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Founded in 2020, Astro is a quick commerce startup which offers ultra-fast deliveries of a wide range of products through its mobile app. The startup's flagship service offers a wide range of products, including groceries, household essentials, and personal care items, with delivery promised in as little as 15 minutes.
Astro has also partnered with several prominent retailers and brands in Indonesia, including 7-Eleven, Alfamart, and Unilever, to offer a diverse range of products to customers. Astro uses a network of over 15,000 riders across Jakarta and other major cities in Indonesia to deliver orders to customers. Quickly gained popularity in Indonesia with over 3 million downloads on the Google Play Store.
The startup has been recognized for its innovative approach to quick commerce, winning the Best Newcomer Award at the 2021 Indonesia E-Commerce Awards. The company has raised over $70 million in funding from investors, including Sequoia Capital India and Lightspeed Venture Partners.
Overall, Astro is an impressive quick commerce startup which has disrupted the retail industry in Indonesia with its focus on ultra-fast deliveries and strategic partnerships. Its extensive network of riders, partnerships with major retailers, and innovative technology have helped it establish a strong presence in the market and attract significant investment.
At that time, the concept of quick commerce did not exist in Indonesia, only available in foreign markets. Astro is a visionary pioneer who managed to launch their app & platform in under 3-4 months.
Significant preparations were made for business operations such as warehousing and logistics. Hiring teams of labor, installing physical infrastructure, advanced procurement of goods. Any delay can cause huge losses to a young startup so the app delivery and release must be on time and synced with other business areas.
Another technical challenge was designing a complex system. To achieve Astro’s most attractive customer proposition of 15 mins delivery, Delos must design and build a custom high-performance solution to handle the entire lifecycle of an order; from checkout, picking, packing, and deliveries all processed simultaneously.
Due to the demands of 15mins delivery, Astro operations such as customer coverage & retailing assortment were heavily location-based. Product inventory supported multiple locations by default. Optimizing for locality, the same products in two different locations can be priced differently. Astro had an ambitious expansion plan, upwards of 10s stock-keeping location hubs within next 1-2 years. The solution has been designed to scale.
Lastly, the MVP version to be delivered was massive relative to our typical clients we help. Its scope and size is a testament of the trust Astro entrusted onto Delos for delivery execution.
Delos went through intensive sessions with Astro to gather all requirements. Scope can be broken down into four areas: 1. Enterprise system. 2. Mobile app for customers. 3. Enterprise web app for internal teams. 4. Mobile app for drivers. The enterprise core system powers all apps via REST APIs.
All system and applications are fully customized. The codebases are handed over to Astro’s technology team for business continuation.
Digital Onboarding - Only customers with verified mobile numbers are allowed to order from the app. Agreement on terms & conditions are also done online, no sales representative needed.
Location Hub Management - Each location hub serves a different area from each other. Every hub has customizable configurations such as coverage area, selected products, pricing & promotions.
Product, Category & Catalog Management - Contains all products available for sale on the Astro app. Able to configure merchandise categories and catalog to be shown on selected pages.
Pricing & Promo Management - Ultimate flexibility in product pricing controls. Set up automatic rules based on locations, inventory levels. Create and manage complex promotions (i.e. one-off period, limited claims, and more)
Inventory Management - Tracking and accounting for every SKU (stock keeping unit) to maintain data accuracy & consistency.
Shopping Cart & Checkout Management - No e-commerce experience is complete without the shopping cart. Checkouts are fully integrated seamlessly with internal fulfillment and logistics teams.
Digital Payments - Integration with a well-known payment gateway which allows users to pay for orders via popular methods such as virtual transfer, ShopeePay, OVO, GoPay and etc. No cash needed.
Two-Factor Authentication - Integration with WhatsApp for lower cost 2FA method versus other SMS-based service providers.
Smart Routing & Location Coverage - Integration with Google Maps to identify the best delivery experience for Astro customers
Identity Access Management - Used for setting up all users, roles & permissions.
