Dive Brief:
- Ahold Delhaize USA announced Wednesday a partnership with Pear Commerce that enables shoppers to add items to their digital carts from non-ADUSA websites.
- The tie-up aims to strengthen the connection between media, content and commerce for both ADUSA and its CPG partners, as well as create new opportunities for AD Retail Media.
- This announcement is the latest example of how ADUSA is expanding its e-commerce capabilities beyond its own in-house digital websites and apps.
Dive Insight:
ADUSA continues to find ways to link shoppers’ digital carts to online outposts where they peruse recipes, discover new products and view digital content.
The integration of Pear Commerce’s technology, which became available to shoppers across all five ADUSA banners this month, allows shoppers to add items to their ADUSA digital carts from recipes on CPG partners' websites, brand product pages and store locator tools.
“By creating more intuitive connections between inspiration and purchase, we’re helping shoppers move from discovery to cart with fewer steps, while unlocking additional opportunities for our CPG partners to engage shoppers in more meaningful and actionable ways,” Keith Nicks, ADUSA’s chief commercial and digital officer, said in a statement.
The new integration also lets AD Retail Media link its investments more directly with shopping actions and helps brand partners connect with shoppers closer to the point of purchase, the announcement noted.
ADUSA rolled out a similar omnichannel capability in April called Click2Cart that lets shoppers add products directly to their cart from digital ads, social media and brand-owned channels.
Ahold Delhaize’s stateside e-commerce business has become a growth driver for the broader company. During the first half of 2025, Ahold Delhaize achieved e-commerce profitability on a fully allocated basis — a milestone it hit largely because of ADUSA’s omnichannel work.
