The move comes as 7-Eleven tries to tap into the growing demand for food home delivery to compete with online rivals like Rakuten and Amazon.
May 17, 2020
Laura Mullan

Japan's largest convenience store chain, 7-Eleven, enters food delivery market

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Japan
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Japan’s largest convenience store chain, 7-Eleven, is set to launch a new food delivery service called ‘Net Konbini’ that will allow customers to...

Japan’s largest convenience store chain, 7-Eleven, is set to launch a new food delivery service called ‘Net Konbini’ that will allow customers to have their groceries delivered in as little as two hours.

The move comes as 7-Eleven tries to tap into the growing demand for food home delivery to compete with online rivals like Rakuten and Amazon.

Known as ‘Net Konbini’ - the commonly shortened form of ‘convenience store’ in Japanese - the new delivery service plans to cover 7-Eleven's entire network of around 20,000 stores, following a soft launch in 25 stores in Hokkaido in October.

The delivery service will allow customers to choose from 2,8000 products - including Japanese store staples such as rice balls and bento lunch boxes - and place their order 24 hours a day.

Thanks to a partnership with logistics firm Seino Holdings, delivery trucks will be able to pick up orders from 7-Eleven outlets and drop them off to customers.

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The convenience store company says that its large portfolio of brick-and-mortar stores will give it a competitive edge in the e-commerce and delivery business.

Although 7-Eleven has run its “Seven Meal” meal delivery service since 2000, the move is seen as a first in the nation for convenience stores.

Speaking at a seminar, 7-Eleven President Kazuki Furuya said: “Using 20,000 stores to immediately deliver any of 2,800 products is a service only Seven-Eleven can provide.”

Demand for home delivery has grown quickly in Japan.

Last year Amazon Japan rolled out its “Amazon Fresh” grocery service in the country and the country’s leading e-commerce operator Rakuten is planning to open an online supermarket service, Rakuten Seiyu Netsuper, in partnership with Walmart subsidiary Siyu.

According to a report by IGD convenience stores will be the fastest-growing bricks-and-mortar channel in Asia over the next five years, as consumers change their shopping habits and opt for smaller portions, packaged food and ready-to-eat products.

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