South Africa, Aug. 26 -- The retailer describes the feature as a first for the South African grocery retailer. Products featured in videos appear on screen and can be added directly to a customer's basket, with grocery orders available for delivery within an hour.

The development reflects a broader evolution in e-commerce, where consumers increasingly discover products through entertainment, creators and social content rather than through traditional search-led shopping journeys.

From inspiration to basket

The concept behind Pick n Pay Inspire is to reduce the number of steps between discovering a product or recipe and purchasing the items needed to recreate it.

"We've all done it - you spot a recipe on Instagram, screenshot it, open ...