Indonesian Online Grocery HappyFresh Launches Supermarket Division

March 2022

HappyFresh, an Indonesian online grocery company, has launched a store branch, HappyFresh Supermarket, to deliver groceries to customers across Southeast Asia (SEA). HappyFresh Supermarket will take advantage of HappyFresh’s current partnerships with supermarket chains in Indonesia, Malaysia, and Thailand’s major cities, such as Jakarta, Kuala Lumpur, and Bangkok.

The introduction coincides with consumers’ need for fresher selections across a broader range of categories, intending to increase the order value and drive engagement in the process. Compared to the present ‘top-ups and quick delivery’ given by other platforms, HappyFresh claims that HappyFresh Supermarket is a more sustainable model. According to the company, it has approximately 15,000 stock-keeping units (or SKUs) of fresh, dried, and frozen products in its inventory.

The grocery sector is undergoing a vast transition, driven by a fundamental shift in shopping preferences, according to Guillem Segarra, CEO of HappyFresh, with SEA in the thick of it. Alibaba-owned Redmart, Foodpanda, and Deliveroo recently expanded into on-demand grocery delivery. Segarra predicted that the e-commerce business would potentially grow to USD 300 billion, so HappyFresh is concentrating on how the next 100 million people shop for groceries.

(Source: The Drum)

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