prahran market melbourne food pr

In a Victorian first Prahran Market is leading the way as the first food market to launch its own online marketplace, Prahran Market Food Lovers’ Direct, where customers can order and pay for their produce from multiple Traders on one centralised website – from the comfort of their homes.

As Melbourne’s oldest Market, Prahran Market has always been there for the local community when they’ve needed it most. Now traditional Market Traders have successfully transitioned to the new e-commerce platform to allow people to stay at home during this challenging time.

Prahran Market has worked with 3 Phase Marketing to develop the e-commerce website, keeping user experience top of mind. Customers simply click through to Prahran Market Food Lovers’ Direct via the existing website ( where they can then browse through the individual Trader offerings. All purchases go into the same basket and payment is made using a secure online payment platform, resulting in one streamlined order process. Customers do not need to set up an account to shop. Minimum order value is $50.

At this initial stage of the launch, there are 25 traders on the Prahran Market Food Lovers’ Direct site, offering 20 products each. Delivery is available to all suburbs within a 5km radius of the Market, with a slight expansion to the East and South East. Orders placed before 4pm are delivered on the next Market day (Tuesdays and Thursday – Sunday) but customers should check the Trader Directory as not all Traders are delivering on every Market day – if this is the case, part of the order will arrive on a different day at no additional delivery charge. Delivery is a flat rate of $15.

All information and FAQs are on the website. It is hoped the Trader and produce range as well as the delivery area will be extended as soon as possible.

Following a successful delivery trial, where customers ordered over the phone with each individual Trader, Prahran Market wanted to take it a step further with a centralised online system – making it even easier for those looking for their fresh produce, essential items and meals to purchase.

For those wishing to shop with Traders who are not yet part of Food Lovers’ Direct, orders can still be placed over the phone for home delivery, although it is expected that all traders who want to offer the service will be on the platform shortly after the initial launch.

“With supermarkets currently only offering a priority service online and existing delivery companies unable to take on new customers, Prahran Market knew there was a need for this new online service,” says Prahran Market General Manager Simon Ward.

“The Prahran Market team has been working really hard to turn this around as quickly as possible. As a community asset with a small management team this has been no small feat, but it has been worth it to be able to offer Prahran Market Food Lovers’ Direct to the community.”

Prahran Market will continue to work with businesses affected by the current restrictions, such as The Big Group, to facilitate the collection of goods and deliveries, as per the trial – meaning drivers, administrators and logistics personnel, who would otherwise be unemployed at this time, can keep working.