Fresh by Bliblimart is Blibli's answer to Indonesia's quick commerce revolution, combining grocery expertise with technology-driven convenience.

UI/UX Design

PT. Global Digital Niaga (Blibli.com)

Jakarta, Indonesia

2024

Launched in August 2023, Fresh by Bliblimart entered Indonesia's quick commerce market with strong advantages—a fast supply chain, first-party product control, and proven grocery category leadership. However, initial traction fell short of expectations as competitors like Astro and Sayurbox gained ground, while others shut down operations. With Indonesia's e-grocery market projected for double-digit CAGR growth through 2026 and a consolidating competitive landscape, the timing was critical to reposition Fresh by Bliblimart. Our work focused on solving two core challenges: increasing platform prominence through strategic entry points and USP visibility, and driving basket size through personalized recommendations, bundling schemes, and streamlined purchasing flows.

Despite Blibli's strong grocery credentials and early positive growth in orders and customers, Fresh by Bliblimart struggled with low average order value and basket size—critical metrics for quick commerce profitability. As established competitors like TaniHub, Traveloka Mart, and HappyFresh exited the market, a window opened to capture displaced customers and compete for the market they created. The challenge was twofold: first, making Fresh by Bliblimart discoverable and compelling within Blibli's broader platform through prominent, USP-driven entry points; second, keeping users engaged once they entered by offering personalized product suggestions, smart bundling, and efficient browsing that encouraged larger baskets. Success required transforming Fresh by Bliblimart from a functional feature into a preferred grocery destination that leverages Blibli's unique advantages—supply chain speed, quality control, and ecosystem benefits—to win Indonesia's consolidating quick commerce market.

We redesigned Fresh by Bliblimart around two core principles: frictionless convenience and strategic basket growth. To eliminate browsing friction, we introduced instant keyword search that displays results immediately, one-tap add-to-bag flows that accelerate purchasing, and streamlined navigation that reduces time-to-checkout. To intelligently drive basket size, we architected multiple upsell touchpoints throughout the journey: strategically placed recommendation sections that surface complementary products at key decision moments, purchase-with-purchase (tebus murah) schemes that incentivize bundled purchases, and a points-to-rewards system that converts Blibli loyalty points into grocery products nearing expiration—simultaneously reducing waste and creating cost-effective upsell opportunities. Each touchpoint was carefully positioned where user intent peaks, ensuring recommendations feel helpful rather than interruptive. By making shopping faster while creating natural moments for basket expansion, we transformed the Fresh by Bliblimart experience from a utilitarian grocery feature into an efficient, value-maximizing shopping destination. The result: 8% basket size increase and 23% growth in new transacting users.