Myfoodlink
Myfoodlink is a Hobart-based SaaS company that provides a modular ecommerce platform for grocery, supermarket, and liquor retailers in Australia and New Zealand, integrating POS systems, marketplaces, couriers, payment gateways, and loyalty programs into a single managed solution.
- Company typePrivate
- Founded2010
- HeadquartersHobart, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Myfoodlink does
Myfoodlink Pty Ltd is an Australian SaaS company founded in 2010 by Julian Russell and Nathan Males and headquartered in Hobart, Tasmania, with additional team presence in Sydney and the United Kingdom. The company provides a modular ecommerce platform purpose-built for grocery, supermarket, and liquor retailers in Australia and New Zealand, addressing the operational complexity that independent and mid-market retailers face in competing with major chains such as Coles, Woolworths, and Aldi in online channels. The platform architecture centres on a Product Core module that imports catalogue, pricing, and inventory data from retailers' POS systems and exports it to ecommerce storefronts, mobile apps, and third-party marketplaces, with two-way data sync enabling automated inventory and sales reporting.
The product surface includes a core ecommerce storefront, native iOS and Android mobile apps, a multi-device Picking App for order fulfilment (advertised as delivering a 25% improvement in picking efficiency), Microsites for stores not yet transacting online, Group Management/Host Store tooling for multi-banner oversight, Occasion Stores for catering/event use cases, and physical picking devices such as Sunmi handhelds and Zebra scanners. The platform integrates with 16+ POS systems, courier networks (Uber Direct, DoorDash Drive, Sherpa, Rocketeer, Shippit), marketplaces (Uber Eats, DoorDash, Menulog, Delivereasy), payment gateways and wallets (Till Payments, Fat Zebra, Afterpay, Nuvei with Apple Pay/Google Pay), email and analytics tools (Mailchimp, Campaign Monitor, Google Analytics, Google Merchant Center), and loyalty programs (Everyday Rewards, Smart Rewards, Go Rewards, Lobyco/Truly Local, Zen Global). Liquor-specific compliance features — age verification, responsible service handover checklists, and substitution management — are embedded into the picking and checkout workflow.
Myfoodlink operates a subscription SaaS revenue model with quote-based modular pricing, charging AU$204+GST per hour for bespoke enhancements with a four-hour minimum. Go-to-market is sales-led, combining direct demo-based selling with channel partnerships through POS vendors, banner head offices, and retail industry associations. Named enterprise customers include LMG (300+ stores online), Tasman Liquor (260+ stores), FreshChoice (60+ stores), FoodWorks (40+ stores), Ritchies, Drakes, SPAR Australia, ILG, Thirsty Camel, and a long tail of independent grocers and bottle shops. Headcount is in the 11–50 range, the company has not raised outside capital, and ownership remains with the founders.
Myfoodlink firmographics
Firmographics- Name
- Myfoodlink
- Legal name
- Myfoodlink Pty Ltd
- Website
- https://myfoodlink.com.au
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Myfoodlink is a Hobart-based SaaS company that provides a modular ecommerce platform for grocery, supermarket, and liquor retailers in Australia and New Zealand, integrating POS systems, marketplaces, couriers, payment gateways, and loyalty programs into a single managed solution.
- Ownership category
- akta.pro rank
Myfoodlink industry classification
Industry- Product category
- Grocery Ecommerce Platform
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)
- akta.pro secondary industries
- General Online Grocery (Full-Basket) (CRAHAIAA), Omnichannel Grocery Click-and-Collect & Delivery (CRAFAFAF), Grocery & Pantry Inventory-led Online Retailers (CRAFADAF)
Keywords
Where Myfoodlink is headquartered
LocationHeadquarters
- HQ city
- Hobart
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Myfoodlink business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations, Others
Revenue model
- SaaS Platform Licensing: Myfoodlink operates as a modular SaaS platform where retailers pay for access to the ecommerce platform and its various modules. The platform is described as modular, meaning retailers can build solutions that work for their specific business needs. Pricing is provided after meeting with sales to understand requirements.
- Marketplace Integration: Revenue derived from integrating retailers with marketplace platforms like Uber Eats, DoorDash, and Menulog. The platform enables two-way data integrations to send product information to marketplaces and retrieve sales data back to POS systems.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Modular Platform - Custom Pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Myfoodlink product offering
Product offeringCore offering
Myfoodlink provides a modular Software-as-a-Service ecommerce platform purpose-built for grocery, supermarket, bottle shop, and liquor retailers in Australia and New Zealand. The platform enables independent retailers to launch online stores with POS-driven product, pricing, and inventory data, and supports marketplace listings on Uber Eats, DoorDash, Menulog, and Delivereasy, along with courier fulfilment, mobile apps, picking tools, and loyalty program integration. The Myfoodlink Picking App is offered as a focused add-on for grocery and liquor order fulfilment with multi-device support and reported 25% picking efficiency improvements.
Product overview
Myfoodlink is a modular ecommerce-as-a-service platform for grocery, supermarket, and liquor retailers in Australia and New Zealand. The portfolio is built around the Myfoodlink Ecommerce Platform and Product Core as the foundational components, supplemented by an optional Picking App for order fulfilment, Mobile Apps for iOS and Android, Custom Websites, Microsites for non-ecommerce stores, Occasion Stores for catering/events, Group Management/Host Store for multi-store operations, Countertop Device (Sunmi handheld) and Tablet Order Picking for in-store fulfilment. The Product Core + Products module extends the Microsite to display full catalogues. The modular architecture allows retailers to combine tools as needed, from single-store ecommerce to full multi-store group solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Myfoodlink Ecommerce Platform Modular Software-as-a-Service ecommerce platform designed specifically for grocery, supermarket, bottle shop, and liquor retailers in Australia and New Zealand. Handles product information, pricing, inventory, order management, delivery, pickup, marketplace listings, and group management with deep POS integration and built-in liquor compliance features. Sold to independent retailers ranging from single-store operators to large multi-store groups.
- Myfoodlink Picking App Order fulfilment mobile application for grocery and liquor stores that runs on iPads, iPhones, Android devices, Zebra handheld scanners, and Sunmi devices. Manages the full picking workflow from order acceptance through substitution handling, refunds, label printing, and customer or courier handover, including liquor responsible service checklists and courier collection management. Reported to deliver a 25% improvement in picking efficiency.
- Custom Mobile Apps for Retailers Custom branded mobile shopping apps for iOS and Android that integrate with the Myfoodlink ecommerce platform, providing retailers with a presence in both major app stores along with app store marketing text, icons, and preview images for effective app store marketing.
- Custom Websites Custom website design and development that integrates with Myfoodlink online stores, serving as a business-wide marketing tool to unify all online platforms under consistent branding.
Quantifiable outcome
- 25% improvement in picking efficiency when switching to Myfoodlink picking app
- +4 more outcomes
Companies that use Myfoodlink
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles4 records
Myfoodlink technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration43 records
Feature8 records
Myfoodlink partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core.
- Everyday RewardscoreLoyalty program used by FreshChoice supermarkets in New Zealand. Myfoodlink integration enables customers to sign in, link cards, earn points, and redeem vouchers online.
- DoorDashcoreMarketplace integration allowing retailers to list products via DoorDash for home-delivered groceries and alcohol. Myfoodlink sends product information and retrieves sales data back to POS systems for accurate reporting.
- Uber EatscoreIntegration provides immediate visibility on a leading global platform. Myfoodlink maintains high-quality product listings and inventory accuracy, ensuring stores stand out in the on-demand delivery market.
- DelivereasycoreLocally owned New Zealand delivery service connecting retailers with their community. Myfoodlink integration allows seamless management of grocery and liquor listings. Available exclusively for New Zealand retailers.
- MenulogcoreMarketplace integration for grocery and liquor listings. Combined with Uber Eats and DoorDash, gives retailers presence across major on-demand delivery platforms.
- Uber DirectcoreCourier integration utilizing Uber's courier services for on-demand and scheduled deliveries without in-house delivery fleet expenses.
- DoorDash DrivecoreProprietary technology ensures efficient order batching, optimised routing and real-time tracking. Data-driven insights help improve delivery performance and customer satisfaction.
- SherpacoreSherpa's 'no-hub' model ensures faster delivery times with couriers dispatched directly from store to customer. Following acquisition of Drive Yello, provides larger reliable courier network with unified tracking.
- Till PaymentscoreComprehensive suite of online payment solutions enabling easy transactions across digital platforms with advanced security features and user-friendly interface.
- Fat ZebracoreRobust online payment gateway supporting credit cards and digital wallets. Known for transparency and reliability, minimizing fraud and ensuring secure transactions.
- AfterpaycoreBuy now pay later integration allowing customers to split payments into interest-free instalments, providing financial flexibility and encouraging purchases.
- NuveicoreCombines payment gateway and merchant facility into single platform. Features 3D Secure technology for fraud reduction. Supported by Myfoodlink team with two-week onboarding.
- Apple PaycoreDigital wallet and contactless payment for iPhone, iPad and Mac users. Available to merchants using Nuvei as payment gateway, enabling quick checkout without manual card entry.
- Google PaycoreDigital payment service for Android devices and Chrome browsers using saved card details. Reduces checkout friction for mobile shoppers.
- WorldsmartcoreLeading POS system for independent grocery and liquor retailers. Two-way integration enables product data sync, inventory management, and sales reporting between POS and ecommerce.
- Independent SolutionscorePOS integration partner providing point of sale systems with Myfoodlink integration for seamless ecommerce connectivity.
- Gap SolutionscorePOS integration partner used by multiple Myfoodlink customers including Ahmedi's IGA Group, Greens Supermarket, and Salamanca Fresh.
- Surefire SystemscorePOS system used by Ritchies for their ecommerce implementation with Myfoodlink.
- Smart Rewards (Worldsmart)coreWorldsmart's loyalty solution for independent grocery and liquor retailers. Connects directly to POS, allowing customers to earn and spend points in store and online.
- GroceriacoreProduct image database integrated with SKULibrary, SKUvantage and GS1 New Zealand. Automatically adds product images to barcoded products.
Scale indicators13 records
Recent moves6 records
Expansion highlights5 records
Myfoodlink competitors and assessment
Company assessmentEmerging players
- Local Line: Local Line is a food and grocery ecommerce platform used by independent retailers, food hubs, and wholesalers for online ordering and catalog management. Comparable in serving the independent grocer/wholesaler segment with SaaS commerce tooling, though more oriented to local food supply chains.
- Takeoff Technologies: Takeoff builds automated grocery fulfillment solutions for retailers, integrated with ecommerce storefronts. It overlaps with Myfoodlink at the grocery ecommerce + fulfillment layer, but focuses on hyperlocal micro-fulfillment centers rather than SaaS storefronts.
Direct peers
- Mercato: Mercato is an online grocery marketplace and ecommerce platform for independent grocers and specialty food retailers in the US. It is comparable to Myfoodlink in enabling independents to compete online against major supermarket chains.
- Freshop: Freshop is a US-based SaaS ecommerce platform built specifically for independent grocery retailers, with POS integrations, curbside pickup, delivery, and digital couponing. It is the closest direct competitor to Myfoodlink in vertical positioning, customer segment, and product scope.
Broad incumbents
- Shopify: Shopify is the dominant horizontal commerce platform used by retailers of all sizes. While not grocery-specialized, it competes with Myfoodlink for independent grocery customers seeking a lower-cost, generic alternative with a broad app ecosystem.
- BigCommerce: BigCommerce (which acquired ANZ-based Neto) is a horizontal ecommerce platform that competes with Myfoodlink for grocery retailer customers and has regional relevance in Australia and New Zealand through its Neto heritage.
- Square (Block): Square provides POS and integrated online store, delivery, and loyalty tools used by small and mid-market retailers. It is comparable to Myfoodlink in bundling POS + ecommerce + delivery for independents, but as a horizontal incumbent rather than grocery-vertical specialist.
- Lightspeed Commerce: Lightspeed offers POS and omnichannel commerce for retail and hospitality, including grocery-adjacent segments. It is comparable as a POS-and-commerce platform serving independents, though without Myfoodlink's grocery-specific depth and POS breadth.
Regional players
- Neto: Neto is an ANZ ecommerce and inventory management platform (now part of BigCommerce) used by retailers for online stores, POS, and multichannel selling. It is comparable to Myfoodlink as a regional ANZ commerce platform targeting SMB and mid-market retailers.
- Storelink: Storelink is a UK-focused ecommerce platform for independent grocers, offering POS-integrated online stores, delivery management, and loyalty. Comparable to Myfoodlink as a vertical SaaS for independent grocery, but operating in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Myfoodlink social profiles
Digital presenceMyfoodlink financial estimates
Financial estimateRevenue estimate
Valuation estimate
Myfoodlink leadership team
Management profileNumber of profiles
Profiles3 records
Myfoodlink funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Myfoodlink M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Myfoodlink
What does Myfoodlink do?
Myfoodlink provides a modular Software-as-a-Service ecommerce platform purpose-built for grocery, supermarket, bottle shop, and liquor retailers in Australia and New Zealand. The platform enables independent retailers to launch online stores with POS-driven product, pricing, and inventory data, and supports marketplace listings on Uber Eats, DoorDash, Menulog, and Delivereasy, along with courier fulfilment, mobile apps, picking tools, and loyalty program integration. The Myfoodlink Picking App is offered as a focused add-on for grocery and liquor order fulfilment with multi-device support and reported 25% picking efficiency improvements.
Is Myfoodlink a public or private company?
Myfoodlink is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Myfoodlink founded?
Myfoodlink was founded in 2010. It employs 11 to 50 people.
Where is Myfoodlink based?
Myfoodlink is headquartered in Hobart, Australia, in the Oceania region.
How does Myfoodlink make money?
Two revenue lines are on record. SaaS Platform Licensing is the primary driver. The others are marketplace Integration.
Who are Myfoodlink's main competitors?
Emerging players on record are Local Line and Takeoff Technologies. Direct peers are Mercato and Freshop. Broad incumbents are Shopify, BigCommerce, Square (Block) and Lightspeed Commerce. Regional players are Neto and Storelink.
Does Myfoodlink have an API?
No public API is recorded for Myfoodlink.
What industry is Myfoodlink in?
Myfoodlink's product category is Grocery Ecommerce Platform. Its primary akta.pro industry code is BPAMAGAF, Grocery, Food & Essentials Commerce Platforms, with a secondary code of CRAHAIAA, General Online Grocery (Full-Basket). Its NAICS code is 445110 and its SIC code is 5961.