US retailer Wesco taps Vroom tech to boost online sales to with expanded delivery operations

Wesco, a US convenience retailer in Western Michigan, reports that it has expanded its online offering with digital commerce provider Vroom Delivery to include third party marketplace orders with DoorDash.

Online sales have grown from $3 million per year in 2024 to nearly $6 million per year in less than two years, averaging over $100,000 per store per year from its 57 locations.

Wesco first began offering online ordering with Vroom Delivery in 2018. Initially, the retailer was offering online ordering for pickup from a dozen of its stores that offered prepared food such as pizza and subs. Over time, Wesco added delivery and expanded to its full network and added other Vroom features such as online SNAP/EBT payments, which now make up as much as 20% of its customer base at some locations.

More recently, it tapped into Vroom’s third-party order aggregation platform to automate marketplace orders through DoorDash. Loyalty customers can also earn GoWesco rewards when ordering on DoorDash through Vroom’s Marketplace Loyalty Proxy. Wesco utilises the Automated Menu Management (AMM) system to automatically populate its menus across all channels, and eliminate the need for employees to ring orders up at the register. 

“Sales on Vroom continue to consistently grow as they regularly add new products and features that enhance sales and drive larger baskets” says Nancy Westgate-Sytsema, Co-President of Wesco.

“Most recently, they added a monetisation feature that automatically generates ad revenue for our programme, increasing product margin without us having to make any changes to our program on increase prices. Vroom has been a great option for our customers, and we look forward to what they come up with next.”

“Wesco was our first enterprise customer when they joined us back in 2018,” says John Nelson, CEO at Vroom Delivery. “We have grown together over the years, and today Wesco has one of the highest average revenue per stores on our platform, and their rate of growth continues to climb. We can’t wait to see where it takes them.”

2026 RTIH Innovation Awards

Online delivery will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.