Freshmart
Freshmart is a privately held Peruvian online and physical supermarket founded in 2016, operating from Miraflores, Lima. It sells groceries, fresh produce, household, and personal care items to affluent Lima consumers via its e-commerce platform, one retail store, and Rappi/Pedidos Ya aggregator delivery.
- Company typePrivate
- Founded2016
- HeadquartersLima, Peru
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Freshmart does
Freshmart is a privately held online and physical supermarket founded in 2016 and headquartered in Lima, Peru. The company operates a single brick-and-mortar store in the Miraflores district (Av. Vasco Núñez de Balboa 664, open daily 7 a.m. to 11 p.m.) alongside an owned e-commerce platform at freshmart.pe, serving individual consumers in affluent Lima districts including Barranco, Magdalena, Miraflores, Surco, San Borja, San Isidro, Surquillo, and the southern beach areas. The company targets urban shoppers seeking convenience, fresh produce, and a broad assortment delivered to their homes.
The product platform spans ten or more categories — fresh fruits and vegetables, meats/poultry/seafood, bakery and dairy, pantry groceries, beverages and alcohol, personal care, home and cleaning, baby, and pet supplies — with unit-level pricing in Peruvian soles and a free-delivery threshold of S/ 200. Core technology is a standard e-commerce grocery stack integrated with third-party delivery aggregators Rappi and Pedidos Ya for 30-minute express fulfillment. The site currently displays a renovation/transition message, indicating an interim operational phase.
The business model is direct-to-consumer retail: revenue is generated through one-time grocery sales via the owned platform and physical store, with delivery economics layered in. Distribution leverages four channels — owned e-commerce, the Miraflores storefront, Rappi, and Pedidos Ya. Marketing is executed organically across Facebook, Instagram, TikTok, LinkedIn, YouTube (recipe content), email newsletter, and WhatsApp for support. The company has no parent, no disclosed institutional investors beyond a 2019 funding event involving SC Angeles, and no B2B/enterprise segment.
Freshmart firmographics
Firmographics- Name
- Freshmart
- Legal name
- Freshmart
- Website
- https://freshmart.pe
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Freshmart is a privately held Peruvian online and physical supermarket founded in 2016, operating from Miraflores, Lima. It sells groceries, fresh produce, household, and personal care items to affluent Lima consumers via its e-commerce platform, one retail store, and Rappi/Pedidos Ya aggregator delivery.
- Ownership category
- akta.pro rank
Freshmart industry classification
Industry- Product category
- Online Grocery Retail
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- Traditional Grocery Stores (Small-Format/Corner Grocers) (CRAHAAAC)
Keywords
Where Freshmart is headquartered
LocationHeadquarters
- HQ city
- Lima
- HQ country
- Peru
- HQ region
- Latin America
Offices1 record
Markets served
Freshmart business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Grocery Sales: Freshmart generates revenue through direct retail sales of groceries and household products via its e-commerce platform and physical store. Customers purchase products at listed prices with optional delivery services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with free delivery threshold |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Freshmart product offering
Product offeringCore offering
Freshmart operates an omnichannel supermarket in Lima, Peru, selling groceries, fresh produce, meats, dairy, bakery, beverages, personal care, baby and pet products, and household cleaning supplies through its e-commerce platform (freshmart.pe) and a physical store in Miraflores. The company supports multiple fulfillment options including standard home delivery, free delivery for orders over S/ 200, and express 30-minute delivery via Rappi and Pedidos Ya integrations. Service coverage is restricted to affluent Lima districts including Miraflores, Barranco, San Isidro, Surco, San Borja, Magdalena, Surquillo, and southern beach areas.
Product overview
Freshmart is an online supermarket and physical retail store operating in Peru, offering a comprehensive grocery platform with both e-commerce and in-store shopping options. The core offering consists of the Freshmart Online Grocery Platform (web-based supermarket) and the Freshmart Physical Store (brick-and-mortar location in Miraflores). The product portfolio spans multiple sub-categories including Frutas y Verduras (fresh produce), Carnes, Aves & Pescados (meats and seafood), Panadería, Desayuno y Lácteos (bakery and dairy), Abarrotes (pantry staples), Licores y Bebidas (beverages and alcohol), Dermo y Cuidado Personal (personal care), Bazar y Limpieza (home and cleaning), Bebés (baby products), and Mascotas (pet supplies). Additional services include Express Delivery through Rappi and Pedidos Ya integrations for 30-minute delivery, and Free Delivery for orders over S/ 200.
Differentiator
Problem solved
Functional benefit
Products and services
- Freshmart Online Grocery Platform
Companies that use Freshmart
Customer profileSegments1 record
Ideal customer profiles1 record
Freshmart technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Freshmart partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- RappicoreRappi integration provides express 30-minute delivery service, enabling Freshmart to offer rapid fulfillment for time-sensitive grocery needs in their service areas.
- Pedidos YacorePedidos Ya integration provides express 30-minute delivery service, complementing the Rappi partnership for broader delivery coverage and accessibility.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Freshmart competitors and assessment
Company assessmentBroad incumbents
- Wong (Cencosud Peru): Largest premium supermarket chain in Peru, owned by Cencosud. Operates multiple formats in Lima's affluent districts (Miraflores, San Isidro), competing directly with Freshmart for high-income grocery shoppers both in-store and online.
- Vivanda: Premium supermarket banner in Peru, part of the Cencosud portfolio. Targets the same affluent Lima consumer with fresh and gourmet assortment overlap, plus an online ordering platform that competes directly with freshmart.pe.
- Plaza Vea: Mass-market supermarket and hypermarket chain operated by Cencosud in Peru with an online grocery channel. Competes with Freshmart on price, assortment breadth, and delivery availability across Lima districts.
- Tottus (Falabella): Peruvian hypermarket and supermarket chain owned by Falabella, offering grocery and household assortments with online ordering and home delivery. Directly comparable product mix and target demographic to Freshmart.
- Metro (Cencosud Peru): Wholesale-format grocery banner of Cencosud in Peru, with growing e-commerce. Overlaps with Freshmart in pantry, fresh, and household categories and serves similar Lima customers.
Direct peers
- Cornershop by Uber: On-demand grocery delivery platform operating in Lima via the Uber Eats app, allowing customers to order from multiple supermarket partners. Direct substitute for Freshmart's express delivery value proposition in the same affluent districts.
Emerging players
- Rappi: Latin American super-app and Freshmart's own delivery partner. Operates grocery delivery in Lima including Rappi's own dark-store grocery vertical (Rappi Turbo / Fresh), making it both a channel and a competitor.
- Pedidos Ya: Quick-commerce and food-delivery aggregator operating across Lima. Functions as a Freshmart channel but also offers competing grocery assortment from partner supermarkets.
- Oxxo Peru (FEMSA): Convenience-store chain recently expanding in Lima offering a curated grocery and household assortment with extended hours. Competes with Freshmart's physical Miraflores store for impulse and convenience grocery baskets.
Regional players
- Merco Lima / Merco Supermayorista: Peruvian wholesale-supermarket hybrid targeting small businesses and households in Lima. Overlaps with Freshmart's pantry and household assortment at generally lower price points, with smaller geographic footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
Freshmart social profiles
Digital presenceFreshmart financial estimates
Financial estimateRevenue estimate
Valuation estimate
Freshmart leadership team
Management profileNumber of profiles
Profiles2 records
Freshmart funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Freshmart 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 Freshmart
What does Freshmart do?
Freshmart operates an omnichannel supermarket in Lima, Peru, selling groceries, fresh produce, meats, dairy, bakery, beverages, personal care, baby and pet products, and household cleaning supplies through its e-commerce platform (freshmart.pe) and a physical store in Miraflores. The company supports multiple fulfillment options including standard home delivery, free delivery for orders over S/ 200, and express 30-minute delivery via Rappi and Pedidos Ya integrations. Service coverage is restricted to affluent Lima districts including Miraflores, Barranco, San Isidro, Surco, San Borja, Magdalena, Surquillo, and southern beach areas.
Is Freshmart a public or private company?
Freshmart is a private company. It is classified as unknown and is currently operating.
When was Freshmart founded?
Freshmart was founded in 2016. It employs 11 to 50 people.
Where is Freshmart based?
Freshmart is headquartered in Lima, Peru, in the Latin America region.
How does Freshmart make money?
One revenue line is on record: retail Grocery Sales.
Who are Freshmart's main competitors?
Broad incumbents on record are Wong (Cencosud Peru), Vivanda, Plaza Vea, Tottus (Falabella) and Metro (Cencosud Peru). Cornershop by Uber is listed as a direct peer. Emerging players are Rappi, Pedidos Ya and Oxxo Peru (FEMSA). Merco Lima / Merco Supermayorista is listed as a regional player.
Does Freshmart have an API?
No public API is recorded for Freshmart.
What industry is Freshmart in?
Freshmart's product category is Online Grocery Retail. Its primary akta.pro industry code is CRAHAAAC, Traditional Grocery Stores (Small-Format/Corner Grocers). Its NAICS code is 44511 and its SIC code is 5411.