From fulfilment automation to quick commerce and premium private label, Europe's leading retailers are sharpening their competitive edge.
At a Glance
In this instalment, our analysts for Europe offer their take on some of the region’s latest developments and initiatives. Here’s what you need to know about:
Colruyt accelerates online grocery automation
Colruyt has invested €19 million in a new automated fulfilment system at its distribution centre, deploying 134 robots that can prepare online grocery orders for its Collect&Go service up to five times faster than before. The retailer says the automation will increase capacity, improve product availability, strengthen order accuracy and reliability, and support future growth in online grocery demand across Belgium. Within five years, the system is expected to double fulfilment capacity, support an additional 15 pick-up points annually, and eventually expand to as many as 200 robots, making the site one of Belgium’s most advanced food e-commerce facilities.
Insight Partner, Dan Butler’s view:
the investment demonstrates how leading retailers are increasingly turning to automation to improve online grocery economics, where labour-intensive picking operations have traditionally constrained profitability. By increasing throughput, reducing manual handling and improving accuracy, Colruyt can scale its online offer while maintaining its value positioning and customer service levels. The move is likely to increase competitive pressure on other Belgian retailers to modernise their fulfilment operations, accelerating investment in automation and supporting further growth of the country's online grocery market.
Amazon reignites Germany's online grocery battle
Amazon is re-entering the German online grocery market with its own fresh food offer, allowing shoppers in selected areas of Frankfurt, Cologne and Munich to order fresh groceries alongside general merchandise for same-day delivery. The service replaces Amazon's previous reliance on partners for fresh food fulfilment and marks a renewed push into a market it exited in 2024 when it closed Amazon Fresh in Germany. Prime members receive free delivery above a minimum basket threshold, and Amazon plans to expand the service to additional metropolitan areas in the coming weeks.
Insight Partner, Dan Butler’s view:
Amazon's return intensifies competition in Germany's online grocery market, increasing pressure on established players such as REWE, Picnic and Knuspr. The integration of fresh food into Amazon's core platform could help normalise grocery purchases as part of broader shopping missions, potentially increasing online grocery penetration and raising shopper expectations around convenience and delivery speed. For suppliers, the move creates opportunities to access Amazon's large customer base. Brands capable of supporting rapid replenishment, strong digital content and differentiated fresh or premium propositions are likely to be best positioned to benefit.
Carrefour Spain expands its quick-commerce capabilities
Carrefour is rapidly expanding its quick-commerce proposition in Spain, positioning its store network to capture more convenience and last-minute shopping missions. The retailer now offers ultra-fast delivery from more than 700 stores, following a 40% increase in operational capacity and the addition of 200 locations this year. Through Glovo, Uber Eats and Just Eat, shoppers can access every day and urgent purchases from their phones, with delivery in under an hour. Carrefour is also strengthening the proposition by integrating Carrefour Club benefits, enabling its more than 11 million members to receive 3% back through its Savings Check alongside exclusive mobile promotions.
Senior Insight Analyst, Lucy Beaumont’s view:
as digital platforms grow in Spain, implementing loyalty will play an increasing role. With Carrefour integrating Carrefour Club rewards into Glovo and Uber Eats the retailer is maintaining direct relationships with shoppers, despite using third part partnerships. Furthermore, Carrefour is demonstrating how its large physical store network can support digital growth. This could start to encourage other Spanish retailers, particularly those with extensive urban networks, to think beyond stores purely as places to shop and increasingly use them as local fulfilment hubs.
Salling Group launches new premium private label campaign
The new campaign is centred around the social element of food, encouraging Danes to spend more time enjoying meals together. Salling Princip, its premium private label range, is the star of the show, encouraging shoppers to “put quality time on the menu” and highlighting the role that good food can be prepared and enjoyed in the home. The products are now also available on the shelves of its discount banner Netto, which is undergoing its own private label overhaul.
Senior Insight Analyst, Michela Pearson’s view:
This move ties into several trends we have been seeing in the private label space; how premiumisation is taking a more relevant role, and how it is helping retailer compete in the away from home space. Including the range in its discount stores also allows Salling Group to take advantage of its multi-channel portfolio for efficiencies. The Princip range will see expansion, helping the retailer to deliver value against more shopper needs and missions.