Malaysian kitchens are increasingly likely to be stocked by groceries ordered online – especially when it comes to fresh produce – according to research released by the creator of the food e-tail app creator, HappyFresh.

According to HappyFresh, the majority of online grocery shoppers are between 22 and 40 years old. Somewhat stereotypically, most of them – approximately 80% – are women, who place their orders weekly and the preferred method of payment is cash-on-delivery. The most popular time to place orders is 5:00pm on weekdays and fresh produce accounts for 50% of every order.

Working mothers outnumber all other customers buying groceries online. The top five most ordered items being milk, eggs, onions, bananas and, naturally, baby diapers. The next biggest group is comprised of young professionals and expatriates, whose top 5 buys are mushrooms, tomatoes, spaghetti, Coke and chicken breast. Unlike working mothers, Malaysian yuppies and expats prefer to pay with plastic (credit cards).

“Buying food online is becoming increasingly popular as it is easy and convenient, with the average shopping basket growing by 66% between the first and third order,” said Markus Bihler, Chief Executive Officer of HappyFresh.

About HappyFresh

HappyFresh is a food tech start-up that has specialized in delivering groceries from local shops to your doorstep. We currently operate in Jakarta and Kuala Lumpur, and will expand to neighbouring South East Asian countries in the future. Our mission is to delight customers with technology for better food choices and flawless delivery. You can order your daily groceries on the HappyFresh app with just a few clicks. After that our professionally trained shoppers will pick the best quality goods while our drivers will strive to deliver your order in excellent condition within the hour. To find out more, please visit our website at: www.happyfresh.com