Pick n Pay launches shoppable video feed in asap! app

Pick n Pay has launched Pick n Pay Inspire, a shoppable video feed integrated directly into its asap! delivery app. This feature, described as a first for a South African grocery retailer, allows customers to browse a scrolling feed of recipes, entertainment, and clothing content. Users can add featured products to their digital baskets with a single tap.

Groceries ordered through the feature are delivered within one hour, while clothing items are delivered within three to five business days. The initiative aims to reduce friction in the shopping process by eliminating the need for users to screenshot content or manually search for ingredients seen in videos. This launch follows the retailer's previous experimentation with the Unreal Deals live shopping show, which has operated on social media platforms since 2024.

The move is seen as an effort to compete with rivals like Checkers Sixty60. While Pick n Pay has not released specific financial data regarding the new feature, the launch follows recent technological updates to the asap! platform, including the introduction of Penny, a conversational assistant.