92% of people buy groceries at small neighborhood shops.

Euromonitor International's 2018 research shows that the majority of people in Indonesia, India, and the Philippines still prefer shopping at traditional grocery stores (known as "toko kelontong"). Of the total retail market value of US$521 billion, US$479.3 billion, or 92%, comes from transactions at these stores.

Quoting the Nikkei Asian Review, Euromonitor states that this potential is driving various startups to offer services that transform traditional grocery stores into modern ones. Tokopedia and Bukalapak are leaders in Indonesia in offering online-to-offline grocery store services.

Bukalapak's "Mom and Pop" service offers a system for ordering goods directly from the Bukalapak platform. This simplifies purchasing by eliminating intermediaries and streamlining local distribution. The service also offers cashback when orders are paid for using the app's electronic payment services.

Tokopedia has also launched an application for traditional grocery stores to access internet data and other digital products, such as online game vouchers. Similarly, the newcomer, Warung Pintar, is expanding its network of traditional grocery stores by offering facilities such as Wi-Fi and CCTV, and tablets for tracking sales, inventory, and ordering goods.