Messaging app LINE has announced a partnership with Indonesia-based online grocery platform HappyFresh to provide users a grocery delivery service on its messaging platform in Thailand today, according to a press statement. 

Being one of the most popular apps for communication in Thailand, this integration will allow users to have their grocery needs fulfilled within an app which is already installed and frequently used in the region. 

Guillem Segarra, CEO of HappyFresh, stated that the partnership is strategic and a win-win situation for both companies. He believes that HappyFresh can widen its user base via the app and LINE; in turn, the company can provide a solution to assist users with their daily needs.

“This is a strategic partnership between LINE and HappyFresh where we leverage the marketing giant LINE to expand our user base in Thailand while they can launch a complex, operational heavy vertical by integrating our solution into their LINE MAN app,” he said. 

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In order to use this feature in the app, users can simply pick out what the products that they want in the app and the HappyFresh will handle both the item-picking and delivery. 

“Our conviction for this partnership is that in bringing LINE MAN’s user-base and hyperlocal marketing approach together with our passion for user experience, we are able to further accelerate grocery penetration and get one step closer to achieving HappyFresh’s long-term vision – to serve every household in Southeast Asia,” Segarra continues.

Happy Fresh itself had recently raised US$20 million in a Series C round led by Mirae Asset Management and Naver, with participation from Line Ventures, Singha Ventures and Grab Ventures. The service is one of the surviving e-grocery services in Indonesia, after the recent crisis faced by Honestbee in its various operations in the region. 

Indonesian ride-hailing giant gojek also provides a similar service in its app.

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Image Credit: nrd

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