Pick n Pay Asap’s Tech Overhaul Fuels Surge, Challenging Checkers Sixty60’s Dominance
A comprehensive technological rebuild of Pick n Pay’s on-demand grocery app, Asap, is yielding dramatic results, positioning the service as a formidable challenger to the market leader, Checkers Sixty60. Since launching its new platform eight months ago, Asap has reported a 131% increase in first-time buyers, signaling a significant shift in South Africa’s competitive quick-commerce landscape.
Primary source: MyBroadband
From Legacy to Leader: The App Transformation
For years, consumer polls consistently showed Asap trailing behind Shoprite’s Sixty60, which capitalized on its first-mover advantage during the COVID-19 pandemic. The turning point, according to Pick n Pay’s executive online head, Enrico Ferigolli, was a three-year project to completely revamp the app’s technology infrastructure from the ground up.
The investment appears to be paying off. A staggering 78% of the new first-time buyers originated directly from the new app, launched in April 2025. This user adoption is reflected in customer satisfaction, with Asap’s average ratings of 4.3 out of 5 on major app stores far exceeding Sixty60’s ratings of 2.9 and 3.1.
Winning the Basket: AI Search and User Experience
The core of Asap’s new strategy hinges on a superior in-app experience, specifically targeting the product search function where most orders begin. The refined AI engine goes beyond simple keyword matching.
“Searching for ‘vegan,’ for example, returns over 1,200 results—significantly more than our competitors,” Ferigolli explained. The system learns from user behavior, prioritizes results based on past purchases, and even corrects spelling mistakes, creating a more intuitive and sticky shopping environment that has directly increased the average basket value.
This technical foundation has also enabled broader business growth. Asap has helped drive Pick n Pay’s overall on-demand grocery turnover up by 40% year-on-year, supported by an expanded product range of approximately 44,000 items and a store footprint of 620 locations, closing in on Sixty60’s 694 stores.
The Last-Mile Hurdle: The Driver Gap
Despite its digital successes, Asap faces a significant operational challenge in its driver network. With about 2,500 drivers, it lags far behind Shoprite’s fleet of over 9,000. Ferigolli acknowledged that the entire on-demand industry struggles with recruitment due to South Africa’s underdeveloped motorcycle culture.
However, Asap turns a potential weakness into a strategic differentiator through local recruitment. 40% of Asap’s drivers are locals, compared to 30% at Sixty60. This focus, while potentially more complex due to stricter local licensing requirements, is framed as an investment in skills and community integration. Ferigolli emphasized strict protocols to ensure drivers are properly trained and adhere to road rules, addressing common public concerns about delivery rider safety.
The Road to 2026: Deepening Customer Loyalty
Looking ahead, Asap’s roadmap for 2026 focuses on deepening integration and convenience. Planned features include the ability to re-order previous purchases, deeper integration with the Smart Shopper loyalty program, and crucially, support for eBucks payments.
This final point is strategically significant. While FNB customers already earn eBucks on Asap spending, they cannot yet redeem them within the app. Adding this capability would create a seamless financial ecosystem for a large and valuable customer base, further locking in loyalty.
The battle for South Africa’s quick-commerce market is intensifying. Pick n Pay Asap’s story is no longer just about catching up; it’s a case study in how a foundational technology investment can reset competitive dynamics, forcing the entire market to elevate its standards on user experience, range, and service.