CARLISLE, Pa. — GIANT Co. has eliminated the order minimum and pickup fees for GIANT Direct and MARTIN’S Direct customers who choose to pickup their groceries at a GIANT or MARTIN’S store.

“With today’s customers having more choices than ever before, it’s critical that we continue taking steps to differentiate our online shopping experience,” GIANT vice president of brand experience Matt Simon said. “Not only do these enhancements accelerate our omnichannel strategy, but they also provide our GIANT Direct and MARTIN’S Direct customers with greater convenience and value, uniquely positioning The GIANT Company as the online grocer of choice.”

The change announced on Thursday are the latest investments made by GIANT  in support of its growing e-commerce business, according to the company. Last November, GIANT opened its new, state-of-the-art GIANT Direct e-commerce fulfillment center in Philadelphia to serve more customers in Philadelphia and, in a first for the company, in southern New Jersey.

The retailer also works with Instacart to offer the GIANT Instant Delivery and MARTIN’S Instant Delivery services, which provide convenient delivery of essential grocery items in as fast as 30 minutes. And last month, GIANT announced the launch of Ship2Me by GIANT and Ship2Me by MARTIN’S, giving customers access to an expanded assortment of products — “within traditional grocery categories and beyond” — that can be delivered to their homes.

GIANT noted that it has more than 175 pickup locations, and added that customers across 90% of the company’s footprint have access to online grocery ordering and delivery services.