Brussels, August 5, 2024 – Supermarket chain Delhaize has announced the elimination of fees for e-commerce orders picked up in-store, marking a significant shift in its online shopping strategy.
The move, effective immediately, aims to enhance customer convenience and encourage greater use of its digital services.
Previously, customers using Delhaize’s ‘Collect’ service had to pay fees ranging between €2.95 and €4.95 unless their order exceeded €150 or included selected promotional items.
With the new policy in place, all in-store pickups at Delhaize’s 119 Collect points across Belgium will be free of charge.
Commitment to Sustainability and Customer Convenience
Alongside the removal of pickup fees, Delhaize is introducing a new initiative to replace the disposable cardboard boxes used for online orders with reusable folding boxes.
This step aligns with the company’s broader sustainability goals and aims to reduce packaging waste while maintaining efficient delivery operations.
“Customer expectations are evolving, and we are adapting to meet those needs,” said a Delhaize spokesperson.
“By eliminating fees for in-store pickups, we want to make online shopping more accessible. At the same time, introducing reusable folding boxes is part of our ongoing commitment to sustainability.”
The shift to reusable packaging is expected to significantly reduce waste from e-commerce orders. Delhaize has been gradually implementing environmentally friendly measures, including reducing plastic packaging and promoting sustainable sourcing of products.
Competitive Landscape and Market Trends
Delhaize’s decision to scrap collection fees comes amid increasing competition in the Belgian grocery sector, where major retailers are enhancing their online services to attract and retain customers.
Many supermarket chains have been adjusting their e-commerce models to offer more cost-effective solutions, particularly as inflation impacts household spending.
Industry analysts view Delhaize’s move as a strategic effort to boost its market position. “Removing collection fees is a smart approach to drive more traffic to their online shopping platform,” said retail expert Sophie Van den Broeck.
“It encourages customer loyalty and strengthens their competitive advantage in a rapidly evolving market.” With the growing demand for online grocery services, Delhaize’s free pickup policy may prompt other supermarket chains to follow suit.
“Convenience is a top priority for modern consumers,” added Van den Broeck. “Retailers that can provide seamless and cost-effective shopping experiences will likely gain a stronger foothold in the market.”
Customer Reactions and Future Implications
The response from customers has been largely positive, with many praising the move as a long-awaited change. “I always found the pickup fees frustrating, especially for small orders,” said one Delhaize shopper in Brussels. “Now, I’ll be more likely to use the service.”
With this latest initiative, Delhaize continues to position itself as a forward-thinking retailer, balancing affordability, convenience, and sustainability.
The company has not yet indicated whether further changes to its e-commerce services are planned, but industry observers expect more innovations in the coming months as competition intensifies.
For now, customers can enjoy free in-store pickups and a greener shopping experience—two factors likely to reinforce Delhaize’s reputation in the Belgian retail sector.
This article was created using automation technology and was thoroughly edited and fact-checked by one of our editorial staff members
