The company, which specializes in Asian and Hispanic groceries, encourages shoppers to share videos of favorite foods and recipes on its app.
The company is trying to stand out in a fragmented space — and previewing how grocery shopping online could look in the future. The grocer's app and website shake up the typical experience of online food shopping to make it more social and immersive.
The pandemic also catalyzed the U.S. online grocery market, which accounts for a small but growing fraction of the industry's total sales. Online grocery sales almost doubled from $29.3 billion in 2019 to $57 billion in 2020, according to IRI E-Market Insights and Coresight Research. Online grocery sales in the country will reach nearly $90 billion this year, according to the firms' estimate.
The challenge for Weee! and other smaller online grocery players is winning new customers, keeping the cost of deliveries low and fending off traditional grocers, who may encroach on their turf, Fenyo said.Larry Liu, a Chinese immigrant, started Weee! because of his own struggles to find favorite foods.Liu, a first-generation Chinese immigrant, founded the company in 2015 after struggling to find some of his own favorite foods.
Popular items include everyday staples like rice and fresh vegetables, along with seasonal items, such as sweet winter melon from Vietnam, hot pot kits from Southern China and sesame cake from Northern China during Lunar New Year.
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