Quick commerce: latest developments in the UK

Our report on global online trends predicted the channel would be the fastest-growing globally, with a compound annual growth rate (CAGR) of 6.0% between 2024 and 2029.

In the UK, our latest grocery channel forecasts predict that online will also be the fastest growing channel between 2025 and 2030, with a CAGR of 4.3%. 

Quick commerce in the UK is evolving quickly and we expect it to continue its development as a key part of the UK’s online channel. 

Below, we outline shoppers’ expectations for the sub-channel and how retailers are responding.

What do UK shoppers want from quick commerce?

When we spoke to shoppers in November, the food-for-now mission emerged as the main shopping mission fulfilled by quick commerce, with 69% of shoppers using the sub-channel in this way.

The most popular reasons for shoppers continuing to use quick commerce are its convenience, speed, and ease of use.

However, there are several barriers to overcome for quick commerce to deliver on its potential.

The first is the service’s higher costs. The majority of shoppers considering pulling back from using quick commerce are doing so to cut back on their spending.

The second hurdle to overcome is the limited product range available on most quick commerce services.

The first half of 2025 has seen several developments from retailers and aggregators to address these concerns, while also enhancing the speed and convenience shoppers prize.

Adding value to address price and range concerns

Whilst quick commerce, with its associated delivery and service fees, means it is unlikely to ever achieve price parity with purchases made in stores, retailers and delivery aggregators are looking to provide value in other ways.

This has been most obvious with the opening up of loyalty schemes to purchases made via quick commerce aggregators, exemplified by Co-op and Morrisons partnerships with Deliveroo.

In February, Co-op brought its Member Prices to Deliveroo shoppers, delivering an average saving of 20% to around 100 key lines.

In March, Morrisons brought its Morrisons More scheme to Deliveroo, allowing shoppers to earn More Points to put towards money off vouchers for future purchases as they would in store and online.

In the health & beauty sector, Boots brought its loyalty scheme to shoppers using Deliveroo and Uber Eats in March, enabling shoppers to earn Advantage Card points as they would when shopping in store and via its website.

Product ranges at some retailers are growing as the fulfilment of quick commerce orders is rolled out to larger stores. Tesco, which already fulfils quick commerce orders from around 1,400 of its Express convenience stores, is now picking orders from around 100 of its large format stores,  increasing choice from 2,500 to 15,000 products.

Enhancing the convenience and speed of quick commerce

Boots and Co-op have both begun trials of extended operating hours.

Since last November, Co-op has been operating 24-hour deliveries in London, Leeds and Manchester via Deliveroo, Just Eat and Uber Eats. It also extended delivery hours to later in the evening for 1,600 of its stores, bringing the service closer in line with store opening hours.

Boots has announced it is beginning a trial from 10 London stores, offering quick commerce deliveries until midnight, seven days a week.

Meanwhile, in Dublin, a glimpse of future capabilities is in place. Deliveroo, in partnership with operator, Manna, is testing deliveries via drones. Manna claims its drones are capable of speeds up to 50mph, delivering items within minutes of orders being placed.

The potential for growth will ensure continued investment

Quick commerce, now firmly established in the UK, offers retailers a route for strong growth at a time when the grocery market is expected to struggle.

As a result, it will benefit from continued investment and innovation as retailers race to meet shoppers’ growing expectations for integrating quick commerce into their daily lives.

Want to learn more?

New to or curious about the omnichannel world? Interested in understanding the role it has in meeting shoppers' needs at a time and place of their choosing? It is increasingly important for those in commercial roles, including account managers, category managers and shopper marketers, to understand omnichannel’s role in grocery retailing today and where it can go tomorrow. If you want to know more, sign up for our virtual course about Success in an Omnichannel Market.