WoltRetail Report
Europe 2026
The best of your neighborhood, delivered.
73%
of Europeans shopped online in 2024
€842bn
spent online, up 7% in 2024
32%
expect delivery under two hours(Global Shopper Survey 2025)
35%
want faster delivery(Global Shopper Survey 2025)
How shopping is
changing
Online shopping is mainstream across Europe, while expectations for faster delivery are rising globally.
That's the wider shift.
Here's what it looks like on Wolt.
Sources: European E-commerce Report 2025;
VML, The Future Shopper 2025.
Grocery orders are becoming full baskets
It's the supermarket run,
done from home.
48%
of Wolt grocery orders contained at least 10 items in 2025.
Non-food is taking a larger share of Wolt sales
Electronics, pet supplies and health and beauty were among Wolt's fastest-growing retail categories in 2025.
3x
Non-food retail's share of Wolt sales more than tripled from 2022 to 2025.
Demand spikes
around gifting
moments
At major shopping moments in 2025, weekly non-grocery sales on Wolt were 22% to 39% higher than in the median week.
32x
florist sales rise on Valentine's Day
+440%
electronics on Black Friday
+133%
toys and games at Christmas
Wolt helps
retailers reach
new and returning
customers
High-frequency shoppers
continue to buy both
online and in-store.
28%
of Wolt shoppers ordered from the retailer
for the first time.
23%
had not bought from the retailer in more than three months.
67%
of high-frequency customers shop both in-store and online.
Retail customers keep coming back
With the whole store in your pocket,
coming back is easy.
6 in 10
Wolt retail customers ordered again the following month.
2M+
people order retail
on Wolt every month.
The Wolt
story
You've seen the headlines.
This is the growth behind them.
Retail now accounts for
more than a quarter
of sales through Wolt
globally
Wolt has delivered more than 230 million retail orders.
The customers retailers
want are already on Wolt
They discover and order products online. They will pay to get an hour back in the evening or at the weekend.
71%
are aged 18-44
64%
work full-time
57%
say they are financially comfortable
50%
buy retail products online each month
41%
live with children
It’s not just
about speed
Wolt shoppers order to skip the heavy lifting, save the trip, and schedule their orders when it suits them.
33%
don’t want to spend time going to the store
35%
to avoid carrying heavy items
36%
can schedule delivery
38%
need something urgently
Aisle by
aisle
Across Europe, everyday shopping
is moving online. On Wolt, you can watch
it happen, one product category at a time.
Inside the online
grocery basket
On Wolt
Larger grocery orders are already common.
46 %
Across Europe
Online grocery sales grew twice as fast as the overall grocery market in 2025: 6.8% versus 3.4%.
Source: McKinsey's State of Grocery Retail Europe 2026
Popular grocery categories
Bananas
Eggs
Avocados
Milk
When you're sick, you can't wait
On Wolt
Cold and flu medicines, delivered on demand.
500,000
Across Europe
Europe's e-pharmacy market is forecast to grow 17.9% a year between 2023 and 2029.
Source: Cross-Border Commerce Europe, Arizton, Europe E-Pharmacy Market, 2024
Popular health categories
Nurofen
Paracetamol
Ibuprofen
Panadol
The phone in your pocket is ordering the next one
On Wolt
Interest in the latest phones is surging.
+125 %
Across Europe
Smartphones account for 40% of Europe's consumer electronics market.
Source: Cross-Border Commerce Europe, "Top 100 Consumer Electronics Retail Europe," 2025 (2nd edition)
Popular electronics categories
iPhone
Headphones
Consoles
VR Goggles
Pet care is repeat business
On Wolt
Pet owners order regularly and return to the same store.
2.2
Across Europe
Online is expected to contribute 49% to pet-care growth in Wolt countries between 2025 and 2030.
Source: Flywheel Retail Insights (2025)
Popular pet-care categories
Dog food
Cat food
Treats
Sand
Tap any part of the store to see how demand shifted on Wolt, from 2024 to 2025
2024
2025
Produce
Bananas
Tomatoes
Cucumbers
2.0M
3.9M
5.9M
7.8M
Dairy
Yoghurts
Cheese
Milk & Milk Substitutes
5M
10M
15M
20M
Bakery
Bread Rolls
White Bread
Pastries
1.8M
3.6M
5.5M
7.3M
Health
Medicines & Wellbeing
Toothpaste
Protein Bars & Snacks
0.4M
0.7M
1.1M
1.4M
Beauty & Personal Care
Sanitary Products
Soap & Liquid Soap
Shampoo
0.3M
0.7M
1.0M
1.3M
Baby & Kids
Baby Wipes & Nappy Sacks
Baby Fruit Pots & Pouches
Other Baby Food & Drinks
0.4M
0.7M
1.1M
1.4M
Pet Care
Wet Cat Food
Wet Dog Food
Dog Treats, Dental Chews & Biscuits
1.3M
2.6M
4.0M
5.3M
Household
Kitchen Roll & Tissues
Toilet Rolls
Cleaning & Laundry Products
0.9M
1.8M
2.7M
3.6M
Pantry
Italian Pasta & Spaghetti
Nuts & Nut Mixes
Coffee
0.9M
1.8M
2.7M
3.6M
When the
moment matters,
Wolt shows up
Retail demand peaks around major shopping and seasonal moments.
32x
Florist sales rise
Wolt becomes a gifting channel when the moment matters most.
+133%
Toys and games grow
Holiday shopping brings broader retail missions onto the platform.
20x
Florist sales rise
Big gifting moments bring shoppers into categories beyond their usual shop.
+440%
Electronic sales rise
Wolt captures planned shopping spikes.
How retailers
grow with
Wolt
Data and stories from
businesses across Europe.
More stores are
joining Wolt
Local businesses account for 57% of
Wolt's retail venues, with medium-sized
and large chains making up the rest. In
some cities, retail stores already
outnumber restaurants.
40.000+
Active retail venues · Dec 2025
+43%
year on year
Hunni Concept Dog Store, Denmark
40%
of the business now
comes from delivery.
Stina Holm Rossen
“With Wolt we can offer
the same convenience as
a billion-dollar company,
without the same resources.”
Copenhagen·Hunni·Pet boutique
4 Seasons Bio, Greece
78%
year-on-year growth through Wolt, which now generates up to 20% of the store’s sales.
Vasilis & George Souvatzoglou
“This isn’t a sprint; it’s a
marathon. You grow by
caring for your customers.”
Athens·4 Seasons Bio·Organic grocer
Pelikan Pharmacy, Germany
60%
of over-the-counter deliveries run through Wolt, most ready in about 14 minutes.
Mr Hani Ayade
“The problem is time.
When you’re sick, you
don’t want to wait.”
Berlin·Pelikan·Pharmacy
Kampin Kukka Florist, Finland
100+
Mother’s Day pre-orders
arrive through Wolt before
the store even opens
Jaana Myrttinen
“Without Wolt, we wouldn’t
have the resources to
manage this volume.”
Helsinki·Kampin Kukka·Florist
Three patterns linked to
basket size and repeat orders
Selection
The wider the range, the bigger the basket. Stores with the broadest selection see baskets ~40% larger.
~40%
larger baskets with broader selection
Quality
Getting every item right matters.
71
For every seven orders with an item missing, venues saw one fewer order the following month
Affordability
Value grows the basket. Orders with at least one promotion are 33% larger.
33%
larger orders with promotions
