Lazada Fully Integrates RedMart: Pushing 30-Minute Delivery and Accelerating Fresh Supermarket Segment

[Ebrun Exclusive] February 15th news: Lazada Group recently announced that it will officially complete the full integration of the local online fresh grocery platform RedMart on March 15th this year. At that time, RedMart's original application and website will be fully merged into the Lazada platform. Consumers will be able to purchase fresh food, daily groceries, and other types of goods available on Lazada in a one-stop shop, with unified checkout.

It is reported that RedMart, founded in 2011, is an online fresh food and grocery e-commerce platform originating in Singapore, specializing in the online ordering and delivery of food, daily necessities, and fresh agricultural products. Lazada acquired the platform in 2016 and has gradually incorporated it into its platform ecosystem.

After this integration is complete, Lazada's fresh and supermarket segment will offer over 165,000 products, becoming one of the fresh platforms with the richest product assortment in Singapore's online retail market.

Jing Yin, Co-President of Lazada Group, stated that this integration and push into the fresh business reflects the platform's determination to tap into the huge potential of online grocery shopping. He pointed out: "We hope to drive the evolution of fresh grocery shopping in the region... changing the way consumers access daily necessities and fresh ingredients."

To enhance the delivery experience, Lazada has launched an instant delivery service, RedMart Now, which can achieve delivery in as fast as 30 minutes in certain postal zones. Craig Massingham, Head of Product Design at Lazada, stated on LinkedIn that this service is an upgrade from RedMart's original Express, two-hour, and six-hour delivery options, incorporating consumers' ad-hoc and urgent shopping needs and covering scenarios like instant purchases of daily snacks and ingredients.

Regarding regional market expansion, Lazada plans to extend its fresh and supermarket business to at least one other city starting from the second half of 2019, but the announcement did not specify the city. Currently, in the Singapore market, approximately 70% of consumers who buy groceries online choose to shop through RedMart, indicating its high penetration rate in the local online fresh food sector.

The new RedMart page will continue the design, tools, and functions of the original application and website, ensuring a consistent shopping experience for users from browsing to ordering. Furthermore, consumers can checkout RedMart items together with products from other stores within the Lazada platform and enjoy more payment methods, including Lazada Wallet.

Roger Egan, Co-founder of RedMart, has been appointed as the Head of Supermarket Business at Lazada Group.

Notably, RedMart is also a key component of Lazada's membership system. Since the launch of the LiveUp membership program by Lazada Singapore in 2017, RedMart has been deeply integrated with the membership system, offering members comprehensive benefits covering "lifestyle, shopping, services," including cashback or discounts, free shipping vouchers, and member-exclusive offers.

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