HappyFresh offers affordable and freshly- handpicked grocery delivery in SEA

The fastest-growing online grocery platform in Southeast Asia, HappyFresh, has launched HappyFresh Supermarket to extend fresh and dry grocery accessibility by significantly growing its dark store presence in the region. 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 will naturally increase the order value and drive engagement, making it a more sustainable model in the long run, in contrast with “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.


“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%. 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.’’  said Guillem Segarra, CEO of HappyFresh.


Exacerbated by the pandemic, consumers are now more price and product-sensitive than ever before. They demand transparency and are looking for a brand they can trust, one that provides simple, reliable, and yet tailored solutions to meet their specific grocery needs. With HappyFresh’s nearly decade-long accumulation of experience, data and knowledge, it brings a superior understanding of how to address these exact needs, and by extension - tackle the conventional pain-points of brick-and-mortar supermarkets.


“The grocery industry is going through a massive transformation driven by a fundamental change of shopping habits. Southeast Asia is at the cusp of it. We are talking about a $300 billion industry hence setting the fundamental building blocks for how the next 100 million people will be shopping for groceries is and will be our main focus as a company. 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 in quality. HappyFresh Supermarket is your one-stop-shop to satisfy all your daily and weekly grocery needs, and we want to make it accessible to everyone.” added Segarra.


“Thailand is a mature market when it comes to eCommerce and the wide array of digital payment options. This means that Thai consumers have higher propensity to make purchases online confidently. Over the past 18 months, we have observed a change in the Thai grocery shopping habits where consumers are more willing to purchase grocery online and return within the same month of their 1st order. This confidence in ordering grocery online every week can also be seen from the substantially big order value in Thailand (1,200 THB to 1,800 THB)” David Lim, VP, Marketing & Managing Director, HappyFresh Thailand


“HappyFresh Supermarket is a future-proof business model that provides our customers with 15,000 SKUs (Stock Keeping Unit) of high quality dry and fresh products. Each facility is built with spare capacity for assortment expansion. Over the past 7 years of operating the online grocery business, we have sufficient experience and data to understand that weekly grocery shopping requires optionality and choice on top of convenience. This is why HappyFresh Supermarket will be able to enhance the online grocery shopping experience for all our customers in Thailand. Customers can select express delivery options or a time slot of their choice to suit their schedule. They can also enjoy free delivery for their online grocery shopping at HappyFresh Supermarket” Lim added


HappyFresh will be increasing the number of dark store facilities in Bangkok rapidly to extend coverage to the entire city by the end of the first quarter this year, ensuring every household in can enjoy the benefits of this new operating model.

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