The new service is powered by Just Eat Takeaway.com’s AI assistant. Credit: kavi designs / Shutterstock.com.

Just Eat Takeaway.com plans to pilot a WhatsApp-based ordering option for food and retail deliveries in Europe.

The food and retail delivery marketplace will launch trials of the service in the Netherlands and Spain in the second quarter of this year.

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The Dutch company said that the customers will be able to search, chat and build their basket entirely within WhatsApp while the Just Eat Takeaway.com app will be used only to complete secure payments.

It describes this as a shift from the messaging app being a support tool to enabling a full “chat-to-basket” ordering flow.

The service targets “high-intent” users who open WhatsApp specifically to place an order and prefer a familiar messaging interface.

The experience is powered by Just Eat Takeaway.com’s AI assistant, which the company says can handle natural, conversational language and less structured queries to generate tailored restaurant and retail suggestions.

Just Eat Takeaway.com chief technology officer Mert Öztekin said: “By introducing Europe’s first WhatsApp ordering flow, Just Eat Takeaway.com are not just adding a new channel; we are redefining the paradigm of convenience.

“This innovation is a core component of our evolution from a transactional menu application into a truly intelligent AI Life Assistant that understands customer intent in real-time.

“We are proud to be the first to market in Europe, proving that Just Eat Takeaway.com is at the absolute forefront of AI-driven transformation. We are a technology business first; our priority is to drive operational excellence through automation and smart technology that simplifies the lives of consumers.”

The company is also examining potential roll-out to further European markets and possible integrations with other Meta services.

Meta Benelux country director Geraldine Bouma said: “Chatting to businesses to check travel plans, make a reservation or browse a catalogue is already a way of life for many people around the world.

“We’re excited that more people in Europe will soon have the opportunity to use WhatsApp to order food and get things done.”