Ahold Delhaize USA has partnered with SmartCommerce to deploy its Click2Cart technology across five of its omnichannel grocery chains in the US.
From this month, customers of Food Lion, The GIANT Company, Giant Food, Hannaford and Stop & Shop will be able to add products to their online baskets directly from digital advertising, social media posts and brand-owned channels.
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According to Ahold Delhaize USA, the set-up is intended to shorten the path between viewing a product online and completing a transaction.
Ahold Delhaize USA chief commercial and digital officer Keith Nicks said: “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.”
Click2Cart enables shoppers to engage with digital content and place featured items straight into their online carts.
It also includes Shopper’s Choice, a function that allows users to select their preferred Ahold Delhaize USA banner when adding products.
The integration is intended to connect off-site digital engagement with store fulfilment across the group’s brands, allowing shoppers to act on online content by adding goods to their baskets.
Ahold Delhaize USA said the platform also offers consumer packaged goods partners a way to connect campaigns with shoppable formats across paid, earned and owned media.
SmartCommerce said its platform uses machine learning to refine banner selection according to product availability and can handle substitutions where required.
SmartCommerce founder and chief brand officer Jennifer Silverberg said: “This partnership is about closing the gap between demand and purchase. Brands are investing heavily to drive interest, and Ahold Delhaize USA is creating a more seamless path to turn that intent into real carts.”
In its latest financial update for FY25, Ahold Delhaize reported increased fourth-quarter earnings and double-digit growth in online sales while outlining investment plans and financial guidance for 2026.
Net sales for the quarter totalled €23.49bn ($27.88bn), rising 6.1% at constant exchange rates and 0.9% at actual exchange rates.
Operating income was €899m, or 3.8% of net sales.
That figure was €96m below underlying operating income, largely due to impairment charges linked to a shift towards a store-first omnichannel fulfilment network in the US.
Ahold Delhaize is due to publish its first-quarter 2026 results on 6 May 2026.
