More than 2,500 products are available to order now at shop.poundland.co.uk, spanning gardening, DIY, Pep&Co homewares, health & beauty, household, pet supplies, stationery & crafts and ambient food.
The food and drink section includes biscuits & cakes, breakfast & cereals, confectionery, jams & spreads, soft drinks and canned food.
Prices are the same as in Poundland shops, according to the variety discounter, while the delivery charge is a flat £4, with no minimum basket spend.
The service is available in selected postcode areas in Birmingham, Walsall, Wolverhampton, Derby, Dudley and Stoke on Trent. Orders are picked from a former Poundland store in Cannock and delivered by Hermes.
As revealed by The Grocer in April, Poundland ‘soft launched’ the online service earlier this year, offering delivery initially to the business’s 18,000 staff. The online plans were first announced in July last year, when Poundland said the pilot would launch early in 2021.
“We’re delighted with this initial phase of testing and we’re now excited to open up poundland.co.uk to lucky customers in the Midlands where we began life 30 years ago,” said Poundland retail & transformation director Austin Cooke.
“As we learn from the pilot, we’ll open up the new service to more of the UK over the year.”
Rival variety discounter Home Bargains also sells online, including ambient food, while B&M does not.
Poundland is in the midst of a major transformation programme, which in the past two years has seen it shake up its store proposition, introducing new price points and more grocery and fmcg. It is also rolling out frozen and chilled food to hundreds of stores, aided by the acquisition of Fultons Foods last October.
Last month, two ‘Poundland Local’ stores opened, both in former Fultons branches. It’s the first of two new Poundland convenience formats, also revealed first by The Grocer, the second being ‘Poundland Go’, intended for shops near travel hubs.