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When we wrote about the top Australian marketplaces in 2021, Westfield Direct was a relatively new channel in the region. But with its unique delivery and fulfillment options, Westfield Direct has burst onto the scene and become an increasingly popular shopping destination for sellers and consumers. 

Read on to learn how Westfield Direct can help you expand your multichannel ecommerce strategy in Australia.

What is Westfield Direct?

Westfield Direct is an online marketplace that leverages 37 store locations across Australia to allow customers to place orders for delivery and pickup.

Today, the Westfield Direct online marketplace hosts upwards of 200,000 products, with the site receiving more than 550 million visitors a year. Getting an invitation to Westfield Direct as a third-party seller is a great opportunity for your brand to receive more visibility and increase orders.

Who can sell on Westfield Direct?

Selling on the Westfield Direct marketplace is currently by invitation only to third-party sellers based in Australia. 

Westfield’s parent company, Scentre Group, has chosen the following product categories to feature on the Westfield Direct marketplace.

Top Categories

  • Apparel & Accessories
  • Electronics
  • Health & Beauty

All Categories

  • Women’s (Apparel & Accessories)
  • Men’s (Apparel & Accessories)
  • Kids’ & Toys
  • Beauty & Wellness
  • Home & Living
  • Electronics
  • Gaming
  • Books
  • Entertainment
  • Sports & Recreation
  • Office & Art Supplies
  • Luggage & Travel
  • Automotive
  • Food & Drinks

The number of marketplace products ranges from 200,000 to 500,000, with new products added regularly. At the writing of this article, Westfield Direct has more than 200 sellers. 

Once you’re approved to start selling on Westfield Direct, you can check the Seller Support page for more information about setting up and managing your storefront.

Why is Westfield Direct unique?

Westfield Direct is a curated marketplace, meaning that products and sellers are handpicked before they become available to customers. While this reduces the number of sellers and products available, it gives Westfield Direct greater control over the quality and relevancy of its product assortment. This leads to a better shopping experience for customers and increases the marketplace value to invited sellers.

Another unique feature of Westfield Direct is its click-and-collect and home delivery services, with most shoppers opting to pick up their order from a local Westfield Living Centre. Click-and-collect orders are available within six business days, and standard delivery can take up to 12 days. The service is aggregated, meaning that Westfield fulfills the order by moving inventory from one Westfield location to another as needed. 

By leveraging the 37 Westfield Living Centres located across Australia, Westfield Direct sellers are able to cut down on the time and costs associated with fulfilling and delivering orders. Westfield handles the order-fulfillment logistics, last-mile delivery, and customer service for its Westfield Direct sellers.

Where are the Westfield Direct Living Centres located in Australia?

Every Westfield Living Centre across Australia acts as a Westfield Direct distribution hub. Westfield Living Centres are located in the following areas:


Carindale, QLD 4152

Chermside, QLD 4032

Coomera, QLD 4209

Helensvale, QLD 4212

North Lakes, QLD 4509

Upper Mt Gravatt, QLD 4122


Airport West, VIC 3042

Doncaster, VIC 3108

Fountain Gate, VIC 3805

Geelong, VIC 3220

Mill Park, VIC 3082

Cheltenham, VIC 3192

Wantirna South, VIC 3152

Australian Capital Territory 

Belconnen, ACT 2617

Woden, ACT 2606

New South Wales

Bondi Junction, NSW 2022

Burwood, NSW 2134

Chatswood, NSW 2067

Eastgardens, NSW 2036

Hornsby, NSW 2077

Hurstville, NSW 2220

Kotara, NSW 2289

Liverpool, NSW 2170

Miranda, NSW 2228

Mt Druitt, NSW 2770

Penrith, NSW 2750

Sydney, NSW 2000

Tuggerah, NSW 2259

Brookvale, NSW 2100

Southern Australia

Oaklands Park, SA 5046

Modbury, SA 5092

West Lakes, SA 5021

Western Australia

Booragoon, WA 6154

Cannington, WA 6107

Innaloo, WA 6018

Hillarys, WA 6025

Is Westfield Direct available in New Zealand

No, Westfield Direct is not currently available in New Zealand. However, there are five Westfield Living Centres in New Zealand:

  • Albany, Auckland 0632
  • Manukau City, Auckland 2104
  • Newmarket, Auckland 1023
  • Riccarton, Christchurch 8041
  • Mt Albert, Auckland 1025l

Are there commission fees and rates for Westfield Direct?

Yes, according to the terms of service, Scentre Group receives a commission from each retailer, although the commission fees are not made public.

How many people does Westfield Direct reach?

In 2021, Westfield Living Centres were visited by 413 million customers, with a total of 22.1 billion AUD in sales, according to a Scentre Group report

The Westfield Direct online marketplace receives approximately 550 million visitors annually, with 1 to 3 million unique monthly visitors.

Incorporating Westfield Direct into your Multichannel Strategy?

With its unique delivery and fulfillment options, Westfield Direct makes a lot of sense for brands looking to reach the customer base in Australia. 

Like all marketplaces, Westfield Direct requires sellers to submit accurate product data in their listings. Filling in as many product attributes as possible with high-quality data is a crucial part of optimal product feed management. As you expand to multiple marketplaces, you need a scalable process to keep your catalogs optimized for each channel. 

Feedonomics offers a full-service solution for marketplaces, allowing you to scale your multichannel ecommerce business with ease. Learn more about how we can help you list your products on marketplaces like Westfield Direct.