The Umart Online Journey - Celebrating 24 years of disrupting the Australian eCommerce Market

Evan C
Evan C
May 16 ⋅ 5 min read


Umart Online, a family-owned and operated business, has transformed the Australian computer hardware and electronics retail landscape for over two decades. Their secret recipe? A relentless focus on innovation, customer satisfaction, and business excellence. In this post, we'll delve into the fascinating journey of Umart Online and reveal how their incremental improvements have led to extraordinary achievements in this competitive industry.

A Humble Beginning:

In 1999, Umart Online embarked on a journey to revolutionize the Australian tech retail industry. They opened their first store in the inner Brisbane suburb of Milton, with a clear mission: to provide high-quality products at competitive prices, backed by exceptional customer service. This winning formula quickly earned them the trust and loyalty of businesses and consumers alike, setting the stage for Umart Online's rapid expansion.

The Power of Incremental Growth:

Since opening its first store in Milton, Umart has expanded its presence to 25 retail locations across Australia. Each new store opening was a testament to their dedication to serving customers and their commitment to incremental growth. In their first 10 years, Umart opened four locations across Queensland and Victoria and moved to bigger locations to support the increasing demand. Their ability to adapt and grow in response to market demands has allowed them to consistently deliver premium products at competitive prices.

An Anecdote of Resilience:

In 2011 (and again in 2022), Umart's Milton store faced a major challenge when the devastating Brisbane Floods resulted in it being almost completely submerged. Demonstrating resilience and determination, the Umart team quickly recovered and continued to grow. With staff from all over Queensland working around the clock, and long term customers coming and helping to ensure Umart was once again able to serve the people of Brisbane. This story of overcoming adversity showcases Umarts determination and resilience.

Since then, Umart has opened 16 additional locations across the country, and with plans to open even more stores in the future, Umart Online continues to bring its premium products at competitive prices all around Australia. Today, Umart Online boasts 25 retail locations, and 5 Distribution Centres, and forecast an impressive $300 million in sales for this financial year.

Unrivalled Market Presence:

Umart Online's strategic growth has resulted in an unrivalled market presence in the Australian computer hardware and electronics industry. With a diverse range of nearly 10,000 unique items, Umart collaborates closely with manufacturers and suppliers to ensure they offer the best products at competitive prices. With a team of staff located in geographically different locations around the world, working togethor to get the lowest possible price, their unrivalled market presence gives them immense buying power, and with a commitment to innovation and efficiency, you can be sure you’ll always get the best possible price.

Embracing Innovation and Efficiency:

Umart Online has adopted a continuous improvement mindset, investing in state-of-the-art technology to enhance their operations. By embracing real-time stock level updates on their website, robotic automation in their warehouses, and in-store robots that assist customers, Umart has been able to expand rapidly while maintaining low costs.  Boasting the capacity to pick 57 items per minute, their efficiency is unparalleled. These technological improvements have empowered Umart Online to deliver swift, efficient service without sacrificing quality.

A Feedback-Driven Approach to Customer Satisfaction:

One of the ways Umart Online has applied the principle of continuous improvement is by actively seeking customer feedback. They reach out to 30,000 customers every month to learn how they can better serve their clientele and identify opportunities to improve. As a result, Umart has achieved an outstanding Net Promoter Score (NPS) of 88, surpassing the industry average by 27 points. This customer-centric approach has proven successful with over 90% of customers report that Umart makes their shopping experience 'Easy' or 'Very Easy', and 88% express satisfaction with their warranty experience. These figures demonstrate Umart's commitment to keeping its customers at the heart of its business.

Lessons Learned and Actionable Insights:

Umart Online's success teaches us that even small, incremental improvements can have a significant impact over time. Some key takeaways for businesses and individuals include:

  • Embrace innovation and technology to enhance efficiency and customer experience.

  • Regularly gather feedback from customers to inform your improvement efforts.

  • Maintain a growth mindset, recognizing that setbacks are opportunities to learn and improve.


The story of Umart Online is a testament to the power of incremental improvements and their potential to drive extraordinary success in the tech retail industry. From humble beginnings to their current status as Australia's leading computer hardware and electronics retailer, Umart Online's dedication to customers, employees, and innovation has set them apart from the competition. Visit today to experience the difference for yourself and learn how you, too, can benefit from the power of incremental improvements.

As Umart commemorates its 24th Anniversary, we would like to invite new and old customers alike to witness their success firsthand. Immerse yourself in the Umart experience, from the unparalleled efficiency of our robotic warehouses to the quirky assistance of our in-store robots or speak with our team and experience what has made the Umart Success Story so great. Embrace the innovation that has propelled us to the forefront of the Australian tech retail industry. Visit today, and join the celebration online, or visit us in-store today.


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