Seafood City launches digital marketplace

MANILA, Philippines — Seafood City, the biggest Filipino-founded grocery chain in North America, has partnered with Philippine brands for a digital marketplace app that will cater to global Filipinos.

During the Philippine launch of the app recently, SFC+ Inc. president and CEO Elewin Rebaya, who is also Seafood City executive vice president, told reporters the SFC+ app would be officially available on Oct.15.

The app will allow users to purchase products from both US and Filipino brands.

In particular, the app will allow users based in the Philippines to purchase products from physical stores of Seafood City, with 38 branches located in the United States and Canada, for delivery to their relatives abroad.

Similarly, overseas Filipinos can also buy products of local brands and have these delivered to the homes of their relatives or friends in the Philippines.

Beyond shopping, the app will allow users to pay bills, send remittances and even invest in the future of the family members they support in the Philippines.

Some of the key features of SFC+ include zero-fee remittance, bills payment and banking services by BayaniPay with East West Bank USA and BDO Unibank Inc.

Users can also get discounted iWant TFC subscription, convert SFC+ points into Philippine Airlines Mabuhay Miles and vice versa, purchase SM Development Corp. condominiums, access SM brands and outlets through the SM Gift Pass Choice, as well give donations directly to the ABS-CBN Foundation Inc. and Gawad Kalinga USA.

“SFC+ will make these experiences rewarding for every global Filipino through our membership program,” Rebaya said.

Initially, SFC+’s aim is to get Seafood City’s 400,000 members to use the app.

While the primary market for now is the North American region, Rebaya said SFC+ intends to eventually bring the app to more markets to reach global Filipinos.

He said SFC+ also plans to get more brands on board to expand its service offerings to global Filipinos.