How Ahold Delhaize & Fiserv are Offering Retail Flexibility

Ahold Delhaize USA has broadened its collaboration with Fiserv to roll out a new digital payment option, Pay by Bank, for its online grocery shoppers.

The move represents the latest step by the largest grocery retailer on the US East Coast – and the nation’s fourth largest overall – to modernise its omnichannel ecosystem and offer shoppers more flexibility in how they pay.

Now available on the e-commerce sites and mobile apps of The GIANT Company, Giant Food, and Stop & Shop, Pay by Bank enables customers to make secure payments directly from their bank accounts. Unlike card transactions, the method removes the need to input or save card details, providing a faster and more secure checkout.

Since its pilot in late 2025, Ahold Delhaize USA reports that “tens of thousands of customers have enrolled” in the service — an early sign that US shoppers are becoming more open to account-linked digital payments.

“Expanding digital payment choice is an example of how we continue to enhance our omnichannel platform, which in turn enables Ahold Delhaize USA brands to better serve their customers,” says Keith Nicks, Chief Commercial and Digital Officer at Ahold Delhaize USA.

“Pay by Bank provides a simple way for customers to pay directly from their bank accounts, creating a seamless checkout experience and increased choice for the customer in terms of how they prefer to pay.”

Ahold Delhaize and Fiserv: strengthening the platform

This partnership draws on Fiserv’s embedded finance expertise, integrating Pay by Bank directly into Ahold Delhaize’s native digital platform rather than relying on any third-party wallet. The collaboration marks Fiserv’s deeper entry into the US grocery sector and demonstrates the adaptability of Pay by Bank technology across commerce segments.

“Adding Pay by Bank is more than introducing a new tender type – it reflects our commitment to strengthening the omnichannel platforms behind everyday commerce,” says Lia Cao, Chief Revenue Officer, Enterprise and Platform Clients at Fiserv.

“We are proud to support Ahold Delhaize USA with technology that simplifies payments operations, improves efficiency and helps drive long-term growth across their brands.”

Bank-based payments and retail’s next step

Pay by Bank joins a wider retail fintech trend toward minimizing card friction and fees while boosting trust with direct authentication. Consumers connect their checking account through secure verification – often powered by open banking – and can approve payments instantly without entering details manually.

For businesses, the advantages are clear: lower processing costs, reduced fraud risk, and faster settlement compared to cards. Direct bank transactions also enhance data control since authentication takes place directly between customer and bank.

Across the UK and Europe, Pay by Bank adoption has surged under open banking frameworks. In the US, rollout has been slower, yet Ahold Delhaize’s large-scale deployment signals growing momentum and consumer readiness.

Reinforcing Ahold Delhaize’s omnichannel evolution

Beyond customer convenience, Pay by Bank supports Ahold Delhaize USA’s broader omnichannel transformation. The company’s portfolio – including Food Lion and Hannaford alongside Giant Food, The GIANT Company, and Stop & Shop – forms the largest grocery group on the East Coast and the fourth largest nationwide.

By integrating Fiserv’s technology, Ahold Delhaize gains greater control over payments data and operational performance, marking a shift toward a platform economy model where payments capability becomes a competitive advantage rather than just backend infrastructure.

Looking ahead, Ahold Delhaize USA says it will “continue to build and enhance its omnichannel platform to improve and expand the user experience.”