'We're going to help you understand your missed opportunities,' t...
The company’s rapid expansion could be a high-risk strategy, though, and relies on keeping cash flowing from investors until profits materialize.
Every transaction generates data about shoppers such as where they live, what they want and when they need it. Rappi is looking to lure more and more people to the app, a move that would further enrich its data. “They’re trying to try to lock more users into their platform,” he added. “It could play out well. But it’s very early in the game to make sure this is the best strategy or not.”
Some industry experts raised concerns about the startup’s high cash burn and need for fresh funding to maintain its growth. They said Rappi may find it difficult to wean users off the big discounts and promotions it is offering to win them over, which can hinder profitability. If Gillette, for example, wants to launch a new razor, it can have Rappi send 100,000 samples to people aged between 27 and 35 years old who live in certain neighborhoods.
“Rappi has no choice but to keep growing. We see Rappi as a vehicle that will keep helping the development of e-commerce for groceries,” said Luis Macin, Nestle’s vice president of e-commerce in Mexico.
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