Emerging markets such as Thailand, the Philippines and Indonesia are among key targets for online grocery retailers, mainly due to their large populations. There are 200 million mobile subscribers in those countries alone, more than enough to justify the expansion of online grocery services. Happyfresh, one such service, recently expanded into the Philippines and currently targets homemakers and the younger generation. The key for Happyfresh is getting an order to a customer within one hour or less, which is a potential difficulty in the crowded streets of Manila.