Malaysian carrier AirAsia Group’s airasia super app has expanded its e-commerce offerings in Singapore by including fresh produce and groceries in the basket, per a company statement.
The move follows the launch of its food delivery service, airasia food, in Singapore in March.
AirAsia is looking to onboard merchants in the fresh produce, groceries and sundry daily needs categories on its super app.
“The super app is underpinned by the robust ecosystem of Airasia Group, as well as Teleport’s logistics infrastructure. After the successful launch of airasia food (food delivery service) here in February, we are now ready to expand our e-commerce offerings to include other categories as well such as fresh produce, groceries and sundry delivery,” airasia super app head of e-commerce Lim Ben-Jie said.
AirAsia is offering a first-month 0% commission launch perk to merchants onboarding its app.
The COVID-19 pandemic, which has severely affected the group’s mainstay airline business, has prompted AirAsia to focus on its non-aviation verticals. The app expansion comes at a time when the group’s airline operation continues to suffer as travel restrictions are put into place with many countries experiencing the third wave of the pandemic.
The group continues to accelerate its offerings within the digital pillars including the launch of airasia beauty in Malaysia and Indonesia and airasia food in Singapore and Penang, it said in a document attached to its financial results filing dated May 27.
“We are encouraged by the early signs from our digital transformation to become Asean’s super app of choice and expect our digital and non-airline revenues to contribute around 50% to the group in five years,” it added.
Last month, AirAsia had injected $53.27 million in its financial services unit Big Pay Pte Ltd through its wholly-owned subsidiary AsiaAsia Digital Sdn Bhd, a regulatory filing with Singapore’s Acra showed.