Grab Thailand is taking another bold step to drive growth and unlock business opportunities for its on-demand grocery and everyday essentials service, GrabMart, by introducing a new ordering option for fresh products in partnership with leading retailers. This new option allows users to access a broader selection of weighed fresh products, ranging from meat and seafood to fruits and vegetables, boasting a significant increase in available SKUs. The company also aims to expand its merchant-partners, especially SMEs and fresh markets, while launching a new marketing campaign “GrabMart: Best at Fresh” to reinforce its leadership position as a delivery platform that offers the unmatched variety of fresh products and delivers fast within 25 minutes.

Chirakit Kwangsukstith, Head of Deliveries at Grab Thailand, commented, “Fresh products, including meats, seafood, fruits and vegetables, are among the biggest categories in Quick Commerce and drive significant growth for GrabMart. In the first quarter of this year alone, this category experienced a notable 15% increase[1]. GrabMart continues to be the top preference, especially among Gen X and Millennials, thanks to its extensive range of fresh products sourced from top retailers with over 3,000 outlets, and its instant delivery within a mere 25 minutes.”

Three primary segments of Grab users frequently purchasing fresh products via GrabMart include: Meal Makers, consisting of modern moms, housewives, and individuals living solo who prepare daily meals or simple menus; Healthy Habits Enthusiasts who prioritize stocking their fridges with fresh produce for smoothies or salads to maintain healthy eating habits; and Seasonal Cravings Consumers who indulge in seasonal delights such as summer fruits.

While Quick Commerce platforms excel at meeting the needs of today’s consumers through rapid deliveries, they often fall short in providing a diverse selection of products, especially within the fresh categories, due to technical constraints. To address this challenge, Grab has introduced a new ordering option and enhanced its back-end system in collaboration with strategic partners such as Tops, Lotus’s, and Gourmet Market. This enables its users to access a wider variety of weighed fresh products.

“This initiative has led to a significant increase in our SKUs, opening up additional business prospects by offering more choices for our users. Furthermore, we are planning to extend our partnerships with small and medium enterprises (SMEs) and local fresh market operators. This move not only enhances the experience for our users, but also generates new business opportunities for these small-scale entrepreneurs,” added Chirakit.

To emphasize its leadership position as a Quick Commerce platform offering the broadest range of fresh products, Grab is launching the “GrabMart: Best at Fresh” campaign. Grab users can now enjoy up to a 50% discount[2] when ordering two or more fresh products, along with free delivery from participating outlets. Simply enter the code “FREEDELI” at checkout to redeem these exciting promotions. This campaign runs from today until July 28, 2024.

Did you know?

• In 2023, Thais ordered a total of 2,400 tons of meat and 200 tons of seafood through GrabMart.
• The top 3 best-selling summer fruits are durian, mango, and marian plum.
• The best-selling fresh vegetables throughout the year are tomatoes, lemons, and Chinese cabbage.