Spanish retail group Eroski is testing a new route to online grocery shopping by bringing the entire journey into WhatsApp, using artificial intelligence to handle customer requests and fulfil orders quickly. The pilot, currently under way in Bilbao, centres on “Eroski Smart Shop”, a service that allows shoppers to build a basket through a simple chat interface and receive delivery in around an hour.
The concept is straightforward: customers send a message, voice note or even a photo of a shopping list via WhatsApp. The AI system interprets the request and generates a proposed basket, which the shopper can review, amend and approve before payment. The experience is designed to feel conversational rather than transactional, removing the need to navigate a conventional e-commerce site or app.
What sets the model apart is the level of personalisation built into the interaction. The system can suggest recipes and meal ideas tailored to dietary preferences, household needs and budget. Where a request is generic, it defaults to the most economical option, but it will switch to specific brands if the customer asks, adjusting choices dynamically within the chat.
Eroski is positioning the initiative as a response to shifting consumer expectations, where speed and convenience are increasingly non-negotiable. Industry data backs this up: digital touchpoints now influence a large majority of grocery purchases, even when the final transaction happens elsewhere. Time saving, rather than price, is often the primary driver for using online channels.
The choice of WhatsApp is also strategic. With billions of users globally and strong adoption across age groups, including older consumers, it offers a familiar and accessible platform. By embedding shopping into a daily communication tool, Eroski is aiming to lower barriers to entry and broaden digital engagement. The year-long pilot across nine stores will assess customer uptake and operational performance.
Beatriz Santos from Eroski will share details of the company’s private label strategy driven by data and AI at PLMA’s Pre-show seminars on Monday 18 May. Admission to the seminars is complimentary to all registered visitors and exhibitors in possession of a valid 2026 World of Private Label entrance badge. Click here for a detailed programme.