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MyDeal

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.

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]

References

  1. Anna Macdonald. MyDeal appoints its first chief marketing officer from Catch.com.au Mumbrella, May 24, 2021^
  2. Kye White. How MyDeal grew its sales 10x in only five years SmartCompany, December 7, 2021^
  3. Dominic Powell. How MyDeal founder Sean Senvirtne bootstrapped his way to build a $30 million online retail business SmartCompany, August 16, 2016^
  4. Cara Waters. MyDeal joins the e-commerce IPO bandwagon The Sydney Morning Herald, October 19, 2020^
  5. MyDeal ponders IPO after 'maturing' and making a profit Australian Financial Review, August 26, 2019^
  6. Bronte Moore. MyDeal.com.au seeks $40m IPO as Aussie tech boom rolls on October 16, 2020^
  7. Anna Macdonald. MyDeal appoints its first chief marketing officer from Catch.com.au Mumbrella, May 24, 2021^
  8. Anna Macdonald. MyDeal launches new brand identity with a smiling 'y' Mumbrella, August 18, 2021^
  9. Woolworths defends $243m offer for MyDeal Australian Financial Review, May 20, 2022^
  10. Sarah Sharples. Woolworths offers to buy MyDeal for $243m news.com.au, May 23, 2022, retrieved May 21, 2024^
  11. Woolworths says 2.2 million MyDeal customers' details exposed in data breach The Guardian, October 15, 2022^
  12. Woolworths CEO apologises for MyDeal data breach Australian Financial Review, October 26, 2022^
  13. Woolworths to shut MyDeal in major pay day for founders Australian Financial Review, June 27, 2025^