WooliesX
WooliesX is the digital and innovation division of Woolworths Group Limited (ASX: WOW), Australia's largest supermarket retailer, serving 24 million weekly customers across Australia and New Zealand through AI-powered online, in-store, and quick-commerce retail platforms anchored by the Everyday Rewards loyalty ecosystem.
- Company typePublic
- Founded1924
- HeadquartersBella Vista, Australia
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What WooliesX does
WooliesX is the digital and innovation division of Woolworths Group Limited (ASX: WOW), Australia's largest supermarket retailer founded in 1924 and headquartered in Surry Hills, New South Wales. The group serves 24 million customers weekly across Australia and New Zealand through a network of 560+ Australian supermarkets, 185+ New Zealand stores, BIG W discount department stores, Woolworths Metro convenience stores, and the MILKRUN quick-delivery service. WooliesX itself operates a 1,685-employee technology function building the digital platforms and AI-powered features — including the Olive AI assistant (built on Google Cloud's Gemini Enterprise), Scan&Go smart trolleys, Scan Assist and Picklist Assist computer vision at self-checkouts, Snap & Shop image-to-list conversion, and Smart Baskets predictive recommendations — that underpin the group's online grocery, mobile app, and in-store digital experiences.
The business model is multi-stream and anchored in transaction-based grocery retail, supplemented by recurring revenue from Everyday Rewards loyalty (16+ million members), Everyday Insurance, Everyday Mobile, and Everyday Pay, plus advertising revenue from the Cartology retail media business and marketplace commissions from Everyday Market. Distribution spans physical storefronts, own e-commerce (website and app), quick-commerce (MILKRUN), and B2B procurement (Woolworths at Work). The 14-distribution-centre supply chain is operated through the Primary Connect subsidiary, and supplier relationships span 2,400+ agricultural partners across Australia. Pricing is primarily transactional with a freemium loyalty layer; Everyday Rewards points create switching costs and feed a data flywheel that powers Cartology advertising and AI personalization.
The company's strategic priorities are reflected in the Woolworths 360 sustainability division (100% renewable electricity achieved, 320+ solar installations, 75 electric delivery trucks), the new Sustainability Plan 2025 (delivering $2.6 billion in net societal benefit over five years), and a substantial community partnership portfolio including a 10-year OzHarvest relationship (100 million meals provided), a 20-year Foodbank partnership, and a 10-year Royal Flying Doctor Service Queensland partnership. WooliesX is not a standalone company in financial terms but a digital division of a public retail group with diversified revenue, deep data assets, and an ongoing transformation program aimed at AI-enabled personalization, checkout automation, and ecosystem monetization across the Everyday Rewards identity.
WooliesX firmographics
Firmographics- Name
- WooliesX
- Legal name
- Woolworths Group Limited
- Website
- https://wooliesx.com.au
- Company type
- Public
- Founded year
- 1924
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- WooliesX is the digital and innovation division of Woolworths Group Limited (ASX: WOW), Australia's largest supermarket retailer, serving 24 million weekly customers across Australia and New Zealand through AI-powered online, in-store, and quick-commerce retail platforms anchored by the Everyday Rewards loyalty ecosystem.
- Ownership category
- akta.pro rank
Where WooliesX is headquartered
LocationHeadquarters
- HQ city
- Bella Vista
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
WooliesX business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Supermarket Retail: Physical and online retail of groceries, fresh food, and household goods through Woolworths supermarkets, Metro stores, and BIG W.
- Everyday Rewards Loyalty Program: Loyalty program generating revenue through customer data insights, partner commissions (Qantas, Ampol, BWS), and increased customer retention.
- Everyday Insurance: Range of insurance covers across Car, Home, Landlords and Pet Insurance.
- Everyday Mobile: Mobile phone plans with savings for Everyday Rewards members.
- Cartology Retail Media: Retail media business providing targeted omnichannel marketing solutions for brands.
- Everyday Market: Online marketplace for household appliances, baby, toys, pet care, health and beauty categories.
- MILKRUN Quick Delivery: Quick grocery delivery service (formerly Metro60).
- Primary Connect Logistics: Supply chain and logistics services including pro bono transport for food relief partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Everyday Rewards Loyalty Program - free membership with points earned on purchases |
| Freemium | Monthly | Woolworths at Work - free business account with consolidated invoicing |
| Subscription | Monthly | Everyday Insurance - subscription-based insurance products |
| Subscription | Monthly | Everyday Mobile - mobile phone plans |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels8 records
WooliesX product offering
Product offeringCore offering
WooliesX is the digital and innovation division of Woolworths Group, operating Australia's largest supermarket retail platform with 560+ Woolworths supermarkets plus BIG W discount department stores, Woolworths Metro convenience stores, Woolworths New Zealand, and MILKRUN quick commerce delivery. The division builds and operates the Everyday Rewards loyalty program, AI-powered shopping tools (Olive assistant), computer vision checkout technology (Scan Assist, Scan&Go), and adjacent digital services including Cartology retail media, Everyday Insurance, Everyday Mobile, Healthylife wellness platform, Woolworths at Work B2B procurement, and the Everyday Market online marketplace.
Product overview
WooliesX (Woolworths Group's digital and innovation division) operates a multi-brand ecosystem centered around Woolworths Supermarkets as the core grocery retail platform. The portfolio includes loyalty program (Everyday Rewards), insurance and mobile services (Everyday Insurance, Everyday Mobile), health platform (Healthylife), retail media (Cartology), convenience formats (Woolworths Metro, MILKRUN), online marketplace (Everyday Market), and business solutions (Woolworths at Work). Key digital features include Scan&Go shopping, AI assistant Olive, Scan Assist and Picklist Assist computer vision technologies, and Everyday Pay. The company serves 24 million customers weekly across Australia and New Zealand.
Differentiator
Problem solved
Functional benefit
Products and services
- Woolworths Supermarkets Australia's largest supermarket retailer providing customers with fresh food, groceries, and everyday essentials through 560+ physical supermarkets and online shopping across Australia.
- BIG W Discount department store offering an extensive range of quality products for adults, kids, home, leisure and everyday life.
- Everyday Rewards Free loyalty program with 16+ million members that lets shoppers earn points on groceries and lifestyle purchases and access extra benefits through Woolworths Group brands and partners including Qantas, Ampol, and BWS.
- Everyday Insurance Subscription insurance products offering coverage across Car, Home, Landlords and Pet Insurance for Everyday Rewards members.
- Everyday Mobile Mobile phone plans with Everyday Rewards member savings, provided in partnership with Telstra.
- Woolworths Metro Convenience-focused store format offering fresh food options for quick stops and meals throughout the day.
- MILKRUN Quick commerce grocery delivery service (formerly Metro60) delivering groceries in minutes to customers.
- Healthylife Health and wellness platform offering expert-led advice, tips, free programs, and tools with Everyday Rewards points on vitamins, health food, personal care, beauty, home and living products.
- Cartology Australia's leading retail media business providing targeted omnichannel marketing solutions and closed-loop reporting to help brands reach customers through Woolworths digital and physical channels.
- Everyday Market Online marketplace extending Woolworths' grocery range with focus on household appliances, baby, toys, pet care, health and beauty categories.
- Woolworths at Work Business procurement solution providing consolidated invoicing, spend visibility, and insights for fresh food and essentials purchases for corporate customers such as restaurants, hotels, and offices.
- Woolworths Gift Cards Gift card program offering over 40 different gift card options for various retailers and experiences.
- Primary Connect Woolworths Group's supply chain and logistics arm providing transportation, distribution, and supply chain solutions.
- Everyday Pay Secure payment and rewards collection feature within the Everyday Rewards app, available in-store at Woolworths Supermarket, Metro and BIG W.
Quantifiable outcome
- 24 million customers served weekly across Australia and New Zealand
- +5 more outcomes
Companies that use WooliesX
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
WooliesX technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature7 records
WooliesX partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, minor and major.
- National Farmers' FederationcoreAgriEmpower Scholarships partnership backing next generation of agriculture leaders. $400,000 investment over four years supporting 20 emerging leaders aged 25-40 with $20,000 scholarships each for 18 months.
- Hort InnovationminorProposed partnership to publish aggregated wholesale pricing data for transparency across the horticulture industry.
- OzHarvestcore10-year partnership converting surplus edible food from 560+ Woolworths and Metro stores into 100 million meals for 1,500+ charities nationwide. Woolworths largest donor providing regular supply of fresh and healthy food.
- Royal Flying Doctor Service QueenslandcorePrincipal partner for almost 10 years supporting Free Fruit For Kids program. Provides fresh fruit donations to remote clinics across 22 locations in Queensland, supporting child health in regional and remote communities.
- Foodbank SA & NTcore20-year partnership supporting food relief operations. Primary Connect provides pro bono transport with 1,200+ pallet spaces delivered in FY24. New Food Hub and Warehouse in Yarrawonga, Darwin distributes food to 40 agencies and 30+ school programs.
- CWP RenewablesmajorFirst NSW retail customer for UK energy company CWP Renewables, giving them confidence to establish Australian operations. Long-term agreements helped bring new renewable infrastructure to life.
- Iberdrola GroupmajorSpanish energy provider whose investment in South Australian wind, solar and battery operation was supported by Woolworths contract. Contributed to reaching 100% renewable electricity target.
- TomramajorContainer deposit scheme partnership with 400+ kiosks in Woolworths car parks. Community recycled 1.26 billion containers generating $126 million in vouchers for cash, groceries or charity donations.
- Life Without BarriersminorDisability service provider consulted in development of Quiet Hour initiative - low-sensory shopping experience rolled out to 260+ stores for customers on the autism spectrum.
- Community CorporateminorCollaboration partner for Refugee Employment Program helping individuals like Tamim Faizi find work with Woolworths within three months of arrival in Australia.
- QuantiumcoreData analytics company receiving information about products and sales to understand shopping trends and customer segments for product and offer optimization.
- CartologycoreWoolworths retail media business receiving aggregated customer information to show relevant ads both in stores and online (YouTube).
- Everyday Rewards PartnerscoreQantas, Ampol, BWS partners allowing Everyday Rewards members to earn and convert points. Partnership enables cross-promotional offers and integrated customer experiences.
- Primary Connect+coreWoolworths supply chain arm providing pro bono transport for Foodbank with 1,200+ pallet spaces delivered in FY24. Leverages spare capacity in national transport network.
Scale indicators20 records
Recent moves7 records
Expansion highlights6 records
WooliesX competitors and assessment
Company assessmentRegional players
- Drakes Supermarkets: Privately owned South Australian supermarket chain. Comparable in operating a fresh-led supermarket model, but competes only regionally rather than nationally against Woolworths.
- The Warehouse Group: New Zealand discount and general-merchandise retailer operating The Warehouse, Warehouse Stationery and Noel Leeming. Comparable to BIG W as a value-focused general-merchandise retailer, but operating in Woolworths' secondary ANZ geography rather than as a direct Australian grocery competitor.
Direct peers
- Kmart Australia: Discount department-store banner owned by Wesfarmers, the most direct competitor to Woolworths' BIG W. Comparable in product range, target customer (value-driven families) and physical-store footprint.
- Aldi Australia: German hard-discounter operating ~590 stores in Australia, competing directly with Woolworths on price in fresh and packaged grocery. Most comparable peer on price-led positioning and growing ANZ footprint.
- Coles Group: Australia's #1 direct competitor in supermarket retail, operating a comparable national store network, loyalty program (flybuys/Everyday Rewards competitor), private-label strategy and e-commerce platform. Most relevant peer because of identical category, customer base and business model.
- Harris Farm Markets: Premium fresh-focused Australian grocer competing with Woolworths in the higher-end fresh produce category. Comparable in product mix (fresh-led) and direct-to-consumer channel, though with a narrower footprint.
- Costco Wholesale Australia: Membership-based warehouse club competing for household grocery and general-merchandise spend. Comparable in serving high-volume weekly grocery shoppers but differentiated by bulk format and membership model.
- Metcash (IGA): Wholesale distributor and brand owner for the IGA network of independent supermarkets across Australia. Competes with Woolworths in grocery retail through an independent-supermarket banner model with overlapping supplier relationships.
Broad incumbents
- Wesfarmers: Diversified Australian conglomerate that owns Coles (supermarkets), Kmart (discount department, a BIG W competitor), Bunnings and other retail assets. Comparable as a parent entity housing supermarket and discount-retail operations competing with Woolworths Group's portfolio.
- Amazon Australia: Global e-commerce incumbent with growing grocery and Prime offer in Australia. Comparable as a cross-category online retailer with logistics scale competing for the same household discretionary spend, though not a major physical grocery operator in ANZ.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
WooliesX social profiles
Digital presenceWooliesX financial estimates
Financial estimateRevenue estimate
Valuation estimate
WooliesX leadership team
Management profileNumber of profiles
Profiles12 records
WooliesX subsidiaries and ownership
Company hierarchySubsidiaries19 records
WooliesX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WooliesX 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 WooliesX
What does WooliesX do?
WooliesX is the digital and innovation division of Woolworths Group, operating Australia's largest supermarket retail platform with 560+ Woolworths supermarkets plus BIG W discount department stores, Woolworths Metro convenience stores, Woolworths New Zealand, and MILKRUN quick commerce delivery. The division builds and operates the Everyday Rewards loyalty program, AI-powered shopping tools (Olive assistant), computer vision checkout technology (Scan Assist, Scan&Go), and adjacent digital services including Cartology retail media, Everyday Insurance, Everyday Mobile, Healthylife wellness platform, Woolworths at Work B2B procurement, and the Everyday Market online marketplace.
Is WooliesX a public or private company?
WooliesX is a public company. It is classified as public and is currently operating.
When was WooliesX founded?
WooliesX was founded in 1924. It employs 1,001 to 5,000 people.
Where is WooliesX based?
WooliesX is headquartered in Bella Vista, Australia, in the Oceania region.
How does WooliesX make money?
Eight revenue lines are on record. Supermarket Retail is the primary driver. The others are everyday Rewards Loyalty Program, everyday Insurance, everyday Mobile, cartology Retail Media, everyday Market, MILKRUN Quick Delivery and primary Connect Logistics.
Who are WooliesX's main competitors?
Regional players on record are Drakes Supermarkets and The Warehouse Group. Direct peers are Kmart Australia, Aldi Australia, Coles Group, Harris Farm Markets, Costco Wholesale Australia and Metcash (IGA). Broad incumbents are Wesfarmers and Amazon Australia.
Does WooliesX have an API?
No public API is recorded for WooliesX.