Some believe HappyFresh only caters to an affluent market segment, as its current grocery store partners are only Ranch Market and Farmer’s Market – two of the most upscale grocery outlets in the archipelago. However, Benjamin says HappyFresh is working to get more mid-priced stores on its partner roster.
In Bangkok, HappyFresh sees direct competition from local supermarket chain Tesco Lotus, which has been offering a delivery service for several years already. Thailand’s Tops supermarket chain also offers its Tops Shop Online, which too includes fresh produce and perishable groceries.
Regardless, Benjamin remains confident about HappyFresh’s Asia expansion. He says, “We want to be the number one online grocery marketplace in this region, so the expansion will continue. We have very strong and experienced local managing directors who run each market with a local team, and they are supported by our headquarters here in Indonesia […] data science and customer insights are at the core of our DNA.”