Independent shops are now allowed to sell National Lottery scratchcards online for delivery for the first time thanks to a ground-breaking partnership between Allwyn and Snappy Shopper.

Previously, only major supermarkets had been allowed to sell scratchcards for home delivery due to rigorous age restricted sale requirements from regulator the Gambling Commission.

However, Allwyn said following ‘a successful trial’ with a small number of retailers, all Snappy Shopper partnered National Lottery stores can now offer the service.

One of the trial stores was Natalie Lightfoot’s Londis Solo Convenience in Baillieston, Glasgow. The shop owner said three scratchcards quickly became some of her top 100 best-selling products on the delivery platform. Lightfoot said this indicates ‘our customers appreciate the freedom of choice and convenience of purchasing online.’

Speaking to Better Retailing, the retailer added: “What was really important for us was to see that scratchcards weren’t replacing sales online as people add items to get up to the delivery threshold. We’ve looked at all the data and it has shown the opposite. Scratchcards on Snappy Shopper deliver strong incremental sales on top of the regular basket spend, just like in store.

Under the terms of the scheme, all scratchcards must be delivered by the store’s own staff and not third-party contractors. The store must also have completed all the National Lottery retailer safeguarding training online. Like in-store, there is a 10 scratchcard purchase limit per transaction. Emails explaining the scheme have been sent out to all National Lottery partnered stores.

A way to increase sales

The opening of delivered sales of scratchcards to independents follows a push from Better Retailing for the service to be made available.

In 2022, Better Retailing’s analysis of hundreds of independent stores found that around 16% were already selling scratchcards, even though it potentially breached their lottery terms. ‘Active talks’ between the National Lottery and the Gambling Commission about allowing these sales began the same year.

Announcing the tie-up with Snappy Shopper, Allwyn’s director of retail Alex Green said: ”We know that this is something our independent retail partners have been asking for – as it offers their customers even greater convenience and provides another way for them to increase their National Lottery sales.

“We’ve been working hard behind the scenes to get this service right for both retailers and National Lottery players, to ensure our robust in-store player protection standards are maintained throughout the online ordering and home delivery process. We’re really pleased with the results of the trial, which have shown us that Snappy Shopper is exactly the right kind of partner.”

Snappy Shopper chief executive Mike Callachan commented: “This initiative not only provides a new and convenient way for customers to purchase Scratchcards but also supports local businesses by enhancing their online offerings and driving additional revenue streams. At Snappy Shopper, we are committed to empowering local retailers and enriching the shopping experience.”

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