Reasons WIC customers did not use online ordering include: Higher redemption rates are important because it means that customers are maximizing the nutrition benefits of the monthly WIC food packages.ĭespite the perceived benefits of WIC online ordering, only 5.4% of the chain’s WIC customers used online ordering. In contrast, those using online ordering had a lower redemption rate for low-fat milk than WIC customers shopping in-store but without statistical significance.
For example, WIC online ordering customers had significantly higher redemption rates for infant formula, infant fruit and vegetable, cheese/tofu, yogurt, eggs, cereal, and juice. In examining WIC administrative and online ordering data, we found evidence of improved redemption of WIC benefits in some food categories.
reduced risk of COVID-19 infection during the pandemic. saves time–as customers did not need to look for and pick each food item from the shelves and. convenience and ease–especially for customers for whom it is inconvenient to shop in-store (e.g., pregnant women or single mothers with young children). WIC customers participating in the pilot described several motivations for using online ordering: Online ordering has multiple benefits for Oklahoma WIC participants According to the interviews, both the grocery chain’s employees and WIC customers agreed that WIC online ordering should stick around post-pandemic. Our team evaluated the chain’s online ordering model to learn about implications for WIC participants. In 2020, a “WIC-only” grocery chain in Oklahoma-which serves approximately 30% of the state’s WIC participants-developed and implemented a WIC online ordering system allowing WIC participants to order food online and to pick up their orders with EBT card payment in-store or at curbside. At the same time, there are numerous barriers to accessing and using WIC online ordering that require further study. And, it might improve redemption of WIC benefits, helping participants get the most out of program participation. Online ordering is convenient and time-saving. We’re learning that these models have benefits beyond reducing virus risk. Some states began piloting WIC online ordering models during the pandemic that allow participants to order food online and pick up and pay for their orders at the store or at curbside. But participants in the USDA Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) have historically not been able to participate in online ordering due to federal regulations that require a cashier’s presence to redeem WIC food benefits. 
During the COVID-19 pandemic, online ordering surged in popularity as an alternative method of grocery shopping to reduce the risk of virus infection.
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