.
• Aldi Australia (Aldi Süd): Aldi is the third major Australian supermarket operator, running a hard-discount format with 590+ stores and aggressive price competition. Aldi directly challenges Woolworths on price perception, private label penetration, and fresh food positioning, and is a key driver of structural pricing pressure in Australian grocery.
• Harvey Norman Holdings: Harvey Norman is a major Australian and international retailer of furniture, bedding, computers, and home appliances through company-owned and franchise stores. It overlaps with BIG W's home goods and electronics categories and competes for similar Australian household discretionary spending.

Broad incumbents

• Tesco PLC: Tesco is the UK's largest supermarket operator with comparable scale (~A$100B+ revenue), loyalty program (Clubcard), strong private label, and growing quick-commerce offering. It is a relevant international benchmark for Woolworths' omnichannel grocery, loyalty, and digital transformation strategies.
• Wesfarmers Limited: Wesfarmers is a diversified Australian retail conglomerate owning Coles (direct grocery peer), Kmart (BIG W's primary competitor), Bunnings, Target, and Officeworks. It is comparable to Woolworths Group as a multi-format retail conglomerate with overlapping grocery, general merchandise, and digital operations across Australia and increasingly New Zealand.
• The Kroger Co. Kroger is the largest pure-play US supermarket operator with ~US$150B revenue, extensive loyalty programs, and growing e-commerce/automation investments. It provides a comparable international benchmark for scale grocery operations, private label development, and digital grocery innovation relevant to Woolworths' strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights6 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries8 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Woolworths Group