H Mart: The Digital Transformation and Expansion of a Premier Asian Supermarket Chain
Founded in 1982 in New York City, H Mart has grown into a major retail presence with over a hundred stores across the U.S. The H in H Mart stands for “han ah reum,” which means “an armful” in Korean. Today, H Mart is something of a destination hub for Asian Americans across the country and a wonderland for learning about Asian foods for people of all ethnicities.
Strategic E-commerce Partnerships and Digital Growth
As part of its digital transformation, Asian supermarket chain H Mart has partnered with Uber for on-demand and scheduled delivery on Uber Eats. This tie-up comes at a time when H Mart is ramping up its e-commerce efforts and Uber is growing its roster of grocery partners. The companies noted that the partnership allows for same-day delivery from HMart.com powered by Uber Direct, which enables businesses to use Uber’s courier network for sales made through their owned channels.
H Mart also recently grown its grocery e-commerce presence by adding DoorDash as a delivery partner. To further modernize its operations, H Mart selected digital commerce platform VTEX to power its e-commerce operations alongside global creative agency VML. This move marks a significant milestone as the chain transitions from a legacy commerce platform to a SaaS commerce platform. H Mart consolidated separate systems for dry and fresh goods into a unified commerce experience, which allows customers to order both shelf-stable and fresh items in the same cart.
Innovation in Order Fulfilment
To enhance operational efficiency, H Mart has partnered with Norway-based robotics technology company AutoStore and material handling automation services provider Bastian Solutions to launch an automated micro-fulfilment centre (MFC). The retailer will use the MFC to accelerate order fulfilment and enhance customer experience in Carlstadt, New Jersey. This automated technology will improve fulfilment efficiency for a wide range of grocery-packaged goods as well as fresh and frozen items, ensuring customers receive exactly what they need quickly and efficiently.
Expanding the Store Fleet Across the United States
H Mart is ramping up its presence in new and existing markets. The Asian grocer is currently planning to arrive in Florida with an upcoming store in Orlando, marking the newest state for its expanding store fleet. Florida will be the third new state H Mart has entered in the past year. Earlier in 2024, the grocer opened its first store in Utah and made its debut in Nevada with a Las Vegas location. Along with the Florida store, H Mart has other locations listed as “coming soon” in California (Dublin and Westminster) and Texas (Dallas and Austin).
Key Information About H Mart Operations
| Category | Details |
|---|---|
| Founded | 1982 in Woodside, Queens, New York |
| Store Count | Over 100 stores across the U.S. |
| Delivery Partners | Uber Eats, Uber Direct, DoorDash |
| E-commerce Platform | VTEX (SaaS commerce platform) |
| New Markets | Florida, Nevada, Utah |
The Unique H Mart Shopping Experience
For those new to the grocer, the produce section offers great quality at a very reasonable price. You’ll find loads of in-season herbs that are unique to Asian cuisines, including kkaenip (perilla leaves), lemongrass, and yu choy. If you love grilling at home, the meat section features rows of frozen, thinly sliced pork belly and beef brisket, as well as pre-marinated bulgogi and chicken. Additionally, H Mart is committed to offering live seafood, often featuring tanks of fresh lobster, abalone, and other shellfish. Beyond food, the homewares section is a go-to for sourcing dinner-table essentials like bowls, plates, and earthenware pots at a really good price.
