Purpose - The paper aims at linking the Service-Dominant Logic to the process of convergence, stating that retailing could be a privileged context of analysis of the new approach on service orientation. Grocery retailers are increasingly enlarging their value proposition beyond core-products, offering financial services, mobile services, cars, utilities, etc.. In so doing, they are releasing themselves from the traditional approach based on products (“groceries”) to the new one based on service, offering “service packages” able to give customers convenient and simple solutions to their everyday lives problems, in a short time.Approach - The paper is mainly conceptual in nature. It will discuss the proposed theme reviewing both bodies of literature, but also supporting the discussion through provision of examples of the service exchange in retail organizations. This will be performed collecting information from secondary sources (business magazines, retail companies reports and web-sites, press releases, etc.).Findings - The paper will state that the new service orientation is a crucial driver of the retail convergence process. Moreover, grocery retailers are becoming a fundamental actor of the service exchange, able to aggregate and integrate value propositions for and with customers through projecting and managing networks of business partners.Value of the paper - The paper contributes to the debate on the Service-Dominant Logic, fostering the continuing dialog around it and also proposing another step forward thanks to the integration of the literature on convergence.