In the United States, Costco is set to make significant improvements to its cake ordering process. As members have complained for years about the cumbersome experience of ordering custom cakes in person, the company announced plans to digitize the ordering process. This update, revealed during the Q1 2026 earnings call in December 2025, is expected to be available to all members by the end of this year. Members previously faced issues such as crowded parking lots and lack of online confirmation, requiring them to travel to the store multiple times. Costco's CEO Ron Vachris highlighted that improvements are being made to enhance members' overall experience at the warehouse chain. To address concerns about the cumbersome nature of in-person orders, the awaited digital functionalities include allowing members to place orders via the Costco app. Some early users noted that the Custom Cake Ordering feature was somewhat challenging to find, but initial feedback indicated a positive reception. Furthermore, the new app feature reportedly began to roll out in select areas, with users in Salt Lake City expressing excitement over the enhancements. The move to online ordering aligns with the competitive environment in the warehouse club sector, where Costco has been trailing behind rivals like Sam's Club in digital bakery offerings. Additionally, the upcoming app functionalities will include personalized features powered by AI that can assist in driving membership sign-ups and renewals. Costco is also planning to upgrade its app with features such as digital membership cards, in-store inventory checks, and gas price trackers. Such updates are part of a broader strategy to merge brick-and-mortar experiences with digital conveniences. As more members utilize these enhancements, Costco aims to foster a seamless shopping experience that minimizes hassle and maximizes satisfaction.