Rokt uses AI to determine the most relevant next action for each customer in real time on both the payments and confirmation pages, giving Asda a way to generate incremental revenue without adding 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.
