THE ICONIC strengthens platform reliability with Datadog to keep shopping seamless

Sydney, Australia - January 28, 2026 - Datadog, Inc. (NASDAQ: DDOG), the AI-powered observability and security platform for cloud applications, announced that THE ICONIC has unified its observability with Datadog to eliminate blind spots in performance monitoring and ensure a faster, more reliable shopping experience for customers across Australia and New Zealand (A/NZ).

Founded in Sydney over 14 years ago, and now part of Global Fashion Group (GFG), THE ICONIC has become Australia's leading online fashion and lifestyle retailer. Now with over 2 million active customers, the platform offers a curated assortment of over 200,000 products from 1,500 local and international brands. As demand for the platform grew, THE ICONIC's engineering teams recognised the need to consolidate observability to deliver end-to-end visibility, faster issue identification and consistently strong performance, particularly during peak trading periods.

"Before Datadog, visibility was split across multiple platforms, which made troubleshooting slower and more complex," said Andrew Burton, Head of Platforms at THE ICONIC. "For any online retailer, performance during peak periods like upcoming Black Friday and Christmas seasons can make or break the customer experience. By consolidating observability, our engineers can detect issues faster, understand their impact, and keep the platform running smoothly when demand surges."

Built on AWS with a growing microservices architecture, THE ICONIC now uses Datadog to monitor logs, traces, and metrics across its entire stack. Datadog's AI/ML capabilities automatically detect anomalies after deployments, Service Level Objectives (SLOs) track reliability trends over time, and clear service ownership ensures the right team is alerted the moment performance dips.

"Datadog's AI capabilities help us surface regressions without developers babysitting dashboards, SLOs give us a longer-term view we can take back to the organisation, and clear team ownership means the right people get notified at the right time," Burton said.

By consolidating observability, THE ICONIC has also streamlined its engineering operations. Integrations with tools such as GitHub centralise data previously spread across niche systems, giving both technical and business stakeholders a single source of truth.

The result is faster incident resolution and greater confidence heading into major sales events such as Black Friday and Cyber Monday when traffic can spike significantly, sometimes up to ten times above normal levels. For example in 2025, over the Black Friday weekend alone, THE ICONIC sold a total of 63,408 units, averaging two items a second.

"Observability is how our teams meet their ownership responsibilities," Burton added. "Datadog makes it easier for developers to instrument services correctly, see issues early, and find root causes quickly. That supports what the organisation cares about, reliable performance and a smooth customer experience."

Looking ahead, THE ICONIC plans to deepen its use of SLOs, improve the developer experience for on-call and alerting, and experiment with Datadog's security capabilities. The organisation is also exploring new features, such as external service monitoring, as its platform and partner ecosystem evolve.

"Fashion e-commerce lives or dies on speed and reliability, especially during major sales events. If a customer can't check out, that's lost money," said Roz Gregory, Regional Vice President for ANZ at Datadog. "THE ICONIC has well and truly 'got Australia looking' through its constant innovation and focus on customer experience, and its continued investment in the solutions and tools behind the scenes keeps the platform fast, resilient, and ready for whatever shoppers want next."

Media Contacts

Jacob Penfold Watterson (for Datadog) [email protected] +61 412 850 629

Nermin Bajric Head of PR APJ, Datadog [email protected] +61 430 955 199

About Datadog

Datadog is the observability and security platform for cloud applications. Our SaaS platform integrates and automates infrastructure monitoring, application performance monitoring, log management, user experience monitoring, cloud security and many other capabilities to provide unified, real-time observability and security for our customers' entire technology stack. Datadog is used by organisations of all sizes and across a wide range of industries to enable digital transformation and cloud migration, drive collaboration among development, operations, security and business teams, accelerate time to market for applications, reduce time to problem resolution, secure applications and infrastructure, understand user behaviour and track key business metrics.

About THE ICONIC

THE ICONIC is Australia and New Zealand's leading fashion and lifestyle platform. Since 2011, it has defined the future of retail by creating a seamless and inspiring shopping experience. THE ICONIC offers fast delivery across Australia and New Zealand, with free shipping on orders over $75 and free returns for 30 days. Featuring thousands of international and local brands, its range spans Women, Men, Sport, Beauty, Wellness, Home, Designer, Kids, Toys, and the Considered collection. A proud member of Global Fashion Group-the world's leader in online fashion for growth markets-THE ICONIC is focused on shaping the future of shopping in Australia and New Zealand. For more, visit theiconic.com.au / @theiconicau.

About Global Fashion Group

Global Fashion Group ("GFG") is the leading fashion and lifestyle destination in ANZ, LATAM and SEA. GFG exists to empower its people, customers and partners to express their true selves through fashion. GFG's three ecommerce platforms - THE ICONIC, Dafiti and ZALORA - offer a curated assortment of international, local and own brands to a diverse market of 800 million consumers. Through a seamless and inspiring customer journey, powered by a blend of data-driven insights and local expertise, GFG's platforms deliver an exceptional customer experience from discovery to delivery. GFG's vision is to be the #1 fashion & lifestyle destination in its markets, and is committed to doing this responsibly by being people and planet positive across everything it does. (ISIN: LU2010095458) For more information visit: https://www.global-fashion-group.com.

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