Deliveroo has become the first major UK delivery aggregator to integrate with Sainsbury’s Nectar loyalty scheme. From 27 November 2025, customers can earn Nectar points on Sainsbury’s grocery orders placed through the Deliveroo app. The move strengthens Sainsbury’s digital loyalty strategy and enhances Deliveroo’s grocery offering, giving shoppers a seamless way to collect rewards whether they buy in-store, online or via delivery.
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Sainsbury's27 November 2025 – Deliveroo has become the first major delivery aggregator in the UK to integrate with Sainsbury’s Nectar programme, marking a significant step in the convergence of grocery delivery and digital loyalty. The rollout, announced on 27 November 2025, allows Deliveroo customers to earn Nectar points when purchasing groceries from participating Sainsbury’s stores through the app.
A First for Aggregators
Nectar is the UK’s second-largest loyalty scheme, and its arrival on Deliveroo represents a major expansion of its reach beyond traditional retail and supermarket channels. Until now, Nectar points could be earned in Sainsbury’s stores, on its website, and through select partner brands. Deliveroo is the first aggregator to offer the integration, giving users a seamless loyalty experience that mirrors in-store shopping.
Benefits for Customers and Retailers
For Sainsbury’s, the move supports its broader strategy to strengthen customer loyalty across both physical and digital touchpoints. Meanwhile, Deliveroo continues to diversify its ecosystem, positioning grocery delivery as a core growth driver alongside restaurant operations.
The integration enables customers to earn points automatically when they place orders from Sainsbury’s via Deliveroo, enhancing the incentive to use the platform for everyday grocery needs. For consumers, it creates a unified rewards journey—earning Nectar points whether they shop in person, online, or via on-demand delivery.
A Step Toward Loyalty-Convergent Commerce
The partnership reflects a wider trend in UK retail: the blending of loyalty, delivery, and digital convenience. As grocery delivery adoption continues to rise, Deliveroo’s addition of Nectar gives it a competitive edge and increases the value proposition for millions of UK households.
With this launch, Deliveroo and Sainsbury’s have set a new benchmark for how loyalty programmes can integrate with last-mile delivery platforms—bringing traditional retail rewards into the real-time, on-demand era.
Source: Sainsbury’s
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