What Coles Express does

Coles Express was an Australian fuel and convenience retail network operated as part of Coles Group Limited, the publicly listed parent headquartered at 800 Toorak Road, Hawthorn East, Victoria. On 1 May 2023, Viva Energy Retail Pty Ltd completed the acquisition of sites trading as "Coles Express," divesting the fuel and convenience network from Coles Group and rebranding the sites under Viva Energy ownership. Pre-divestiture, Coles Express offered Shell fuels and convenience food-on-the-go items, frequently co-located with Coles supermarkets, providing an integrated fuel-and-grocery experience to Australian consumers.

The broader Coles Group platform, of which Coles Express was historically a division, operates a large-scale omnichannel retail ecosystem spanning Coles supermarkets, Coles Online (coles.com.au and mobile app), Click & Collect with multiple fulfilment modes (Direct to Boot, Smart Lockers, Mobile Collect, Service Desk), the Coles 360 retail media network, the Flybuys loyalty program, and adjacent financial services including Coles Insurance, Coles Credit Cards, Coles Personal Loans, and Coles Mobile. Coles 360 monetises Coles and Flybuys first-party data across onsite, offsite (programmatic, social, video), and instore (digital screens, Coles Radio) channels, with measurement handled through the Coles 360Impact suite.

The revenue model combines transactional retail sales (groceries, fuel, convenience, liquor via Liquorland), transaction and delivery fees from online grocery, subscription revenue from Coles Plus / Coles Plus Saver memberships, and advertising revenue from Coles 360's retail media offerings. Customer segmentation is horizontal: primarily individual consumer shoppers for core grocery, supplemented by business customers through Coles For Business. Pricing follows pay-as-you-go weekly specials and promotional mechanics, with premium positioning for Coles Finest and value positioning for Down Down promotions.

Name

Coles Express

Legal name

Coles Supermarkets Australia Pty Ltd

Website

https://coles.com.au

Company type

Public

Founded year

1914

Operating status

Acquired

Headcount range

5,001–10,000 employees

Short description

Coles Express was an Australian fuel and convenience retail network, divested by Coles Group to Viva Energy in May 2023. The Coles Group parent operates supermarkets, online grocery, Coles 360 retail media, and Flybuys loyalty across Australia.

Ownership category

akta.pro rank

Headquarters

HQ city

Glen Iris

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel and convenience retail: Sale of fuel and convenience products through Coles Express network, now owned and operated by Viva Energy Group following acquisition and rebranding
2. Supermarket retail sales: Retail sales of groceries, household items, fresh produce, dairy, bakery, meat, seafood, and general merchandise through Coles supermarkets
3. Online grocery delivery and pickup: Online shopping platform with home delivery and Click & Collect services generating transaction fees and delivery fees
4. Retail media advertising (Coles 360): Media advertising services enabling brands to reach customers through on-site, off-site, and in-store channels using Coles first-party data

Pricing tiers

Distribution channels6 records

Marketing channels7 records

Core offering

Coles Express operates a network of fuel and convenience retail stores across Australia, offering Shell fuels and a variety of food and convenience items. Following the May 2023 acquisition by Viva Energy Group, Coles Express sites are owned and operated by Viva Energy Retail Pty Ltd. The Coles digital storefront at coles.com.au provides grocery shopping, Click & Collect, and home delivery, while the Coles Express brand retains its identity within Viva Energy's network.

Product overview

Coles Express operates as a comprehensive omnichannel grocery and convenience retail platform. The core offering consists of Coles Online (website) and Coles Mobile App enabling online grocery shopping with delivery and Click & Collect fulfillment options. The platform is enhanced by membership programs including Coles Plus and Coles Plus Saver subscription tiers, and the Flybuys loyalty program. Coles 360 serves as the retail media network platform providing advertising solutions across onsite (coles.com.au, app, Flybuys), offsite (programmatic, social, video), and instore (digital screens, Coles Radio) channels, powered by first-party customer data with Coles 360Impact measurement capabilities. Additional products include financial services (Coles Insurance, Coles Credit Cards, Coles Personal Loans), B2B services (Coles For Business), and liquor retail brands (Liquorland, Vintage Cellars, First Choice Liquor Market). The portfolio represents a unified platform architecture combining retail operations, digital commerce, loyalty, and retail media monetization.

Differentiator

Problem solved

Functional benefit

Brands

• Coles Local: Neighborhood grocery store format
• Coles 360
• Coles Plus
• Coles Plus Saver
• Coles Finest
• Down Down
• Flybuys

Products and services

• Coles Online Online grocery shopping platform enabling customers to browse, order, and purchase groceries for home delivery or Click & Collect from coles.com.au.
• Coles Mobile App Mobile application available on iOS and Android providing online shopping, order tracking, shopping lists, and loyalty card integration.
• Click & Collect Order online and collect groceries from selected Coles supermarket locations including Direct to Boot, Smart Lockers, Mobile Collect, and Service Desk collection options.
• Coles Plus Membership subscription program offering exclusive benefits, bonus value activations, and enhanced savings for Coles customers.
• Coles Plus Saver Subscription membership tier providing additional savings and exclusive deals for frequent Coles shoppers.
• Coles 360 Omnichannel retail media network providing media solutions across onsite, offsite, and instore channels, fuelled by Flybuys and Coles first-party data with measurement via Coles 360Impact.
• Flybuys Loyalty program allowing customers to earn points on purchases that can be redeemed for rewards, discounts, and exclusive offers.
• Coles Insurance Insurance products offered by Coles including home, car, landlord, pet, and travel insurance.
• Coles Credit Cards Credit card products offered by Coles including no annual fee, rewards, and low rate options with Coles Mobile Wallet integration.
• Coles Personal Loans Personal loan products offered in partnership with NAB, providing financing options for Coles customers.
• Coles For Business B2B service offering business accounts, workplace catering, cleaning supplies, and office essentials for small and enterprise businesses.
• Coles Local Neighbourhood store format offering convenience-focused shopping with extended hours in select locations.
• Liquorland Liquor retail brand operating within Coles network including Liquorland, Liquorland Cellars, Liquorland Market, Vintage Cellars, and First Choice Liquor Market.
• Coles 360Impact Measurement and analytics solution within Coles 360 providing Post Campaign Analysis, Customer Lift, Market Lift, and Multi-Channel Lift approaches to demonstrate media ROI.
• Snapchat Promoted Places Integration Coles 360 and Snapchat partnership enabling brands to advertise via Promoted Places on Snap Map near Coles store locations.

Quantifiable outcome

• Over 12 million Coles shoppers reachable through Coles 360
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability7 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Snap Inc (Snapchat)coreGTM or Marketing Partner · 2 February 2026Strategic partnership enabling Coles 360 to offer Snapchat's Promoted Places through its retail media network, creating innovative advertising opportunities for brands to reach Snapchat users near Coles store locations. This marked the first activation of Promoted Places through a retail media network in Australia, allowing brands to appear on Snap Map when users are nearby Coles stores.
• Loyalty Pacific Pty Ltd (Flybuys)coreStrategic or Co-development PartnerColes participates in the Flybuys loyalty program operated by Loyalty Pacific Pty Ltd. Flybuys enables customers to earn points on purchases across participating partners and redeem rewards. Coles collects, uses and shares customer information with Flybuys for loyalty program operations and personalized marketing.
• Third-party delivery providersminorChannel Partner/ Reseller/ DistributorThird-party delivery providers engaged by Coles to fulfill rapid and same-day online orders, including deliveries to pre-approved remote locations such as barges, train stations, airports and local couriers.
• Viva Energy GroupminorOthersFrom 1 May 2023, Viva Energy Retail Pty Ltd became the owner of sites trading as 'Coles Express'. Coles Express fuel and convenience network was acquired and rebranded by Viva Energy, reshaping the Australian fuel retail market.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Woolworths Group: Australia's other major supermarket operator and the most direct competitor to Coles across grocery, online, loyalty (Everyday Rewards), and forecourt fuel centres (Woolworths Caltex/Ampol). Closely comparable on omnichannel retail, private label, and emerging retail media network (Woolworths Media360).
• ALDI Australia: Hard discount grocer with a rapidly expanded Australian store footprint, competing directly on price and private label. Comparable as a grocery retail format rival that pressures Coles' value proposition and margin structure.
• 7-Eleven Australia: Largest convenience and fuel retail chain in Australia, offering Shell and other fuels alongside food-on-the-go. Closely mirrors Coles Express's convenience/fuel positioning and competes for impulse, beverage, and snack occasions.
• Metcash (IGA): Wholesale distributor and supporting brand for the IGA supermarket banner network. Competes with Coles in Australian grocery retail, particularly in regional and independent channels, and supplies convenience formats adjacent to fuel sites.
• Ampol: Australia's largest fuel retailer following its Caltex acquisition, now operating the Coles Express sites acquired from Coles Group in 2023. Direct competitor in forecourt fuel and convenience retail and a key counterpart for Coles' legacy fuel brand exposure.
• BP Australia: Major integrated fuel retailer with a national network of BP service stations and convenience offers. Competes with Coles Express/Viva Energy and Woolworths-affiliated sites on fuel pricing, loyalty, and convenience retail.

Broad incumbents

• Costco Wholesale Australia: Warehouse club operator offering bulk grocery and general merchandise, attracting value-focused Australian shoppers. Not a like-for-like supermarket peer, but an alternative shopping channel that takes share from Coles' fresh and packaged grocery baskets.

Emerging players

• Uber Eats: Leading on-demand delivery platform with growing grocery and convenience delivery partnerships in Australia. Overlaps with Coles Online on rapid/same-day delivery, same-day impulse occasions, and last-mile fulfilment partnerships.
• DoorDash Australia: On-demand delivery platform used by Coles as a third-party Delivery Partner for rapid and same-day grocery orders. Comparable as both a partner and a competing channel for online grocery and convenience delivery.

Others

• Kmart Australia (Wesfarmers): Discount general merchandise retailer owned by Wesfarmers, Coles Group's former parent. Not a direct competitor, but a related ecosystem participant across Australian retail, with shared customer cohorts and adjacency to Coles' household and general merchandise categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/coles
• Xx.com/Coles
• Facebookfacebook.com/coles

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Coles Express