Myer’s online channel has expanded with 25,000 new products added, all via a marketplace model.
The new products cover lifestyle categories such as electronics, homewares and baby goods, adding to the department store’s larger categories across clothing, footwear and beauty.
New brands include Samsung, Riedel and UPPAbaby, with Baby Bjorn, Nintendo, Colorado, Google and Sonos set to follow in the coming months.
The marketplace offering is led by Mirakl.
Myer Group chief customer officer Amanda McVay said the expanded range was intended to drive online sales growth and offer customers greater choice across categories.
"We are now able to offer a wider range of products in key categories, so if a customer is shopping for baby wear, we now have better options if they're also looking for a new pram or cot," McVay said.
"It means we can give our customers a wider range of products at a variety of price points all in the one place."
Myer's online marketplace was first launched in 2017. The latest move comes as the department store’s marketplace sales grew 41 per cent in FY25, with almost 50 per cent of marketplace baskets also containing Myer-stocked products, and almost 80 per cent of marketplace shoppers purchasing other Myer items in the past 12 months.
Country Road Group, Big W, Kmart and other leading retailers have adopted marketplace models, which essentially allow third-party managed products to be sold via its main online channel, without the need to buy and store those products.