Employee-owned wholesaler Parfetts has passed another milestone in its digital growth, with online orders consistently accounting for more than half of total sales.
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.
“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,” said Melanie Clayton, digital marketing manager at Parfetts.
“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, showing how retailers are planning their week through the platform.
The strong online performance sits alongside continued momentum in cash-and-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 strong demand for its cash-and-carry operation and reflects an ongoing commitment to supporting retailers across both digital and cash & carry channels.
The growth shows how Parfetts' employee-ownership model continues to deliver for independent retailers. The company, which recently opened its first southern depot in Southampton, has grown its turnover 110% in six years to reach £800m and now supports more than 1,650 retailers nationwide.