A New Era in E-commerce: Pick n Pay asap! Hosts SA’s First Live Grocery Shopping Show, trends on Twitter

Pick n Pay asap! breaks new e-commerce ground as the first local supermarket retailer to host a live shopping show, transforming how South Africans shop online for everyday essentials like toilet paper, IQF chicken, cheese, and nappies.

Hosted by some of South Africa’s favourite influencers - including comedians, chefs, and lifestyle personalities - the event combined the entertainment of live interaction with the convenience of real-time shopping via the app.

The event was streamed on pnp.co.za, Facebook, Instagram and TikTok on 22 August at 7:30 pm, and enabled viewers to shop showcased products - from quality cleaning supplies to budget-friendly meal options - throughout the broadcast. Orders were fulfilled and delivered within an hour of stores opening this morning.

The event quickly gained traction, trending on Twitter and resulting in an impressive overnight orders surge of more than 200%. Viewers were highly engaged, with an average watch time of 10 minutes per 15-minute segment and an overall engagement rate exceeding 40%, underscoring the appeal of this dynamic new shopping format.

This innovation reflects the evolving landscape of online shopping, where customers increasingly turn to social media for inspiration, advice, and recommendations, much like the viral #TikTokMadeMeBuyIt trend that has sparked countless spontaneous purchases.

The debut event featured seven dynamic 15-minute segments hosted by renowned comedian and actress Celeste Ntuli, alongside popular content creators. Highlights included The Funny Chef elevating ready meals into gourmet dishes in the “Make it Fresh” segment, Mbali Nhlapo sharing cleaning hacks in “Spotless Space,” and TT MBHA offering parenting tips in “Unreal On-The-Go Parents.” Other segments spotlighted braai tips with Dine with Neo and liquor insights from Chef Ollie Swart.

“This is our fresh approach to online grocery shopping, tailored to today’s customers who want to shop conveniently from home while being entertained and informed. We’re proud to be the first supermarket in South Africa to pioneer this live grocery shopping experience for customers,” says Vincent Viviers, Co-Head: Omnichannel at Pick n Pay.

Unlike the scripted infomercials of the 2000s, the segments were unscripted, delivering authentic and relatable content that leveraged real-time interaction. This approach marks a significant milestone in South African e-commerce, combining live interaction and community engagement with the practicality of on-demand shopping. This move aligns with Pick n Pay’s commitment to strengthening its omnichannel offering. Last year, the retailer reported a 74.4% increase in FY24, with its on-demand platforms seeing a strong 102.3% growth, building on the 130% growth achieved the previous year.