RedMart describes itself as a Singapore-based online grocer offering fresh food, household essentials and speciality products, while Lazada currently presents RedMart as its dedicated online-grocery offering 2.

Founding

RedMart was established in 2011 by Roger Egan III, Vikram Rupani and Rajesh Lingappa. The concept arose from a perceived gap in the local market; although Singapore had established supermarkets and earlier attempts at grocery e-commerce, there was no modern online supermarket offering the convenience and breadth the founders envisioned.

The company initially operated as a pure-play online grocer, meaning its core retail experience was digital rather than an online extension of a traditional supermarket chain. This differentiated RedMart from established operators such as FairPrice, Cold Storage and Giant, and CNA has described it as one of the earliest players in Singapore’s online-grocery market.

Early growth

Rather than functioning merely as a website for ordering supermarket products, RedMart invested heavily in technology, fulfilment and logistics. Its value proposition centred on handling the entire fulfilment process from online selection to home delivery. The company expanded its assortment beyond standard pantry items to include fresh food, chilled and frozen products, household goods, personal care and other daily necessities. By the mid-2010s, RedMart had become one of Singapore’s most recognised dedicated online grocery businesses.

A pivotal moment occurred in 2016 when Lazada announced an agreement to acquire RedMart on 2 November 3. The strategic rationale for the acquisition was complementary:

• RedMart contributed: Grocery expertise, a developed online-supermarket operation, supply relationships, warehousing and fulfilment capabilities, and an established local customer base.
• Lazada contributed: A larger e-commerce platform, technology and marketplace infrastructure, a broad customer network, payments and logistics capabilities, and the backing of Alibaba.

This acquisition enabled Lazada to deepen its presence in Singapore’s grocery market while providing RedMart access to a substantially larger e-commerce ecosystem.

Following the acquisition, RedMart initially continued to operate with considerable independence. However, its standalone digital presence was eventually integrated into Lazada. By 2019, the independent RedMart website and mobile app were discontinued, and RedMart became a dedicated grocery section within Lazada.

The evolution of the brand can be summarised as follows:

• 2011–2016: Independent online supermarket.
• 2016: Acquired by Lazada.
• 2017–2018: Increasingly connected with Lazada’s ecosystem.
• 2019 onward: Integrated into Lazada Singapore.
• Present: Remains a distinct consumer brand and grocery business operating through Lazada’s platform, which describes RedMart as its online grocery offering.

RedMart has evolved from an online grocery store into a comprehensive digital supermarket. Lazada currently states that RedMart carries more than 80,000 items spanning groceries, fresh produce, household products, baby and children’s supplies, personal care, health and pet products 4. Key categories include:

Fresh food

• Fruits
• Vegetables
• Meat
• Seafood
• Eggs
• Salads
• Bakery products

Pantry groceries

• Rice
• Pasta
• Noodles
• Cooking oils
• Sauces
• Canned food
• Cereals
• Snacks
• Confectionery

Drinks

• Water
• Soft drinks
• Juices
• Coffee
• Tea
• Alcoholic beverages

Chilled and frozen

• Frozen meat
• Frozen seafood
• Frozen vegetables
• Ready meals
• Ice cream
• Chilled dairy

Household

• Cleaning products
• Laundry products
• Kitchen supplies
• Paper products
• Household necessities

Other everyday categories

• Baby and childcare products
• Beauty and personal care
• Health products
• Pet supplies

A key differentiator for RedMart is its emphasis on fresh-food fulfilment. Unlike general e-commerce, grocery logistics require products to be stored under varying conditions; fresh vegetables, frozen food, meat, dairy and ambient groceries cannot be handled in the same environment. RedMart operates a fully automated warehouse with five temperature zones designed to maintain appropriate conditions throughout storage and picking 5. This infrastructure underscores that its competitive advantage lies significantly in supply chain and fulfilment capabilities rather than solely in its online storefront.

RedMart has developed its own private-label range, offering products carrying the RedMart name alongside those from established brands. These include everyday grocery items such as fresh produce and pantry staples. The private-label business has grown significantly over time; a Lazada publication marking RedMart’s 10th anniversary noted that the range had expanded from three products to more than 400, covering 13 of RedMart’s 15 key categories at that time. More than half of these products were produced with local partners and suppliers. Current listings continue to feature RedMart-branded vegetables, fruits and other fresh-food products.

RedMart’s business combines online supermarket retail, private label and marketplace commerce:

1. Direct retail: Sells groceries directly to consumers through its Lazada-based storefront.
2. Private label: Develops and sells products under its own brand to control positioning and pricing.
3. Marketplace: Includes products from third-party brands and sellers within the broader RedMart/Lazada grocery ecosystem.
4. Home delivery: Provides the convenience of online ordering and home delivery as an alternative to visiting physical supermarkets.

Technology has always been central to RedMart’s operations. While traditional supermarkets optimise store locations, shelf space and checkout operations, an online supermarket must optimise search, product recommendations, digital ordering, inventory visibility, warehouse picking, packing, temperature control, delivery routing and customer service. Consequently, RedMart sits at the intersection of retail, e-commerce, logistics and technology. Following its integration, it also gained access to Lazada’s broader technology, payment and logistics ecosystem, which encompasses fulfilment centres, logistics technology, payments and last-mile delivery capabilities across Southeast Asia.

Price competitiveness is a core component of RedMart’s positioning. The brand operates a Price Match Promise for selected products, under which eligible identical and in-stock items can be price-matched against selected Singapore online grocery retailers including FairPrice Online, Giant Online, Cold Storage Online and Sheng Siong’s AllForYou.sg 6. This initiative addresses the high price sensitivity of the online grocery category, where consumers can easily compare prices for staple items across competing platforms. RedMart therefore competes on a combination of price, selection, freshness, convenience and delivery.

It is useful to distinguish between the two entities: Lazada is the broader Southeast Asian e-commerce platform covering categories such as fashion, electronics, beauty, household products and groceries, while RedMart is the specialist grocery and supermarket business within Lazada Singapore. Lazada is majority-owned by Alibaba Group and operates across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

RedMart positions itself as a convenient digital supermarket for everyday Singaporean life. Its messaging typically revolves around several key pillars:

• Convenience: Eliminates the need to physically visit a supermarket.
• Selection: Offers a supermarket-sized assortment online.
• Freshness: Ensures specialised handling for fresh produce and chilled/frozen products.
• Value: Utilises promotions and price-matching to remain competitive with traditional supermarkets.
• Delivery: Brings grocery purchases directly to the customer’s home.

Current Lazada descriptions explicitly emphasise convenience, broad selection, quality control and home delivery.

RedMart is historically significant because it was established before online grocery became mainstream. When it launched in 2011, consumers were accustomed to physical supermarkets, and the company had to demonstrate that groceries—particularly fresh food—could be purchased online reliably. This involved solving multiple challenges simultaneously: building consumer trust in third-party selection, ensuring freshness upon arrival, establishing reliable delivery, proving financial viability and effectively presenting an enormous assortment online. RedMart’s development helped establish online grocery as a meaningful part of Singapore’s retail landscape.

RedMart operates in a highly competitive Singapore grocery market. Its major competitors include traditional supermarket chains and their online channels, such as NTUC FairPrice, Cold Storage, Giant and Sheng Siong, as well as other online grocery specialists and delivery platforms. RedMart’s Price Match Promise explicitly identifies several of these online grocers as comparison competitors 6. The competitive landscape shifted considerably during the 2020s as online grocery adoption increased and established supermarket companies invested more heavily in digital commerce.

During its independent and early Lazada years, RedMart received recognition in Singapore’s e-commerce industry. Awards reported for 2018 included eCommerce Brand of the Year, Best eCommerce Merchant – Consumer Goods, Best eCommerce Customer Service, Best Design, Best Platform Experience, Best AdWords eCommerce Campaign and Best Mobile eCommerce Campaign 7. These accolades reflected RedMart’s position at the time not merely as a grocery retailer, but as a technology-driven e-commerce company.

As of 2026, RedMart continues to exist as a consumer-facing brand but is no longer an independent grocery website. Customers access RedMart through the Lazada ecosystem, where it maintains its own grocery storefront and categories. Lazada’s current Singapore site continues to identify RedMart as its online-grocery service, and RedMart retains a dedicated storefront under the Lazada domain. The brand thus occupies a unique position as both a distinct consumer brand and a specialised business unit within a much larger e-commerce platform.

The acquisition announcement was made in November 2016, and the subsequent integration transformed RedMart from an independent e-commerce company into a specialised component of Lazada’s Singapore operation.

1. RedMart – Wiki.sg
2. RedMart | Best Online Grocery and Home Delivery in Singapore
3. Singapore’s hot online grocer RedMart sets foot in India
4. Buy Best Fresh Produce Singapore | RedMart Grocery
5. Best Fresh Corn & Vegetables Singapore | RedMart
6. Price Match Promise
7. Buy HoW Full Product Range | Brand Selection – Lazada Singapore