Following a move into food delivery in September last year, on demand delivery startup Lalamove has revealed some insights into the ordering & purchasing behaviors of its users in Bangkok. Data showed that food is the most popular product segment, one that sees more orders than office supplies and household goods.
Dissecting Food Orders
Lalamove found that customers who used the app for food delivery often ordered simple Thai dishes. The startup’s newest service allows for its drivers to front a maximum of a 1000 baht, which will then be reimbursed by the user by cash following delivery. Insights showed that the app was most popular during the afternoon.
Ordering habits show that Thais are adopting the convenience eating habit, with orders after work (6pm) reigning in for food delivery. The second best performing category is supermarket pick-ups, often ordering meat, vegetables and seasonings.
The most surprising insight from Lalamove is that users from restaurant populated areas used its service the most. With Pathumwun district using the most, followed by Klong Toey, which is the area most populated with street food finds and popular restaurants.
Not Just For Staying in…
Insights showed that aside from food related requests, Thais also shop for a variation of things on the app. Ranging from the norm of pet food to specifically requesting delivery for highly personal items such as white underwear.
The On-Demand Model
As cited in this article covering the 11 trends that will shape ecommerce in Southeast Asia, the on-demand model is struggling across the west and in our region. This is the start of eliminating the ‘me too’ players in sectors where an on-demand model doesn’t make sense.
However, if a service offered by an on-demand platform taps into the needs of a user base and is valuable to them, the business can thrive. The varied spending trends of Lalamove users indicates that there are people in Bangkok that are prioritizing the convinience factor, especially in terms of bulky items such as pet food, or quirkier, personal choices such as underwear.