Wolt Retail Report 2026
How on-demand shopping is changing what people buy, when they buy it, and how local stores reach them.
Five shifts in how people shop on demand
1. Larger grocery orders are common on Wolt
It's the supermarket run, done from home.
2. 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
3. Demand spikes around gifting moments
During selected shopping moments in 2025, weekly non-grocery sales on Wolt were 22% to 39% above the median week.
4. Wolt helps retailers reach new and returning customers
5. People are ordering more often
With the whole store in your pocket, coming back is easy.
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
71%
are aged 18–44
Employment
64% work full-time
Finances
57% say they are financially comfortable
Online shopping
50% buy retail products online each month
Household
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 for when it suits them.
Inside the online grocery basket
Across Europe
Online grocery sales grew twice as fast as the overall grocery market in 2025: 6.8% versus 3.4%.
When you're sick, you can't wait
Across Europe
Europe's e-pharmacy market is forecast to grow 17.9% a year between 2023 and 2029.
The phone in your pocket is ordering the next one
Across Europe
Smartphones account for 40% of Europe's consumer electronics market.
Pet care is repeat business
Across Europe
Online is expected to contribute 49% to pet-care growth in Wolt countries between 2025 and 2030.
When the moment matters, Wolt shows up
Valentine's Day
Florists enjoy 32x the number of their usual sales
Holiday shopping
Sales of toys and games increase by 133% during the holiday season
Black Friday
Sales of electronics increases by 440%
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.
Hunni Concept Dog Store, Denmark
40% of the business now comes from delivery. “With Wolt we can offer the same convenience as a billion-dollar company, without the same resources.”
Stina Holm Rossen, Owner
4 Seasons Bio, Greece
78% year-on-year growth through Wolt, which now generates up to 20% of the store’s sales.
“This isn’t a sprint; it’s a marathon. You grow by caring for your customers.”
Vasilis & George Souvatzoglou, Co-owners
Pelikan Pharmacy, Germany
60% of over-the-counter deliveries run through Wolt, most ready in about 14 minutes. “The problem is time. When you’re sick, you don’t want to wait.”
Mr Hani Ayade, Owner
Kampin Kukka Florist, Finland
Over 100 Mother’s Day pre-orders arrive through Wolt before the store even opens.
“Without Wolt, we wouldn’t have the resources to manage this volume.”
Jaana Myrttinen, Owner
What helps stores win on Wolt
Selection
The wider the range, the bigger the basket. Stores with the broadest selection see baskets ~40% larger.
Quality
Shoppers return to stores that get the order right. Every 7 orders with a missing item costs a store 1 order the next month.
Affordability
Value grows the basket. Orders with at least one promotion are 33% larger.
Thanks for exploring Wolt’s Retail Report
If you’re a retailer looking to grow, Wolt can help new customers discover your store, and make it easier for regulars to keep coming back.