By Ry Crozier on Apr 22, 2021 11:37PM Built on the platform of a Melbourne-based startup. Woolworths is shaping to launch a ‘marketplace’ on its main website that will be underpinned by platform-as-a-service technology from Melbourne startup Marketplacer. The retailer said late Thursday that its venture capital arm W23 had invested a “multi-million dollar” sum into the startup, and would also use the technology itself. Marketplacer’s technology enables retailers to augment their existing e-commerce presence, for example, by allowing dropshipping. Dropshipping is a fulfilment model whereby Woolworths would not hold stock of a product but would rely on a third-party to ship the product directly to a customer.