Following its huge growth during the pandemic, the online channel in Europe has seen slowing growth. Despite this, it remains one of the fastest growing channels in the region, albeit from a smaller base than physical grocery. Today, much of this growth is driven by quick commerce providers. Increasing numbers of major retailers are partnering with platforms such as Wolt, which has recently become one of Europe’s ten largest e-grocery platforms. Some may see this as a threat to retailers’ investments into their own online operations. However, there are also opportunities to be found here for retailers who navigate the space intelligently.

Why shoppers value quick commerce

Quick commerce is particularly popular amongst generation Z shoppers. These younger shoppers value convenience more highly than other generations. This had led to recent trends like the rise of meal solutions as a more convenient alternative to cooking. It is also a key reason behind the preference for quick commerce. To a young shopper, conducting full weekly or monthly online shops and selecting delivery slots which can be days later is not an attractive task. Whereas, selecting the items needed immediately and having them delivered within an hour offers enough convenience to be worth paying delivery fees.

Providers are well aware of this and aim to take full advantage. Their platforms use advanced algorithms to guide shoppers to the items they want and create the most frictionless shopping experiences possible. These key advantages suggest that the popularity of quick commerce will only grow alongside younger generations.

The challenge to retailers

The efficiencies of quick commerce benefit the retailers who share in this revenue stream through partnerships, although there are concerns about profitability. A new challenge, however, is becoming more apparent. Some quick commerce providers have launched their own grocery operations. Wolt Marketplace, for example, deals directly with suppliers and wholesalers. This allows the platform to offer groceries delivered without involving established retailers at all.

This is particularly challenging as platforms will be designed to elevate their own operations while making other retailers less visible. In Hungary, for example, Wolt displays its marketplace on the homepage whilst other retailers are only available by clicking through the grocery tab. Retailers must now find ways to maintain the relevance of their ranges on quick commerce platforms, or risk being cut out of the space entirely.

Retailers continue to invest in traditional delivery

The increasing prevalence of quick commerce does not mean that traditionally delivered online grocery is now obsolete. In fact, retailers across Europe are investing in their online capabilities. In Spain, where less than half of shoppers use online, Carrefour and HiperDino have both recently invested in the channel. The former has improved its logistics such that its coverage now extends to 90% of potential customers, as well as allowing 90% of orders to be delivered within 24 hours. HiperDino is improving its digital capabilities, aiming for a more streamlined shopping experience. This includes a ‘brochure to basket’ feature, allowing shoppers who use its fortnightly brochures a very smooth path to purchase. It, alongside many other retailers, also aims to introduce AI to further streamline the digital shopper journey.

There have also been improvements to profitability. Ahold Delhaize reported a profitable online business in 2025, something that very few retailers have managed to achieve. This makes preserving traditionally delivered online of key importance, retailers who abandon it in favour of quick commerce partnerships may lose out on a key revenue stream.

Retailers must remain in both online spaces

The current landscape of online grocery is a difficult one for retailers to navigate. Quick commerce offers a fast-growing opportunity for retailers but comes with significant risks. Traditionally delivered online allows retailers to better protect margins but lacks the convenience which younger shoppers value. Nonetheless, it is a key revenue stream for many major retailers and should be maintained.

The key opportunities here will be in an omni-channel approach. Retailers must think across physical and digital space, including quick commerce and loyalty apps. Partner with providers to offer promotions and loyalty benefits that span in-store, online, and quick commerce platforms. Alternatively, retailer apps could allow shoppers to order directly through quick commerce operators. In a space defined by convenience, the simple, streamlined, one-stop-shop approach will be particularly successful.

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