Online grocery store heads to Sydney to compete with supermarket giants

NSW shoppers now have an online alternative to Coles and Woolworths, with The General Store now open for business.

The General Store is an online-only supermarket developed by the team behind Aussie Farmers Direct, carrying over 4,000 grocery brands. It promises low prices and hundreds of specials and ‘bulk buys’ not available in supermarkets.

The range complements the hundreds of fresh produce lines sold through Aussie Farmers Direct, and gives customers an online alternative to Australia’s supermarket duopoly.

The NSW launch of The General Store is the next stage of a planned national store rollout, following its successful debut in Victoria. Aussie Farmers Direct CEO Keith Louie said thousands of Victorian shoppers were now switching from the supermarkets and getting all their fresh produce and grocery lines delivered to their door.

“We’ve been thrilled with the response to The General Store in Victoria. Our customers have loved being able to add all their grocery and household needs to their regular Aussie Farmers Direct order, saving themselves a trip to the supermarket,” Louie said.

He said that the online store will make it easy for customers to make informed purchasing decisions, with shoppers being able to sort products in an ‘Australian first’ order.

“In The General Store, we will look wherever possible to support Australian food and grocery manufacturers, and we’ll also donate 10% of the profits from imported products to the Aussie Farmers Foundation, which supports charities and grassroots community groups making a real difference in rural Australia,” Louie said.

He said the combined offers gave Australian food and grocery manufacturers an alternative path to market that bypasses Coles and Woolworths, and gave prominence to Australian-grown and Australian-made products.

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