Indonesia-based grocery app HappyFresh reaps $65M led by Naver Financial and Gafina

Home Business Indonesia-based grocery app HappyFresh reaps $65M led by Naver Financial and Gafina

HappyFresh, the on-demand grocery app based in Indonesia, announced today it has raised a $65 million Series D. The round was led by Naver Financial Corporation and Gafina B.V., with participation from STIC, LB and Mirae Asset Indonesia and Singapore. It also included returning investors Mirae-Asset Naver Asia Growth Fund and Z Venture Capital.

The company’s previous round of funding was a $20 million Series C announced in April 2019.

Founded in 2014, HappyFresh was the first Instacart-style grocery delivery service to launch in Southeast Asia. It expanded into five markets before shutting down its operations in Taiwan and the Philippines in 2016. It continues to operate in Indonesia, Malaysia and Thailand.

In a press release, HappyFresh said it “has been experiencing an unprecedented growth” over the past 18 months as customers turned to grocery deliveries during the pandemic, with traffic growing by 10x to 20x in its three countries.

In a statement, HappyFresh chief executive officer Guillem Segarra said, “We see a big shift in customers’ behavior; retention and frequency rates have significantly increased while the overall basket size has been consistently growing. We attribute this to a major shift in share of wallet from offline to online, which is here to stay.”

The new funding will be used to scale HappyFresh’s operations, including growing its fleet of drivers. The company also plans to add more payment methods, improve user experience and increase its assortment of items.

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