CINCINNATI — Kroger Co. is launching an e-commerce platform called Kroger Ship, which allows consumers to shop online for nonperishable grocery products and other consumables, and have them shipped to their doorsteps. Shipping is free for orders of $35 or more, and $4.99 for smaller orders.

The beta version of the service is launching in four markets — Cincinnati, Houston, Louisville, Ky., and Nashville, Tenn. Kroger said it expects to roll out the service to additional markets over the next few months.

“Kroger Ship is our next step in creating a seamless experience that allows our customers to shop when and how they want,” chief digital officer Yael Cosset said in a statement. “Our new service is just one more way we are redefining the customer experience as part of Restock Kroger, bringing more convenience and options to shoppers across America. Kroger Ship complements and joins our 2,800 grocery stores, 1,250 curbside pickup locations, and delivery service from 1,200 locations.”

During the first phase of Kroger Ship, customers who visit the service’s web site can shop from a curated selection of 4,500 Kroger own-brand products, and also from more than 50,000 center-aisle groceries and household essentials. The products are offer — which span such categories as cleaning and household essentials, beauty, personal care and health, baby, home and electronics, and pet — were selected based on data and insights from Kroger’s 84.51° consumer insights subsidiary.

Kroger Ship customers will be offered special pricing deals and promo codes to inspire them to try and keep using the service. During the launch phase, for example, customers will receive free shipping, with no minimum purchase required, and a 15% discount on their first order with a one-time-use promo code. The service will feature a set-and-save subscription model” for frequently purchased items.

“Kroger Ship brings together the best of our digital, technology, logistics, 84.51°, merchandising, and Our Brands teams to deliver our customers convenient and curated food inspiration,” Cosset said. “Kroger’s ecommerce platform expands our offering beyond the physical store to include even more products. Along with staples and customer favorites, Kroger Ship will carry bulk and additional sizes, and focus on Our Brands, local and international food and flavors, specialty items, and health and wellness products — making it easier than ever before to be your family’s hero at mealtime, or anytime.”

Kroger vice president of supply chain and procurement Frank Bruni said the company is building on its extensive logistics and fulfillment infrastructure to support the rollout of the service.

“Our vision is to build a seamless e-commerce system that offers our customers an ever-growing number of products and allows Kroger to ship nationwide, serving America through food inspiration and uplift,” Bruni said.