Pick n Pay’s revamped app sparks 40% growth in on-demand grocery sales
The retailer’s digital transformation has expanded its customer base and increased first-time buyers substantially.
SOUTH AFRICA – On-demand grocery turnover at Pick n Pay rose 40% year-on-year in the first half of FY26 after the company fully updated the technology behind its asap! app in April.
The retailer said the next-generation app is operating profitably on a fully costed basis while scaling operations across South Africa, with first-time buyers growing 131% since launch and 78% of them coming from the revamped platform.
Asap! now offers over 44,000 products across 620 stores nationwide and is supported by a network of more than 2,500 drivers.
Enrico Ferigolli, Pick n Pay executive head of Online, said the three-year effort to rebuild both the back-end and front-end systems has created a seamless shopping experience where customers can shop, earn, and save in one platform.
The app has achieved a 4.3 out of 5-star rating on both the Play Store and Apple App Store, outperforming most competitors, with users highlighting the ability to select preferred stores, access Pick n Pay’s national hypermarket network, and redeem Smart Shopper points.
Search functionality has been upgraded with an AI-powered engine that delivers tailored results based on previous shopping behaviour and can handle spelling errors, with queries like “vegan” returning over 1,200 items.
Ferigolli noted that optimising the search experience was crucial as most users begin their shopping journey with a search, and the app now prioritises results aligned with past purchases.
The retailer’s full website relaunch, which added on-demand ordering, has generated more than a 200% increase in weekly online orders, with franchise supermarkets contributing significantly alongside company-owned stores.
Improved app design and the introduction of a new content management system have led to higher basket values and allow Pick n Pay to update the platform without releasing new versions.
Looking ahead, the company plans to add eBucks spending functionality through its partnership with FNB, following the success of the PayDay promotion that offered free delivery and exclusive deals on the 15th of each month.
Additional features under development include shopping lists, reordering of previous purchases, and meal planning tools, while Smart Shopper loyalty benefits will be more closely integrated into the app.
Pick n Pay continues to focus on enhancing delivery speed and managing stock levels to meet customer expectations as the company expands its on-demand service nationally.
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