HappyFresh and LINE Announce Strategic Partnership in Thailand

In a strategic partnership, Indonesian headquartered online grocery platform HappyFresh and Thailand-based LINE announce their partnership today to give

LINE MAN’s users an established grocery shopping experience in Thailand.

Touted as a big leap in Thailand, it’s a first by LINE to integrate a vertical that’s not owned in-house into their LINE MAN superapp.

“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,” said Guillem Segarra, CEO, HappyFresh.

HappyFresh provides both the technology platform as well as its fulfilment capabilities to LINE. In practice, this means that the HappyFresh platform will be integrated into LINE MAN app for everyday needs.

In an era where users’ phone home screens are ever more crowded, this integration enables LINE MAN users to have their grocery needs fulfilled within an app already installed and frequently used. Once an order is placed, HappyFresh takes care of both item-picking at the store through its dedicated personal shoppers, as well as last-mile delivery to customers’ doorsteps. HappyFresh will also continue to provide high quality grocery delivery service to their own customers through the HappyFresh platform.

“Through our partnership, we’re putting LINE in a position to deliver an established grocery shopping experience to their users, virtually overnight – an endeavour that otherwise takes years of time and steep investment. Meanwhile, LINE has built one of the most established user-base ecosystems in Thailand and is a marketing powerhouse. 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,” said Segarra.

HappyFresh raised Series C funding of US$ 20m in 2019. In 2018, it raised Series B funding by Samena Capital.