Deliveroo SG launches shopping service

Deliveroo has launched 'Deliveroo Shopping', a new online retail arm in Singapore, aiming to provide consumers with a variety of on-demand retail options. This is in addition to Deliveroo's existing food and grocery delivery offerings, enabling users to order items across categories such as Beauty & Personal Care, Baby Care, Consumer Electronics, Florists, Health & Pharmacy, and Petcare.

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The launch aligns with Deliveroo Singapore's 9th anniversary and addresses demands identified in a company survey. The survey indicated that 53% of consumers prefer obtaining non-food supplies via platforms like Deliveroo. Jason Parke, M of Deliveroo Singapore, said, "Delivery services have become an integral part of Singaporeans' daily lives, evolving far beyond just meals and groceries. With Deliveroo Shopping, we’re enhancing convenience and value for our customers."

Deliveroo has partnered with various merchants to integrate their products into the 'Shopping' section of its app. The service now offers both local and international brands, including LUSH, Xpressflower, The Body Shop, Vitakids, Doggie Delight, Gadget Mix, Hockhua Tonic, and Ferns N Petals. Pet Lovers Centre, expected to join soon, aims to deliver pet essentials directly to consumers.

By diversifying its services, Deliveroo aims to create a more comprehensive on-demand experience that caters to a broader array of consumer needs beyond traditional food delivery. The new offering rivals the existing ones offered by Grab and Foodpanda already available in the market.

The company is also introducing a gifting function within the app, allowing consumers to select items as gifts at checkout and send trackable links with animated greeting cards. To enhance the shopping experience, Deliveroo plans to utilize machine-learning tools for occasion-based product searches, such as 'birthday', offering curated selections. This expansion reflects a strategy to grow offerings based on consumer trends, supporting merchant partners with consumer insights for promotions.

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