YourGrocer

What YourGrocer does

YourGrocer is an online fresh food marketplace headquartered in Collingwood, Melbourne, Australia, founded in 2013 by co-founder and co-CEO Morgan Ranieri. The platform aggregates approximately 20 local Melbourne specialty food vendors—including butchers (G. McBean Family Butcher, North Carlton Quality Meats, Meatwell), fishmongers (Ocean Made Seafood, The Fishmonger's Son), greengrocers (Gangemi's, Pino's Mercato, Fitzroy's Finest, Ripe Organics), dairies (Schulz Organic Dairy, St David Dairy), bakeries (Dench Cafe), pasta makers (Maria's Pasta), and specialty retailers (The Eggporium, The Epicurean, Whisked)—into a single storefront offering over 9,400 products across fresh produce, meat, seafood, dairy, bakery, pantry, household, baby, and pet categories.

The platform is built on Shopify (account reference 61982769319) as its e-commerce foundation, configured as a multi-vendor marketplace in which each vendor maintains its own product catalog and pricing. Delivery is postcode-restricted to eligible Melbourne addresses; no national or international footprint is disclosed. Beyond pure vendor aggregation, the company operates an own-brand private-label range ("Your Basics") and a sister-company meal-kit partnership with Pepperleaf, indicating modest vertical integration in selected categories. Notable recent activity includes the 2018 acquisition of defunct competitor Aussie Farmers Direct.

YourGrocer generates revenue through transaction-based commissions on marketplace sales; it does not charge customer subscriptions, operating on a pay-as-you-go unit-pricing model with individual product prices ranging from under A$1 to over A$190. The company is privately held, has completed three disclosed funding rounds totaling approximately A$2.4 million between 2014 and 2016 (anchored by a Series A led by Tank Stream Ventures with Giant Leap Fund participation), and has no disclosed post-2018 funding events, leadership changes, M&A activity, or geographic expansions.

Name

YourGrocer

Legal name

YourGrocer

Website

https://yourgrocer.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

YourGrocer is a Melbourne-based online grocery marketplace that aggregates approximately 20 local specialty food vendors—butchers, fishmongers, greengrocers, bakeries, and dairies—into a single Shopify-powered storefront serving Melbourne consumers via postcode-restricted delivery.

Ownership category

akta.pro rank

Product category

Online Grocery Marketplace

NAICS

Other Specialty Food Retailers (44529), Grocery and Convenience Retailers (4451)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Grocery & Specialty Food Marketplaces (CRAFABAE)

akta.pro secondary industry

Local Chef/Restaurant Meal Boxes & Marketplace Prepared Meals (CRAHAJAI)

Keywords

• Online grocery marketplace
• Local food delivery
• Fresh produce delivery
• Artisan food retail
• Melbourne grocery delivery

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales Commission: YourGrocer operates a marketplace model where products from local vendors are sold through the platform. Revenue is generated through product sales with a transaction-based take rate on items sold through the marketplace.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels1 record

Core offering

YourGrocer operates an online multi-vendor grocery marketplace that aggregates products from 20 local Melbourne specialty food vendors including butchers, fishmongers, greengrocers, bakeries, dairy producers, and artisan food producers. Customers can shop from multiple local vendors in a single checkout with home delivery to eligible Melbourne postcodes.

Product overview

YourGrocer is a multi-vendor online grocery marketplace platform that aggregates products from 20 local Melbourne specialty food vendors into a single unified shopping experience. The platform serves as the core product connecting customers to local butchers (G. McBean Family Butcher, North Carlton Quality Meats, Meatwell), fishmongers (Ocean Made Seafood, The Fishmonger's Son), greengrocers (Fitzroy's Finest, Gangemi's, Pino's Mercato, Ripe Organics), bakeries (Dench Cafe), pasta makers (Maria's Pasta), dairy producers (Schulz Organic Dairy, St David Dairy), specialty retailers (The Eggporium, The Epicurean, Whisked), and sustainable household brands (The Dirt. Company, Who Gives A Crap). Customers can shop across all vendors in a single cart with one checkout, while each vendor maintains their own product catalog and pricing. The platform offers over 9,400 products across categories including fresh produce, meat, seafood, dairy, bakery, pantry, and household items.

Differentiator

Problem solved

Functional benefit

Brands

• Your Basics: Own brand range of everyday staple products sold alongside vendor offerings.

Products and services

• YourGrocer Online Marketplace Platform

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• Dench CafecoreChannel Partner/ Reseller/ DistributorDench Cafe is a highly regarded Fitzroy North café and bakery established in 2005 by father-and-son team John and Tony Dench, known for organic artisan sourdough, excellent coffee, and handcrafted breads and pastries.
• Fitzroy's Finest Fruit & VegiescoreChannel Partner/ Reseller/ DistributorFitzroy's Finest Fruit and Veg is a Fitzroy-based greengrocer known for fresh seasonal produce, friendly service, and strong focus on locally sourced fruits and vegetables with a commitment to freshness and sustainability.
• Gangemi's Fruit & VegetablescoreChannel Partner/ Reseller/ DistributorGangemi's Fruit and Veg is a family-owned grocer established in 1983 serving Melbourne's Inner North for over 30 years, located in Brunswick's Barkly Square Shopping Centre, recognized for hand-selected seasonal produce and premium grocery range.
• G. McBean Family ButchercoreChannel Partner/ Reseller/ DistributorG.McBean Family Butcher is one of Melbourne's most respected artisan butcheries led by fourth-generation butcher Gary McBean, established at Prahran Market in 1984, known for premium free-range and ethically sourced meats, dry-aged beef, and traditional craftsmanship.
• Marias PastacoreChannel Partner/ Reseller/ DistributorMaria's Pasta is a family-owned Melbourne institution crafting authentic Italian pasta and sauces since 1985, operated by the Italiano family with connection to Melbourne's food scene dating back to 1930 through the Perfect Cheese Company.
• MeatwellcoreChannel Partner/ Reseller/ DistributorMeatwell is a family-run butcher serving Melbourne's Brunswick community with high-quality meats and competitive pricing, offering fresh cuts and pre-marinated options, founded by Tony in 2013.
• North Carlton Quality MeatscoreChannel Partner/ Reseller/ DistributorNorth Carlton Quality Meats is a proudly family-run butcher known for old-fashioned customer service and Sicilian heritage, offering wide selection of grass-fed, organic, and game meats with standout Sicilian pork sausages.
• Ocean Made SeafoodcoreChannel Partner/ Reseller/ DistributorOcean Made Seafood is one of Melbourne's leading wholesale and retail seafood suppliers based in Collingwood since 1999, known for delivering premium fresh seafood to some of the city's top restaurants including fresh fish, oysters, prawns, shellfish, and caviar.
• Pino's MercatocoreChannel Partner/ Reseller/ DistributorPino's Mercato is a family-owned fruit and vegetable grocer founded by Italian migrant Pino Narduzzo in 1958, now led by third-generation owner Mark Narduzzo, sourcing premium seasonal produce from trusted Victorian growers.
• Ripe OrganicscoreChannel Partner/ Reseller/ DistributorRipe Organics is a trusted organic produce grocer located at Melbourne's iconic Prahran Market established in 2001, committed to supplying certified organic fruit, vegetables, groceries, dairy, and bakery products with focus on health and sustainability.
• Schulz Organic DairycoreChannel Partner/ Reseller/ DistributorSchulz Organic Dairy is a family-owned dairy farm based in Timboon, Victoria with more than 50 years and three generations dedicated to organic and sustainable farming, established by Hermann Schulz in 1972, producing award-winning organic dairy on 1,044 acres.
• St David DairycoreChannel Partner/ Reseller/ DistributorSt David Dairy is Melbourne's only micro-dairy producing award-winning milk, yoghurt, butter, cream, and cultured dairy products in Fitzroy since 2013, founded by a fourth-generation dairy farmer, known for creamy barista-preferred milk.
• The Dirt. CompanyminorChannel Partner/ Reseller/ DistributorThe Dirt Company is an Australian-owned sustainable cleaning brand founded in Melbourne in 2017, known for refillable packaging, concentrated formulas, and plant-based biodegradable laundry products designed to reduce environmental impact.
• The EggporiumcoreChannel Partner/ Reseller/ DistributorThe Eggporium is a well-known specialty food retailer at Melbourne's iconic Queen Victoria Market serving for more than 20 years, offering one of the market's largest selections of fresh eggs including organic, free-range, pasture-raised, duck, quail, and specialty eggs.
• The EpicureancoreChannel Partner/ Reseller/ DistributorThe Epicurean is a specialty delicatessen at Melbourne's Queen Victoria Market known for premium cheeses, artisanal meats, antipasto, and gourmet pantry goods sourced from Australia and around the world, particularly recognized for hand-cut hams and nitrate-free meats.
• The Fishmonger's SoncoreChannel Partner/ Reseller/ DistributorThe Fishmonger's Son is an iconic Melbourne fishmonger founded by Anthony Yotis and Laura di Florio combining 40+ years of seafood knowledge, inspired by Greek and Italian heritage, focusing on fresh sustainably sourced seafood.
• WhiskedcoreChannel Partner/ Reseller/ DistributorWhisked is a specialty breakfast food retailer at Melbourne's Prahran Market serving customers since 2007, passionate about supporting small local Australian producers with exceptional range of free-range and organic eggs.
• Who Gives A CrapminorChannel Partner/ Reseller/ DistributorWho Gives A Crap is an Australian-founded sustainable household products company launched in 2012, known for environmentally friendly toilet paper made from recycled paper and bamboo, having raised over $20 million for water and sanitation projects worldwide.
• Pepperleaf (Sister Company)coreStrategic or Co-development PartnerYourGrocer is partnering with sister company Pepperleaf to bring customers special limited time meal kit offers. Pepperleaf provides meal kit products through the YourGrocer platform. This represents a sister-company integration for expanded product offerings.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Fruit Box: Australian fresh-produce and grocery delivery service sourcing from local farmers and producers. Closely comparable on the curated local-produce angle, although the Fruit Box has historically leaned more B2B/office delivery than direct consumer grocery.
• Harris Farm Markets: Australian specialty grocer with strong local-producer sourcing, premium produce positioning, and a national online delivery offering. Highly comparable on the 'local and specialty food retailer' axis, although Harris Farm operates its own physical stores in addition to online.

Broad incumbents

• Marley Spoon: Publicly listed meal-kit operator with a significant Australian DTC business. Comparable to YourGrocer's Pepperleaf meal-kit extension; operates at much larger scale and competes for the same 'convenient home meal' share of wallet.
• Uber Eats: On-demand food and increasingly grocery delivery marketplace operating across Australian metros. Competes for the same 'convenience' occasion and could pivot more aggressively into curated grocery delivery.
• DoorDash: Major food-delivery platform expanding into grocery and convenience categories in Australia. Represents the same structural threat as Uber Eats — a well-funded network that could compete on aggregated local delivery.
• Woolworths: Australia's largest grocery retailer with a national online grocery platform and an expanding 'local and artisan' assortment. Represents the dominant incumbent benchmark for any Australian online grocery operation.
• Coles: Second-largest Australian supermarket with a substantial online grocery platform and growing premium/local ranges. Directly comparable on online grocery scale, with structural advantages in supply chain and marketing.
• HelloFresh: Global meal-kit leader with an established Australian operation. Competes for the same 'dinner solution' occasions as YourGrocer's marketplace and meal-kit categories, and significantly larger scale and marketing budget.

Emerging players

• Providoor: Australian chef-prepared meal delivery service positioned around premium, restaurant-quality local food. Comparable to YourGrocer on local-producer and chef-led positioning, and to its Pepperleaf meal-kit adjacency.

Others

• Aussie Farmers Direct: Australian online grocery delivery service that was acquired by YourGrocer in May 2018. Historically a near-direct predecessor in model (aggregating local farmer/producer supply into home delivery), providing a structural reference point for YourGrocer's own growth trajectory.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/YourGrocerAu
• Facebookfacebook.com/YourGrocerAu
• LinkedInlinkedin.com/company/yourgrocer-com-au

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors2 records

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

M&A1 record

Investments

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

Frequently asked questions about YourGrocer