Pick n Pay Turns Its Asap App Into A Retail Super App With New Clothing Rollout

Pick n Pay is taking another bold step in its digital transformation journey, quietly reshaping how South Africans shop online. The retailer has officially added its full clothing range to the asap app, signalling a clear ambition to build one of the country’s first true retail super apps.

A Single App For Groceries, Clothing And Everyday Essentials

For years, local shoppers used the asap app for one thing fast groceries delivered in about an hour. Now the app is growing into something more all-in-one and lifestyle focused.

With clothing now built directly into the interface, customers can browse dresses, babywear, basics and seasonal fashion in the same place they order their weekly groceries. The difference is in delivery times. Groceries remain a 60-minute service, while clothing orders are sent nationwide from a Johannesburg dark store and arrive within three to five working days.

Delivery costs R60, but orders above R600 qualify for free nationwide delivery.

Making Fashion More Accessible Across South Africa

Pick n Pay Clothing has gained a loyal following over the years, especially among families looking for quality items at lower price points. But its standalone online store, launched in 2020, operated at a smaller scale.

By plugging clothing into the asap app, the brand suddenly has access to millions of existing shoppers who had already shown strong online buying behaviour.

According to Hazel Pillay, executive for Pick n Pay Clothing, the move helps the retailer reach customers who may not live near stores with full clothing departments. It also meets a clear demand for affordable fashion in a tough economic climate.

More Rewards For Digital Shoppers

The integration comes with sweeter benefits for loyalty members.

Smart Shopper users can now earn and redeem points on clothing purchases through the asap app, making it easier to collect rewards on everyday essentials and wardrobe updates.

FNB eBucks customers also get a boost. Clothing purchases via the app can earn up to 30 percent back, up from the 20 percent usually offered in store. For budget-conscious households, these loyalty perks make a noticeable difference.

A Bright Spot In Pick n Pay’s Digital Strategy

While Pick n Pay has faced its share of challenges in recent years, the asap platform remains one of the strongest performers in its turnaround strategy.

Online turnover grew 31.8 percent in the 48 weeks ending 1 February 2026. Even more telling is the surge of first-time buyers, which jumped by 131 percent after the app relaunch.

The addition of clothing positions the brand to keep that momentum going, while nudging the app toward a broader marketplace model similar to global super apps that combine delivery, retail, services and rewards in one place.

What’s Next For The Asap App

The app already offers airtime and data purchases, and Pick n Pay has hinted at expanding value-added services even further.

If the retailer succeeds in building a true super app, it could dramatically change how South Africans shop online especially at a time when convenience, cost savings and digital-first habits are shaping the future of retail.

For now, customers can try out the expanded asap experience with a simple tap, whether they are looking for dinner ingredients or a new pair of jeans.

{Source:Tech Central}

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