UK grocer expands partnership with Rokt, more than doubling checkout revenue for its clothing and home brand George
LONDON, Oct. 8, 2026 /PRNewswire/ — Asda, one of the UK’s largest grocers, and Rokt, the leading friction to the purchase.
“Checkout is a critical part of the customer journey, so we were deliberate about how we approached it,” said Chris Chalmers, Vice President Customer Data and Loyalty at Asda. “The results show we can make that experience more relevant for customers while creating meaningful new value for the business.”
Asda first launched Rokt Thanks on George’s order confirmation page in January 2025. The company added Rokt Pay+ to the payment page and then expanded both products across its online grocery business. The results include:
- Rokt revenue on George more than doubled after Rokt Pay+ was added. Pay+ now makes up 51% of Rokt revenue on George, and 36% across Grocery and George.
- Rokt revenue on Asda’s grocery business grew 72% year on year, based on a 30-day comparison.
- Customer conversion (uCCr) were unaffected across both businesses.
“The payment page is one of the highest-intent moments in ecommerce, but historically it’s been largely untapped,” said Courtney Hopkins, SVP of Strategic Partnerships at Rokt. “Asda is showing that retailers can improve the experience for customers, thereby creating meaningful incremental value in that moment. We look forward to continuing to innovate and grow the partnership to unlock even greater relevance throughout the e-commerce journey and potentially even customer acquisition.”
Rokt’s trusted, scaled network is expected to power more than 13 billion transactions in 2026 across thousands of leading ecommerce businesses. In 2025, Rokt generated more than $800 million in revenue. The announcement follows recent Rokt partnership announcements with PayPal, Fanatics, Ulta Beauty, Cineplex, Albertsons and Macy’s, as well as its acquisitions of Canal, mParticle and Aftersell.
About Asda
Asda is a diversified retail group serving circa 16m customers each week from over 1,200 UK locations and online.
With roots dating back to a Yorkshire family business in the 1920’s, the first Asda officially opened on 3rd May 1965. Today, Asda today employs more than 140k colleagues across its stores, depots, home offices in Leeds and Lutterworth and wholly owned subsidiaries including IPL, Forza, and Kober.
Asda’s primary operations include the sale of groceries, general merchandise, fuel, as well as clothing and homeware through George at Asda. It also offers a host of other services including Asda Mobile, Asda Money, pharmacy, and optical services.
As well as 610 superstores, supermarkets and Asda Living Stores across England, Scotland, Wales and Northern Ireland, Asda has a significant footprint in the fast-growing convenience and food service markets. The supermarket’s online service also delivers to 99.5% of the UK population.
The Asda group is owned by TDR Capital (67.5%), Mohsin Issa (22.5%) and Walmart Inc (10%).
About Rokt
Rokt is the global leader in ecommerce, unlocking real-time relevance in the moment that matters most—the Transaction Moment®. Rokt’s AI Brain and Ecommerce Network power billions of transactions connecting hundreds of millions of customers, and are trusted to do this by the world’s leading companies including Live Nation, PayPal, Uber, boohoo, ASOS, Vinted, LookFantastic, Macy’s, Deezer, Deliveroo, and HelloFresh. Headquartered in New York City, Rokt has offices across North America, Europe, and the Asia-Pacific region. To learn more, visit Rokt.com.
