If you told my high-school self that one day Catch.com.au would shut its virtual doors, I probably wouldn’t have believed you. Back then, in 2007, it was known as CatchOfTheDay.com.au, a name that still brings a smile to my face. For many of us, it was more than just a shopping site; it was a daily thrill, a community, and an iconic part of Australia’s e-commerce story.
Every day after school, I’d log in, eager to see the latest deal. Back then, CatchOfTheDay was all about scarcity, a single product released each day with only a limited quantity available. The rush to snag one was real. And the cherry on top? Watching the names pop up at the bottom of the site, proudly announcing what people had “caught.” It felt like being part of something bigger, a shared experience of hunting for treasures. It wasn’t just shopping, it was a game, a community, and a thrill all rolled into one. I’ve included a screenshot for those who want a bit of nostalgia.

Over the years, Catch evolved. It went from being a deal-a-day site to a marketplace, and somewhere along the way, I stopped visiting. It wasn’t the same. The magic of those daily drops and the camaraderie they created began to fade. I understand why they made the change, the online shopping landscape was shifting, and competitors like Amazon were looming, but it wasn’t the Catch I fell in love with.
Fast forward to 2019, and Wesfarmers purchased Catch for a whopping $230 million. At the time, it seemed like a promising new chapter. Wesfarmers, the retail powerhouse behind Bunnings and Kmart, seemed like the perfect parent to nurture Catch into its next phase. But as we’ve now seen, even the best-laid plans can falter. Despite restructuring and investments, Catch struggled to compete in an e-commerce landscape dominated by global giants like Amazon, Shein, and Temu. The losses piled up, and the writing was on the wall.
Hearing that Catch will officially close on 30 April 2025, feels like saying goodbye to an old friend. It’s a bittersweet reminder of how quickly the digital world evolves and how even the pioneers can be left behind. Catch was more than just an e-commerce site; it was where many of us discovered the excitement of online shopping, long before it became the norm.
In a market where survival is tough and only the fittest thrive, it’s remarkable to see companies like Kogan still standing strong. But Catch will always be remembered as the site that made e-commerce fun and exciting for a generation of Aussies.