Australia & New Zealand's Most Trusted D2C Brands 2026 › Umall
#90 of 100 – Food & Beverage

Umall

Umall is an online Asian supermarket that sells fresh produce, meat, seafood, Asian groceries and household items through its own website and app, and picks orders in its Chullora fulfilment centre for delivery in Sydney, Wollongong and Canberra.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 76/100
Umall ranked #90 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score68.56out of 100
ANZ D2C rank#90 of 100
HeadquartersChullora, NSW, Australia
Founded2020
Latest revenueA$63.6M revenue (FY2026)
Trust pillar76/100

The Umall story

Umall was founded in Australia in 2020 by Ming Chen, Dapeng Zhang, Jing Zhu and Xiaoming Xu and is owned today by Private (Umall Australia Pty Ltd, Sydney). It is one of 6 Food & Beverage brands in this year's ranking, where it places #5.

Why people trust Umall

It runs its own Chullora fulfilment centre with daily freshness checks and says more than 99.8% of orders are accurate.

The watch-out

It delivers only to Sydney, Wollongong and Canberra, and fresh groceries leave it exposed to waste and to rising labour, transport and supply costs.

Why Umall ranks #90

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 76 out of 100.

Room to grow

Brand Recall, scored 44 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Umall scores 68.56 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
76
Brand Recall (18%)
44
Brand Positioning (15%)
76
Brand Love (15%)
72
Product, Innovation & Delivery (10%)
74
Digital & Financial Soundness (6%)
72
Governance & ESG (4%)
60

Versus its nearest rivals

88TMC Fine JewellersJewellery · 68.6489Focus on FurnitureHome · 68.6490UmallFood · 68.5691WisrFinancial Services · 68.1692Forest Super FoodsHealth · 67.32

Questions people ask

What rank is Umall in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Umall ranks #90 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 68.56 out of 100.

Why is Umall trusted?

It runs its own Chullora fulfilment centre with daily freshness checks and says more than 99.8% of orders are accurate.

What is Umall's revenue?

A$63.6M revenue (FY2026), as stated by the company.

Who owns Umall?

Umall is owned by Private (Umall Australia Pty Ltd, Sydney). It was founded in 2020 in Australia and is based in Chullora, NSW, Australia.

What is Umall's biggest challenge?

It delivers only to Sydney, Wollongong and Canberra, and fresh groceries leave it exposed to waste and to rising labour, transport and supply costs.

Key facts

BrandUmall
Company / ownerPrivate (Umall Australia Pty Ltd, Sydney)
HeadquartersChullora, NSW, Australia
Founded2020
Founder(s)Ming Chen, Dapeng Zhang, Jing Zhu and Xiaoming Xu
Latest revenueA$63.6M revenue (FY2026), as stated by the company
SectorFood & Beverage
Country of originAustralia

Sources

  • Revenue figure published by the company in its own announcements
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.