Indonesian online grocer HappyFresh launches supermarket arm
Indonesia-based online grocery platform HappyFresh has created its supermarket arm, HappyFresh Supermarket, to deliver groceries to consumers in South East Asia.
HappyFresh is focusing on how the next 100 million people shop for groceries
HappyFresh Supermarket will tap on HappyFresh’s existing partnerships with supermarket chains in major cities in Indonesia, Malaysia and Thailand, including Jakarta, Kuala Lumpur and Bangkok.
The launch comes as consumers are looking for fresher options in more categories, and looks to increase order value and drive engagement in the process.
This is a more sustainable model for platforms, claims HappyFresh, compared with the current ’top-ups and instant delivery’ offered by other platforms.
Alibaba-owned Redmart, Foodpanda and Deliveroo have all diversified in recent times to deliver on-demand groceries.
HappyFresh is hopeful its supermarket will address this by having over 15,000 stock-keeping units (or SKUs) of fresh, dry and frozen products in its inventory.
“HappyFresh Supermarket is one step closer towards our vision of simplifying the lives of our consumers and just a couple of months after launching we see tremendous interest with month-on-month growth in users of 300%,” said Guillem Segarra, its chief executive officer.
“To meet this demand, we are rolling out more and more facilities to increase our coverage area and provide much greater accessibility. Grocery is in our DNA.”
Segarra noted the grocery industry is going through a massive transformation, driven by a fundamental change of shopping habits, with SEA in the middle of it. He pointed to how the e-commerce industry could rise to $300bn, which is why HappyFresh is focusing on how the next 100 million people shop for groceries.
“We believe that our customers should have the choice to pick from a wide range of products, freshly handpicked at affordable prices, without having to compromise on quality. HappyFresh Supermarket is a one-stop shop to satisfy their daily and weekly grocery needs, and we want to make it accessible to everyone,” he explained.
David Lim, the vice-president for marketing and managing director for Thailand at HappyFresh, previously spoke to The Drum about how the platform is focusing on building a personalized and customized user journey across its communication channels through first-party data, and how this drove its choice of an in-house advertising model.