When several major Indonesian retailers collapsed, GoMart continued to grow.

You may hear that many major retailers in Indonesia are struggling with this pandemic situation. Matahari Group announced they will shut their 13 stores. Meanwhile, PT Hero Supermarket Tbk (HERO) has decided to close all Giant outlets in Indonesia starting at the end of July 2021. In fact, Giant has graced the retail industry in the country since 2002.

President Director of PT Hero Supermarket Tbk Patrik Lindvall said the main reason Giant stores will be closed is that it will focus its business on other brands, such as IKEA, Guardian, and Hero Supermarket businesses.

Some of these big players have difficulty adapting to the current situation. The ongoing pandemic is followed by changes in the behavior of middle and upper-class consumers.

However, last-mile groceries services such as GoMart and HappyFresh actually experienced significant growth. GoMart, which is part of Gojek, managed to experience a transaction growth of almost 5 times. With an increase in the number of visitors at GoMart services by 1.5 times during the month of Ramadan

In addition to growth in terms of transactions, GoMart also noted several new online grocery shopping habits from customers during Ramadan during the pandemic.

In the fresh product category, fruit is the most ordered during Ramadan, followed by frozen meat, fresh meat and chicken, fresh vegetables, and seafood. It is easier for the public to order fresh products through GoMart with Emak Jago’s shopping assistant, who chooses the freshest ingredients of the best quality.

During Ramadan, the three most ordered products through GoMart are cooking oil, sugar, and rice in the essential food category.

Weekends are the days people are interested in shopping for groceries through GoMart. Saturday and Sunday are the most favorite days for customers to shop for groceries online with GoMart. The most frequent ordering time is before breaking the fast at 16.00 to 17.00.

With GoMart’s wider coverage area and more merchant choices, GoMart sees service growth in new cities. The city with the highest growth of new users during Ramadan was Semarang, followed by Malang and Surabaya. Meanwhile, the cities with the highest order volume after Jabodetabek are Surabaya and Semarang.

“Just like people who quickly adapt to new habits during a pandemic, GoMart also responds to user needs, especially in the month of Ramadan. We have launched various initiatives, such as providing recommendations for breaking fast and sahur, presenting special Ramadan promos, and distributing vouchers through missions to invite friends. We are very pleased that our initiative has been well received, which is reflected in the significant growth in the transaction,” said Head of Marketing GoMart Yoel Wijaya.

Since the end of last year, GoMart has improved its services to make it easier for people to shop during the pandemic. Some of the things that have been done are increasing the choice of merchants and products, especially fresh and quality meat and vegetable foods. Expanding service coverage to various major cities in Indonesia, improving service quality by presenting an experienced shopping assistant, Emak Jago, and updating features in daily stock updates up to 4x continuously. Automatically in the customer app.