Photo - Markus Bihler, CEO, HappyFresh.
Malaysian online behaviour is now embracing online grocery shopping, according to new research from e-tail food app startup company HappyFresh.
According to HappyFresh's chief executive officer Markus Bihler, online shopping is on the increase. "Buying food online is becoming increasingly popular as it is easy and convenient, with the average shopping basket growing by 66% between the first and third order."
The latest research noted that online purchasing of groceries peaked about 5.00pm on weekdays and that the majority of online grocery shoppers are between 22 and 40 years old, Bihler said.
He said that "somewhat stereotypically, most of them - approximately 80 percent - are women, who place their orders weekly and the preferred method of payment is cash-on-delivery. As mentioned, the most popular time to place orders is 5:00pm on weekdays and fresh produce accounts for 50 percent of every order."
In addition, working mothers outnumber all other customers buying groceries online. "The top five most ordered items being milk, eggs, onions, bananas and, naturally, baby diapers. The next biggest group is comprised of young professionals and expatriates, whose top 5 buys are mushrooms, tomatoes, spaghetti, Coke and chicken breast. Unlike working mothers, Malaysian yuppies and expats prefer to pay with plastic (credit cards)," added Bihler.
HappyFresh is a food tech startup specialising in delivering groceries from local shops to homes in Jakarta and Kuala Lumpur, and has plans to expand to other Southeast Asian countries.
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