Europe Online Grocery Market

Europe Online Grocery Market Size and Share:

The Europe online grocery market size was valued at USD 66.3 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 440.30 Billion by 2033, exhibiting a CAGR of 23.4% from 2025-2033. The market is fueled by rising consumer demand for convenience, time, and secure, contactless shopping. Technology that includes easy-to-use mobile apps and secure digital payment methods is improving customer interaction. Having access to a broad selection of fresh, packaged products and speedy delivery services is appealing to a wider demographic. As e-commerce infrastructure improves and consumer behavior changes, these forces are continuing to drive the expanding Europe online grocery market share.

Rising demand for convenience is a primary force fueling the rise of the European grocery market online. As lifestyles become increasingly hectic, more consumers are looking for time-efficient alternatives to the usual in-store experience. Online supermarket shopping provides the convenience of shopping and buying from home, frequently at any time of day. This ease is also boosted by the facility to have foodstuffs delivered at customers' doorsteps, eliminating time and effort. As digital payment modes and websites continue to advance, the process of purchasing foodstuffs online is even more simplified and convenient. The growth in delivery services in urban and rural locations, coupled with the provision of same-day or next-day delivery, renders online grocery shopping an accessible option for a greater number of consumers. According to the sources, in August 2024, Deliveroo recorded its very first £1 million half-year profit, primarily driven by its increased grocery and retail deliveries in Europe. Deliveroo experienced a 7% increase in sales in the UK and Ireland, which is indicative of the increasing consumer demand for online grocery services. Moreover, this accessibility, coupled with the convenience to shop at leisure, has gone a long way towards increasing the demand for online grocery shopping across Europe.

The other key force behind the Europe online grocery market growth is the heightening focus on health and wellbeing. More consumers are making informed decisions about what they eat, choosing healthier, more sustainable foods. This trend has resulted in increasing demand for organic, plant-based, and other specialty foods, many of which can easily be accessed through online food retailing platforms. The ease of using a vast array of health-conscious products, ranging from fresh organic foods to gluten-free and vegan products, has prompted consumers to seek more of their grocery products through e-commerce. In addition, online stores provide better openness, which makes it possible for customers to make decisions based on nutritional facts, product origin, and sustainability measures. As per the reports, in November 2024, Czech online supermarket Rohlik joined forces with Amazon to beef up its presence in Germany and deliver groceries to customers while competing in the expanding European market. Furthermore, with increasingly health-conscious European consumers and a keener interest in their diets, the market for online groceries is now moving towards more healthy and diversified food offerings to respond to the changing tastes.

Europe Online Grocery Market Trends:

Enhanced Logistics and Supply Chain Innovations

The evolution of logistics and supply chain technology has played a key role in the growth of Europe's online grocery market. According to Eurostat, in 2022, domestic production in the EU accounted for 91.1% of the total supply of products, while imports accounted for the remaining 8.9%. Deliveries used to take longer for groceries, and consumers would avoid shopping online for perishable goods. However, advancements in last-mile delivery, automation, and real-time tracking have considerably improved the efficiency of grocery deliveries. Another crucial role player in delivering at a shorter time is the dark stores. Dark stores are those fulfillment centers focused solely on orders received from the internet. They are normally located in urban areas to provide faster pick-up and packaging of the orders. Besides, the grocery delivery companies innovated with the hyper-localized, on-demand delivery model that promised delivery within minutes. This pace has brought about a new consumer expectation toward quick grocery delivery, giving a competitive edge to companies that invest in logistics optimization.

Variety of Delivery Models

The online grocery sector is not simply about buying grocery items via a website but encompasses flexibility in delivery models. According to Eurostat, in 2024, 77% of internet users bought or ordered goods for personal use online in the previous 12 months, increasing from 59% in 2014, marking a 17-percentage point (pp) rise. The traditional home delivery method is followed by innovative techniques like click-and-collect orders placed over the internet by customers which they can fetch from an adjacent store, or a place of collection selected by themselves. The beauty of this model lies in the savings on delivery and convenience it offers by getting picked up at a suitable time for those who opt to collect groceries. Secondly, subscription services are popular, especially for fresh foods, meal kits, and snacks. These companies often provide delivery of weekly lots of fresh ingredients or already prepared meals. These kinds of services are mainly needed by consumers who aim at healthy diets and easy life. The market has been transformed recently by the emergence of ultra-fast delivery services.

Consumer Demand for Health and Sustainability

As consumers become more health-conscious and environmentally aware, demand for organic, sustainable, and local produce has surged, influencing the Europe online grocery market forecast. According to various research studies, sustainability ranks top among the concerns of consumers, especially those from Northern and Western Europe. Thus, online retailers are responding by including more organic, fair-trade, and plant-based choices in their product offerings. For instance, sales of plant-based foods across six European countries were worth €5.4 Billion in 2023 – up by 5.5% compared with 2022. In addition, more retailers have pledged to curtail their environmental footprint as they promote green packaging and the reduction of food waste. Consumers are also adopting companies that are keen to source responsibly and provide transparency through their supply chain, often demanding brands that share their values on the grounds of purchase. Online grocery growth is also being driven by the quest for local and seasonal produce and fresher, locally sourced products over mass imports.

Europe Online Grocery Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the Europe online grocery market, along with forecasts at the regional and country levels from 2025-2033. The market has been categorized based on product type, business model, platform, and purchase type.

Analysis by Product Type:

• Vegetables and Fruits
• Dairy Products
• Staples and Cooking Essentials
• Snacks
• Meat and Seafood
• Others

Fruits and vegetables lead the European online food market, inspired by the rising interest of consumers in healthy food. As fresh fruits and vegetables are a routine part of the diet, convenience in buying large varieties of vegetables and fruits online, with often same-day delivery, makes online shopping more accessible to health-focused consumers.

Dairy products comprise a major percentage of the grocery market in Europe online, owing to their indispensability in domestic use. Organically grown, plant-based, and specialty dairy products have found greater demand, compelling customers toward online shopping for a wide choice. Simple accessibility to a varied range of dairy products makes fulfilling customer choice and dietary requirements economical.

Staples and kitchen staples form the pillars of the European online supermarket industry. Rice, flour, pasta, and spices are always needed, and there is the added convenience for buyers offered by the internet in buying them in bulk. Online shopping also guarantees that the staple products are available in abundance at affordable prices, drawing in more consumers

Snacks are becoming increasingly trendy in the European online grocery market with customers looking for convenience and diversity in their shopping. With hectic lives, customers enjoy buying their favorite snack products online, from chips to more nutritional ones such as nuts and granola bars. Online stores take care of these needs through speedy delivery options.

Meat and seafood continue to experience steady demand in the online grocery sector in Europe, particularly as shoppers seek high-quality, sustainably produced products. Online channels provide the convenience of buying fresh, frozen, or pre-packed meat and seafood with increasingly transparent quality control and sourcing, allowing shoppers to make better-informed choices.

Europe's online grocery market "Others" segment consists of drinks, frozen foods, and specialty items. As niche consumer demands have grown, this segment has witnessed an increase, particularly for items such as plant-based drinks, organic frozen food, and ingredients for international foods. Online grocery platforms accommodate such varied demand.

Analysis by Business Model:

• Pure Marketplace
• Hybrid Marketplace
• Others

The Europe online grocery marketplace pure marketplace model includes websites where third-party vendors post their offerings directly, with no inventory hold. These sites are mostly intermediaries that bring buyers and sellers together. This model provides a variety of products, low prices, and convenience for sellers as well as consumers.

The hybrid market place model integrates the aspects of both first-party inventory and third-party sellers. In this model, online grocery stores retail their own as well as third-party sellers' products. This model offers more control over the product quality, price, and fulfillment while giving consumers a range of products to choose from. It provides better customer service and operational efficiencies, which appeal to a broader consumer base.

The "Others" type of business models includes subscription-based businesses, direct-to-consumer businesses, or specialty delivery businesses. These models target niche markets or distinctive customer experiences, such as meal kit curation or premium delivery, addressing specific requirements of the online grocery market.

Analysis by Platform:

• Web-Based
• App-Based

Web-based distribution channels in the European online grocery market enable consumers to shop through websites. This approach offers a bigger screen for browsing, rich product descriptions, and a structured shopping experience. It's favored for its convenience, particularly for customers who prefer laptop or desktop shopping.

App-based channels provide a more mobile, on-the-go shopping experience. Consumers are able to browse and shop for groceries through smartphones, with enhanced features such as push notifications and real-time monitoring. This channel is convenient to use for tech-friendly shoppers and enables personalized experiences for frequent customers, improving convenience and engagement.

Analysis by Purchase Type:

• One-Time
• Subscription

One-off buying in the online grocery market of Europe is marked by one-off, occasional purchases. The model lets customers purchase on demand with no long-term obligation, being convenient for people who like to keep things simple or have occasional grocery requirements. It's frequently used for its simplicity and no periodic charges.

Subscription-based buying gives consumers recurring shipments at regular intervals, usually discounted or tailored to their needs. It's convenient, as clients don't have to reorder often. It is appealing to busy families or those wanting a continuous supply of basics. It also enables retailers to forecast demand and automate inventory management.

Analysis by Country:

• Germany
• France
• United Kingdom
• Italy
• Spain
• Others

Germany leads in the European online food shopping market, fueled by a highly digitalized population and strong convenience preference. Germans prioritize quality, sustainability, and efficiency, so they are more inclined to go for online grocery services. Online shopping sites are well-rooted, and an increasing number of consumers opt for home delivery services for grocery.

France boasts a quickly emerging online grocery market that is finding favor among consumers who increasingly value digital shopping platforms due to their convenience. Consumers in France are extremely concerned with fresh, local, and organic foods. The technology adoption rate is complimented by tech-enlightened millennials and city dwellers, making it a contested sector for online grocery suppliers.

The United Kingdom has one of Europe's biggest and most established online food retailing markets, with shoppers choosing same-day as well as pre-booked deliveries. The market has expanded considerably as a result of pressure on time, particularly from working professionals leading busy lives. Online food shopping is increasingly mainstream with strong logistics backing.

Italy's e-grocery market is fueled by younger, urban shoppers in search of convenience. Traditional shopping remains popular, yet Italians intensely are expressing interest in digital channels, particularly for premium food, fresh produce, and special dietary requirements. Expanded internet penetration and better delivery services are major growth drivers.

Spain's online food retail market is growing strongly, particularly in urban regions. Consumers in the country are increasingly used to the convenience of buying groceries online, with fresh food, ready meals, and organic foods being top categories. The market is underpinned by pervasive internet penetration and mobile technology.

Other European nations, such as Belgium, the Netherlands, and Sweden, also demonstrate encouraging Europe online grocery market outlook driving growth. These nations are experiencing increased consumer adoption of e-commerce platforms due to busy lifestyles and growing demand for convenient grocery shopping.

Competitive Landscape:

The Europe online grocery market is marked by fierce competition between digital natives and mainstream players with enlarged e-commerce facilities. Market players concentrate on technology advancements, convenient user experience, and large delivery networks to secure customers' loyalty. Quick fulfillment, easy-to-use interfaces, and customized shopping suggestions are at the core of winning and keeping consumers. Numerous players are expanding product offerings, stocking everything from fresh fruits and vegetables and specialty products to staples and essentials, meeting a wide array of dietary and lifestyle needs. Strategic partnerships with local distributors, cold-chain logistics investments, and regional fulfillment centers also increase market presence and operating efficiency. Exclusivity promotions and loyalty schemes online are also becoming standard practice to generate traffic and repeat purchase. As there is higher penetration of smartphones and digital literacy, online grocery sites are evolving further to meet customer demands for ease, dependability, and immediacy, carving out a strongly dynamic and competitive European market ecosystem.

The report provides a comprehensive analysis of the competitive landscape in the Europe online grocery market with detailed profiles of all major companies, including:

• Flink
• Just Eat
• Delivery Hero
• Uber Eats
• Doordash
• Amazon Inc.
• Rewe
• Rakuten Group, Inc
• Tesco
• Carrefour

Latest News and Developments:

• April 2025: China's JD.com initiated a test launch of its online grocery platform, Joybuy, in select areas of London. The platform offers a diverse range of products, including food, furniture, and tobacco, with same-day or next-day delivery options. Joybuy aims to provide a hybrid shopping experience akin to Tesco and Amazon Prime, featuring competitive pricing, free shipping on initial orders, flash sales, and a clearance section with discounted items.
• March 2025: TikTok Shop expanded into Germany, France, and Italy. The platform, already active in over 11 countries, plans to deepen its reach in FMCG, especially grocery.
• March 2025: Marks & Spencer launched its online grocery offering in Romania, partnering with European e-grocery tech firm Rohlik Group. This move expands the company’s International Food range—now featuring over 500 products—across Czechia, Austria, Germany, Hungary, and Romania.
• March 2025: Freson Bros. teamed up with Mercatus to elevate its online grocery services through a cutting-edge platform for fresh and prepared foods. The partnership aims to enhance customer convenience while reinforcing community engagement and service excellence.
• February 2025: Prosus agreed to acquire Just Eat Takeaway.com for approximately USD 4.4 billion in an all-cash deal. The move aims to create a leading European food delivery platform with enhanced growth prospects across segments, including online grocery.

Europe Online Grocery Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Europe online grocery market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the Europe online grocery market.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Europe online grocery industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.