Lula Commerce, a digital commerce provider for convenience retailers, announced the public launch of Lula Direct, “the AI-powered, first-party ordering platform purpose-built to help retailers take control of their digital storefronts,” according to a press release sent to NACS.

"Consumers expect retailers to provide an online ordering experience in a digital-first world, but most convenience stores struggle to find the time and resources as labor costs rise," Co-Founder and Chief Product Officer at Lula Commerce Tom Falzani said. "Lula Direct changes that with features that save time, cut costs and drive revenue."

“Retailers have been investing in e-commerce for well over a decade to expand their reach, boost sales and adapt to evolving customer expectations. … operators are now embracing online ordering and delivery to stay competitive amid changing consumer habits. Lula’s flagship product, Lula Hub, has powered thousands of retail locations to activate and manage third-party marketplaces through Lula Channels (e.g., Uber Eats, Grubhub, DoorDash), supporting brands such as Par Mar Oil, Circle K franchisees, Jacksons Food Stores, United Pacific (Rocket Stores) and other leading retailers nationwide,” Lula said.

The company said that with the public launch of Lula Direct, it gives retailers the tools to “increase profitability, own the customer relationship and unlock first-party data,” which will also unlock “opportunities in retail media, loyalty and personalized commerce experiences that deepen engagement and drive long-term growth.”

The brand said that Lula Direct helps retailers set up a branded ordering experience in under a week, while automating the work behind the scenes.

Lula also highlighted that Lula Direct handles menu digitization, compliance, delivery setup and branding across all sites, and handles tax registration, calculation and filings automatically.

Earlier this month, Lula Commerce announced the launch of United Pacific's flagship convenience store brands, Rocket and Alta Convenience, on its platform. Over 600 Rocket convenience stores across 11 states will use the platform.