South Melbourne Market Direct

South Melbourne Market Direct

Creating truly contactless shopping experience

Developing contactless shopping solution

Over the past decade multiple aspects of supermarkets and the grocery industry went through digital transformation, with major players developing e-commerce solutions to adapt to shifting consumer behaviour. However, this was not as much of a priority for traditional Australian bricks and mortar grocery markets. There is something unique about a weekend market visit and never have the markets felt an urgency to go online until the recent COVID-19 outbreak.

Heavily affected by Melbourne’s lockdown, South Melbourne Market realised the importance of embracing digital channels. To ensure safety of their customers s and to support their traders, the team at South Melbourne Market aimed to create a multi-vendor online marketplace that facilitates a seamless and contactless shopping experience.

To deliver a solution that supports the complexity of the market model and meets all functionality, budget, and tight time frame requirements, South Melbourne Market engaged Omnyfy.

Marketplace Type

  • Product Marketplace

Key Features

Implemented By

  • Omnyfy


  • Vendor Shopify Integration (Omnyfy Fuse)

What We Delivered

In partnership with 3PM, Omnyfy designed and implemented South Melbourne Market Direct – a beautifully designed, functional online marketplace that enables them to better serve digitally-focused customers and support their suppliers.

Thanks to the multivendor capability of the platform, customers can now shop for all kinds of groceries from a range of participating vendors, all from the comfort of their own home.

Searching through hundreds of products has been made simple for customers through customised category solution combined with category search. While shopping, customers can send questions directly to traders to request any additional information about the products. 

Vendors can manage their products and customise their storefronts. Shopify integration is also available for  suppliers thanks to the embedded Fuse Module.

The integration with Omnyfy Closer allows suppliers to easily manage incoming orders through a tablet app where they receive notifications each time a new order comes in. 

The marketplace provides flexible centralised delivery solutions thanks to Sherpa Integration. Both Same Day and Next Day Delivery options are available, alternatively, customers can opt for Click and Collect from a designated area at the market.


The South Melbourne Marketplace was designed, developed, and implemented within just 2 months. Launched at the end of October, the business quickly gained popularity, over 40 vendors have set up their stores and the number is growing.

Thanks to the new marketplace, South Melbourne Market has made a huge leap in its digital transformation journey, setting the business up for success.