A global API for online grocery shopping

Purpose and goal

The primary goals of the project were achieved: a testable MVP was developed, proof-of-concept integrations were done (ICA, Coop, MatHem), and technical documentation was written. Several test orders were successfully placed with ICA Supermarket Sabbatsberg, Stockholm. We completed initial R&D of AI algorithms (product mapping, product recommendations, basket predictions). Also, we worked with our pilot partner to run a survey. Over 4 months, they had an average of 5000 monthly active users in 51 countries. Of those, 248 expressed interest for in-app grocery shopping.

Expected results and effects

We were successful in proving the technical feasibility of our business concepts. This validation proved to be extremely useful in talking to app developers, supermarkets, investors, and other external actors. Unfortunately, we ran into two non-technical roadblocks: 1) one co-founder left for a more stable, well-paying position at a well-known multinational tech company, and 2) after extensive discussions with our pilot partner, it was concluded that there was a lack of scale/density in Stockholm to justify more extensive market and usability testing with live users.

Planned approach and implementation

The technical components of the project (development of testable e-commerce platform / API, AI functionalities, and vendor integrations) progressed smoothly and according to plan. This was likely helped by the fact that the company founders / project participants have extensive software engineering experience. On the other hand, even though app developers showed interest in our company, we were less successful in non-technical areas of the business, specifically in recruiting and retaining talent as well as securing private funding.