What Umart Online does

Umart Online (trading as umart.com.au) is an Australian specialty computer retailer and marketplace operator founded in 1999, incorporated as New Eagle International Pty Ltd (ABN 74 076 486 416) and headquartered in Mansfield, Queensland. The company operates a hybrid retail model combining an e-commerce storefront, a network of 20+ branded physical pickup stores spanning QLD, NSW, VIC, ACT, SA, WA, and TAS, an Australia-wide delivery service with same-day dispatch before 2:00 PM Mon-Fri, and an Uber-powered Pick2Fix door-to-door PC repair service. Umart claims to have invented Click & Collect in 1999 and serves Australian consumers, small and medium businesses, and education buyers, with 3,079+ active promotional SKUs across PC components, laptops, desktops, peripherals, gaming systems, networking, and adjacent lifestyle categories.

The core technology stack is an e-commerce marketplace platform with custom PC configurator, third-party seller marketplace integration, an AI shopping assistant (UmartAI at umartai.com.au), Uber integration for last-mile delivery and repair pickup, Buy Now Pay Later providers (Zip Pay Later, Zip Biz, PayPal Credit, Google Pay), and a PREMIUM member pricing tier gated by login. Proprietary differentiators include the Configurator-based Custom PC Builder ($99 build fee), the in-house G7 Gaming PC line, Umart Pick2Fix door-to-door repair ($90 flat fee, ~30-minute Uber pickup), and a customer data layer that powers email, SMS, and remarketing campaigns to a 1.87M+ subscriber base.

Revenue is generated through unit-priced retail of computer hardware, custom PC build fees, in-store and door-to-door repair service fees, third-party marketplace commissions, delivery and shipping fees, BNPL transaction fees, and data-driven direct marketing and remarketing. Go-to-market combines direct-to-consumer e-commerce, a marketplace for third-party sellers, dedicated Education and Corporate B2B channels, channel partnerships with tier-1 brands (ASUS, MSI, Corsair, AMD, NVIDIA, Intel, GIGABYTE, Samsung, TP-Link, Dell, Lenovo), and event-driven promotional cycles such as EOFY 2026. Operational scale is evidenced by 20+ stores, 13,748+ Google reviews with a 4.8/5 store rating, and a Google Top Quality Store badge.

Name

Umart Online

Legal name

New Eagle International Pty Ltd

Website

https://umart.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Umart Online is an Australian specialty computer retailer and marketplace operator, founded in 1999, that sells PC hardware, components, gaming systems, and peripherals through a national e-commerce storefront, 20+ pickup stores, and Australia-wide delivery. It serves consumers, SMBs, and education buyers with custom PC builds, repair services, and financing options.

Ownership category

akta.pro rank

Product category

Computer Hardware Retail

NAICS

Electronics and Appliance Retailers (44921), Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Computer & Computer Software Stores (5734), Retail-Hobby, Toy & Game Shops (5945), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Consumer Electronics & Appliances Online Retailers (CRAFADAD)

akta.pro secondary industries

Computer Accessories & Consumables Retail (Cables, Adapters, Ink/Toner) (CRACABAH), General Merchandise Online Retailers (CRAFADAA)

Keywords

• Computer hardware retail
• Custom PC building
• PC repair services
• Gaming PC sales
• Consumer electronics marketplace

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices30 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Hardware Sales: Direct online retail of computer hardware and related consumer electronics (PC parts, laptops, desktops, monitors, peripherals, networking, smart devices, household appliances, lifestyle products). Catalogue shows 3,079+ active hot-deal products across hundreds of brands (Asus, AMD, Intel, Corsair, MSI, Gigabyte, Samsung, LG, Logitech, Razer, etc.). One-time per-unit sales with promotional discounts (EOFY Sale, Hot Deals, Clearance Sale).
2. Custom PC Build & Configurator Service: Fee-based custom PC assembly service using Umart's online PC Configurator. Build fee disclosed at $99 (during EOFY Sale 2026, saved $99.5 off $198.50). Customers select parts; Umart technicians assemble and ship.
3. PC Repairs & Upgrades Service: In-store Hardware Diagnosis / Health Check Report at $60 with online booking (vs $80 walk-in). Also the Umart Pick2Fix door-to-door repair service at $90 covering diagnostics and installation (excluding parts).
4. Third-Party Marketplace Commissions: Operates as a marketplace for third-party sellers to list and sell goods on the platform; customer personal information is shared with marketplace sellers as needed for fulfilment, indicating commission/fee revenue from marketplace transactions.
5. Delivery & Shipping Fees: Australia-wide delivery starting as low as $5 per order; 1–3 hour Uber local delivery for $10 on orders over $69; same-day dispatch for orders before 2 PM Mon-Fri.
6. Financing & BNPL Income: Buy Now Pay Later via Zip (including Zip Pay Later and Zip Biz commercial financing) and PayPal Credit are promoted at checkout, generating transaction-fee revenue from BNPL providers.
7. Direct Marketing & Data Monetisation: Privacy policy permits use of customer data for direct marketing (email and SMS), remarketing advertisements based on past visits, and offers that are 'of greater interest or benefit to customers', with related-company data sharing and analytics-driven personalisation.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels9 records

Core offering

Umart Online is an Australian computer hardware and consumer electronics retailer that sells PCs, components, gaming systems, laptops, peripherals, networking gear, and lifestyle electronics directly through its umart.com.au marketplace and 20+ branded physical stores nationwide. It also operates a third-party seller marketplace, offers a fee-based custom PC assembly service via an online PC Configurator, and provides in-store PC repairs alongside a door-to-door Pick2Fix repair pickup service powered by Uber.

Product overview

Umart Online (umart.com.au) is a single unified e-commerce marketplace platform rather than a multi-module SaaS suite. The core platform is the Umart.com.au retail marketplace, which lists and sells third-party brands (Acer, AMD, ASUS, Corsair, Gigabyte, Intel, Lenovo, MSI, Samsung, TP-Link and many more) across categories such as Computer, PC Parts, Memory, Graphics Cards, Networking, Gaming, Peripherals and Lifestyle. Layered on top of this marketplace are Umart's own modules and services: the PC Configurator / Custom PC Builder for made-to-order builds (including the Umart-branded Ready2Go Gaming PC line such as the G7 series), the in-store Umart PC Repairs and Upgrades Service, the door-to-door Umart Pick2Fix service (delivered with Uber), the UmartAI sub-brand at umartai.com.au, the Umart Premium membership tier, the Zip Biz commercial-financing offering, and dedicated Education and Corporate storefronts. Supporting storefront capabilities include Hot Deals, Clearance Sale, Promotions and the New Arrivals merchandising modules, plus fulfilment options such as Click & Collect, Australia-wide Delivery and same-day dispatch.

Differentiator

Problem solved

Functional benefit

Brands

• UmartAI: Umart-branded AI service referenced via a separate domain umartai.com.au, linked from the main Umart site navigation.
• Pick2Fix
• G7 Gaming PCs

Products and services

• Umart.com.au Retail Marketplace Umart's flagship online retail marketplace at umart.com.au, listing 3,000+ active SKUs of computer hardware, PC components, laptops, desktops, gaming PCs, peripherals, networking gear, smart devices, and lifestyle electronics from brands such as ASUS, AMD, Intel, MSI, Corsair, Gigabyte, Samsung, Dell, Lenovo, Razer, Logitech, and TP-Link. Customers can shop directly or via a third-party seller marketplace layer, with Australia-wide delivery, Click & Collect, BNPL via Zip and PayPal, and access to Umart Premium pricing.
• PC Configurator / Custom PC Builder An online configurator that lets customers select PC parts and have Umart technicians assemble the system, with a $99 build fee and 5–7 business day turnaround. Customisable base systems from MSI, Gigabyte, and Asus start from $1,892–$1,945 and ready-to-go Ready2Go gaming PCs (e.g., G7 Ryzen 7 7800X3D GeForce RTX 5070) are also offered.
• Umart PC Repairs and Upgrades Service In-store PC repair and upgrade service covering booting/blue-screen issues, hard drive failures, power supply problems, and slow performance, performed by Umart technicians. Hardware Diagnosis or Health Check Report is $60 with online booking or $80 walk-in; laptops are not serviced.
• Umart Pick2Fix (Door-to-Door Repair) Door-to-door PC repair pickup and return service delivered via an Uber driver who arrives within approximately 30–60 minutes of booking. The $90 flat fee covers diagnostics and installation, with replacement parts billed separately; customers must securely pack their PC and laptops are not serviced.
• UmartAI Umart-branded AI shopping assistant platform hosted at umartai.com.au, linked from the main Umart site navigation, providing an AI-powered shopping experience to customers of umart.com.au.
• Umart Branded Gaming PCs (Ready2Go / G7 series) Umart's in-house ready-to-go gaming PC line sold under the Umart brand in the Gaming PCs Ready2Go category, including models such as the G7 Ryzen 7 7800X3D GeForce RTX 5070 Gaming PC, available for fast shipping.
• Umart Education & Corporate Programs Dedicated Education and Corporate storefronts at /edu and /corporate providing bulk and special-order handling, extended warranty bundles such as Dell Pro, and Zip Biz commercial financing for Australian institutional and business buyers.

Quantifiable outcome

• Same-day dispatch on orders placed before 2:00 PM (Mon-Fri)
• +3 more outcomes

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

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

• UberflagshipStrategic or Co-development PartnerUmart partners with Uber to power two key services: the Umart Pick2Fix door-to-door PC repair pickup-and-return service (where an Uber driver typically arrives within 30 minutes of booking to collect the customer's PC for $90) and 1–3 hour Uber local delivery for $10 on orders over $69. The Pick2Fix service is branded 'Umart Pick2Fix with FSD/Uber'.
• ASUScoreGTM or Marketing PartnerMulti-touch GTM partnership covering the ASUS ExpertBook Ultra $300 Flight Centre voucher promotion, ASUS Lifestyle Laptop EOFY Sale 2026, ASUS Gaming Laptop EOFY Sale 2026, ASUS ROG Monitors EOFY Sale (Up to 30% Off), ROG OLED Monitor / WiFi 7 Router giveaway, ASUS ProArt 'Up to 1TB Bonus SSD' push, ASUS Japan Trip with SUPERGIRL™, and Asus branded laptop deals (e.g., Asus V16, Asus ROG Strix G16, Asus ExpertBook B9406CAA).
• MSIcoreGTM or Marketing PartnerMSI co-marketing includes 'Get Up to a $225 USD Steam Gift Card with Eligible Powered by MSI Gaming PCs', 'Share Your Umart Purchase on Social Media for a Chance to Win MSI Monitors', Save Up to 20% with Selected MSI Laptops, and a 'Customizable MSI PC -1' base system from $1,917. MSI also supplies monitors, laptops, components and gaming PCs across Umart's range.
• CorsaircoreChannel Partner/ Reseller/ DistributorCorsair is a major brand partner and authorised reseller arrangement. Umart runs the 'Corsair EOFY SALE 2026' promotion, lists Corsair Cases and the Corsair K55 CORE TKL RGB Gaming Keyboard, and is the warranty service channel for Corsair memory products in Australia (per news coverage of the DDR5 warranty dispute).
• SamsungcoreGTM or Marketing PartnerCo-marketing partnership running the 'Samsung Odyssey Monitors EOFY Sale 2026 | Up to 40% Off' promotion across Umart's homepage and promotions hub.
• TP-LinkcoreGTM or Marketing PartnerTP-Link bundle partnership: 'Bundle Up & Get a Free Cruxtec Cat7 Cable on Select TP-Link Switches Bundles'; TP-Link Tapo Dual-Lens Cameras promotion; and Omada Fusion 2.5G Gateway introduction banner. TP-Link also supplies networking gear sold on Umart.
• AMDcoreTechnology or IntegrationAMD is a key technology partner. Umart actively promotes AMD Ryzen 9000 Series ('The Fastest Gaming Processor'), AMD Ryzen 9 9950X3D Dual Edition ('The World's First Dual AMD 3D V-CACHE Processor'), and sells the AMD Ryzen 7 7800X3D and AMD Ryzen 5 5500 CPUs through the storefront.
• NVIDIAcoreTechnology or IntegrationNVIDIA technology partnership reflected by the 'Get the Ultimate Upgrade with GeForce RTX | Tax Time Deals' promotion and Umart's comprehensive GeForce RTX 30/40/50 series GPU catalogue.
• GIGABYTEcoreGTM or Marketing PartnerGIGABYTE co-marketing includes 'GIGABYTE Radeon RX 9000 Series | Built for Radeon. Powered by AORUS.', 'Get Up to $100 Amazon E-Gift Card with Selected GIGABYTE Laptops & Monitors', and a 'Customizable Gigabyte PC' base system from $1,892.
• ThermaltakeminorGTM or Marketing PartnerThermaltake co-marketing includes 'Thermaltake EOFY Sale 2026 | Up to 60% Off Selected PC Parts & Gaming Gear' and a promotional code '15OFFTTUM' offering an extra $15 off Thermaltake orders over $100 (first 80 orders).
• AOCminorGTM or Marketing PartnerCo-marketing partnership with AOC running 'AOC Monitors Autumn Sale 2026 | Up to 30% Off AOC Gaming & Office Displays'.
• DeepcoolminorGTM or Marketing PartnerDeepcool technology partnership — Umart promotes specific Deepcool SKUs (e.g., Deepcool LT360 Vision ARGB 360mm AIO CPU Cooler) and Deepcool Cases.
• SeagateminorGTM or Marketing PartnerSeagate co-marketing: 'Claim Up to $130 Prezzee E-Gift Card with Seagate BarraCuda Drives'.
• KeychronminorGTM or Marketing PartnerKeychron EOFY Sale promotion 'Elevate Your Work & Play Setup with Premium Mechanical Keyboards'.
• Flight CentreminorGTM or Marketing PartnerFlight Centre partnership — vouchers offered as part of the ASUS ExpertBook Ultra promotion: 'Claim a $300 Flight Centre Voucher with ASUS ExpertBook Ultra'.
• VELORICAminorGTM or Marketing PartnerVELORICA partnership — 'Chance to Win a Smart Portable Projector with VELORICA' promotion.
• SUPERGIRLminorGTM or Marketing PartnerSUPERGIRL co-marketing includes 'Chance to Win a SUPERGRIL Limited Edition Gaming PC' and 'Chance to Win a Trip for 2 to Japan with SUPERGIRL™ & ASUS Gaming Gear!'
• APCminorGTM or Marketing PartnerAPC co-marketing: 'APC EOFY Voucher Offer: Claim Up to $30 Credit on Eligible APC Products'.
• QWERTYKEYSminorGTM or Marketing PartnerQWERTYKEYS partnership — 'QWERRTYKEYS Keyboard EOFY Sale' promotion running on Umart's homepage and promotions hub.
• Games WorkshopminorChannel Partner/ Reseller/ DistributorGames Workshop is resold on Umart via the Warhammer category; 'Warhammer 40,000: Armageddon Boxed Set Now Available' promotion.
• Silicon PowerminorGTM or Marketing Partner'Silicon Power Storage & Gaming Memory EOFY Mega Upgrade Sale' co-marketing promotion.
• XPG / ADATAminorGTM or Marketing Partner'XPG x NIOH 3 Lucky Draw | Buy XPG / ADATA Products to Win Exclusive Gear' cross-promotion.
• CruxtecminorGTM or Marketing PartnerCruxtec bundle partnership — 'Bundle Up & Get a Free Cruxtec Cat7 Cable on Select TP-Link Switches Bundles'.
• DellcoreChannel Partner/ Reseller/ DistributorDell is resold on Umart across laptops, desktops, and accessories. Umart also sells Dell-branded extended warranty upgrades (Dell Pro Essentials 1Y Onsite to 3Y Pro, Dell Pro AIO/Micro/Slim/Tower 3Y Pro).
• LenovocoreChannel Partner/ Reseller/ DistributorLenovo laptops and accessories (e.g., Lenovo ThinkPad Hybrid USB-C Dock) are resold on Umart as part of the broader Lenovo catalogue.
• UbiquitiminorChannel Partner/ Reseller/ DistributorUbiquiti is resold on Umart; 'Boost Your Business with Ubiquiti's Networking and Security Solutions' brand-page promotion.
• InWinminorChannel Partner/ Reseller/ DistributorInWin PC cases are resold on Umart via the dedicated INWIN Cases category (e.g., N515 RGB Mid Tower, 915 Aluminium Full Tower, N127, F5).
• GameMaxminorChannel Partner/ Reseller/ DistributorGameMax PC cases are resold on Umart via the dedicated GameMax Cases category (N80, Vista 2, T20, Blade Concept, Claw 460, etc.).
• EquitesminorChannel Partner/ Reseller/ DistributorEquites is Umart's own house brand of PC cases (e.g., H2, H9, T8, 0509, 2605M, C01A, C03, C10) sold through the Generic Cases category.
• Mobi GardenminorChannel Partner/ Reseller/ DistributorMobi Garden camping gear is resold on Umart via the 'Mobi Garden Camping Gear | Enjoy The Outdoor Lifestyle' brand page.
• IntelcoreTechnology or IntegrationIntel technology partnership — Umart promotes 'Intel Core Ultra 200S Plus Series Desktop CPU New Release' and lists Intel CPUs across multiple socket categories (LGA 1151, 1200, 1700, 1851).
• Google (Analytics, Trusted Stores, Ads)coreTechnology or IntegrationGoogle is a technology and analytics partner: Privacy Policy references Google Analytics, Google Trusted Stores program, remarketing advertisements, and Google Pay. Umart has earned the Google Top Quality Store badge (4.8/5 rating, 13,748+ reviews).

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mwave Australia: Australian online-first computer hardware and DIY PC parts retailer offering custom PC builders, enthusiast components and B2B services. Closely comparable to Umart on product mix (CPUs, GPUs, peripherals), custom-build configurator, and Australia-wide delivery model.
• JW Computers: Sydney-based Australian computer retailer with both online and physical stores, selling PC parts, laptops, gaming systems and peripherals. Directly comparable in scale, category focus and click-and-collect/online hybrid distribution to Umart.
• PLE Computers: Long-standing Australian PC components and gaming PC retailer with online storefront and multiple pickup locations. Closely comparable on category, custom-build services and multi-channel Australian retail footprint.
• Scorptec Computers: Australian specialist PC hardware and gaming retailer with online sales and multiple showrooms, known for custom PC builds and enthusiast components. Comparable to Umart on core product, configurator offering and store network.
• Centre Com: Australian online and bricks-and-mortar electronics retailer with strong focus on gaming PCs, components, networking and consumer electronics. Comparable to Umart on assortment, promotional intensity and click-and-collect model.
• MSY Technology: Australian PC component retailer with a network of physical stores plus online ordering, specialising in DIY PC parts at competitive prices. Comparable to Umart on PC-parts assortment and multi-store Australian footprint.

Broad incumbents

• JB Hi-Fi: Largest Australian specialty retail chain for consumer electronics, home entertainment and computing, with national store network and online channel. Overlaps Umart on laptops, peripherals, networking and gaming but operates as a much broader portfolio retailer at significantly larger scale.
• Amazon Australia: Australia's largest online marketplace and a major seller of computer hardware, laptops, peripherals and consumer electronics. Comparable to Umart's e-commerce and marketplace motions and is a key competitive threat to Umart's online channel and pricing.
• Newegg: Global online-only computer hardware and consumer electronics marketplace, dominant in PC components, gaming systems and DIY PC builds. Comparable to Umart on category focus and online-first marketplace model, though at significantly larger international scale.

Regional players

• Computer Alliance: Sydney-based Australian IT reseller serving SMB and enterprise buyers with PCs, networking gear and B2B services. Comparable to Umart's Corporate/Education channel and component/laptop assortment but skews more B2B than Umart's primarily consumer mix.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/umart_online

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Umart Online