By Claire Reilly

After forecasting the arrival of a “transactional website” for its Master Home Improvement retail chain in April this year, Woolworths Limited has quietly launched online shopping functionality on the Masters website.

Masters now offers consumers the opportunity to “shop for thousands of home and hardware products” on its website, with consumers required to enter their postcode for pricing.

A quick review of the website conducted by Current.com.au found that many remote places (including Mount Isa, Kalgoorlie and Broome) can all be entered as a location for delivery on the site. Residents of Darwin, Alice Springs and Humpty Doo are not so lucky.

Those consumers that are in a region outside Masters’ delivery area can call the customer service line to organise delivery. This is calculated based on a combination of size, weight and delivery location.

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The online store has a range of products available across the appliance categories, including cooking appliances, white goods, floorcare, seasonal products and barbecues. Featured brands include Westinghouse, Fisher & Paykel, Whirlpool, Electrolux, Samsung and Dyson.

As an interesting selling point for those celebrating a wedding or house warming, Masters has also set up an online gift registry on its site, giving consumers the option to create a wish list of products before the site generates an email to friends and family for them to choose a gift.