Pick N Pay Asap! Adds Inspire Shoppable Video Feed in SA

In Short

Pick n Pay asap! is rolling out Pick n Pay Inspire, a shoppable video feed inside its grocery app. Customers can add items to their basket directly from videos and get delivery in as little as an hour.

What Happened

Pick n Pay asap! has launched Pick n Pay Inspire, a new in-app video feed designed for shopping while watching. This is often called social commerce, which means buying products directly from content, like a TikTok clip that doubles as a storefront.

In Pick n Pay Inspire, products appear on the screen as they are featured in a video. Shoppers can tap to add items to their basket without leaving the video experience. Pick n Pay says orders can be delivered within an hour, which places the feature in the fast grocery delivery category.

The retailer says the goal is to remove steps between discovery and checkout. Instead of seeing a recipe on social media, then manually searching for ingredients in another app, the video and the cart are connected.

Pick n Pay Inspire will include recipes and entertainment content. It will also include content from Pick n Pay Clothing, with delivery timelines of three to five business days.

The launch follows Pick n Pay’s earlier experiments with social commerce through its Unreal Deals live shopping show, which has been running since 2024 on its website and social platforms. Pick n Pay says Unreal Deals went live from the Inspire feed for the first time on 25 August, bringing live shopping into the app.

Pick n Pay asap! has also been adding AI features. Last month it introduced Penny, a conversational AI tool, meaning a chat-style assistant that helps you shop using natural language instead of keyword search.

Why It Matters

Shoppable video inside a grocery app is a bet on content-led discovery, not just search and promotions. If it works, it could increase impulse buys, improve conversion rates, and keep customers inside one experience from inspiration to payment to fulfilment.

For other African retailers and quick commerce players, Pick n Pay’s move is a signal that app engagement is becoming as important as delivery speed. The next question is whether shoppers will actually use video feeds for weekly grocery runs, or only for occasional meal ideas and deals.