Wolt’s inaugural Retail Report 2026 captures a decisive shift in consumer purchasing behaviour, underlining the growing importance of e‑commerce for logistics providers and maritime operators. Since launching in 2015, the platform has processed more than 230 million orders, evolving into a virtual department store that reaches millions of shoppers across Europe.
Key Findings
The report blends Wolt’s internal data with independent European retail studies and insights from partner merchants. Retail now accounts for just over 25 % of the total sales generated through the platform, confirming the sector’s rapid ascent.
Online Shopping Gains Momentum
- 73 % of European consumers made an online purchase in 2024.
- Digital spend in Europe reached €842 billion, a 7 % year‑on‑year increase.
- Non‑food categories have more than tripled their share of Wolt’s retail sales between 2022 and 2025, led by electronics, pet supplies, and health‑beauty products.
Scale of Consumer Activity
More than 2 million users place retail orders each month, and six out of ten return for a new purchase the following month. This repeat‑purchase rate signals a stable demand pipeline for last‑mile delivery services and the ancillary freight movements that support them.
Impact on Logistics and Maritime Operations
Weekly grocery orders featuring ten or more items grew 46 % within a year, indicating that shoppers are using Wolt for bulk purchases rather than impulse buys. The resulting need for larger, time‑flexible shipments has implications for container utilisation, port handling efficiency, and the scheduling of feeder vessels serving Mediterranean hubs such as Limassol.
Seasonal Peaks
- Valentine’s Day: floral merchants experience up to 32‑fold sales spikes.
- Black Friday: electronics sales surge by 440 %.
- Christmas: toy and game sales climb 133 % as consumers seek same‑day delivery for last‑minute gifts.
These demand bursts translate into short‑term surges in cargo volumes that require agile port operations, rapid container turnaround, and coordinated last‑mile fleets.
Opportunities for Retail Partners
Over 40 000 retail stores now collaborate with Wolt, a 43 % annual growth rate. Local merchants constitute 57 % of this network, highlighting the platform’s role in supporting regional supply chains. For shipping agencies, the expanding merchant base presents new cargo streams, especially for temperature‑controlled and high‑value goods that demand reliable maritime links.
Looking Ahead
Wolt’s data underscores the intertwining of e‑commerce growth with freight demand. Shipping lines, terminal operators, and logistics providers that can align capacity with these evolving consumer patterns will be well positioned to capture the next wave of trade volume across the Mediterranean and beyond.