Can Redmart ever succeed in Singapore?

I like Redmart, I really do. Really great user experience, much better than most other online shopping sites out there. It helps that they have Eduardo Saverin as an investor too. But I wonder if being high profile is enough.

I find their selection most lacking. Yes, in terms of non-fresh items, they have plenty, but people often visit supermarkets to buy ingredients for their food. Redmart isn’t competing in this area, at least not yet. Their selection of meats is paltry.

Singapore is also a tough market because there is a supermarket, convenience store, and minimart in every god damn street corner. Even in private estates, people have plenty of options. Sure, there are queues. But queues aren’t always a problem, especially during weekdays and off hours. So, do I want to go to the trouble of coordinating a delivery on Redmart, or would I rather pick up some items from the supermarket on the way home from work?

Then there’s the issue of domestic helpers. People generally can afford them here, and they can simply instruct them to visit the supermarket to pick up items. Where’s the incentive to shop online?

Redmart probably has a niche market in the expat crowd paying expensive rent and who can’t afford a maid. But not too sure they have enough to expand beyond that. FairPrice for instance has their own online grocery service and while not as sexy as Redmart’s, it does the job. I’m not sure what Redmart’s gameplan is going forward.

Am I the only one thinking this way?