AlloFresh
AlloFresh is a Jakarta-based, mobile-first e-grocery platform serving Indonesian households in the Jabodetabek area, offering 2-hour delivery of fresh produce and household essentials through its consumer app, with revenue from direct product sales supported by loyalty, price-guarantee, and bank/e-wallet co-marketing promotions.
- Company typePrivate
- Founded2022
- HeadquartersJakarta, Indonesia
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What AlloFresh does
AlloFresh is an Indonesian mobile-first e-grocery platform operating exclusively in the Greater Jakarta (Jabodetabek) metropolitan area, offering on-demand delivery of fresh produce, pantry staples, frozen goods, household supplies, and personal care products through its Android and iOS applications. The company guarantees 2-hour home delivery within a 10 km radius using temperature-controlled packaging for fresh and frozen items, with same-day fulfillment for orders placed before 21:00 and store pickup as an alternative fulfillment option. The technology stack centers on a self-serve consumer app with order tracking, multiple payment integrations (credit/debit cards, virtual accounts, QRIS, and major e-wallets), and supporting content assets such as a recipe and lifestyle blog used for SEO and engagement.
The business model is transactional product sales with delivery and convenience fees, supplemented by aggressive promotional economics: the platform runs the FreshCoins loyalty program, a Garansi Murah (price guarantee) scheme that refunds price differences in loyalty currency, and co-marketing campaigns with 20+ banks and e-wallets (BCA, Bank Mega, OCBC, GoPay, OVO, DANA, Jenius Pay, etc.) that offer payment-method-conditional discounts. A mutual ecosystem relationship with AlloBank — a digital bank affiliate — extends into QRIS payments, Allo PayLater credit, and new-user acquisition campaigns. The platform also pursues lifestyle cross-promotions with travel (Tiket.com), hospitality (RedDoorz), investing (Nanovest), and beauty brands to broaden its acquisition funnel beyond paid performance channels.
AlloFresh firmographics
Firmographics- Name
- AlloFresh
- Legal name
- AlloFresh
- Website
- https://allofresh.id
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AlloFresh is a Jakarta-based, mobile-first e-grocery platform serving Indonesian households in the Jabodetabek area, offering 2-hour delivery of fresh produce and household essentials through its consumer app, with revenue from direct product sales supported by loyalty, price-guarantee, and bank/e-wallet co-marketing promotions.
- Ownership category
- akta.pro rank
Where AlloFresh is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
AlloFresh business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- E-grocery Product Sales: AlloFresh generates revenue through the direct sale of household and grocery products via its mobile application. Customers pay for groceries (fresh produce, pantry items, household goods, personal care, etc.) and delivery fees. The platform offers same-day delivery within 2 hours for orders within 10 km, or customers can pick up at nearby stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | No published product pricing tiers — prices determined at checkout with promotional discounts. |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
AlloFresh product offering
Product offeringCore offering
AlloFresh sells fresh produce, pantry staples, frozen and processed foods, dairy, snacks, household cleaning supplies, personal care, and baby products directly to Indonesian consumers through its mobile app and website, with same-day home delivery within 2 hours across a 10 km radius in the Jabodetabek region, or pickup at nearby AlloFresh stores. Orders are paid at checkout via QRIS, credit/debit cards, virtual accounts, or e-wallets, and customers earn FreshCoins loyalty rewards and benefit from a Garansi Murah lowest-price guarantee.
Product overview
AlloFresh is an Indonesian e-grocery platform operating as a single unified mobile and web application for household and fresh product delivery. The core offering consists of the AlloFresh Mobile Application and AlloFresh Website, which enable users to shop for fresh produce, meats, seafood, pantry staples, frozen goods, household supplies, personal care items, and baby products with same-day delivery within 2 hours for locations within 10km. The platform integrates the FreshCoins loyalty program for rewards and the Garansi Murah price guarantee program for competitive pricing. Additionally, the AlloFresh Blog provides content including recipes, cooking tips, and promotional information to support the shopping experience.
Differentiator
Problem solved
Functional benefit
Products and services
- AlloFresh Mobile Application Primary e-grocery mobile application for Android and iOS that lets Indonesian households browse, order, and track deliveries of fresh produce, meat, seafood, pantry staples, frozen goods, dairy, snacks, household supplies, personal care, and baby products, with 2-hour home delivery within a 10 km radius in Jabodetabek or pickup at nearby AlloFresh stores.
- AlloFresh Website Web-based e-grocery storefront at allofresh.id that mirrors the AlloFresh mobile app, enabling Indonesian consumers to browse and order household and fresh products via desktop and mobile browsers with delivery or pickup options in Jabodetabek.
Quantifiable outcome
- Orders delivered within 2 hours for customers within 10 km radius
Companies that use AlloFresh
Customer profileSegments1 record
Ideal customer profiles1 record
AlloFresh technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AlloFresh partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- Bank MegacoreBank Mega partners with AlloFresh to offer credit and debit card discounts to AlloFresh customers. Promotions include 22% discount (min Rp100,000, max Rp115,000) for the period September–December 2025, 14% discount (max Rp100,000, min Rp200,000) for debit cards (Mei–October 2026), and 15% discount (max Rp100,000, min Rp250,000) for credit cards (Mei–October 2026).
- BCA (Bank Central Asia)coreBCA partners with AlloFresh on periodic promotional campaigns: BCA 9.9 (diskon hingga Rp30,000, September 2025), BCA 10.10 (diskon hingga Rp30,000, October 2025), BCA 11.11 (diskon hingga Rp110,000, November 2024/2025), and BCA CNY Chinese New Year promo (diskon hingga Rp30,000, February 2026). Discounts apply to BCA credit cards, debit cards, and virtual accounts.
- AlloBankcoreAlloBank (a digital bank related to AlloFresh) offers a 5% cashback promotion (max Rp15,000) for AlloFresh transactions using AlloBank QRIS, and also runs a new user PayLater acquisition campaign with 25% discount (max Rp25,000) and 10% discount (max Rp10,000 per coupon, 6 coupons totaling Rp105,000) for new Allo PayLater users (May–June 2026).
- OCBC IndonesiaminorOCBC Indonesia partners with AlloFresh to offer credit card discounts: OCBC 16% (diskon max Rp150,000, min Rp100,000, September–November 2024), OCBC Independence Day (hemat Rp45,000, 15–17 August 2025), and OCBC regular promo (potongan Rp15,000, min Rp125,000, Mei 2026 – Mei 2027).
- GoPayminorGoPay (by Gojek) partners with AlloFresh to offer cashback promotions: GoPay 18% discount and GoPay regular promo with up to Rp20,000 cashback and 15% discount (max Rp70,000) for the period Mei–August 2026.
- GoPayLaterminorGoPayLater (Gojek's pay-later service) partners with AlloFresh to offer 100% cashback in GoPay Coins with a maximum of Rp10,000 on transactions using GoPay Later (minimum spend required). Promoted as a financing option for AlloFresh grocery purchases.
- OVOminorOVO partners with AlloFresh to offer 7% cashback up to Rp20,000 with a minimum spend of Rp150,000. The partnership runs periodically to drive OVO e-wallet usage on the AlloFresh platform.
- DANAminorDANA e-wallet partners with AlloFresh to provide 18% discount on transactions with a maximum discount of Rp100,000 for the period October 2024.
- DBS / digibankminorDBS (digibank) partners with AlloFresh to offer Rp30,000 savings on AlloFresh transactions made using DBS credit cards issued in Indonesia. Promoted as a regular payment promotion.
- Jenius PayminorJenius Pay (by BTPN) partners with AlloFresh to offer Rp10,000 cashback on a minimum transaction of Rp150,000. The partnership targets Jenius users looking to save on grocery shopping.
- Bank Neo Commerce (BNC)minorBank Neo Commerce (BNC) partners with AlloFresh to offer a Rp10,000 discount on a minimum spend of Rp100,000 for BNC payment method users.
- Mandiri (Bank Mandiri)minorBank Mandiri partners with AlloFresh to offer 18% discount on credit card transactions (min Rp50,000, max Rp100,000) for the period October 2024, and also ran a separate Mandiri 50 promo in 2024.
- CIMB NiagaminorCIMB Niaga partners with AlloFresh to offer 8% discount (max Rp50,000, min Rp250,000) using CIMB virtual account for the period September 2024 – January 2025.
- BTN (Bank Tabungan Negara)minorBTN partners with AlloFresh on promotional campaigns including Rp7,500 pricing on Minyak Goreng Sunco Pouch 1L and Rp7,500 pricing on Sirup Marjan products, targeting BTN customers with special product deals.
- AstrapayminorAstrapay partners with AlloFresh to offer Rp20,000 discount on a minimum spend of Rp150,000 for the period February–April 2026. Previously also ran an ASTRAPAY20 weekday-only promotion (Rp20,000 max discount).
- QRIS OCTO (CIMB Octo / Electronic Octo)minorQRIS OCTO partners with AlloFresh to offer 20% cashback up to Rp10,000 with no minimum transaction requirement for the period June–December 2026, using QRIS payment method.
- Krom BankminorKrom Bank partners with AlloFresh to offer 30% cashback up to Rp20,000 on a minimum transaction of Rp100,000 for the period Mei–June 2026.
- Kitabisa ORGminorAlloFresh and Kitabisa ORG partnered to distribute educational supplies (alat belajar) to several schools in Indonesia, as part of AlloFresh's CSR and community engagement initiative supporting education for Indonesian children.
- RedDoorzminorRedDoorz (a hospitality/accommodation platform) partners with AlloFresh to offer a 22% discount voucher (code: RDALLOFRESH2) for AlloFresh users booking stays on the RedDoorz app/RedClub Marketplace. No minimum purchase required; valid until 31 December 2025.
- NanovestminorNanovest (a digital investment platform offering crypto, US stocks, and digital gold) partners with AlloFresh to offer a 50% cashback voucher (max Rp20,000, min purchase Rp200,000) for first-time Nanovest users who register using the NANOALLO referral code. Valid from November 2025 to May 2026.
- COVEminorCOVE partners with AlloFresh to offer vouchers to selected AlloFresh users who shop in the household needs category. Targeted at lifestyle crossover between the two brands.
- SOZO SKINminorSOZO SKIN partners with AlloFresh to offer vouchers to selected AlloFresh users who purchase from the personal care category. Targeted promotional campaign for beauty/care crossover.
- Tiket.comminorTiket.com (travel booking platform) partners with AlloFresh to offer vouchers to AlloFresh users who spend a minimum of Rp50,000, creating a cross-promotional relationship between travel and grocery shopping.
Scale indicators1 record
Recent moves6 records
Expansion highlights3 records
AlloFresh competitors and assessment
Company assessmentDirect peers
- HappyFresh: Indonesia- and Southeast Asia-focused online grocery platform with same-day delivery; historically the most direct competitor to AlloFresh in the Jabodetabek market, targeting similar urban households with scheduled delivery slots.
- Sayurbox: Indonesian e-grocery startup specializing in fresh produce, meat, and pantry staples delivered from farm/warehouse to household doorsteps — directly comparable assortment and customer profile to AlloFresh.
- TaniHub: Indonesian agriculture-to-consumer platform supplying fresh produce, meat, and seafood directly from farmers; overlapping target customer (urban Indonesian households) and comparable mobile-app-led GTM motion.
Emerging players
- Segari: Indonesian fresh-produce and grocery delivery startup focused on tier-1 cities; competes with AlloFresh on fresh assortment, speed, and pricing in overlapping metros.
Broad incumbents
- Blibli: Large Indonesian e-commerce marketplace with a grocery vertical (BlibliMart) and broad logistics network; competes with AlloFresh on assortment, pricing, and same-day delivery across Indonesia.
- GoTo (Gojek + Tokopedia): Indonesian super-app combining ride-hailing, payments (GoPay), and e-commerce (Tokopedia) with grocery and quick-commerce verticals; competes with AlloFresh across discovery, payment, and delivery.
- Shopee (Sea Group): Leading Southeast Asian e-commerce platform with a grocery/pantry vertical and ShopeeFood; competes with AlloFresh for household spend via deep promotional capacity.
- GrabMart / Grab (Grab Holdings): Regional super-app offering on-demand grocery delivery via GrabMart in Indonesia, leveraging Grab's logistics network and driver fleet; overlaps with AlloFresh on quick-commerce in major cities.
- Bukalapak: Indonesian e-commerce marketplace with grocery and household-goods categories; competes for the same household shopper wallet through a marketplace-led model.
Others
- AlloBank: Indonesia's CT Corp-affiliated digital bank offering QRIS payments, PayLater, and cashback programs tightly integrated with AlloFresh; functions as a fintech distribution partner and strategic ecosystem enabler rather than a grocery competitor.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
AlloFresh social profiles
Digital presenceAlloFresh financial estimates
Financial estimateRevenue estimate
Valuation estimate
AlloFresh leadership team
Management profileNumber of profiles
Profiles1 record
AlloFresh funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AlloFresh M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AlloFresh
What does AlloFresh do?
AlloFresh sells fresh produce, pantry staples, frozen and processed foods, dairy, snacks, household cleaning supplies, personal care, and baby products directly to Indonesian consumers through its mobile app and website, with same-day home delivery within 2 hours across a 10 km radius in the Jabodetabek region, or pickup at nearby AlloFresh stores. Orders are paid at checkout via QRIS, credit/debit cards, virtual accounts, or e-wallets, and customers earn FreshCoins loyalty rewards and benefit from a Garansi Murah lowest-price guarantee.
Is AlloFresh a public or private company?
AlloFresh is a private company. It is classified as unknown and is currently operating.
When was AlloFresh founded?
AlloFresh was founded in 2022. It employs 101 to 250 people.
Where is AlloFresh based?
AlloFresh is headquartered in Jakarta, Indonesia, in the Asia region.
How does AlloFresh make money?
One revenue line is on record: E-grocery Product Sales.
Who are AlloFresh's main competitors?
Direct peers on record are HappyFresh, Sayurbox and TaniHub. Segari is listed as an emerging player. Broad incumbents are Blibli, GoTo (Gojek + Tokopedia), Shopee (Sea Group), GrabMart / Grab (Grab Holdings) and Bukalapak. AlloBank is listed as an others.
Does AlloFresh have an API?
No public API is recorded for AlloFresh.