Pick n Pay Clothing is available to millions more customers nationwide following its launch on the Pick n Pay asap! app, making affordable, quality clothing easier to access through a platform customers already use every day for their daily grocery needs.
This is another step in Pick n Pay asap’s evolution from an on-demand grocery platform into a ‘super app,’ giving customers access to groceries, clothing, Smart Shopper and value-added services through a single, familiar digital interface.
Pick n Pay Clothing launched its standalone online website in 2020 and has seen consistent year-on-year growth, but it effectively operated at capacity comparable to that of its largest physical store. Integrating clothing asap! app unlocks significant growth potential by giving the brand access to millions of existing app users, says Hazel Pillay, Executive for Pick n Pay Clothing.
“There is a strong demand for affordable, quality clothing, and the launch of Clothing on the app allows us to reach customers who previously may not have had easy access to our clothing offer in stores.”
All online clothing orders will be fulfilled from a dedicated Johannesburg dark store, maximising stock availability, particularly for high-demand bestsellers that frequently sell out in-store. Delivery will cost R60, with free delivery on orders over R600.
Pillay says that an important aspect was to improve how customers experience fashion online. “The clothing experience on the asap! app now mirrors how customers already shop for groceries, allowing them to browse a full in-store range by category, access detailed size charts by gender and product type, and navigate an intuitive interface designed to reduce friction in the online fashion journey. We’ve also added curated imagery to make shopping for outfits online much easier.”
She adds that customers will also be shopping on a trusted app they are already familiar with. “Customers don’t have to relearn how to shop or use the app; it will feel familiar, and their profile, Smart Shopper details and payment information remain the same”
The launch completes the full integration of loyalty rewards into Pick n Pay Clothing’s digital offering. Customers can now earn and redeem Smart Shopper points on clothing purchases via the asap! app, as they do on groceries—extending the value of the program trusted by more than 11 million active Smart Shopper customers who engage with the brand on a regular basis.
Qualifying FNB eBucks customers can earn up to 30% back on clothing purchases made through asap!, bringing Clothing in line with grocery benefits on the platform. Previously, customers only earned 20% back on in-store clothing purchases.
With loyalty now fully integrated across categories, Pick n Pay has a single, unified view of customer behavior across online and in-store shopping. This enables more relevant, personalised and consistent communication with customers while strengthening the role of Clothing within the retailer’s broader digital ecosystem.
From a platform perspective, the addition of Clothing builds on the scale of Pick n Pay asap!, its digital infrastructure and its established loyalty ecosystem. asap! continues to drive the group’s online performance, with online turnover growing 31.8% in the 48 weeks ended 1 February 2026, and remains a key growth engine in Pick n Pay’s turnaround strategy.
Enrico Ferigolli, Retail Executive: Omnichannel at Pick n Pay, says customers increasingly favor fewer apps, fewer steps and familiar interfaces. “We are bringing multiple services together in one place on our Pick n Pay super app. Our focus is on making the experience simpler while continuing to expand what customers can do in a single app.”
“Customers like to browse online and shop in-store, or vice versa. The app allows us to deliver an online experience that connects seamlessly with our physical stores,” concludes Ferigolli.
