Delectable Social — Shoppable Discovery Platform

Interactive Deep Dive

Where Grocery Discovery
Becomes Grocery Revenue.

Grocery is the last major retail category without a native discovery layer. Shoppers discover food on TikTok and Instagram — then buy it somewhere else. Delectable Social closes that gap with a shoppable, video-first feed embedded directly in the retailer's experience.

1.2M Avg Video Views

18.3% Engagement Rate

43K Shop Clicks / Campaign

$127K Revenue / Viral Video

The Discovery Gap: Where Grocery Loses the Shopper

Food is the most social category in retail. People share recipes, watch cooking videos, and discover new products on social platforms every day. But there's a massive disconnect between where food is discovered and where it's purchased.

WHERE FOOD IS DISCOVERED

TikTok

1B+ food videos/month

Instagram

500M+ food posts/month

YouTube

Cooking = top category

Social platforms own the discovery moment but can't close the transaction.

WHERE FOOD IS PURCHASED

Grocery Store App

Static search & lists

In-Store

Aisle browsing

Instacart / DoorDash

Replenishment, not discovery

Grocery digital experiences are built for replenishment, not inspiration.

The Trillion-Dollar Gap

A shopper sees a feta pasta recipe on TikTok. They want to make it tonight. But to buy the ingredients, they have to leave TikTok, open a grocery app, search for each ingredient individually, and build a cart from scratch. 72% abandon before completing the purchase. Delectable Social embeds the discovery experience inside the retailer's ecosystem — so inspiration and transaction happen in the same breath.

Who Wins When Discovery Lives Inside the Retailer

RETAILERS

• Own the discovery moment (stop leaking to TikTok)
• New high-margin ad inventory (sponsored content)
• Increased basket size from recipe-driven carts
• First-party engagement data for the HyperGraph
• Differentiation vs. every other grocery app

CPG BRANDS

• Product placement in recipe content (shoppable)
• Closed-loop: view video → add to cart → buy
• Rich engagement data (not just impressions)
• Organic discovery beyond paid search placements
• Social proof built into the grocery experience

SHOPPERS

• Discover new products and recipes while they shop
• One-tap add-to-cart from any video
• Content personalized to their dietary needs
• Recipes adapted to what's in stock at their store
• Inspiration replaces the "what's for dinner?" dread

The Feed: TikTok Meets Grocery

A vertical, swipeable video feed embedded in the retailer's app. Every piece of content is shoppable, personalized to the household's dietary profile, and optimized for the products actually available at the shopper's local store.

@HealthyMeals Sponsored

▶

5-Min Greek Yogurt Parfait

Chobani + granola + fresh berries

@PastaQueen Trending

▶

Viral Baked Feta Pasta

1.2M views · 18.3% engagement

@GiantEagle Store Pick

▶

Weekly Meal Prep: $45 Budget

5 dinners, family of 4

What Makes This Feed Intelligent

Personalized to Dietary Profile

A gluten-free household never sees wheat-based recipes. A keto shopper sees low-carb content first. The feed reads from the same Shopper HyperGraph that powers Commerce — so it knows every dietary restriction, allergy, and taste preference at the persona level.

Localized to Store Inventory

Every recipe shown is adapted to what's actually in stock at the shopper's local store. Out-of-stock ingredients are auto-substituted. Sale items are surfaced as alternatives. The "Add All" button creates a real cart with real prices.

Algorithmically Curated

The same 11-stage ranking pipeline from Commerce applies here: brand affinity scoring, propensity weighting, freshness decay, dietary compliance filtering, budget awareness, and seasonal relevance. Content that converts feeds back into the model.

One-Tap Shoppable

Every video has an "Add All" button that adds all recipe ingredients to cart instantly. Individual products can be swapped, removed, or substituted. The cart is live — connected to the retailer's real pricing and inventory system.

Blended Organic + Sponsored

CPG-sponsored content is seamlessly blended with organic recipes, clearly labeled but matching the same quality and relevance bar. Sponsored content must pass the same dietary and preference filters — no irrelevant ads.

Content Engine: AI-Powered at Scale

The biggest challenge in social commerce is content supply. TikTok has millions of creators. A grocery retailer has a marketing team of 5. Delectable Social solves this with an AI content engine that generates, curates, and adapts content from three sources.

🤖

AI-Generated Content

Automated recipe videos, product spotlights, and meal-prep guides generated from the Food HyperGraph. Each piece is unique to the retailer's catalog and current inventory.

        // Content generation trigger

        signal: "feta pasta trending +340%"

        action: generate_recipe_video({

          recipe: "baked_feta_pasta",

          adapt_to: "local_inventory",

          variants: ["keto", "dairy_free"]

        })

Volume: Unlimited · Cost: Near-zero · Latency: Hours

🍴

CPG Brand Content

CPG brands submit recipe videos and product stories as part of their Delectable Ads campaigns. The Content Agent adapts each piece for persona-level relevance and local availability.

        // CPG content adaptation

        brand: "Barilla"

        submitted: "one_pot_pasta.mp4"

        adapted: [

          { persona: "gluten_free",

            swap: "Barilla GF penne" },

          { persona: "budget",

            swap: "store brand pasta" }

        ]

Quality: High · Cost: CPG-funded · Revenue: Sponsored

🎤

Creator & Community Content

Local food creators, store dietitians, and community contributors submit content. The platform makes every video shoppable automatically by matching ingredients to catalog.

        // Auto-shoppable tagging

        creator: "@PghFoodBlogger"

        video: "summer_salad_recipe.mp4"

        auto_tagged: [

          "romaine lettuce" → SKU:4061,

          "cherry tomatoes" → SKU:4664,

          "feta cheese" → SKU:2891

        ]

        cart_total: $11.47

Authenticity: Highest · Volume: Growing · Cost: Revenue share

The Content Pipeline

1

Ingest & Classify

Video content enters from all three sources. AI classifies: recipe, product spotlight, meal prep, seasonal, trending. Extracts ingredients, nutrition, and dietary compatibility.

▼

2

Enrich & Match

Food HyperGraph matches mentioned ingredients to retailer SKUs (GTIN-14). Calculates nutritional profile, allergen flags, dietary scores. Creates persona-variant metadata.

▼

3

Personalize & Rank

11-stage ranking pipeline scores content for each persona: dietary compliance, taste affinity, budget fit, seasonal relevance, brand propensity, and social proof signals. Sponsored content enters the auction.

▼

4

Serve & Measure

Content served with real-time pricing and inventory overlay. Every interaction tracked: view duration, ingredient taps, add-to-cart, save-for-later, share. Attribution feeds back into Delectable Ads measurement loop.

Real-Time Trend Detection

The Content Engine monitors food trends across social platforms, search patterns, and seasonal signals. When a recipe goes viral (like baked feta pasta or birria tacos), the engine automatically generates a localized, shoppable version adapted to the retailer's inventory — often within hours of a trend emerging. This means the retailer's feed feels as timely as TikTok itself, but with every ingredient one tap from the cart.

Shoppable Commerce: From Inspiration to Cart in One Tap

The magic of Delectable Social isn't the content — it's the seamless bridge from watching to buying. Every video is connected to the retailer's live inventory, pricing, and cart system. No redirects, no app-switching, no friction.

The Conversion Flow

👀

Watch

Swipe through the personalized feed

→

👉

Tap

See ingredients, prices, and nutrition

→

🛒

Add All

One button, entire recipe in cart

Smart Cart Intelligence

PANTRY-AWARE DEDUCTION

The agent knows what's already in the shopper's pantry (via purchase history + shelf-life modeling). If you bought olive oil 3 days ago, it won't add it again. Only net-new ingredients get added.

        // Recipe: Baked Feta Pasta

        ✓ Cherry tomatoes — add $3.99

        ✓ Feta cheese block — add $5.49

        ✓ Penne pasta — add $1.89

        ✕ Olive oil — in pantry (bought 3d ago)

        ✕ Garlic — in pantry (bought 5d ago)

        cart_add: $11.37 (saved $7.48)

INTELLIGENT SUBSTITUTION

Out-of-stock items are auto-substituted based on the Food HyperGraph. Substitutes respect dietary constraints, taste profiles, and price sensitivity.

        // Stock check + substitution

        requested: "Boursin Garlic Herb"

        status: OUT_OF_STOCK

        substitutes_ranked:

          1. "Alouette Garlic Herb"

            match: 0.94 | dietary: ✓ | $4.29

          2. "Store Brand Herb Spread"

            match: 0.87 | dietary: ✓ | $2.99

        // budget_persona → auto-pick #2

Impact on Basket Economics

+34%

lift

Basket Size Increase

Recipe carts are larger than search carts

2.7x

higher

New Product Trial Rate

Shoppers try products they discover in videos

3.1x

more

Session Engagement

Time in app vs. search-only experience

72%

retain

Weekly Return Rate

Shoppers come back for fresh content

The Commerce Connection

Unlike standalone social commerce apps (TikTok Shop, Instagram Shopping), Delectable Social feeds directly into Delectable Commerce. A recipe discovered in the Social feed becomes a personalized shopping list optimized by the Commerce agent. This means the same intelligence that powers "Perfect Cart" personalization also makes Social content shoppable — dietary filters, budget awareness, substitution logic, and pantry deduction all apply automatically.

CPG & Creator Ecosystem: A New Advertising Canvas

Delectable Social creates a new category of retail media inventory: sponsored content that shoppers actually want to watch. For CPGs, it's the most engaging format in grocery. For creators, it's a new monetization channel tied to real commerce.

For CPG Brands: Beyond Banner Ads

TRADITIONAL RMN ADS

• Static banner on homepage or search results

• Product listing boost (paid search placement)

• Category page takeover

• Coupon distribution

Average CTR: 0.8% · Format: Static · Engagement: Low

DELECTABLE SOCIAL ADS

• Shoppable recipe videos featuring your products

• AI-adapted content for every dietary persona

• Ingredient integration in trending recipes

• Creator partnerships with commerce attribution

Average CTR: 4.2% · Format: Video · Engagement: 18.3%

Campaign Example: Viral Feta Pasta

CAMPAIGN BRIEF

Barilla wants to promote their penne pasta through recipe content. They submit a 60-second baked feta pasta video. The Content Engine adapts it into 6 persona variants with localized ingredient matching.

Format60s shoppable recipe video

Budget$15K / 2 weeks

Variants6 persona-adapted versions

TargetingPasta-affinity personas, Italian cuisine

RESULTS

1.2M

Views

18.3%

Engagement

43K

Shop Clicks

$127K

Revenue

Attribution

8.5x ROAS · Closed-loop from view → add-to-cart → purchase · 62% were first-time Barilla buyers

Creator Monetization

LOCAL FOOD CREATORS

Regional food bloggers and TikTok creators submit content. Delectable makes it shoppable automatically. Creators earn a rev-share on every cart generated from their content.

Revenue Model % of cart revenue

STORE DIETITIANS

In-store dietitians create health-focused content: meal plans for diabetes management, heart-healthy shopping guides, pediatric nutrition tips. Trusted authority + shoppable.

Revenue Model Store employee benefit

CPG-SPONSORED CREATORS

CPG brands partner with creators for branded recipe content. The creator gets the CPG's sponsorship fee. The retailer gets the ad revenue and cart conversion. The shopper gets great content.

Revenue Model CPG sponsorship + cart %

The Ads ↔ Social Flywheel

Delectable Social isn't a separate product from Delectable Ads — it's the content layer that makes the RMN dramatically more valuable. Social provides the high-engagement inventory (18.3% engagement vs. 0.8% for banners). Ads provides the monetization engine (bidding, attribution, CPG relationships). Together, they create the only retail media network where the ad format is content shoppers actively seek out. This is why CPGs will pay premium CPMs — because the engagement is real, the attribution is closed-loop, and the ROAS is 4-8x higher than traditional display.

Where Grocery Discovery Becomes Grocery Revenue.