Today Yelp announced the rollout of a new delivery feature called Yelp Platform, which enables consumers to not only browse for food, but order it as well. Initially this won’t impact every business on the platform, but participating restaurants might see an increase in sales as a result of the improved customer experience.

“The idea is that there are all these consumers shopping on the site and Yelp Platform allows them to take that next step — to transact,” explained founder Jeremy Stoppelman. “The Yelp experience is all about going to local businesses. As you switch between different services, [the consumer] will have a one stop shop.”

Yelp Platform is rolling out category by category, starting with food delivery and pickup. Today, people can order food directly from a select number of restaurants supported by and Eat24. Eventually, consumers will be able to order whatever they want at thousands of local businesses across the U.S., directly from those businesses’ Yelp listings.

In the coming months, Yelp will add categories like spas, yoga studios, salons, and dentist appointments starting with Booker, Intuit’s Demandforce, and MindBody. This makes Yelp an even more valuable asset to your marketing strategy as consumers no longer have to wait to set foot in your business to complete a sale.

Business owners were recently given the ability to “close the loop” between discovering your business and making a purchase through Yelp’s Call to Action feature. With this tool, you’re able to promote a desired transaction directly on your business listing, whether it’s scheduling an appointment, printing a coupon, or buying tickets. Today’s announcement should pair nicely with this existing feature.

[Image credit: Michael Dorausch]