[citation needed] Coles Online first accepted orders in 1999, delivering to selected areas in Sydney and Melbourne although the business model was unprofitable.

[1] To acquire greater market share and reverse losses, Coles Online purchased Sydney based internet grocery store Shopfast in 2003.

By October 2009, Queensland was the top retail market for Coles Online in Australia, surpassing the New South Wales and Victoria regions that had been in operation for 10 years.

[10] In March 2019, Coles signed an agreement to partner with Ocado to build two highly automated customer fulfillment centres in Melbourne and Sydney.

All Coles Online Supermarkets were converted to this system and Rover was sold to US Software & Hardware Company NCR.