Blibli doubles down on online grocery with the launch of BlibliFresh

Indonesia’s eCommerce giant Blibli is tightening its grip on the grocery segment with BlibliFresh, a new service designed to deliver what it calls a “simpler, fresher, and more reliable” online shopping experience.

The move comes as convenience-driven consumers continue to encounter long-standing pain points in online grocery retail. A July-August 2025 survey by Kumparan found that 68% of complaints happen after checkout, from unavailable stock and damaged produce to delayed delivery and disappointing quality. These gaps in fulfilment, Blibli believes, represent the real battleground for consumer trust.

“We understand that customers want an online grocery shopping experience that’s not only practical, but also consistently reliable... BlibliFresh is here to bring a more enjoyable way to shop for groceries online in Indonesia,” said Rizki Widyastuti, VP of Bliblimart and Moslem Fashion.

Don't miss: Blibli pushes post-purchase value with free gadget protection in #NoBlablaDiBlibli

Built around three core principles - freshness, speed, and ease - BlibliFresh aims to tackle what the company identifies as the key friction points in Indonesia’s online grocery market. Deliveries are promised within an hour, products are quality-checked under strict selection standards, and post-purchase returns are made simpler to eliminate customer frustration.

Blibli is marking the launch with a promotion in conjunction with World Egg Day on 10 October, offering free eggs for every grocery purchase worth IDR 150,000 (US$9) or more.

“Eggs are a simple example of how nutrition stays relevant in the daily lives of Indonesian families. Through our free-egg promotion, we’re not only making grocery shopping more fun, but also Eggstra relevant to the community’s nutritional needs,” said Wilson Kiantoro, head of brand management at Blibli.

Eggs are a staple in Indonesian households - national statistics show average weekly consumption of 2.21 kg per capita, while Health Minister Budi Gunadi Sadikin has even encouraged eating two boiled eggs daily to meet protein needs. By tying its launch to this cultural and nutritional relevance, Blibli positions BlibliFresh not just as a service, but as part of local family life.

In doing so, Blibli extends its customer-first philosophy #NoBlablaDiBlibli into a category where reliability and freshness are often tested.

“In line with our #NoBlablaDiBlibli philosophy, we want BlibliFresh to be a trusted companion for Indonesian families... This is how Blibli stays close to its customers while delivering true peace of mind in online grocery shopping,” Widyastuti added.

Blibli, best known for its electronics offering, has in recent years been extending its customer-first promise beyond gadgets. After introducing free full protection for electronics under the #NoBlablaDiBlibli campaign - offering six to 24 months of complimentary coverage for accidental damage, theft, and other risks - the brand is now applying the same principle of assurance to groceries.

Digital Marketing Asia returns to Jakarta on 15 October, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

Related articles:
Blibli's parent company acquires startup Dekoruma for IDR 1.17 trillion
Tourism Malaysia and Indonesian eCommerce platform Blibli partner for tourism recovery
Indonesia's new tax rule may force eCommerce brands to rethink their future