Pick n Pay, one of South Africa’s largest grocery retailers, is ramping up its digital transformation efforts under new leadership, signaling a major shift in how the 57-year-old company approaches modern retail in an increasingly online-first market.
Kerry Janse van Rensburg has taken the helm as head of digital operations, tasked with overhauling the retailer’s digital infrastructure and creating a unified shopping experience that connects physical stores, mobile apps, and online platforms. The appointment comes as African retailers face mounting pressure to compete with global e-commerce players and meet rising consumer expectations for seamless digital experiences.
Fixing the fundamentals first
Pick n Pay’s immediate focus centers on addressing pain points that have plagued many traditional retailers attempting digital pivots: clunky mobile experiences, slow-loading websites, and disconnected backend systems that make online ordering frustrating for customers.
The company is prioritizing performance improvements across its online and mobile platforms while simultaneously optimizing fulfillment operations behind the scenes. This includes streamlining order picking, inventory management, and last-mile delivery processes that often determine whether customers return for repeat purchases.
“We’re removing friction points across the entire customer journey,” the company stated, acknowledging that digital transformation isn’t just about launching apps but fundamentally rethinking how operations support online shoppers.
Bridging physical and digital worlds
The retailer’s omnichannel strategy goes beyond basic click-and-collect services. Pick n Pay is deploying in-aisle QR codes, digital screens, and geo-fencing technology to create what it calls “connected shopping experiences” that blur the lines between online and offline retail.
These tools aim to deliver personalized, consent-based services—think location-triggered offers when customers enter stores, or product information accessible via smartphone scans while browsing aisles. The company is also integrating a customer data platform to consolidate shopper behavior across all touchpoints, enabling more sophisticated targeting and personalization.
The approach mirrors strategies employed by retailers like Target and Walmart in the United States, which have invested heavily in technologies that recognize customers regardless of whether they’re shopping in-store, on mobile, or through third-party platforms.
Mr D partnership drives 44% growth
A key pillar of Pick n Pay’s digital acceleration is its partnership with Mr D, South Africa’s popular on-demand delivery platform owned by Takealot Group. The collaboration has proven lucrative: grocery orders through Mr D surged 44% year-on-year during the first half of 2025, demonstrating robust appetite for online grocery shopping in South African markets.
Pick n Pay is doubling down on this channel with investments in faster delivery times, app-exclusive deals, and data-driven personalization features designed to convert occasional users into regular digital shoppers. The company is also streamlining checkout processes—a critical conversion point where many online grocery carts are abandoned.
The partnership model allows Pick n Pay to tap into Mr D’s established delivery infrastructure and customer base without bearing the full cost of building its own last-mile logistics network from scratch, a capital-intensive challenge that has tripped up many grocery retailers attempting direct-to-consumer delivery.
The long game: becoming digitally native
Beyond quick wins, Pick n Pay’s vision extends to fundamentally reimagining itself as a “digitally-led, agile retailer” rather than a traditional grocer with digital features bolted on.
This means connecting all platforms—websites, mobile apps, loyalty programs, social media channels—into a cohesive ecosystem where customer data flows seamlessly and shopping experiences feel consistent regardless of touchpoint. The company wants customers to start a shopping list on Instagram, add items via the mobile app during their commute, and complete checkout in-store without friction.
It’s an ambitious goal that requires not just technology investments but cultural transformation within an organization built around physical retail. Success will depend on Pick n Pay’s ability to break down internal silos, retrain staff, and maintain momentum as competitors like Shoprite and Woolworths pursue similar strategies.
What’s at stake
The urgency behind Pick n Pay’s digital push reflects broader trends reshaping African retail. Internet penetration is rising rapidly across the continent, smartphone adoption is accelerating, and younger consumers increasingly expect digital-first experiences even for routine grocery shopping.
Retailers that fail to adapt risk losing ground to pure-play e-commerce competitors and more digitally savvy rivals. For Pick n Pay, the transformation isn’t optional—it’s existential.
The company hasn’t disclosed specific investment figures for its digital initiatives, but the scope of changes suggests substantial capital allocation toward technology infrastructure, talent acquisition, and partnership development.
As African tech ecosystems mature and consumer behavior continues shifting online, Pick n Pay’s digital transformation will serve as a bellwether for how traditional retailers across emerging markets can successfully navigate the transition from brick-and-mortar dominance to omnichannel relevance.
