Pick n Pay adds clothing to Its on-demand delivery app, expanding beyond groceries

The South African retailer is using its asap! app to give its clothing brand national reach, fulfilling orders from a dedicated Johannesburg warehouse within three to five working days.

Pick n Pay, one of South Africa's largest supermarket and general merchandise retailers, has added its clothing range to asap!, its on-demand delivery app, making the brand available nationwide through the platform for the first time.

The integration means customers can now browse and order clothing within the same app they use for grocery deliveries, loyalty rewards through the Smart Shopper programme, and value-added services such as airtime and data purchases. Orders are placed separately, clothing is delivered within three to five working days at a cost of R60, or free on orders above R600, while groceries continue to be delivered within 60 minutes. All clothing orders are fulfilled from a dedicated dark store in Johannesburg.

Pick n Pay Clothing launched a standalone e-commerce website in 2020, but the channel operated at a scale comparable to a single large physical store. Folding the brand into asap! gives it direct access to the app's existing user base without requiring customers to create a new account or learn a different interface — Smart Shopper details, payment information, and browsing preferences carry over automatically.

"The launch of clothing on the app allows us to reach customers who previously may not have had easy access to our clothing offer in stores," said Hazel Pillay, executive for Pick n Pay Clothing. "The clothing experience on the asap! app now mirrors how customers already shop for groceries, allowing them to browse a full in-store range by category, access detailed size charts by gender and product type, and navigate an intuitive interface designed to reduce friction in the online fashion journey."

The move is part of a broader effort to consolidate Pick n Pay's digital services into a single platform. The retailer relaunched asap! last year with an updated interface, Smart Shopper integration, and expanded services, which it says drove a 131% increase in first-time buyers. In the 48 weeks ended 1 February, online turnover through the app grew 31.8%.

"We are bringing multiple services together in one place on our Pick n Pay super app," said Enrico Ferigolli, retail executive for omnichannel at Pick n Pay. "Customers like to browse online and shop in-store, or vice versa. The app allows us to deliver an online experience that connects seamlessly with our physical stores."

Further services are planned as the group continues to invest in the platform.