Ahold Delhaize USA opens online carts to third-party digital properties
Ahold Delhaize USA is expanding shopping access to its grocery banners’ e-commerce sites.
The U.S. subsidiary of Dutch supermarket conglomerate Ahold Delhaize is deploying the SmartCommerce Click2Cart solution across its five omnichannel U.S. grocery brands. Starting in April 2026, customers shopping Food Lion, The GIANT Company, Giant Food, Hannaford and Stop & Shop will be able to add products directly from digital ads, social media and brand-owned channels straight into their online cart.
Ahold Delhaize USA hopes to create a faster path for customers to go from discovery to checkout and provide a more convenient way for them to shop products wherever they discover them online. The grocer is also utilizing Click2Cart Shopper’s Choice functionality, which gives customers flexibility to select their preferred Ahold Delhaize USA brand when adding items to their cart.
“As customer expectations for convenience and personalization continue to evolve, we are focused on meeting shoppers wherever they are in their journey,” said Keith Nicks, chief commercial and digital officer, Ahold Delhaize USA. “This collaboration creates a simpler, more connected experience, helping customers go from discovery to cart in just a few clicks from the digital channels they use every day. It also strengthens how we connect engagement to measurable e-commerce sales, unlocking new opportunities for growth across our digital ecosystem.”
In addition, Ahold Delhaize USA intends to leverage Click2Cart to gives CPG brand partners participating in its AD Retail Media network additional ways to connect campaigns to shoppable experiences across paid, earned and owned channels.
Launch of this new online shopping feature follows the recent expansion of an existing collaboration with Fiserv to make the global payment and financial services solution provider’s Pay by Bank offering available on Ahold Delhaize USA’s proprietary omnichannel platform.
[READ MORE: Ahold Delhaize USA rolls out digital platform across banners]
“This partnership is about closing the gap between demand and purchase. Brands are investing heavily to drive interest, and Ahold Delhaize USA is creating a more seamless path to turn that intent into real carts,” said Jennifer Silverberg, founder and chief brand officer of SmartCommerce. “Together, we’re making it easier for shoppers to go from discovery to cart in a single, frictionless experience.”
Ahold Delhaize USA, a division of global food retailer Ahold Delhaize, includes Food Lion, The Giant Company, Giant Food, Hannaford and Stop & Shop. When considered together, the companies of Ahold Delhaize USA comprise the largest grocery retail group on the U.S. East Coast and the fourth-largest in the nation, serving 26 million omnichannel customers each week.
