Asda turns its online checkout pages into a retail media line with Rokt

Asda is now selling space at the very end of its online shopping journey: on the payment page and the order confirmation page. The grocer says this has created a new retail media revenue stream without hurting conversion. On 8 October 2026, Asda and the e-commerce technology firm Rokt announced that Rokt's offers now appear at checkout across Asda's online grocery business and George, its clothing and home brand.

How it was rolled out

The deal started small. According to the announcement, Asda first launched Rokt Thanks on George's order confirmation page in January 2025. It then added Rokt Pay+ to the payment page and extended both products to online grocery. Rokt says its AI picks the most relevant next action for each customer in real time on both pages. The release does not say which advertisers' offers customers see, and it does not disclose the commercial terms.

Chris Chalmers, Vice President of Customer Data and Loyalty at Asda, presented it as a careful move: "Checkout is a critical part of the customer journey, so we were deliberate about how we approached it."

What the numbers say, and what they leave out

The companies report that Rokt revenue on George more than doubled after Pay+ was added. Pay+ now accounts for 51% of Rokt revenue on George and 36% across grocery and George combined. The release bases its grocery revenue comparison on a 30-day window. The release says customer conversion was unaffected across both businesses.

Every figure is relative. No pound value is given, so a doubling could be a large sum or a small one. The 30-day grocery comparison is short. The release does not separate the effect of added placements from performance at existing ones. The conversion result comes from the two parties, using a metric the release calls uCCr, and has not been independently measured.

Why it matters

Most retail media sells audiences before a customer decides what to buy. This sells the moment after the decision, when the basket is already committed. In principle, that means extra revenue without competing with the products on Asda's own shelves. Rokt's Courtney Hopkins, SVP of Strategic Partnerships, put it like this: "The payment page is one of the highest-intent moments in ecommerce, but historically it's been largely untapped."

For other grocers and fashion retailers looking at the same idea, the real question is whether this changes margin in a way that matters. Chalmers said the results show Asda can make checkout "more relevant for customers while creating meaningful new value for the business." Three things would show whether that holds:

• revenue in pounds, measured against online sales
• a full year of comparable data
• evidence that repeat purchasing and complaints stay steady once customers have seen these offers many times

Checkout is where a poor experience costs a retailer the most. For now, the most useful lesson for other retailers is Asda's gradual rollout, starting with one brand and one page, more than the headline percentages.