Marketplace Fresh 

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Project Overview

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Marketplace Fresh is one of Australia’s largest fruit, vegetable, and gourmet grocery retailers with multiple brick-and-mortar locations across Victoria. For over a decade, they have been a household staple — but online, their digital transformation had stalled. Their internal team and previous agencies spent two years attempting to build a modern ecommerce platform… and still never delivered a functioning website.

Hackd Growth was brought in to finish the job.

Working directly with the CEO, we took full ownership of the project — rebuilding the infrastructure, repairing critical issues, completing all QA, writing 1.5 million words of original SEO content, building 1800 product pages, and launching the entire ecommerce ecosystem in under four months.

This became one of the largest grocery-retail content and website overhauls ever executed in Australia — and Hackd delivered it faster, cleaner, and at a higher standard than the previous two years combined.

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The Challenge

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Marketplace Fresh faced a multi-layered digital bottleneck:

• A half-built ecommerce website sitting in limbo for 24 months
  
  
• Broken navigation, missing pages, and non-functional cart and checkout flows
  
  
• No product descriptions, nutritional content, or SEO structure
  
  
• Zero metadata or structured data
  
  
• Thousands of missing images and invalid URLs
  
  
• Inconsistent product naming conventions
  
  
• No category hierarchy
  
  
• Non-existent brand positioning
  
  
• No scalable backend structure
  
  
• Multiple abandoned features from previous developers
  
  
• No QA, no content plan, and no delivery timeline
  
  

The CEO needed a team who could cut through the chaos, restructure the project, rewrite the entire system, and deliver a live, stable, scalable ecommerce platform.

Hackd stepped in and took complete control.

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The Hackd Strategy

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We approached Marketplace Fresh with a structured, enterprise-level execution plan:

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1. Rebuild the entire project foundation

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Fix the broken site, redesign key flows, restore functionality, and eliminate two years of tech debt.

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2. Implement enterprise-grade QA

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Every link, every product, every image, every category — checked, corrected, documented, and validated.

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3. Write 1.5 million words of high-quality content

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A massive SEO, product, and UX writing project:
1500+ products, 1500 word+ descriptions, nutritional data, cooking information, shelf-life notes, and customer-focused detail.

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4. Create a scalable ecommerce content system

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Reusable templates, naming conventions, metadata frameworks, and SEO standards.

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5. Complete the entire project within 4 months, not 2 years

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Hackd compresses time.
We deliver at a speed no traditional agency can match.

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The Build Phase (Everything Hackd Completed)

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Full-Site QA & Technical Repair

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We inherited a website that simply didn’t work. Hackd rebuilt:

• Navigation and submenu architecture
  
  
• Cart and checkout logic & Sandbox testing keys
  
  
• Image delivery and compression
  
  
• CMS structure for 1500+ products
  
  
• Broken pages and redirects
  
  
• URL rewriting and SEO cleanup
  
  
• Category architecture
  
  
• Mobile responsiveness
  
  
• Form logic and customer experience flow
  
  

This wasn’t “editing a website.”
This was performing digital surgery on a project that was left broken for two years.

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1.5 Million Words of Content

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Hackd wrote every single word of the Marketplace Fresh ecommerce library — one of the largest content writing projects ever undertaken for an Australian retailer.

We produced:

• 1500 full product descriptions
  
  
• Nutrition-based content for produce, meat, dairy, snacks, frozen items, bakery, and gourmet foods
  
  
• Cooking, preparation, storage, and usage information
  
  
• Origin, quality, and sourcing data
  
  
• Shelf-life and handling instructions
  
  
• Customer-friendly copy for every product
  
  
• SEO-rich metadata and keyword structures
  
  
• Category descriptions for every grocery section
  
  

Every product page is now:

• Informative
  
  
• SEO-optimised
  
  
• Professionally written
  
  
• Easy to scan
  
  
• Trust-building
  
  
• Conversion-focused
  
  

Hackd essentially built the entire Marketplace Fresh online wordbase from scratch.

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1500 Product Pages Built, Structured & Indexed

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We transformed the entire product ecosystem into a clean, reliable, scalable library.

Delivered:

• 1500 product URLs
  
  
• 1500 category assignments
  
  
• Full metadata across all pages
  
  
• Duplicate cleanups
  
  
• Broken data consolidation
  
  
• Product naming system
  
  
• Pricing consistency
  
  
• High-resolution images added and compressed
  
  
• Global content templates for future items
  
  

Marketplace Fresh now has an ecommerce catalog that rivals Australia’s largest supermarket chains.

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Category Structure & SEO Overhaul

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We redesigned the entire SEO backbone:

• Category-level rewrite
  
  
• SEO hierarchy developed from scratch
  
  
• New on-page structures
  
  
• Actionable metadata
  
  
• Schema markup
  
  
• Clean URLs
  
  
• Image alt-text library
  
  
• High-frequency & long-tail keyword integration
  
  
• Internal linking strategy
  
  
• Redirect maps for legacy items
  
  

The site now has strong SEO foundations, replacing two years of mismanagement.

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Stakeholder Collaboration — Direct With the CEO

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Hackd worked hand-in-hand with the Marketplace Fresh CEO daily.

Why?

Because the previous agencies failed to:

• Communicate
  
  
• Work with internal teams
  
  
• Execute
  
  
• Deliver
  
  
• Understand the retail model
  
  
• Finish anything
  
  

Hackd rebuilt the entire process with:

• Daily review cycles
  
  
• Weekly delivery milestones
  
  
• Transparent progress tracking
  
  
• Direct approvals
  
  
• Priority-based workflows
  
  

For the first time in two years, the CEO had a project that moved — and moved fast.

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4-Month Delivery of a 2-Year Overdue Project

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The previous developers took 24 months and never delivered a complete site.

Hackd delivered:

• Full rebuild
  
  
• Full QA
  
  
• 1500 products
  
  
• 1.5 million words
  
  
• SEO
  
  
• Category structure
  
  
• Metadata
  
  
• Templates
  
  
• Final launch
  
  

in under 120 days.

Speed is a Hackd signature — and this project proved it at enterprise scale.

The Results

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After Hackd completed the Marketplace Fresh transformation:

• The project was officially completed after 2 years of delays
  
  
• The full site was launched successfully
  
  
• 1500 fully structured product pages went live
  
  
• SEO foundations were set for long-term ranking
  
  
• Content quality increased dramatically
  
  
• Brand trust improved across the entire site
  
  
• Website usability skyrocketed
  
  
• Internal operations gained a repeatable content framework
  
  
• The CEO regained control and visibility over the digital ecosystem
  
  

Marketplace Fresh now runs on a professional-grade ecommerce platform that can scale for years.

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The Hackd Impact

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Hackd didn’t just “finish a website.”
We resurrected a project that had been left to rot — and delivered it at a world-class standard.

Marketplace Fresh now benefits from:

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• A complete content empire (1.5M words)
  
  
• 1500 SEO-optimised product pages
  
  
• A website built to scale
  
  
• Clean infrastructure
  
  
• Enterprise-grade QA
  
  
• A strong brand voice
  
  
• A successful launch delivered in months, not years
  
  

Hackd transformed Marketplace Fresh into a fully modern, conversion-ready, search-optimised ecommerce powerhouse.

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