Good old corporate greed - I personally only used the online as everything I had bought would be over $50 and would help when it wasn't in stock at the time so I ordered it with a few days ahead so it could give them enough time - alas too good to last
https://www.woolworths.co.nz/shop/content/pick-up
Pick up Fee Update
At Woolworths, we are committed to making your online shopping experience as simple and convenient as possible. To reflect this commitment, we are introducing a new, simplified flat $3.50 fee for our standard online Pick up orders, effective Thursday, 29 January 2026.What is changing?
New Standard Fee: A flat fee of $3.50 will be added to all standard online Pick up orders.
Keeping it simple: This new flat-rate model replaces our previous structure, where orders under $50 incurred a $5 fee. This means many customers will now save money, and the pricing structure is clearer for everyone.
Express Pick up Service: Please note that these changes do not apply to our Express Pick up service (ready in 60 minutes). The flat fee of $6 remains for this service, which is available at selected stores.
Our updated Online Shopping Terms & Conditions, reflecting these changes, will take effect on the same date, Thursday, 29 January 2026. You can review the new T&Cs here.

Because Over $50 is free was such a hard concept to understand