WIC expands online shopping and home delivery for rural families
WIC Online Shopping pilot launches in partnership with JPMA and Umoja Health, giving participants in the Special Supplemental Nutrition Program for Women, Infants and Children the ability to place orders through WICShopper Online and receive home delivery.
The new service is aimed at families that face transportation barriers, limited mobility, or live in remote areas, providing an alternative to traveling to brick-and-mortar, WIC-authorized stores.
“Online grocery shopping has become commonplace, and WIC participants deserve access to the same convenient shopping options available to other consumers,” said Heidi Staats, director of WIC innovation and partnerships at Umoja Health. “Through WICShopper Online, JPMA and the organization are helping State Agencies reach families in rural and underserved communities while creating new online shopping and home delivery opportunities for small, independent, minority- and tribal-owned retailers.”
The trial covers the Chickasaw Nation’s jurisdiction, which spans 13 counties in south-central Oklahoma.
Traditional WIC transactions require in-person redemption at an authorized retailer, often involving a PIN entry at the checkout. Participants frequently report difficulty locating approved items, encountering out-of-stock products, and feeling embarrassed during the process.
WICShopper Online lets users identify eligible foods, compile a cart, apply benefits, and schedule delivery, complementing the existing retail system.
“WICShopper is trusted by over 1.4 million families each month for shopping assistance, and this pilot brings that same trust and reliability to online ordering,” said Ryan Magee, president of JPMA, which developed the first mobile app for WIC participants.
The federally funded program serves pregnant, breastfeeding, and postpartum women, infants, and children up to age 5. USDA data show it reached about 6.8 million participants monthly in fiscal 2025, representing an estimated 41 percent of all U.S. infants.
JPMA has supplied WIC technology solutions for more than two decades, with its app used by 36 state agencies and tribal organizations. Umoja Health collaborates with community groups and government entities on food-access initiatives and modernizing child nutrition programs.
