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Industry NewsLoblaw expanding online shopping platform

Loblaw expanding online shopping platform


Loblaw plans to expand its online shopping experience, Loblaw Marketplace, and add hundreds of new sellers before the end of 2021.

Loblaw launched the marketplace for third party sellers in November 2019 and since then has seen significant growth with 150 lifestyle brands now represented. The retailer is calling on Canadian vendors to apply to offer its products on the platform. Loblaw says it wants to expand in specific categories: home and living, baby, pet toys, sporting goods and consumer electronics.

“We are looking to bring on vendors who sell general merchandise products in the home and outdoor, baby, pet, toy, sporting goods and consumer electronics categories and who will help us provide our customers with the most trusted online shopping experience within these categories,” says Niki Starkman, head of merchandising and business development at Loblaw Digital.

The platform offers vendors access to 10 million-plus digital users and 18 million-plus PC Optimum members. Products are also listed online under all of Loblaw’s grocery banners: Real Canadian Superstore, Real Atlantic Superstore, Loblaw, Zehrs, Maxi, Provigo, Fortinos, Your Independent Grocer and Independent City Market.

Starkman adds that the seller portal “was custom built in-house to make integrating with Loblaw fast and easy for any vendor, and our team of seller success experts offer live support. We have consistently heard that our interface is incredibly easy to use and our live seller support is highly responsive and helpful to all vendors on our platform.”

She says the platform provides Loblaw banner customers more product options.

“With this business, Fortinos and Provigo customers, and customers of almost all Loblaw banners (Loblaw Marketplace is not available on at this time) will be able to shop a wide assortment of products from our third party sellers and have them shipped directly to their home, while enjoying all of the benefits of being a loyal customer.“

Vendors can apply to be listed on the platform at

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