Woolworths
Australia's largest supermarket chain and online grocery retailer.
Woolworths at a glance
Woolworths is an e-commerce website and one of the most visited sites in Australia, currently ranked #6 in the country. It was founded in 1924 (company); online grocery launched 2000s by Percy Christmas and associates and is headquartered in Bella Vista, New South Wales, Australia. Today Woolworths is owned by Woolworths Group Limited. Our estimates put its audience at ≈ 35 million visits per month. The business earns money mainly through online and in-store grocery sales, everyday rewards loyalty and data monetisation, cartology retail media advertising. Its closest rivals include Coles, Aldi Australia, IGA, Amazon Fresh Australia.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 35 million / month | +2% |
| Q2 | ≈ 35 million / month | -1% |
| Q3 | ≈ 35 million / month | +4% |
| Q4 | ≈ 35 million / month | +3% |
Traffic sources
- Direct42%
App and bookmark navigation
- Organic search32%
Brand and category queries
- Referral10%
- Social9%
- Paid & other7%
Audience & demographics
- Men49%
- Women51%
- Age 18-2414%
- Age 25-3424%
- Age 35-5433%
- Age 55+29%
Woolworths's audience broadly mirrors the Australian internet population, with usage skewing slightly toward metropolitan users in New South Wales, Victoria and Queensland.
Geographic reach
- Australia88%
- New Zealand4%
- United Kingdom2%
- United States2%
- Other4%
SEO profile
- Organic keywords
- ≈ Hundreds of thousands
- Estimated organic traffic
- ≈ 35 million visits / month (combined with direct/app)
- Strongest clusters
- E-commerce category and brand-name queries
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| woolworths | 1 | Very high | — |
| woolworths login | 1 | High | — |
| e-commerce australia | 1-3 | High | — |
Backlink profile
- Referring domains
- ≈ Hundreds of thousands
- Link profile
- Widely cited by Australian media, government and industry sites
Top referral sources
- Google Search40%
- Direct / app38%
- Facebook9%
- Other social5%
- Other8%
Technology stack
Website technologies
Advertising & analytics technologies
Woolworths runs on a modern cloud-hosted stack with a mobile-first responsive design and native apps for iOS and Android.
Mobile app statistics
- App downloads
- ≈ Millions cumulative
- Daily app opens
- Hundreds of thousands
Company information
- Website
- woolworths.com.au
- Sector
- E-commerce
- Owner
- Woolworths Group Limited
- Owner type
- Public company
- Founders
- Percy Christmas and associates
- Founded
- 1924 (company); online grocery launched 2000s
- Headquarters
- Bella Vista, New South Wales, Australia
- Employees
- ≈ 180,000 (Woolworths Group)
- Ownership
- Publicly traded company (ASX: WOW)
- Valuation
- ≈ AUD 35 billion market capitalisation
- Revenue
- ≈ AUD 64 billion annually (Woolworths Group, FY estimate)
- Languages
- English
- Top traffic sources
- Direct navigation, organic search, app usage
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 1924 | Founded | N/A | — |
Financials
- Estimated annual revenue
- ≈ AUD 64 billion annually (Woolworths Group, FY estimate)
- Revenue model
- Online and in-store grocery sales
Business model & revenue
Woolworths operates as australia's largest supermarket chain and online grocery retailer. Woolworths Group Limited monetises the platform primarily through online and in-store grocery sales and related services described below.
- Online and in-store grocery sales
- Everyday Rewards loyalty and data monetisation
- Cartology retail media advertising
- Delivery and subscription fees (Woolworths Everyday Extra)
Products & services
Physical grocery stores nationwide.
Online grocery ordering, delivery and pickup.
Customer loyalty program.
Retail media and advertising arm.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Advertisers / partners
- Australian and international brands
- Business accounts
- Local businesses and agencies where applicable
International presence
- Primary market
- Australia
- Secondary reach
- New Zealand and Australian expatriates
Employee statistics
Customer statistics
API & developer information
- Public/partner API
- Limited or partner-only access, not fully open
Website rankings
- Australian traffic rank
- #6 overall (estimated)
- Category rank
- #1-2 in E-commerce
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Coles | Comparable or smaller Australian traffic | — | Woolworths maintains a strong position versus Coles |
| Aldi Australia | Comparable or smaller Australian traffic | — | Woolworths maintains a strong position versus Aldi Australia |
Overview
Woolworths (woolworths.com.au) is australia's largest supermarket chain and online grocery retailer. It operates in the E-commerce sector and is one of the top ten most visited websites in Australia.
Traffic Statistics
woolworths.com.au attracts an estimated ≈ 35 million monthly visits, with sessions averaging around ≈ 7 min 00 sec across roughly ≈ 8.0 pages per visit.
Traffic Sources
Direct navigation and organic search together account for the majority of traffic, with referral and social channels contributing smaller but meaningful shares.
Audience & Demographics
The site's Australian audience is fairly evenly split by gender, with the strongest representation among users aged 25 to 54.
Geographic Reach
Around 88% of traffic originates in Australia, with New Zealand, the United Kingdom and the United States forming smaller secondary audiences.
SEO Profile
Woolworths ranks strongly for brand-name and category-specific queries related to e-commerce in Australia, benefiting from strong domain authority and frequent content updates.
Technology Stack
The platform runs on a modern cloud-hosted stack including React and Node.js front ends, hosted on AWS infrastructure with Cloudflare content delivery.
Social Media Statistics
Woolworths maintains an active presence across Facebook, Instagram and X, engaging hundreds of thousands to millions of followers combined.
Mobile App Statistics
Its iOS and Android apps have been downloaded millions of times cumulatively, with strong app store ratings among Australian users.
Company Information
Founded in 1924 (company); online grocery launched 2000s, Woolworths is headquartered in Bella Vista, New South Wales, Australia and owned by Woolworths Group Limited.
Ownership & Investors
Publicly traded company (ASX: WOW)
Financials
Estimated annual revenue is around ≈ AUD 64 billion annually (Woolworths Group, FY estimate), generated primarily through online and in-store grocery sales.
Business Model
Woolworths operates as australia's largest supermarket chain and online grocery retailer. Woolworths Group Limited monetises the platform primarily through online and in-store grocery sales and related services described below.
Products & Services
Key products include Woolworths Supermarkets, woolworths.com.au, Everyday Rewards, Cartology.
Competitors
Key competitors include Coles, Aldi Australia, IGA, Amazon Fresh Australia.
Company History & Milestones
Since launching in 1924 (company); online grocery launched 2000s, Woolworths has expanded through platform redesigns, mobile app launches and continued investment in its Australian digital presence.
Latest News
Woolworths continues to report growth in Australian usage while expanding its digital feature set.
User Reviews & Ratings
Woolworths is generally well regarded by Australian users as a trusted and convenient e-commerce destination, with occasional criticism of fees or customer service response times.
Pros & Cons
Pros: strong category leadership, brand trust and a well-developed mobile experience. Cons: some paid features, competition from global platforms and occasional service criticism.
Key Statistics
≈ 35 million monthly visits, ranked #6 in Australia, with ≈ 180,000 (Woolworths Group) employees.
Frequently Asked Questions
Who owns woolworths.com.au? Woolworths Group Limited. Is it free? Core use is free, with paid features in some areas. Is it only for Australia? It primarily serves the Australian market.
Data Sources
Company reports and public filings, Similarweb estimates and Australian industry press coverage.
Last Updated
September 2026
Related Websites
Coles, Aldi Australia, IGA, Amazon Fresh Australia.
Website Rankings
#6 most visited website in Australia (estimated), with a leading position within the E-commerce category.
Revenue & Funding History
Woolworths was founded in 1924 (company); online grocery launched 2000s and has been owned by Woolworths Group Limited throughout its growth into an Australian digital leader.
Employee Statistics
Woolworths employs approximately ≈ 180,000 (Woolworths Group).
Customer Statistics
The platform reaches approximately ≈ 9 million / month unique visitors across Australia.
Backlink Profile
woolworths.com.au has an estimated hundreds of thousands of referring domains, frequently cited by Australian media, government and industry sources.
Top Organic Keywords
Leading keywords include "woolworths", "woolworths login" and "e-commerce australia".
Top Referral Sources
Google Search, direct app traffic, Facebook and other social platforms are the leading referral channels.
Website Technologies
React, Node.js, AWS cloud infrastructure and Cloudflare CDN underpin the platform.
Advertising & Analytics Technologies
Google Ad Manager, Adobe Analytics and Meta Pixel support advertising and measurement.
API & Developer Information
Woolworths offers limited or partner-only API access rather than a fully open public API.
International Seller Opportunities
While primarily focused on the Australian market, Woolworths offers advertising and partnership opportunities to brands and businesses, including some international advertisers.
Company history & milestones
- 1924
Woolworths is founded / launched
- 2010
Major platform redesign and mobile expansion
- 2015
Native mobile apps launched
- 2020
Accelerated digital growth during the COVID-19 period
- 2026
Continues to lead its category in Australia
Latest news
- Woolworths reports continued growth in Australian usageIndustry press · 2026
- Woolworths expands digital featuresCompany announcement · 2026
Pros & cons
Pros
- Australia's leading platform in the e-commerce category
- Strong brand trust and recognition
- Extensive content, listings or product range
- Well-developed mobile app experience
Cons
- Some services or features carry fees
- Occasional criticism regarding pricing or data practices
- Competition from global platforms in some categories
- Regional coverage can vary outside major cities
Key statistics
Frequently asked questions
Who owns woolworths.com.au?
woolworths.com.au is owned by Woolworths Group Limited.
Is woolworths.com.au free to use?
Core browsing is free; some features such as premium listings, subscriptions or paid ads may carry a cost.
Is woolworths.com.au available outside Australia?
The service is primarily designed for the Australian market, though the website can be accessed internationally.
Popular searches
Data sources & confidence
- Company reports and public filingsWoolworths Group Limited
- Similarweb estimatesSimilarweb
- Industry press coverageAustralian media
- Data confidence
- High for ownership, company structure and public milestones; traffic and revenue figures are third-party modelled approximations.
- Last updated
- September 2026
Traffic, revenue and audience figures are modelled estimates based on public reports and third-party analytics tools; treat as directional rather than exact.
Social media profiles & statistics