ExtraMile and Loop Expand E-Commerce With Vroom and Lula

ExtraMile and Loop are both expanding their e-commerce programs, and each retailer has selected a different technology partner to get there, according to the report "ExtraMile, Loop grow e-commerce programs."

ExtraMile works with Vroom Delivery. Loop works with Lula Commerce. The two chains reached for different tools even though they face the same market pressure: delivery has become table stakes at convenience stores.

What does the move signal for c-store operators?

The phrase table stakes carries the analytical weight here. It means delivery is no longer a differentiator that wins customers on its own. It is a baseline expectation, like accepting credit cards or staying open overnight. Operators who lack a delivery channel now risk losing transactions rather than gaining an advantage by adding one.

For practitioners, the practical question shifts from whether to offer delivery to how to build it. The ExtraMile and Loop decisions illustrate the two main paths currently available to regional and national c-store chains.

What are the two paths?

The report identifies the partners by name:

• ExtraMile: Vroom Delivery. ExtraMile leaned on Vroom Delivery to grow its e-commerce program.
• Loop: Lula Commerce. Loop used Lula Commerce to expand its own online offering.

Vroom Delivery and Lula Commerce operate in the same broad category: they connect convenience retailers to online ordering and delivery demand. The fact that two comparable chains chose different vendors tells procurement teams something useful. The market currently supports more than one credible option, and vendor selection depends on fit rather than on a single dominant platform.

Why does the partner choice matter more than the channel?

When a capability becomes table stakes, the competitive edge migrates to execution. The retailer that integrates ordering, fulfillment and last-mile delivery more reliably captures the transactions that delivery unlocks.

That places real weight on the technology partner. Vroom Delivery must translate ExtraMile's program growth into consistent order handling. Lula Commerce must do the same for Loop. In both cases, the vendor now sits on the critical path between a customer tapping a phone screen and a product leaving the store.

For marketing and e-commerce leaders at other c-store chains, the takeaway is direct. The decision ExtraMile and Loop made is one most operators will face, and the two names to evaluate first are the ones these retailers already picked: Vroom Delivery and Lula Commerce.

What comes next?

The report frames these expansions as part of a broader shift: delivery is now standard at convenience stores, and chains are building out their programs accordingly. Expect more c-store operators to announce e-commerce expansions of this kind as the expectation hardens into routine shopper behavior.