Chu says that from the beginning, adMart has been swamped by unexpectedly heavy demand.

CNN: Groceries to go

"Strictly speaking, adMart is not an electronic appliance retailer, " says Frederick Sin, operations director at Fortress.

CNN: Groceries to go

But isn't adMart ultimately competing against some of the biggest advertisers or potential advertisers of Lai's media properties?

CNN: Groceries to go

Chu says he believes grocery prices have fallen 20% in the established stores for items that adMart carries.

CNN: Groceries to go

By year's end, Chu expects adMart to have 120 shops, 25 warehouses, 448 vehicles and more than 3, 000 employees.

CNN: Groceries to go

Chu says a few major retailers have cut advertising from Apple and Next because they are sister companies of adMart.

CNN: Groceries to go

Even at this early stage, adMart is demonstrating its worth to consumers.

CNN: Groceries to go

Lai's new direct marketing venture, adMart, goes head to head with Li enterprises such as Park 'n Shop supermarket chain and electrical appliances retailer Fortress.

CNN: Newsmakers

" He nevertheless discerns a problem for adMart: Hong Kong's size - "Any online e-commerce focusing only on a population like Hong Kong is going to be in for a real disappointment.

CNN: Groceries to go

Wellcome relaunched its website after adMart started up.

CNN: Groceries to go

The same will go for adMart.

CNN: Groceries to go