ASTRO belongs to one of the fastest growing subsegments of online shopping: eGroceries. Since its founding 9 months ago, the company has built out 50 "hubs" (dark stores), and has grown 10x since early-2022 alone, on nearly 1 million downloads. Company Co-Founder & CEO Vincent Tjendra discusses an Indonesian e-grocery penetration target of 3-4% within 5 years, from 0.5% currently. He also addresses the hazards of over-investment, the path to profitability, the role of promotions, and common misperceptions around competition.
