Southeast Asia’s fast-growing online grocery platform, HappyFresh, has launched HappyFresh Supermarket to extend fresh and dry grocery accessibility by significantly growing its dark store presence in the region.
Despite overall grocery expenditure hitting US$344.1bn in 2020, online penetration for the grocery segment in Southeast Asia (SEA) only accounts for one per cent. This makes Southeast Asia a huge unpenetrated market and growth opportunity that HappyFresh looks to tackle with the launch of HappyFresh Supermarket.
HappyFresh aims to provide an easy and convenient online grocery shopping experience, with high-quality and freshly handpicked products brought right to their customers’ doorsteps with free delivery for every order.
HappyFresh understands that weekly grocery shopping requires optionality and choice among multiple categories, especially “fresh”, hence the need for a larger range of assortments. This naturally increases order value and drives engagement, making it a more sustainable model in the long run, in contrast to “top-ups and instant delivery” shopping missions. HappyFresh Supermarket enables this with over 15,000 stock-keeping units (or SKUs) of fresh, dry, and frozen products in its inventory within three closely monitored temperature zones. Having been launched in Jakarta, Kuala Lumpur, and Bangkok – and in the process of rapid expansion within each respective market, HappyFresh Supermarket will offer competitive pricing, giving customers strong value for money with their purchases, without any out-of-stock moments.
