Deliveroo has added new categories including toys, DIY and electronics to its app as it expands beyond food delivery.
It has launched ‘Deliveroo Shopping’, which combines extended ranges from supermarkets such as Sainsbury’s, Waitrose, Co-op and Morrisons that already sell food on the platform, alongside independent retailers and new national partners such as Screwfix.
The DIY specialist has launched with an initial range of 500 products on the app.
Shoppers can order products from high street and local neighbourhood shops as well as supermarkets.
The delivery firm is set to expand this selection over the coming months, adding more retailers and products.
Shoppers are already searching for non-food items on the app, with 71,000 monthly searches for pet products, 320,000 monthly searches for beauty and personal care, and a 76% increase in searches for home accessories in the past year.
It also sold £40,000 of Apple AirPods in July to September.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Deliveroo is also rolling out a new gifting functionality in the app in time for Christmas, with retailers like Boots adding an extended festive gifting range to the site.
Shoppers will be able to search from retailers’ seasonal and gift selection on the app, either via the ‘gift section of Deliveroo Shopping or by searching for the specific item.
Deliveroo chief operating officer Eric French said: “Deliveroo is now catering for a wider set of consumer needs and occasions.
“Just as Deliveroo transformed the way people eat, we’re set to do the same to how people shop, bringing more of the local neighbourhood to people’s doors”.
Click here to sign up to Retail Gazette‘s free daily email newsletter
