Rappi is a Colombian app that was created in August 2015 by Simon Borrero, Felipe Villamarín, and Sebastián Mejía. The three of them knew that their app wasn’t the first one to offer food delivery services, so they looked for an innovative strategy to capture users’ attention. It is valued in 5,25 billion.
Now it’s one of the largest startups in Latam. It was recognised as the Colombian Superapp by the CEO of Softbank in 2019 as a result of their focus on the latinoamerican market. TIME magazine has highlighted Rappi as one of the most important companies. This recognition underscores the relevance and impact that the Colombian platform has had on eCommerce and digital services in Latin America.
The app started becoming popular when they started promoting it by giving away donuts in exchange for downloads. They also added the “Rappi Antojo” button, which allowed users to order anything they wanted and have it delivered directly to their homes.
In the blink of an eye, Rappi managed to position itself as one of the leading apps in Latin America. Rappi has made its way into 60 cities and 72 municipalities in Colombia. It has also achieved a presence in eight other countries in the region: Argentina, Brazil, Chile, Costa Rica, Ecuador, Mexico, Peru and Uruguay.
To date, the company has 2,000 direct employees, 2,000 people in charge of providing support and assistance in the customer service area, and 60,000 independent delivery drivers only in Colombia.
The latter receive various benefits, such as access to credit, medical assistance, scholarships, customer service courses, gasoline discounts, vehicle and maintenance discounts, accident insurance, and life insurance, among others.
What makes Rappi special is that it has the ability to bring the consumer closer to any type of product or service they require without the need to travel and bringing it to their doorstep in the shortest time possible. It’s practically like having a mall inside an application.
The company is convinced that by bringing ordinary people closer to businesses, its development is promoted, transforming businesses and simplifying consumers’ lives. All of this is achieved through its application, where users connect with businesses close to their location.
In 2023, Rappi achieved its first year of financial stability and reported annual net revenue of approximately 800 million dollars. Additionally, the company announced an investment of 110 million dollars in Mexico to expand its Rappi Turbo service, which promises food and pharmaceutical product deliveries in just 10 minutes. This innovation has set a new standard in rapid commerce, highlighting Rappi’s ability to provide advanced and efficient logistical solutions.
Now, there are more than 30 million users in their app.
The app stands out for having an interactive interface that gets personalized according to users’ interests. That is, it collects information from your order history and then tells you about the offers that are approaching your tastes and needs.
Rappi App Source: Apple Store
Rappi decided to listen to the needs of its users in order to create the best service. This is how, in a few months, it incorporated restaurants, fast food chains, pharmacies, supermarkets and even ATM services and favors.
They have three types of clients:
They also offer a service of traveling through Colombia, called RappiTravel. It is similar to other travelling apps such as Booking or Airbnb, with the competitive advantage of knowing colombian consumer and territory. This allows them to give the most customized options to their clients.
Rappi is a food delivery, grocery, and pharmacy app. As with any delivery app, the user can go to their favorite restaurant’s profile and order whatever they feel like enjoying to have it delivered right to their doorstep. The same option applies to supermarkets and pharmacies.
In this way, the user can order from the app all of the products they want to have in their pantry and someone from Rappi will take care of going to the supermarket, buying everything on the list, and bringing it to the home of whoever placed the order. It’s an option for saving time and enjoying the comfort of being at home.
As for pharmacy service, it is very similar to that of a market. Rappi takes care of finding the medication and bringing it to your home so that you don’t have to leave with that illness that has you bedridden.
Among the sectors (and companies) present within the application that have grown the most during 2023, the following stand out:
Obviously, you can make the typical order in which you add products to your cart, put your address, pay and receive the product(s) you ordered. But Rappi has innovated by offering other services in addition:
From 2020 to 2023, Rappi has closed important alliances with brands such as Makro, Bayonet and WhatsApp. In addition to this, they included Maluma, the colombian singer, as a commercial partner. He would work in the creative and visual part, in addition to including themes of urban culture on which his career is based, with the purpose of expanding the app’s frontiers.
You can opt to a express delivery in only 35 minutes with their service “Express”.
Rappipay is their own payment method along with DaviPlata (a service from the colombian Davivienda Bank). This platforms allows its users to pay securely with their debid card. As for the RappiPay debit card, it is accepted in any establishment (physical or online) in the world, as it is backed by Visa.
They also hace a credit card called “RappiCard”. It has some difference compared with RappiPay:
Some of the advantages of using RappiCard are Cashback up to 5% on purchases within RappiTravel on flights and hotels and Cashback of 1% on purchases in digital and physical stores.
The main cities where Rappi operates regionally:
Image: Depositphotos
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