Buymie’s one-hour personalized online grocery gets a boost in the UK thanks to Asda deal and venture capital funding
buymie: personal online grocery shopping comes to the UK
Ireland’s big-cart platform, same-day personal grocery platform buymie signed a deal with Asda to bring the service to the UK and raised €7m in funding as the revamp of the online grocery model continues apace.
Founded in 2016, buymie employs a network of over 400 local personal shoppers to fulfill orders in stores. This means that customers can note specific preferences on their orders and can choose to receive a call from their customer in store if items are out of stock.
Unlike traditional e-commerce solutions, buymie can deliver same day and fulfill orders in just one hour.
The service has been available to over 2 million households in Dublin, Limerick, Cork and Galway since 2020. The service is now used by one in eight households in Dublin.
buymie is working closely with official retail partners Dunnes Stores, Lidl and The Co-op and has entered into a major new partnership with Asda to launch the service in Leeds and Bristol and has been contracted to create a bespoke ASDA Express app, validating the buymie’s enterprise technology offering and leveraging buymie’s innovative routing and delivery capabilities, as well as its dedicated network of independent personal buyers.
With total funding to date of €18.2m, this additional €7m investment was led by the company’s largest backers including Grosvenor Food & AgTech, Act Venture Capital, Sure Valley Ventures, Haatch Ventures and HBAN. Other notable investors in this round include Keith Weed CBE, former director of marketing and communications at Unilever and Eamonn Quinn, former Superquinn Group vice-chairman and chairman of buymie.
Speaking of the investment, Devan Hughes, CEO and co-founder of buymie, said: “This latest round of funding follows the successful launch of our new retail partnership with ASDA in several cities across the UK. This capital will allow the company to continue to focus on developing the best technology while helping our retail partners transform their online and in-store capabilities to better serve their customers and unlock growth opportunities.
One of Buymie’s earliest backers is Keith Weed, a former marketing director at Unilever PLC, who now sits on the board of Sainsbury’s and WPP. Commenting on his support for the company, Weed adds, “The food retail landscape is being transformed by platform technology. It is very clear that the growth and margin opportunities of the future for retailers will be unlocked through capabilities enabled by companies and technologies like buymie”
Weed’s words ring true, as last month WPP, the world’s largest advertising agency, launched its own platform technology offering called “Every Mile” to help brands better manage their direct-to-consumer offerings. .
The UK grocery delivery market is changing, with new models and new entrants disrupting the market. Buymie’s arrival comes just a week after Swedish discount grocery retailer Motatos announced plans to launch its online grocery redistribution service in the UK in June.
The company, which is already big in the Nordics and Germany as Matsmart, collects excess stock from supermarkets and distributors, then resells it to buyers at a discount, before it goes to landfill.
Products, which do not include fresh, frozen or refrigerated items, and generally encompass bulk-packaged beverages, snacks, household products, pet and beauty products, are generally those with dates short expiry dates or which are seasonally disadvantaged by other retailers. .