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01/10/2021

Family Dollar Embraces E-Commerce

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Family Dollar has entered the e-commerce landscape, allowing shoppers to purchase items directly from its website for the first time. 

The dollar store chain launched its e-commerce initiative in its third quarter, which ended Oct. 31. "During the quarter, we launched the ability to sell product directly on our website at familydollar.com, providing customers another way to access great values," said Mike Witynski, president and chief executive officer of the chain's parent company Dollar Tree, during a third quarter earnings call on Nov. 24. "Additionally, we are early in the test phases of the following initiatives: buy online and pickup at store, and delivery options through Instacart and Shipt. There will be more to come on future calls."

Nonperishable foods, personal care items, and household essentials are among the items available on familydollar.com for in-store pick up or home delivery. A home page ad on the retailer's website, sponsored Facebook updates, and digital circular features tout the new initiative. 

When asked to share additional information on its e-commerce effort and what the delivery basket looks like, Witynski said during the call "it's really early. We launched it mid to late quarter. I would say we really like the basket size. We like the product that they are buying inside the basket. And we're excited about offering that opportunity to our customers as they shift in some of their behaviors."

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