WIC recipients are some of the most high-value shoppers in the industry. Because they skew younger and are typically heads of household, the relationships you build with them are likely to last.

Right now, most WIC shoppers can only redeem their benefits in-store. But that's changing.

Online WIC is expanding, and the retailers who offer it first will earn a share of a market worth billions of dollars. They’ll also build trust with an underserved customer segment. 

That's why we’re excited to announce online WIC payment processing. It enables your customers to pay for groceries with WIC benefits on your app or website. Forage handles the complexity, so your team doesn't have to.

How it works

Online WIC builds on your existing Forage SNAP integration. Here’s how it works for shoppers:

1. Add your WIC card. Forage collects the customer’s WIC card number and PIN in a secure, hosted UI component. The PIN is encrypted and never stored.

2. Check your balance. Forage returns the customer’s current WIC benefits by category (for example, milk, eggs, infant formula, and a dollar amount for fruits and vegetables).

3. Shop with WIC items highlighted. Forage identifies eligible items using your state’s approved product list and your customer’s assigned benefits, so you can show them what WIC covers as they shop.

4. See what’s covered in real time. As their carts change, Forage shows your customers which items WIC will cover and how many WIC benefits they still have. That way, there are no surprises at checkout.

5. Check out in a single step. WIC covers eligible items, and the customer pays for the rest with SNAP, cash benefits, or another payment method. Their PIN doesn’t need to be re-entered for WIC purchases.

Accepting online WIC can sound complicated. It requires navigating state-by-state differences, agency approvals, and item-level eligibility checks. The good news is that Forage takes that complexity off your plate. We handle the tough stuff so you can focus on other priorities.

Understanding the importance of WIC

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) was launched in 1972 to help parents with young children buy healthy food every month.

• 6.9 million shoppers use the program every month

• Nearly half of all U.S. babies are covered by WIC

• WIC represents $5.3 billion per year in dedicated grocery spending

• More than half of all infant formula in the US is purchased with WIC

• 65% of WIC participants say they want to use their benefits online

As more states begin accepting online WIC, shoppers will increasingly choose stores that offer it. If your app or website doesn’t, your customers may take their business elsewhere.

Be one of the first

States are moving forward with online WIC, so now is the time to act.  

• State requirements. We'll work with you to prioritize US states to launch in and make the certification process as easy as possible.

• Product eligibility. We’ll help you keep your catalog in sync with each state's approved product list.

• Secure payments. Shoppers check their balances and pay in a secure, Forage-hosted flow. Their sensitive data is encrypted and never stored.

• A single integration. WIC and SNAP EBT payments are processed through a single API integration. So, if you’re already using Forage’s custom checkout or fully hosted checkout, then minimal engineering work is required.

Want to be one of the first retailers to offer online WIC? Reach out to your account manager or get a demo.