Honestbee officially launches in Indonesia

Online concierge and delivery service Honestbee has officially launched in Indonesia.

The Singaporean startup uses shoppers to make purchases at supermarkets and have them delivered to its members within an hour. This is different from other online grocers such as Redmart and HappyFresh which get their supply of groceries directly from the retailers.

In Indonesia, Honestbee is partnering with eight retailers, including Transmart Carrefour, Michelle Organic Corner, Stevan Meat Shop and other boutique specialty and wine shops. In Transmart Carrefour outlets, Honestbee has its own dedicated checkout lane which will allow its shoppers to finish their errands faster. The service is currently available in the Greater Jakarta Area.

Honestbee’s closest rival in Indonesia will be HappyFresh, a local-based startup. Based on its own study, HappyFresh predicted a double-digit growth for Asia online grocery business by 2020, contributed by the growing middle class population, urbanisation and the need for convenience.

(Read also: Is online grocer the way of the future?; A craving for convenience pushing the sector into high returns)

At home in Singapore, Honestbee faces tough competitions from other players such as RedMart and traditional supermarkets like Cold Storage. RedMart is Singapore’s leading online grocer which was acquired by Lazada last year.

(Read also: Tesco Malaysia, HappFresh partnering for one-hour delivery)

Launched in 2015, Honestbee has expanded its operation to include Hong Kong, Taiwan, Malaysia, Thailand, the Philippines and a pop-up store in Niseko, Japan.

Using the same logistics platform and manpower for concierge services, Honestbee launched an on-demand laundry service last year and food delivery this year, both in Singapore. Its’ plan is to expand its delivery services to include health and home products.

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