Whole Foods tests online ordering

The upscale grocer is rolling out the trial at a location in Pennsylvania and may expand it to California next year.

By InvestorPlace Nov 22, 2013 1:22PM

File photo of a Whole Foods sign (© Tim Boyle/Getty Images)By William White


Whole Foods Market (WFM) is giving online ordering a go with a click-and-collect test.


The system, being tested at the retailer's Plymouth Meeting, Pa., location, allows customers to order products online, then pick them up at the nearest store.


Orders of less than $100 require a $5 fee.


WFM reportedly plans to expand the test in 2014 to include a Whole Foods store in Laguna Niguel, Calif., according to CultureMap Austin. If the test is a success, Whole Foods could expand the system to its 320 U.S. stores. WFM also is testing a same-day-delivery system alongside Google (GOOG) in the area surrounding the San Francisco Bay.


Whole Foods' click-and-collect system is similar to Wal-Mart's (WMT) Pick Up Today system, which offers online ordering for same-day pickup at Wal-Mart locations.


The click-and-collect system is among several recent WFM initiatives. Whole Foods also has signed a second lease in the District of Columbia, and bolstered partnerships with Etsy and Yuji Ramen.


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