GoMart was first launched in late 2015. This service allows users to purchase products from partner shops or merchants on the Gojek application. However, in 2018 this service was temporarily closed. Gojek wants to develop GoMart so that it can offer more flexibility as well as improve the consumer experience and have a better impact on merchant partners. (kumparan.com).
Research from McKinsey & Company shows a shift in people’s behavior in shopping. Nine out of ten Indonesians say, they have tried new shopping behaviors, and most intend to continue shopping with these methods. Even after the Covid-19 pandemic subsided. This research leads to efforts to strengthen GoMart to dominate the market, assisted by the Gojek fleet.
During pandemic, GoMart focused on fulfilling weekly shopping needs by increasing the variety of merchant choices and product variations that consumers could choose from. Currently GoMart merchants are Lotte Mart, Foodhall, Sayurbox, Perum Bulog, and Best Meat to provide fresh food ingredients. Also, Watson to provide beauty and health products. With that way, GoMart transactions increased eightfold from February to December 2020 (dailysocial.id).
Therefore, while adding more choices of merchants and products, especially those that sell fresh products, in the long term GoMart will expand the merchants from grocery stores and stalls around consumers homes. The reason is that wholesale shops and stalls are part of a large number of micro businesses that are spread evenly throughout Indonesia. So, there will be more merchants for consumers to choose from.
In this year, in the midst of intense competition from other online grocery players, GoMart will recruit more shopping assistants in supermarkets, expand services to new cities, and present new features in addition to the contactless delivery features that are already present.
GoJek’s competitor, Grab, actually presents a similar service. Namely, GrabFresh. This is a grocery delivery service in partner supermarkets, in collaboration with HappyFresh. Thus, the competition will be fierce and in the end consumers will also benefit.