How does AOV trend over time and how do JOKR's product categories evolve as stores mature?

AOV is largely driven by the type, quality, quantity, and rotation of your assortment. There's a direct dependency. As we get to a better inventory, have better products, better brands and the right balance between local and global brands, offer products across multiple categories and have the right mix between convenience and food articles and SKUs, and as we're able to rotate them -- as I explained before with regard to category management and what is it really that customers need and when -- that drives AOV. That is the biggest AOV driver.

The second biggest AOV driver is people getting comfortable with your service. If you execute reliably, the service works, it's delivered on time and in full, then that creates a stronger habit. As it becomes a habit, customers feel more comfortable replacing their offline grocery shopping with your service entirely. At this point in time, for an early customer, it's an add-on to their offline grocery shopping. Over time as they build the habit, they more and more replace that into becoming their true alternative for offline grocery shopping.

That's why AOV progression is a function of assortment and a function of time.