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Pick n Pay asap! hosted its first ever live shopping show, revolutionising the way South Africans buy everyday essentials such as toilet paper, frozen chicken, cheese and diapers online.
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Hosted by some of South Africa’s most popular influencers, the live shopping show airs on pnp.co.za, Facebook, Instagram and TikTok at 7:30pm on August 22, and viewers can shop the products showcased throughout the broadcast – from premium cleaning products to affordable meals.
The campaign quickly gained traction, becoming a trending topic on X and resulting in a surge in orders of over 200% overnight. Audience engagement was high, with an average viewing time of 10 minutes per 15-minute segment and an overall engagement rate of over 40%, highlighting the appeal of this dynamic new shopping format.
The innovation reflects the evolution of the online shopping landscape, with customers increasingly turning to social media for inspiration, advice and recommendations, just as the viral #TikTokMadeMeBuyIt trend sparked countless spontaneous purchases.
The first event included seven high-energy 15-minute segments hosted by comedian and actor Celeste Ntuli and popular content creators.
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Highlights include The Funny Chef elevating ready-to-eat meals into gourmet dishes in “Make it Fresh,” Mbali Nhlapo sharing cleaning tips in “Spotless Space,” and TT MBHA offering parenting tips in “Unreal On-The-Go Parents.” Other sessions spotlight grilling tips from Dine with Neo and wine insights from chef Ollie Swart.
Vincent Viviers, co-head of omnichannel at Pick n Pay, said: “This is our new approach to online shopping, tailored for today’s customers who want to shop from home while being entertained and informed. We are proud to be the first supermarket in South Africa to pioneer this live shopping experience for our customers.”
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Unlike the scripted infomercials of the 2000s, these segments are improvised, leveraging real-time interactions to deliver authentic, relevant content. This approach marks a major milestone for e-commerce in South Africa, combining real-time interactions and community engagement with the practicality of on-demand shopping.
The move is in line with Pick n Pay’s commitment to strengthen its omnichannel offering.
Watch a clip from the Pick n Pay! live shopping show ASAP here
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