Dive Brief:
- DoorDash this week launched a digital storefront dedicated to items shoppers frequently need but may be embarrassed to buy in person, per a company announcement.
- CringeMart includes a curated collection of items like condoms, digestive aids, pregnancy tests and sex toys.
- Although it's mainly known as a delivery provider, DoorDash has expanded its own digital retailing business in recent years, with a particular focus on groceries and convenience items.
Dive Insight:
With the launch of CringeMart, DoorDash is leaning into a subcategory of goods that many shoppers have come to rely on the company to deliver. Last year, more than 4 million shoppers purchased these “awkward essentials” through DoorDash’s platform, according to the announcement.
The new digital storefront includes many items that c-stores sell, like Gatorade, condoms, over-the-counter medications and chewing gum. Colorfully named categories include “Daily dump” (digestive aids and laxatives) and “Flow state” (pads and tampons), underscoring the focus on young consumers.
“There's nothing actually 'cringe' about any of these items, but buying them can still feel that way," Zaria Parvez, head of brand social at DoorDash, said in the company announcement. "If it's in CringeMart, it's probably something you need but don't want to be seen in public with, which is exactly why we built it.”
Although it primarily operates as a delivery provider for retailers, including c-stores, DoorDash has built out its own digital retailing business. Six years ago, it launched DashMart, its online convenience store, and expanded it to markets across the country. Last year, the company began offering DashMart as a service to other retailers, signing up companies like Kroger, Party City and CVS.
Numerous c-store chains have linked with DoorDash on delivery service, including 7-Eleven, Cumberland Farms and Jacksons Food Stores.
