PICK.A.ROO
PICK.A.ROO is a Metro Manila-based mobile marketplace that aggregates 100+ merchant brands across grocery, food, and retail shops, delivering multi-category orders to urban consumers within one hour via an iOS and Android app.
- Company typePrivate
- Founded2019
- HeadquartersBonifacio, Philippines
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What PICK.A.ROO does
PICK.A.ROO (legal name PICKAROO) is a privately held, on-demand multi-category delivery aggregator founded in 2019 and headquartered in Bonifacio, Metro Manila, Philippines. The company operates a mobile application (iOS and Android) that enables Metro Manila consumers to browse and order from over 100 merchant brands spanning three primary verticals: groceries (supermarkets, specialty stores, alcohol, organic, frozen), prepared food (restaurants across American, Asian, Filipino, Japanese, Korean, and other cuisines), and shops (electronics, home goods, beauty, sports, pet care). Anchor merchant partners include S&R, Landmark, Robinsons Supermarket, Shopwise, and The Marketplace for groceries, with niche additions in retail such as Herschel, Rapha's Gear, and Simple Green. The platform advertises 1-hour delivery within its Metro Manila service area.
PICK.A.ROO's underlying technology is a conventional mobile marketplace platform that connects consumers to local merchants for fulfillment, with no disclosed proprietary AI, ML, or recommendation infrastructure. The company's revenue model is marketplace commission — merchants pay a transaction fee on sales routed through the app — with no subscription tiers or membership fees. Individual product prices range from approximately ₱200 to ₱39,900, and all payment methods are accepted for grocery orders. The platform is bootstrapped: no funding rounds, institutional investors, or parent company have been disclosed in the available data.
The go-to-market motion is product-led growth via app store presence, social media (Facebook, Instagram, Twitter, YouTube), and QR-code download campaigns. The company is led by co-founder & CEO Crystal Gonzalez and founder Kevin Tan, with 101-250 total employees. The platform has progressively layered vertical-specific sub-categories (Korean grocers, organic, party platters, budget meals, hotel e-vouchers, e-gift cards) onto its core offering, indicating a deliberate curation strategy to broaden use cases and order frequency per user.
PICK.A.ROO firmographics
Firmographics- Name
- PICK.A.ROO
- Legal name
- PICKAROO
- Website
- https://pickaroo.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PICK.A.ROO is a Metro Manila-based mobile marketplace that aggregates 100+ merchant brands across grocery, food, and retail shops, delivering multi-category orders to urban consumers within one hour via an iOS and Android app.
- Ownership category
- akta.pro rank
Where PICK.A.ROO is headquartered
LocationHeadquarters
- HQ city
- Bonifacio
- HQ country
- Philippines
- HQ region
- Asia
Offices1 record
Markets served
PICK.A.ROO business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Marketplace Commission: PICK.A.ROO operates as a multi-category marketplace (groceries, food, shops) earning commission from participating merchants. Merchants list their products on the platform and pay a transaction fee when sales occur through the app.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
PICK.A.ROO product offering
Product offeringCore offering
PICK.A.ROO is a mobile-based on-demand delivery marketplace operating in Metro Manila, Philippines. It connects consumers with over 100 merchant brands across groceries (supermarkets, specialty stores, fresh goods), food (multiple cuisines from restaurants), and retail shops (electronics, home goods, beauty, sports) for consolidated single-order delivery within approximately one hour.
Product overview
PICK.A.ROO is a Metro Manila-based on-demand delivery platform offering grocery, food, and retail shops delivery through a mobile app. The core product is the PICK.A.ROO Delivery App, which enables users to order from multiple merchant categories including Groceries (supermarkets, specialty stores, alcohol, organic products), Food (various cuisines from restaurants and eateries), and Shops (electronics, home goods, beauty products, sports equipment). The platform aggregates multiple retail brands and delivers orders within approximately 1 hour. Users can also download the app via QR code from Google Play and the App Store.
Differentiator
Problem solved
Functional benefit
Products and services
- PICK.A.ROO Delivery App
Quantifiable outcome
- 1-hour delivery
Companies that use PICK.A.ROO
Customer profileSegments1 record
Ideal customer profiles1 record
PICK.A.ROO technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
PICK.A.ROO partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- S&R Membership Shopping - AseanacoreWarehouse club membership shopping available on the PICK.A.ROO platform. S&R is a major supermarket chain in the Philippines offering bulk and premium products.
- Landmark Department StorecoreDepartment store grocery section available for delivery through the platform. Landmark is one of the top department stores in the Philippines.
- Robinsons SupermarketcoreMajor Philippine supermarket chain with multiple locations (Townville BF Paranaque) available on the platform.
- ShopwisecoreSupermarket chain with locations including Lancaster Imus, available for delivery through the platform.
- The MarketplacecorePremium supermarket chain with Makati location available for delivery.
- Rapha's GearminorFitness and sports gear retailer with locations at Alabang Town Center and Makati, offering audio equipment, cables, fitness trackers, bike accessories, and action cameras.
- HerschelminorDesign-driven backpack and bag manufacturer. Available at Uptown BGC location on the platform.
- Simple GreenminorCleaning products brand available at Cubao location. Offers concentrated all-purpose cleaners and cleaning accessories.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
PICK.A.ROO competitors and assessment
Company assessmentBroad incumbents
- Lalamove: On-demand delivery logistics platform operating across the Philippines. Comparable delivery infrastructure layer, though focused on B2B/same-day courier rather than consumer marketplace.
- Shopee: Sea Limited-owned e-commerce marketplace dominant in the Philippines with integrated ShopeeFood delivery. Comparable multi-category marketplace with consumer-facing mobile app distribution.
- Lazada: Major Southeast Asian e-commerce marketplace with owned logistics arm (Lazada Logistics) operating in the Philippines. Comparable as a multi-category consumer marketplace with delivery fulfillment.
- Grab: Southeast Asia's super-app leader offering GrabFood, GrabMart, and parcel delivery across the Philippines. Directly comparable as a multi-category on-demand delivery platform with significantly greater scale and capital.
Regional players
- HappyFresh: SEA-focused online grocery delivery platform operating across Indonesia, Malaysia, and Thailand. Comparable multi-supermarket grocery marketplace model targeting urban consumers.
- Pickupp: Last-mile delivery and fulfillment platform serving the Philippines and broader SEA. Comparable multi-merchant delivery model with B2B and B2C capabilities.
Direct peers
- MetroMart: Philippine online grocery and essentials delivery platform serving Metro Manila. Closely comparable on the grocery-delivery category and target urban consumer base.
- Foodpanda: Food-focused delivery platform owned by Delivery Hero, operating across Metro Manila. Competes head-to-head on food delivery and increasingly on grocery via pandamart.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
PICK.A.ROO social profiles
Digital presencePICK.A.ROO financial estimates
Financial estimateRevenue estimate
Valuation estimate
PICK.A.ROO leadership team
Management profileNumber of profiles
Profiles2 records
PICK.A.ROO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PICK.A.ROO 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 PICK.A.ROO
What does PICK.A.ROO do?
PICK.A.ROO is a mobile-based on-demand delivery marketplace operating in Metro Manila, Philippines. It connects consumers with over 100 merchant brands across groceries (supermarkets, specialty stores, fresh goods), food (multiple cuisines from restaurants), and retail shops (electronics, home goods, beauty, sports) for consolidated single-order delivery within approximately one hour.
Is PICK.A.ROO a public or private company?
PICK.A.ROO is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PICK.A.ROO founded?
PICK.A.ROO was founded in 2019. It employs 101 to 250 people.
Where is PICK.A.ROO based?
PICK.A.ROO is headquartered in Bonifacio, Philippines, in the Asia region.
How does PICK.A.ROO make money?
One revenue line is on record: marketplace Commission.
Who are PICK.A.ROO's main competitors?
Broad incumbents on record are Lalamove, Shopee, Lazada and Grab. Regional players are HappyFresh and Pickupp. Direct peers are MetroMart and Foodpanda.
Does PICK.A.ROO have an API?
No public API is recorded for PICK.A.ROO.