Freshbox is an e-grocery platform founded in 2018 by Matthew James. He envisioned bringing fresh produce from farmers to consumers’ tables directly, thus the concept ‘farm to table’ was introduced. Certainly, when the COVID-19 pandemic hit in late 2019, the e-grocery industry soared and Freshbox was able to grow significantly. They began to open offline stores starting with the first one in Mall of Indonesia. Despite the promising industry trend, the fact that the pandemic was coming to an end and customers started going back offline posed a threat to Freshbox. Other e-grocery platforms began to falter one by one, including the big players as well. The shifts in consumer behavior have forced Freshbox to go to survival mode. What strategies should Freshbox implement to survive in the constantly changing market?