photo: A delivery of grocery items

In March 2018, FairPrice, one of Singapore’s largest supermarket chains, refreshed the look for its mobile app and integrated online portal1. Additionally, it upgraded its automated warehouse storage and retrieval system to provide customers an enhanced shopping experience alongside shortened delivery wait times1. Customers no longer have to wait over 24 hours to receive their deliveries. With the upgrade, they can receive their purchases within the same day. This is especially convenient for customers buying fresh produce and meats.

The mobile app and online portal is known as FairPrice On and offers over 13,000 items such as fresh produce and frozen chickens. To date, there are over 400,000 shoppers subscribed to FairPrice On1. In order to enjoy complimentary deliveries, customers must transact a minimum purchase of SG$59 (US$45). Deliveries are made daily, even on public holidays and weekends.

As consumers’ demands continue to grow, grocers are pressured to meet with the overwhelming needs of providing convenience alongside fast delivery. RedMart, a competitor online grocer, sells over 51,000 products to shoppers on its website2. Some of the items sold at RedMart include frozen poultry, processed food, fresh produce, and home and living items. As part of their initiative to acquire new customers, RedMart offers free home delivery for orders above SG$30 (US$22.80)2.

A shopper browsing for frozen chicken products via the RedMart app


  1. TODAYonline. (2018). FairPrice goes high-tech for better shopping experience, faster deliveries. [online] Available at: https://www.todayonline.com/singapore/ntuc-fairprice-goes-high-tech-better-shopping-experience-faster-deliveries
  2. AsiaOne. (2017). We bought groceries from Amazon, RedMart and Honestbee – here’s who we think is the best. [online] Available at: http://www.asiaone.com/business/we-bought-groceries-amazon-redmart-and-honestbee-heres-who-we-think-best
  3. The Straits Times. (2016). Alibaba-backed Lazada buys online grocer RedMart. [online] Available at: http://www.straitstimes.com/business/companies-markets/alibaba-backed-lazada-buys-online-grocer-redmart