Wolt Retail Report 2026
Industry trends show that everyday shopping is moving on demand. Here is what that shift looks like on Wolt.
Five shifts in how people shop on demand
1. Grocery orders are becoming full baskets
Nearly half of orders from supermarket partners now contain at least 10 items.
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 key shopping 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
High-frequency shoppers continue to buy both online and in-store.
5. Retail customers keep coming back
For most customers, retail on Wolt is not a one-off purchase.
Retail now accounts for more than a quarter of sales through Wolt globally.
Since 2015, Wolt has delivered more than 230 million retail orders worldwide.
Scale is only part of the change. The more useful question is who is shopping and what they are trying to get done.
Wolt’s customer research describes a younger, digitally confident and often time-constrained retail audience.
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
Why they order
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%.
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 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.
Demand surges around moments retailers can plan for
Valentine's Day
Florist sales reach 32× their usual level.
Holiday shopping
Toy and game sales rise 133% during the holiday season.
Black Friday
Electronics sales rise 440% on Black Friday.
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.
How four European retailers use Wolt to grow
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 affects basket size and repeat orders
Selection
The wider the range, the bigger the basket. Stores with the broadest selection see baskets ~40% larger.
Quality
For every seven orders containing an unfulfilled item, venues recorded one fewer order the following month.
Affordability
Orders containing at least one promoted item had 33% higher basket values than orders with no promoted items.
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.
Methodology
About the evidence
This report primarily analyses Wolt platform activity from January to December 2025, with 2024 comparisons and longer periods stated where used. Retail covers grocery and non-food categories outside restaurants. Market coverage varies by metric; global figures are labelled, and individual source notes state the relevant period and scope. Customer-profile findings come from the Wolt Brand Tracker conducted from July 2025 to February 2026. Merchant stories describe individual experiences, while relationships in platform data are associations rather than proof of causation.
Wolt operates in 32 markets globally as of August 2026. This report focuses on Europe, with globally scoped Wolt figures identified separately.