Pick n Pay, a South African retail group operating grocery and clothing stores, has launched an in-app shoppable video feed called Pick n Pay Inspire. The feature, integrated directly into the Pick n Pay asap! delivery application, allows customers to add items to their digital shopping baskets while watching related video content. The mobile application fulfills grocery orders within an hour.
The video feed will display recipes, entertainment and apparel content from Pick n Pay Clothing. Apparel orders processed through the application carry a delivery window of three to five business days. The platform displays product links on the screen as the items appear in the video, allowing users to process transactions without leaving the viewing environment.
“We’ve all done it – you spot a recipe on Instagram, screenshot it, open your grocery app and then try to remember what half the ingredients were," said Enrico Ferigolli, Retail Executive for Omnichannel at Pick n Pay. "Two apps, one meal, various searches and inevitably something gets forgotten. 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.”
The feature follows the company's previous initiatives in social commerce, including Unreal Deals, a live shopping broadcast that has run on the Pick n Pay website, Facebook, Instagram and TikTok since 2024. The live program allows viewers to interact with hosts and purchase discounted products during the broadcast. Pick n Pay recently integrated this live shopping format into the new Pick n Pay Inspire environment.
In July 2026, the retail group added Penny, an artificial intelligence shopping companion, to its delivery application. The conversational interface allows users to search for products, find meal inspiration and build grocery orders using voice commands or image uploads rather than traditional search filters.
“The future of digital grocery is about making shopping feel less like a chore and more like a natural part of everyday life," Ferigolli said. "Penny and Pick n Pay Inspire are two different ways of doing that. With Penny, you can ask what to make for dinner, show it a photo or simply tell it what you need. With Pick n Pay Inspire, you can discover something you want to make or try and shop it there and then."
