Pick n Pay integrates clothing line into on demand delivery app to compete with fashion giants

Pick n Pay integrates its clothing line into the Asap app, offering nationwide delivery and loyalty rewards to compete with Shein and Bash.

By: AXL Media

Published: Mar 3, 2026, 2:57 AM EST

Source: The information in this article was sourced from MyBroadband

Expansion Into the Fashion Super App Market

Pick n Pay has officially integrated its clothing products into the Asap on-demand delivery application, representing a significant evolution for the platform. Originally launched as a grocery delivery service, the app now features two distinct tabs allowing users to toggle between food and fashion. This move is designed to transform Asap into a comprehensive super app, providing a single point of access for various retail services. By placing clothing alongside daily essentials, the retailer intends to make quality apparel more accessible to its existing millions of app users.

Strategic Fulfillment and Inventory Management

To support this expansion, all online clothing orders will be processed through a dedicated dark store located in Johannesburg. This specialized facility is intended to maximize stock availability, focusing specifically on high demand bestsellers that frequently sell out in traditional physical locations. While grocery orders continue to operate on a 60 minute on demand schedule, the clothing segment will offer nationwide delivery within three to five working days. This hybrid delivery model allows the retailer to manage logistics efficiently while providing broad geographic reach.

Competitive Pricing and Launch Incentives

In an effort to capture market share from established fashion platforms such as Shein and Bash, Pick n Pay has introduced several launch promotions. Through March 31, 2026, the retailer is offering free delivery on clothing orders exceeding 350 Rand. Additionally, customers can earn 10 times the standard Smart Shopper points on these purchases. Once the initial promotion concludes, a flat delivery fee of 60 Rand will apply to smaller orders, with free shipping triggered at a 600 Rand threshold.