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Lula Direct is now easier to shop, safer to pay, and true to every store, with per-store shelves and prices, built-in fraud defenses, and loyalty program integrations. Insights also picked up a round of substantial updates.
Here's a tour of what's new.
Everything shoppers touch on Lula Direct got sharper, from the moment they land on the storefront through the moment they finish paying.
Loyalty, live on Lula Direct. Retailer loyalty programs are live on Lula Direct: Paytronix, PAR, PDI, and Patron Points, all on a single platform built to plug into the programs convenience retailers already use. Members open the store from their retailer's app already signed in, link their loyalty account with a phone number, and see rewards applied right in the cart. Learn more here.
Abandoned carts, won back automatically. When a shopper leaves items behind, Lula Direct can send a reminder email that brings them back to finish the order. Switch it on per store channel, pick the delay, and built-in safeguards prevent duplicate sends.
Search that finds what shoppers type. Exact word matches now rank first, and results, counts, and endless scrolling show only what the chosen store actually carries. The Trending rail on the home page shows only items that store stocks. Combo meals and 2-for deals open their option picker from any product tile, priced to match your delivery-app menus. "You might also like" recommendations are back on product pages and fill in as each storefront builds order history.
Improved storefront. Product photos are sized uniformly so shelves look tidy whatever the source image, tiles show pack size and price per unit, a reorder rail on the Discover page brings back past favorites, and shoppers can save items for later from the cart.
Built-in defenses against card fraud. Lula Direct now limits how many new cards and orders a single account can use in a day, asks for a billing ZIP code at checkout, and explains declines clearly to honest shoppers. Fewer disputes, cleaner books, and less exposure to chargebacks without putting friction in front of legitimate shoppers.
Several shipments make sure each store's own stock, prices, and rules show up accurately.
Every store gets its own shelf, prices, and rules. Shoppers now see what their chosen store stocks and, once per-store prices are set up, that store's own price. Switching stores triggers a warning before anything leaves the cart, pickup-only locations never offer delivery, and checkout requires a store choice so every order lands on the right tablet. Live on Lula Direct and switched on per retailer as each store's catalog is set up, so adding a store becomes a setup step, not a project.
Tobacco and alcohol, with state rules built in. Keep high-margin restricted categories selling online while the storefront enforces the rules for you. Lula Direct applies each state's tobacco delivery and flavor rules automatically, requires ID checks on alcohol and tobacco deliveries, and recognizes vapes, nicotine, and brand-name tobacco even when they're miscategorized, while everyday items like root beer stay unrestricted. An age restriction applied to an item is never undone by the next menu sync.
One store, more than one brand. A single location can now sell a second brand as its own channel on DoorDash, Uber Eats, Grubhub, and Lula Direct, with its own menu and logo (shown in Store Manager and on the store tablet in place of the delivery-app logo). The menu sync timeline labels every entry by brand, so you can see exactly which brand synced where. Service fees are set per channel: turn a channel off and its fee comes with it; second-brand menus on Lula Direct charge the fees you set.
Merchandising and promotions that publish themselves. Featured sections and banners you edit in Store Manager now appear on the storefront automatically, matched to each store's own stock and price. Banners can link straight to featured products, showcase specific products by UPC, and appear in new spots in search results and category headers. Promotions run exactly as configured (Buy X Get Y at the value you set, free delivery shown correctly), and the authoring experience got faster: automatic promotions no longer need a promo code, dates prefill from the campaign, ended promotions can be extended, and shoppers can type promo codes in any capitalization.
Here's what landed in Insights this month.
A new Storefront dashboard for Lula Direct merchants. For the first time, Insights shows what happens on your Lula Direct site before the order. Sales Performance tells you what sold; Storefront tells you why. The dashboard breaks down four things: an order funnel (visits → cart → checkout → payment → order) so you can see where shoppers leave; a closer checkout funnel where the biggest drop-offs usually happen; unmet demand, which lists searches that returned nothing ranked by how many shoppers made them and doubles as a shopping list of items worth carrying or making easier to find; and top products, the most-added items by number of shoppers. Available for Atlantis and Jacksons first, with more Lula Direct merchants coming.
A Storefront Brand filter for secondary-brand reporting. If you run secondary brands like Atlantis Cafe, f'real, or Krispy Krunchy, you can now filter every order-level report to a single brand. KPIs, drilldowns, and CSV exports all respect the filter. The channel list is simpler too: one DoorDash, one Uber Eats, no brand-suffixed duplicates. Earlier orders without brand attribution roll up under Main storefront, and item-level reporting per brand is coming soon.
Other Insights improvements. Catalog leaderboards now count completed orders only, so numbers won't be inflated by cancelled or denied orders. Rankings are unchanged, but expect figures to look a few points lower. Older payout columns are clearly labeled with their data cutoff so blank no longer looks like $0. Both Payouts Legacy tables now download every row matching your filters as CSV, not just the current page. The AI assistant in Explore shows a reminder to double-check responses, with a prompt to verify date ranges and store scope on anything you act on. And the Customers report was retired. Delivery platforms no longer send a consistent customer ID, and we'd rather drop a number than show one we can't stand behind.
Back-office promotions, automatically. Promotions from a PDI back office now flow into Lula on their own and apply across every connected sales channel
A store tablet that keeps up with your team. The tablet now tracks food prep and the delivery driver as two separate statuses. Assigning a driver mid-prep no longer takes away the edit button, locked orders explain why, and delivery orders show driver progress, including the driver's name and arrival estimate when the delivery partner provides them. Scheduled orders got their own flow: when a scheduled order's window opens, it moves into the active queue, staff get a Scheduled Order alert, and a new Scheduled orders section carries its own alert setting. Owners can once again fix item prices and UPCs themselves, even on items that were previously blocked. Ready Check now works per brand and survives an app refresh.
Three storylines tie the month together. Lula Direct became something shoppers want to come back to: faster, more personal, more defended. Every store on the platform started showing up as itself, with its own stock, prices, and rules reflected everywhere a shopper might find it. And the operational tools around all of it picked up more of the manual work so your team can spend their time on growth.
Visit our Lula Commerce Release page to learn more.
