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Singapore startup helps offline stores face e-commerce onslaught

Honestbee opens tech-driven outlet, eyes 3 markets in Asia

At Habitat by Honestbee, shoppers scan bar codes to purchase items. (Photo by Kentaro Iwamoto)

SINGAPORE -- Honestbee, operator of an online grocery delivery app in eight Asian countries and regions, plans to open cashless offline stores in three overseas markets next year, according to CEO Joel Sng. 

The move offline is aimed at helping traditional retailers counter the growing threat from big e-commerce companies in the region, led by and Alibaba Group Holding. Honestbee opened its first bricks-and-mortar supermarket in Singapore in October.

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