Dive Brief:
- The USDA published a final rule on Friday that paves the way for WIC participants nationwide to use their benefits when ordering online.
- The rule takes effect on Dec. 7. The federal government is requesting comments on the rule until Jan. 5, 2027.
- The regulatory action comes after years of advocacy by the grocery industry to modernize WIC to make online ordering accessible to program participants.
Dive Insight:
The change will make online ordering accessible to the approximately 7 million participants in the WIC program by taking steps like removing its prohibition on authorizing internet-based vendors.
The USDA said in the rule that it will support states in developing and implementing modernized systems to allow WIC online ordering.
The agency also noted that allowing WIC online ordering complements the program’s transition to EBT cards.
The grocery industry has pushed for years for WIC participants to have the ability to use their benefits when buying groceries online. A handful of states and retailers started piloting WIC online ordering over the last few years. In 2025, Walmart launched WIC online shopping in two states, and this summer, Meijer started accepting WIC benefits for online purchases in Michigan.
Instacart announced it is building backend tech infrastructure to launch online WIC payments on its platform by the end of 2027 and plans to bring this capability to its partner retailers’ sites. Instacart said it spent years advocating alongside public health leaders and the National WIC Association to push for this policy change.
“This long-awaited update is an essential step to ensuring that WIC families are provided with the most convenient and equitable shopping methods that keep up with the advancements of the retail grocery industry,” Georgia Machell, president and CEO of the National WIC Association, said in a statement. “This push can have a transformative impact on Black, Brown, and rural communities who often disproportionately face barriers to food access.”
