The Brief
Marketplace Fresh is one of Victoria’s most recognised fresh food retailers, known for quality produce, generous variety and a strong connection to growers, suppliers and local communities.
With 16 locations across Victoria and a growing demand for convenient online shopping, Marketplace Fresh needed a digital platform that could bring the in-store experience online, without losing the colour, freshness and personality that customers already know and trust.
Bright Labs partnered with Marketplace Fresh to design and build a modern ecommerce experience that makes it easier for customers to browse fresh produce, shop groceries, discover recipes, find their nearest store and reorder their favourites with less effort.
The Process
Our process began by understanding how customers move through the Marketplace Fresh experience, both online and in-store. With multiple locations across Victoria and a broad product range spanning fresh produce, pantry staples, bakery, dairy, beverages and specialty items, the website needed to do more than sell groceries. It needed to help customers browse, discover, plan and shop with confidence.
We mapped the core customer journeys around product discovery, online ordering, repeat purchasing and store discovery. The navigation was shaped around familiar grocery behaviours, helping customers quickly move between fresh food categories, value offers, recipes, store information and their cart without the experience feeling overwhelming.
The visual design drew from the natural colour, abundance and energy of fresh food. Large product imagery, clean layouts and simple ecommerce patterns helped bring the brand to life online, while keeping the shopping experience clear and easy to use across desktop and mobile.
Every part of the experience was designed to reduce friction, build appetite and help customers shop with confidence.
The ecommerce experience was designed to support the realities of grocery shopping, where customers may be buying by unit, weight or approximate quantity. Product and category pages were structured to make pricing, product information and add-to-cart actions easy to understand, helping customers make decisions quickly without losing momentum.
Beyond the shopping journey, the platform gives Marketplace Fresh more ways to inspire and engage customers. Recipes, food content, seasonal offers and store information help turn the site into more than an online shop. It becomes a digital extension of the Marketplace Fresh brand, connecting customers to fresh produce, meal ideas and local store experiences in one place.
Behind the scenes, the platform was built to give the Marketplace Fresh team greater control over products, content and promotions. This flexible foundation allows the site to evolve with seasonal ranges, changing customer needs and future ecommerce opportunities.
The Impact
The result is a fresh, intuitive ecommerce platform that brings the Marketplace Fresh experience online with greater clarity and convenience.
The new website makes it easier for customers to explore products, shop online, find stores and engage with recipes and seasonal content. It supports the way people actually shop for groceries, whether they are planning a weekly order, browsing for meal inspiration or looking for their nearest store.
For Marketplace Fresh, the platform provides a stronger digital foundation for growth, giving the team the flexibility to manage products, promotions and content while continuing to evolve the online customer experience.
