DoorDash adds AI tools to speed up merchant onboarding, edit photos of dishes

DoorDash on Monday added new AI-powered tools that let merchants speed up onboarding, edit photos to make dishes look better, and create websites based on their app listings.

The onboarding tool works similarly to the one Amazon launched in 2024 . Merchants can point the tool to their website, from which it will automatically fetch information such as photos, store hours, and menu items to create a listing on the app. Merchants can review and edit all of this information before publishing the listing.

DoorDash has also revamped its video library. The library now lets merchants tag dishes in videos so that customers can order those items directly. The library also shows stats such as total views, video-driven sales, and new customer sales.

Restaurants are getting a few photo editing tools, too: AI Retouch can replace backgrounds, sharpen images, and optimize lighting without changing the dish; and AI Replate manipulates pictures of dishes so they look like they’re plated professionally, changing lighting and color. Merchants can also provide a reference image to apply a particular style to an existing image.

“At DoorDash, we’re constantly building tools to help merchants succeed, from their very first day on the platform, to every order after. These new tools reflect our belief that the right technology should remove friction, not add it, so merchants can focus on what they do best: making great food and delivering incredible customer experiences,” Brian Tolkin, head of merchant product at DoorDash, said in a statement.

The company is adding new features to its commerce platform as well, one of which lets restaurant owners spin up a website based on existing DoorDash content, such as menu items and photos. The company said during a test of the new feature, merchants saw order conversion rates of nearly 10% on average.

The company has also added a new marketing campaign builder that lets merchants automate content creation, email outreach and scheduling.

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Ivan covers global consumer tech developments at TechCrunch. He is based out of India and has previously worked at publications including Huffington Post and The Next Web.

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Editorial analysis

The introduction of AI tools by DoorDash to accelerate the onboarding process for merchants and optimize dish presentation is a significant move that could impact the tech sector in Brazil. With increasing competition in the delivery market, solutions that simplify user experience and enhance product presentation are crucial. This not only facilitates the entry of new restaurants onto the platform but also boosts their sales by improving the visual aesthetics of dishes, which is especially important in a market where presentation can directly influence purchasing decisions.

Moreover, the ability to create websites from existing content on the platform could be a game-changer for small and medium enterprises that lack the resources to develop a robust online presence. This feature could democratize access to e-commerce, allowing more restaurants to benefit from digitalization, a vital aspect in a country like Brazil, where technology adoption still faces barriers in some regions.

The photo editing tools and video library also reflect a growing trend of personalization and engagement in digital marketing. By enabling merchants to enhance the visual quality of their dishes, DoorDash not only increases product attractiveness but also enhances consumer experience. The data analysis on views and sales generated by videos can provide valuable insights for merchants, helping them better understand customer behavior and adjust their marketing strategies.

Finally, it is important to observe how these innovations may influence competition in Brazil. With local companies seeking to stand out, the adoption of similar technologies by other delivery platforms may be an expected response. Therefore, monitoring the evolution of these tools and the market's reaction will be crucial to understanding the future of the delivery sector in Brazil and how it adapts to the new demands of consumers and merchants.

DoorDash adds AI tools to speed up merchant onboarding, edit photos of dishes

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