Shipt announced on Mar. 24 the launch of a new feature called Sponsored Substitutions, which aims to change how out-of-stock items are handled during online shopping.
The company said this feature will give brands an opportunity to promote their products as replacements when a customer’s original choice is unavailable. This could help both brands and shoppers by offering relevant alternatives and possible promotions at the point of decision.
According to Shipt, brands will be able to bid in real-time for their products to appear as recommended substitutions. The company said shoppers using Shipt can then suggest these alternatives directly to customers, combining advertising with personalized service.
“Innovation at Shipt is always human-first,” said Senior Vice President of Growth Partnerships Heather Mitchell. “This new feature allows us to blend data-driven insights with the personal touch of shoppers. We’re not just filling a gap on a grocery list; we’re creating a seamless discovery moment that adds value for our members and drives meaningful conversion for our brand partners.”
The Sponsored Substitutions feature was developed in Shipt’s Innovation Lab, which focuses on exploring new ways of shopping and monetizing digital experiences. The company described its approach as “human-in-the-loop,” aiming to maintain trust-building communication between shoppers and customers while introducing new opportunities for brand visibility.
