Online grocery delivery service HappyFresh is finally available in both Kuala Lumpur and Jakarta. Initially opened with invite-only basis on February, it’s now can be accessed publicly by large part of customers. In Jakarta, the areas expected to be covered today is mostly in South and Central Jakarta and will be expanded to West Jakarta and Tangerang by the end of this week.

In short, this service allows you to order groceries through mobile app and wait conveniently until it’s delivered to your house without experiencing hassle, like queuing in the cashier or stuck in the traffic jam on the way to the supermarket. The stores that serve the customer are based on the location and the availability of stores in the nearest proximity. The service promises by delivering groceries to the customer’s doorstep in as little as one hour.

One of Koprol’s Co-Founder, Fajar Budiprasetyo, is on board as Co-Founder and Group CTO. HappyFresh was founded last October before it begins to invite some customers to try their mobile apps, both for Android and iOS.

To finance the operation, HappyFresh has already raised a single-digit million US$ pre-round A financing with local VCs, international angels, and institutional capital. Asia Venture Group’s Tim Marbach joins the board as Executive Chairman, while Monk’s Hill Ventures’ Stefan Jung serves as Advisor.

HappyFresh’s CEO Markus Bihler stated, “The only was to eat all the time. But we wanted to know what was going into our food and enjoyed being able to prepare simple meals at home with friends and family. Having fresh groceries delivered to your doorstep presented the solution.”

There are two kind of HappyFresh’s team that will be involved in a transaction. First is trained personal shoppers who are permanently based at partner stores. The second is the courier that will ensure the groceries be delivered to doorstep as promised.

At launch, there will be over 40,000 unique products available on the app. HappyFresh has signed exclusive partnership with a number of retailers in both Kuala Lumpur and Jakarta. The selected areas cover by HappyFresh can be checked using the app.

In Jakarta, after the first free delivery, the charge for next-hour delivery is Rp 50,000 if you order less than Rp 400,000 and Rp 30,000 if it’s Rp 400,000 or more. For all other delivery times, the charge is Rp 40,000 if your order is less than Rp 400,000, Rp 25,000 if it’s between Rp 400,000 and Rp 700,000, and free if it’s Rp 700,000 or more. HappyFresh accepts payment with credit card and receipt will be sent to customers’ email.

There’s no direct competitor for HappyFresh in Indonesia so far. Maybe we can count Go-Jek as the closest competitor, as we can ask Go-Jek driver, among other things, to shop anything for us, as long the amount is less than Rp 1,000,000.