Deliveroo has made a significant foray into non-food categories with the launch of ‘Deliveroo Shopping’.

Deliveroo Shopping shot

The new section on the Deliveroo app allows customers to shop a range of non-food categories such as toys, electricals, beauty and DIY. To broaden its offer, Deliveroo said it had expanded the ranges of its existing supermarket partners Waitrose, the Co-op, Sainsbury’s, Morrisons and Boots. 

Deliveroo said it would be unveiling new partnerships with retailers outside of its core food and grocery categories. The first of which is an exclusive tie-up with home and DIY giant Screwfix, which will see 500 products made available on the app within the next few weeks.

Deliveroo has also launched a gifting functionality and said its “machine-based learning-based search and discovery function” will allow users to browse the section based on occasions such as birthdays.

Deliveroo chief operating officer Eric French said: “This is a super-exciting innovation for consumers. Deliveroo is now catering to a wider set of consumer needs and occasions. Just as Deliveroo transformed the way people eat, we’re set to do the same to how people shop, bringing more of the local neighbourhood to people’s doors.

“And this is just in time for Christmas, so whether people need an emergency last-minute gift or just want to order whenever and wherever it suits them, Deliveroo’s got your back.”

Screwfix managing director Max Britten said: “We’re delighted to partner with Deliveroo for this exciting innovation. We pride ourselves on being convenient for customers and this gives us a new opportunity to support them with products when they need them.”