For José Oropeza, managing partner of the consulting firm Impronta Research, It is a fragmented market, in which it already identifies more than 10 brands. According to the study on delivery applications by Impronta Research nationwide, 9 out of 10 Peruvians remember at least one delivery ‘app’ brand.

An area that has grown strongly within the dynamics of purchases through these ‘apps’ are those of supermarket products, which went from 17% in 2019 to 34% in 2023, This means that demand has doubled in the last 4 years”says Oropeza.

Mario Miranda, co-CEO and CRO of Infracommerce for Latin America, explains that there has been an acceleration of this offer since the pandemic. since many supermarkets were beginning to venture into e-commerce before her. Today these applications have gained relevance, offering more competitive services and shorter delivery times.

As Daniel Falcón, CEO of Neo Consulting, says, before the health crisis, the supermarket product category was the least developed of the retailers due to its complexity, given that consumers like to receive fresh and in good condition products. And now it is one of the ones that has grown the most.

In addition to the ‘apps’ of Wong, Metro, Tottus (formerly Fazil) supermarkets, there is also Agora (which brings together the entire InRetail offer), PedidosYa Market (from PedidosYa), Turbo and La Cesta (from Rappi), Uber (formerly Cornershop), among others.

Falcón comments that the main players already have an app, as do some stores in the provinces, small retailers; However, the main ones take 90% of the market. The way to continue growing will be loyalty strategies and, of course, promotions.

On going

According to the study, Peruvians prefer to use PedidosYa, Rappi, Tottus App (formerly Fazil) and Cornershop (now Uber). Although the preference is concentrated in Lima, the first three also have a growing presence in the other regions of the country. In fact, each of them is preparing to respond to this growing demand.

In the case of PedidosYa Market, PedidosYa’s digital supermarket, has been present in the country for almost 3 years and in the last year it has seen an evolution of more than 40% in this area. Mercedes Nuñez, director of PedidosYa Market, highlights that her value proposition focuses on having high-quality, fresh products available, especially fruits, vegetables and meats, an important point for consumers who purchase food. They already have more than 1,000 products available.

Today, they have 12 ‘dark stores’ in Metropolitan Lima, Trujillo and Arequipa. The objective, he assures, is to continue growing in his stores and to increase the frequency of use of PedidosYa Market.

For its part, Rappi has Turbo, for quick deliveries of pantry products, and La Cesta, its digital supermarket. Turbo has more than 20 stores in Lima and this year plans to open more stores in the province (Arequipa, Chiclayo and Piura. With La Cesta (which has more than 6,000 products), this year they aim to double their size and operation with more vehicles and products , advances Spencer Friedman, general manager of Rappi Andina. According to the ‘app’, the sales of an allied business, supermarket or not through Rappi, can grow up to 30% on average.

Although these are some of the main ones, Tottus App has also done the same, with more than a million and a half visits per month, the ‘app’ is gaining ground and this summer it has expanded its coverage to more beaches in the south of Lima. Agora, for its part, has integrated Plaza Vea, Vivanda, and its other group brands, which also includes Agora Pay, rewards and promotions.

OrdersNow.  (Photo: PedidosYa)

OrdersNow. (Photo: PedidosYa)

Meanwhile, on Cencosud’s side, they indicate that App Wong and App Metro have played a key role in the evolution of their digital channels and are fundamental to their strategy. “In 2023, more than half of the orders from our own channels came through our applications”, they claim.

The race is getting tighter and tighter, Is there room for new players? Oropeza indicates yes, but as long as it is a differential offer and identifies other market niches. Falcón, meanwhile, comments that he “would believe that Yape could also open its food category at any time.”

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