MyDeal
Australian e-commerce platform
From Wikipedia, the free encyclopedia
MyDeal was an e-commerce platform operating as an online marketplace. It was launched in 2011 and acquired by Woolworths Group in 2022 before being shut down in 2025.
 | |
| Company type | Division |
|---|---|
| Industry | Online retail, Marketplace |
| Founded | 2011 in Melbourne, Victoria, Australia |
| Founder | Sean Senvirtne |
| Defunct | 2025 |
| Headquarters | Melbourne, Victoria, Australia |
Key people | CEO: Sean Senvirtne Chief Marketing Officer: Ryan Gracie[1] CTO: Matthew Hosking COO: Joshua Mangan |
| Products | Homewares, furniture, electronics, fashion |
| Owner | Woolworths Group |
| Website | www |
History
Sean Senvirtne, an Australian entrepreneur, founded MyDeal and also served as its CEO.[2] Between 2007 and 2011, while working on advertising packages, Senvirtne conceptualized the idea for MyDeal, leading to its establishment.[3][4]
In 2021, MyDeal expanded[5][6] its executive team by appointing Ryan Gracie as its first Chief Marketing Officer (CMO).[7] Prior to joining MyDeal, Gracie was part of Catch.com.au. This appointment preceded MyDeal's comprehensive rebranding initiative.[8]
In September 2022, it was acquired by Woolworths Group, a major retail company in Australia.[9][10]
In October 2022, MyDeal experienced a significant data breach, where personal information of approximately 2.2 million customers was exposed.[11] The breach included names, email addresses, and phone numbers. Woolworths Group promptly responded, apologizing for the incident and taking immediate steps to secure the compromised data and prevent future breaches.[12]
In June 2025, Woolworths Group announced that they would close down MyDeal by 30 September 2025 due to a lack of profitability and intense competition. MyDeal's platform was incorporated into Woolworths Group's other marketplace platforms including Everyday Market and Big W Market.[13]