Parfetts’ online orders surpass 50% of total sales

Parfetts has passed another milestone in its digital growth, with online orders consistently accounting for more than half of total sales.

Melanie Clayton: ‘Retailers have a lot of access to data now through the platform.’

The split currently stands at 40% web and 60% app, with the app driving strong engagement since its major update in April. Time spent on the app has risen by 20%, while orders placed through it are up 10%, supported by a steady flow of new users. The Parfetts app has now been downloaded 30,000 times, with 40% of users active each week.

Retailer behaviour is also shifting. Melanie Clayton, digital marketing manager at Parfetts, said: “We’re seeing a real trend for retailers searching for energy and functional drinks, and more are now searching by brand rather than by product.

“Retailers have a lot of access to data now through the platform. They can see stock levels, spend targets, and minimum spend quantities in real time. All of our promotions are in one place, and we’ve improved search and scanning functions to make ordering easier than ever before.

“They also get access to a three-weekly digital pack, which gives them exactly what they need to run promotions to full compliance. It’s a huge benefit and allows them to be sharp each and every promotion.”

The data shows Sunday is now the most popular day for orders, closely followed by Monday.

The strong online performance sits alongside continued momentum in cash & carry. Parfetts recorded its highest ever footfall during this year’s Parfest in July, attracting 12,500 customers over the week, with all depots seeing strong results. The wholesaler says this reflects an ongoing commitment to supporting retailers across both digital and cash & carry channels.

The company, which recently opened its first southern depot in Southampton, has grown its turnover by 110% in six years to reach £800 million and now supports more than 1,650 retailers nationwide. These include the first Go Local Extra store in Milton Keynes, which was recently opened by independent retailer Jay Karavadra. The 1700 sq ft shop previously operated as a community convenience store as part of the Best One group.

Since the makeover and new fascia were completed, weekly sales have surged by 50%, and the Karavadra family is targeting a further rise of up to 75% in the months ahead.

More recently, Parfetts opened its first Go Local Extra store in Portsmouth with experienced independent retailer Jose Santiapillai.

Pompey Foods, situated directly under student accommodation and next to Portsmouth University, has already delivered impressive results since converting to the Go Local Extra fascia in September. Following a partial refit, sales have increased by around £1,000 per day, supported by a refreshed layout, a broader product range, and an expanded food-to-go offering that includes Lavazza Coffee, Rollover Hot Dogs and Tango Ice Blast.

The relaunch was marked by a celebration event featuring free Bud Light giveaways and exclusive glassware from InBev. The promotion, timed to coincide with the university’s freshers’ week, attracted strong footfall from students and local residents alike.