Pick n Pay has built a shoppable video feed into its asap! delivery app, the second feature launch on the platform in two months as the retailer tries to close ground on Checkers Sixty60.

The feature, Pick n Pay Inspire, runs a scrolling feed of recipe, entertainment and Pick n Pay Clothing videos. Products appear on screen as they are featured and can be added to the basket in a tap. Groceries are delivered within an hour; clothing takes three to five business days. Pick n Pay says it is the first South African grocery retailer to do this.

“With Pick n Pay Inspire, there are no screenshots, no searching and no trying to remember what you saw. It takes you from ‘I want that’ to ‘it’s in my basket’ in just a tap,” said Enrico Ferigolli, retail executive for omnichannel at Pick n Pay, in a statement on Tuesday.

The mechanic is not new to the company. Pick n Pay has run a live shopping show, Unreal Deals, since 2024 on its website and on Facebook, Instagram and TikTok. What changed on Tuesday is that the show now broadcasts inside asap! itself, alongside the pre-recorded feed.

It follows Penny, the conversational assistant Pick n Pay put into asap! in July, which takes voice and image input instead of search and filters. Shoprite answered this month by adding text, voice and image handling to Pixie, the assistant ShopriteX built for Sixty60.

Features are the ground Pick n Pay can contest. Scale is not. Shoprite disclosed Sixty60 turnover of R25.5-billion in FY2026, up 34.5%. The R6.6-billion increase accounted for roughly 43% of the growth in its South African supermarkets business. Pick n Pay has never published a comparable turnover figure for asap!, and Tuesday’s announcement carried no numbers at all – no order volumes, no users and no investment figure.

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The record of shoppable video elsewhere is not encouraging, however. Meta shut live shopping on Facebook in October 2022 and removed it from Instagram the following year, both platforms with far larger audiences than a grocery app. Amazon has repeatedly scaled back Amazon Live. Whether a delivery app with a defined basket of household products is a better fit than a social feed is the bet Pick n Pay is making. — (c) 2026 NewsCentral Media