Figures from Wolt, a Helsinki-based rapid-delivery platform operating in 30 countries in Europe, show that retail now accounts for more than a quarter of its global sales, with more than two million people ordering retail products on Wolt every month.
Wolt’s first-ever Retail Report combines the company’s own data with independent European retail research and merchant interviews. The findings show that Wolt has delivered more than 230 million retail orders, with the value of grocery baskets growing by 46% in 2025. 28% of consumers make their first retail purchase through Wolt.
Consumer behaviour is changing
The findings point to a shift in consumer behaviour, as rapid delivery platforms move from fast food and quick, ultra-convenient shops to an established and consistent shopping tool. The uplift in grocery basket volumes shows that customers are increasingly using Wolt to do a full shop rather than just buy a few needed items – and with six in 10 customers ordering again the following month, it’s clear that rapid delivery is becoming embedded in consumer shopping habits.
The data also shows that the platform benefits strongly from spikes around key moments – for example, florist orders rise 32x on Valentine’s Day and electronics sales jump 440% on Black Friday, as consumers turn to delivery to beat the last-minute rush.
European customers expect rapid delivery
Wolt’s research chimes with wider European research showing that ecommerce is now deeply embedded across the region. The European E-commerce Report 2025 found that 73% of Europeans shopped online in 2024, with online spending reaching €842 billion, up 7% year-on-year. 32% want delivery in under two hours, according to the Global Shopper Survey 2025.
Althought Wolt does not currently operate in the UK, the growth of rapid delivery in Britain echoes the wider pattern in Europe. Many British supermarkets are expanding their quick commerce capabilities, as the UK market is forecast by IDG to grow at a CAGR of 10.7% between 2026 and 2031, reaching £5.5bn and accounting for 15% of the online grocery channel.
Panos Karouzos, VP of New Verticals at Wolt, said: “We’re seeing a clear shift in the way people shop, with customers increasingly using Wolt for everything they need beyond restaurant food – from weekly groceries and pharmacy essentials to pet supplies, electronics and last-minute gifts.
“This represents a significant opportunity for retailers to grow their business by reaching more customers and becoming part of their regular shopping routines. Wolt helps them meet this demand by bringing their selection online, making their businesses easier for customers to discover and connecting them to our last-mile delivery network.
“Ultimately, we’re making it easy for people to access the best of their neighbourhoods – whether it’s restaurant food or retail essentials – while helping businesses of all sizes grow.”
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