Myer has significantly expanded its online marketplace, adding more than 25,000 new products and broadening its range of consumer electronics and entertainment brands as it continues to strengthen its digital retail strategy.

The department store’s upgraded marketplace, powered by e-commerce platform Mirakl, now offers shoppers access to a larger selection of products from well-known global brands, including Samsung. The expansion is designed to give customers more choice across a wider range of price points while shopping through a single online destination.

The expanded technology offering includes a wider selection of Samsung products such as Galaxy smartphones, tablets, smartwatches, televisions, monitors and audio devices. Myer has also confirmed that Google, Nintendo and Sonos products will be added to the marketplace in the coming months, further strengthening its consumer electronics and entertainment categories.

The move comes as Myer continues to grow its online business, with marketplace sales increasing by 41 per cent during the 2025 financial year. The retailer says expanding the number of third-party sellers and products is helping attract more customers while complementing its existing in-store and online ranges.

Marketplace shopping is also proving beneficial for Myer’s broader retail business. Almost half of marketplace orders also include products stocked directly by Myer, while around 80 per cent of marketplace customers have purchased additional Myer products over the past year.

The upgraded platform also provides Myer with access to Mirakl’s artificial intelligence capabilities and an international network of marketplace sellers, allowing the retailer to expand its online catalogue without carrying additional inventory itself.

Digital marketplaces have become an increasingly important strategy for major retailers looking to compete with global e-commerce platforms by offering larger product ranges while improving operational efficiency.

Originally launched in 2017, Myer’s Marketplace has become an increasingly important part of the company’s online growth strategy, with the latest expansion reflecting the retailer’s continued investment in digital retailing and customer choice.