Dive Brief:
- Ahold Delhaize USA is rolling out an omnichannel capability that lets shoppers add products directly to their cart from digital ads, social media and brand-owned channels, according to a Tuesday press release.
- The Click2Cart capability, which comes from ADUSA’s new partnership with software development firm SmartCommerce, spans the grocery company’s five stateside banners.
- The new digital feature follows Ahold Delhaize’s ongoing digital sales success and comes at a time when the grocery industry is focused on reaching more shoppers online.
Dive Insight:
Click2Cart builds on the digital capabilities that have become vital for Ahold Delhaize USA as the company’s stateside operations continue to drive digital sales growth.
Ahold Delhaize saw online sales in the U.S. grow 22.8% in the final quarter of fiscal 2025. In addition, last summer Ahold Delhaize announced it had achieved e-commerce profitability on a fully allocated basis during the first half of last year.
Click2Cart, which became available to shoppers this month, lets customers add products they see on online platforms not run by Ahold Delhaize to their cart. The digital tool also includes a functionality that lets customers select their preferred Ahold Delhaize USA brand when adding items to their cart, according to the announcement.
Ahold Delhaize noted that this tie-up with SmartCommerce will give CPG brands more ways to connect their campaigns to shoppable experiences.
“[W]e are focused on meeting shoppers wherever they are in their journey,” ADUSA Chief Commercial and Digital Officer Keith Nicks said in a statement. “This collaboration creates a simpler, more connected experience, helping customers go from discovery to cart in just a few clicks from the digital channels they use every day. It also strengthens how we connect engagement to measurable e-commerce sales, unlocking new opportunities for growth across our digital ecosystem.”
