Order from your inbox? Walmart and Yahoo team up on grocery

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According to a press release, Walmart partnered with Verizon Media to enable grocery shopping from customers’ email inboxes.

When using Groceries from Walmart, customers’ carts don’t expire, in order that they can add items throughout each day or a week and inspect once they’re ready. The choices for pickup or delivery are going to be an equivalent through Yahoo Mail as they’re when a user orders directly from Walmart.

The 900 million users of Verizon’s (NYSE:VZ) Yahoo! Mail can now buy groceries at Walmart (NYSE:WMT) after the communication giant’s Verizon Media division (which includes Yahoo!) partnered with the supermarket leader to form the new feature within the mail app.

The Groceries From Walmart service will join Yahoo! Mail’s Grocery View tab that allows users to clip coupons from local supermarkets and apply them at checkout. The new program view lets users browse Walmart’s aisles from within their inbox, add items to their pushcart, and buy their order.

Though the businesses didn’t lay out the step by step process of the service, they said this can be often the first time ever that email users are visiting to be able to shop and increase carts directly from their inboxes. 

The move adds additional functionality to Yahoo Mail’s newest app, which launched last year and includes a feature called Grocery View. With Grocery View, shoppers can see deals at local grocery stores, save them to their shopping lists and connect loyalty cards to their email accounts. 

The partnership could drive additional business for Walmart’s grocery arm, and may give both Walmart and Verizon Media access more shopper data. These promises to provide shoppers more personalized recommendations supporting their Yahoo profiles and Walmart purchase history. It also gives the companies a deeper understanding of online shopping patterns.

The adoption of online grocery has surged amid COVID-19, with shoppers testing out various services in an attempt to seek out those that best fit their daily routines. Online grocery sales surpassed $7 billion in June, and nearly 80 percent of shoppers have shopped online for groceries since the pandemic began, consistent with Inmar Intelligence. 

Walmart has been consistently working to simplify the web grocery ordering process. Last year it added voice ordering, which is compatible with Siri and Google Assistant, and therefore the company is predicted to soon roll out Walmart, a $98/year annual subscription that will include features like same day grocery delivery, scan and fuel discounts and go shopping. Earlier this year, it also merged its grocery app with its standard shopping app to streamline the user experience.

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