Launched in 2011, Redmart Singapore is an online grocery retailer that provides a selection of more than 4,000 groceries and home essentials to Singapore households. Roger Egan, founder and Chief Executive Officer has aspirations for RedMart to be like e-commerce giants, Amazon and eBay one day. The company sees itself as a logistics and technology company and its mission is to be the “eBay for consumer packaged goods manufacturers”.

What started out as a business targeting the expatriate crowd has changed over time. By 2015, three-quarters of its customers were locals, working professionals, mainly women between 25 and 44 years old, and were likely to be millennials and Gen-X Singaporeans who shopped both online and offline (Nielsen, 2015).