Ahold Delhaize Completes Rollout of eCommerce Platform by Adding Hannaford Brand

Food retailer Ahold Delhaize USA has added its Hannaford brand to its proprietary digital and eCommerce platform.

With this addition, Ahold Delhaize USA has completed a multi-year rollout of its platform by including all five of its omnichannel grocery brands: Hannaford, Food Lion, The Giant Company, Giant Food and Stop & Shop, according to a Thursday (Nov. 13) press release.

Together, with the platform, the Ahold Delhaize USA brands can serve more than 26 million customers each week, according to the release.

“We’re excited now to harness the full potential of the platform to continue to accelerate omnichannel capabilities, deliver more seamless experiences and innovate for the future,” Keith Nicks, chief commercial and digital officer for Ahold Delhaize USA, said in the release.

Ahold Delhaize added the first brand to its digital and eCommerce platform in 2020, continued with phased implementations, and now powers thousands of online orders and digital interactions through the platform each day, according to the release.

The platform powers each brand’s eCommerce, digital engagement and personalized customer experiences, the release said.

“Completing the platform rollout across all brands is not just a technology milestone, it’s a business transformation,” Nicks said in the release.

Shoppers increasingly expect tailored offers and recommendations that align with their preferences and purchase history, Bobby Watts, SVP executive lead at Ahold Delhaize USA’s AD Retail Media arm, told PYMNTS in an interview posted in August 2024.

“We want to make sure that we’re … using first-party data to create value for them, and we do that through personalized offers,” Watts said. “We want to make sure [there are] things in offers that are relevant to them based on their purchase history.”

During a November 2024 earnings call, Ahold Delhaize President and CEO Frans Muller highlighted the company’s efforts around technology.

“Improvements in technology and innovation are also supporting robust growth in online sales in both regions, driven by double-digit growth in online grocery sales, excluding the divestment of FreshDirect,” Muller said. “We continue to see strong growth in both our pick-from-store and third-party marketplace channels.”

In August, Ahold Delhaize said it had reached eCommerce profitability for 2025, on a fully allocated basis.