BOISE, Idaho – Albertsons Companies on Oct. 16 launched an online marketplace at offering thousands of food, wellness and household products.

Albertsons said the launch of the online marketplace is a central part of its initiative to accelerate its ability to address trending markets and offer new products. The retailer said it plans to use data collected from the marketplace to help identify shifting consumer interests, regionally-specific shopping needs and new food trends. The marketplace initially will feature items not typically sold in Albertsons brick-and-mortar stores.

“At Albertsons Companies, we’re making rapid strides to build digital capabilities that serve our customers and show our determination to play a prominent role in the digital food and wellness ecosystem,” said Narayan R. Iyengar, senior vice president of digital marketing and e-commerce, Albertsons Companies. “The online marketplace provides our customers access to hard-to-find items, increases exposure for partner products and gives us critical data regarding demand for emerging food and wellness trends.”

The online marketplace, which is featuring 40,000 products initially but is expected to grow to more than 100,000 by the end of the year, is being powered by the Mirakl Marketplace Platform.

“We selected Mirakl for its superior technology and marketplace expertise,” Iyengar said. “The Mirakl team and McFadyen Digital’s team have been instrumental in achieving our launch goals.”

Albertsons over the past year has looked for different ways to expand its presence in the marketplace. In mid-July the company debuted O Organics Market in San Francisco and Washington. The virtual store is powered by Instacart and provides a selection of more than 3,800 organic, natural and “better-for-you” foods and beverages that may be delivered in as little as two hours. Albertsons said the initiative deepens its commitment to expanding its digital footprint.