Case Study

Fresh Groceries for Delivery: a Slice of Trust with a Side of Safety.

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Customer Profile

Founded in 2015, HappyFresh is Asia’s fastest-growing online grocery marketplace. The company currently operates in three countries, and partners with 35 supermarkets and over 100 specialty stores, delivering fresh, handpicked groceries to its users within in under an hour.

Region
Southeast Asia

Size
300 employees +

Industry
E-commerce & Marketplaces

Asia’s fastest-growing online grocery marketplace

Founded in 2015, HappyFresh is Asia’s fastest-growing online grocery marketplace. The first mobile app of its kind in Southeast Asia, HappyFresh delivers fresh, handpicked groceries to your doorstep within the hour.

HappyFresh has experienced phenomenal growth since its inception and now serves customers across Indonesia, Malaysia, and Thailand. With demand for their groceries having grown 400% during the COVID-19 pandemic, the company is now looking to expand across the rest of Southeast Asia. HappyFresh currently partners with 35 supermarkets and 100 specialty stores, and employs professionally-trained personal shoppers and a large fleet of delivery drivers.

As a purely digital service, one of HappyFresh’s key priorities was to find a risk intelligence solution that could help them protect their mobile app from fraud attacks.

“We have finally found an effective way to stop promo abuse. Utilizing the SHIELD ID, our team has developed a logic that can detect multiple accounts on the same device in real time, helping us protect our customers from even the most subtle and complex fraud attacks.”
Fajar Budiprasetyo
Co-Founder and Chief Technology Officer at HappyFresh

Delivering Trust and Safety

HappyFresh was suffering from a combination of promo abuse and payment fraud. Fraudsters had been creating multiple fake accounts and factory resetting their phones to avoid detection, and were using automated scripts to speed the process up. HappyFresh leveraged two of SHIELD’s key differentiators to stop these attacks. The SHIELD Risk Indicators helped HappyFresh identify the bad actors based on the tools they were using and the SHIELD ID helped them detect multiple users on the same device.

Fajar Budiprasetyo, Co-Founder and Chief Technology Officer, commented “It’s very important to us that our users can shop in a safe environment. Although we did have existing security measures, fraudsters were still able to carry out attacks. SHIELD has helped us detect even the most subtle and complex types of fraud.”

Innovation through Automation

The battle against fraudsters can also be extremely time-consuming. Although the HappyFresh team had been using many solutions prior to SHIELD, they had to manually feed them data to be able to label their users as good or bad. Leveraging SHIELD’s Global Intelligence Network of over 7 billion devices and 500 million user accounts, HappyFresh was able to automate this process so they could stop fraudsters in real time.

Budiprasetyo also shared, “Deploying SHIELD was a quick and effortless process, and delivered immediate results after integration. It has helped streamline our operations enormously, empowering us to focus more on generating revenue and growing our business as we continue to expand our operations across Southeast Asia.

The Happiest Customers in the World

The convenience of online shopping means HappyFresh customers can spend more time with their families and loved ones. With a safe and trusted platform, HappyFresh customers can shop with confidence and peace of mind.

Budiprasetyo concluded, “We have finally found an effective way to stop promo abuse. Utilizing the SHIELD ID, our team has developed a logic that can detect multiple accounts on the same device in real time, helping us protect our customers from even the most subtle and complex fraud attacks. This allows our customers to focus on the high-quality shopping experience provided by HappyFresh while our resources continue to focus on perfecting the user experience.”