Summary of our market study

The quick commerce market experienced rapid growth, propelled by the Covid-19 pandemic, with an estimation that this market sector will triple in value by 2025, reaching $72 billion globally. The demand for fast grocery delivery has been integrated into the daily routines of consumers, particularly in urban areas, with a forecast of a 30% annual growth rate until 2024. Quick commerce operators are establishing themselves by leveraging dark stores to provide delivery within minutes, and cities like Paris have become battlegrounds for such companies, including Gorillas, Cajoo, and Frichti, among others.

The French population in urban areas with more than 200,000 inhabitants, accounting for 41.3% of the total, spends roughly €48.5 billion annually on FMCG/FLS products, presenting a substantial market potential for quick commerce, which is estimated to capture 5-10% of urban convenience retailing. The sector attracts young, affluent, and connected consumers, with 25-34 year-olds being particularly engaged. Despite EBITDA margins ranging between -30% and -50%, suggestive of challenges to profitability, major players have managed significant fundraising rounds, affirming traditional retailers and delivery giants' interest in this emerging market.

Trends and Dynamics of the Quick Commerce Market in France

In the evolving landscape of French retail, quick commerce is rapidly becoming a significant trend. Defined by its rapid delivery service—often within a mere 10 to 15 minutes of placing an order online—this new form of e-commerce is shaping the way consumers interact with food product delivery services. Since the entry of Uber Eats and Deliveroo into the market, there has been a consistent uptick in home delivery services extending beyond ready-made meals to include groceries. This market growth burgeoned amidst the Covid-19 pandemic and associated lockdowns, leading to a substantial shift in consumer behavior.

Many have now integrated grocery delivery into their regular routine, positioning the quick commerce market on an aggressive growth trajectory, with a yearly growth rate of about 30% expected up until 2024. In France, this surge has prompted a wave of new entrants, many vying for dominance in the express segment (delivery within 30 minutes). Underpinning their operations are "dark stores"—local warehouses or distribution centers that serve as hubs for quick order fulfillment. These entities compete not only with each other but also with conventional supermarkets in a sector turbocharged since the onset of the Covid crisis.

The market for quick commerce is entrenched in the French urban fabric, targeting the roughly 41.3% of the population residing in urban areas—estimated to be between 25 and 30 million people. It's projected that these consumers could potentially contribute to a market size ranging from approximately 2.4 to 4.8 billion euros (considering FMCG/FLS expenditure and potential market share within urban settings). Consumer demographics reveal that the typical quick commerce user is young, affluent, and digitally savvy. The 25-34 age bracket is particularly inclined towards this mode of shopping, driven by convenience and efficiency. Omnichannel consumers supplement in-store purchases with online orders, prioritizing time savings, comfort, and access to promotions.

Demand trends highlight a shift toward health and environmental awareness, especially among younger generations known as GenZ, born. There's a willingness among consumers to pay a premium for healthier and locally sourced products, illustrating the growing emphasis on sustainability and wellness in consumer choices. Quick commerce companies, in turn, face complex logistical challenges as they strive to deliver a seamless and swift service. They depend on efficient supply chain management, a robust territorial coverage facilitated by dark stores and smart management tools for real-time inventory handling. 

Quick Commerce Market: A Dive into the Disruptive Dynamics of On-Demand Delivery Startups

The quick commerce market is burgeoning as customer preferences lean heavily towards speed and convenience. With the rise of instant delivery, several startups are transforming the eCommerce landscape, ensuring that household goods make their way to consumers in a record-breaking time. Let’s explore the fresh faces and emerging titans disrupting the traditional retail model.

  • Gorillas: This German-based startup is the epitome of rapid growth in the quick commerce sector. Infused with an impressive investment stream, Gorillas demonstrates the alluring potential of dark stores by promising grocery delivery within an astonishing quarter of an hour. Their presence is felt across Germany, the UK, the Netherlands, and France, showcasing an aggressive expansion strategy.
  • Flink: This competitor to Gorillas has made significant strides, racing against time to carve out a substantial niche in the quick commerce market. With an eye set on swift expansion and customer satisfaction, Flink's strategy positions it to be a formidable player in the era of immediacy.
  • Cajoo: Pride of France, Cajoo is swiftly climbing the ranks within its home market. With innovation at its core, the company puts a strong foot forward in the world of express delivery. The blend of local reach and mastery in logistics grants Cajoo a unique footprint in this prolific market segment.
  • Dija: Crossing the channel from the UK, Dija enters the quick commerce fray with an appealing upmarket strategy. Its Dijanow app exudes an aura of modernity that aligns with the quick-paced lives of its customer base, demonstrating that refined taste need not wait for delivery.
  • Frichti: A mash-up of dark kitchen and dark stores, Frichti, stands out by extending its offerings beyond groceries to pre-prepared meals. Ripe in the French market since 2015, this company synergizes meal delivery with FMCG, catering to the evolving needs of the contemporary consumer.
  • Getir: A tale of international success, Getir hails from Turkey, having expanded its operations across the European frontier. The profitability vouch by Getir in its home market stands as a testament that quick commerce can indeed be a viable, sustainable model.
  • Picnic: This platform takes a slightly different approach with the introduction of subscription models to the game of FMCG delivery. Their optimized twenty-minute delivery window, once booked, differentiates Picnic by offering reliability and consistency, particularly appealing in the Netherlands' organized urban landscapes. 
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Quick commerce is a new e-commerce concept that combines speed and flexibility of delivery. It requires customers to shop online using an application owned by a quick commerce company. These customers are then delivered within 10 to 15 minutes of placing their order at the desired location.

Since the arrival on the market of Uber Eats and Deliveroo, home deliveries of all kinds of products have continued to increase. After ready-made meals and groceries delivered by supermarkets, we are now witnessing an explosion of companies offering home delivery of food products.

On a global scale, this market has seen its already sustained growth propelled by the Covid-19 pandemic. Following the various confinements and the succession of restrictive measures, it seems that some consumers have definitively changed their habits to include grocery delivery in their daily routine. Worldwide, the estimated growth of this market in the coming years is very encouraging: +30% per year until 2024.

In France and Europe, many new players are positioning themselves in the express segment (less than 30 minutes elapsed between order and delivery), banking on an integrated value chain and high logistics capacity. Their operations are based on "dark stores" - small warehouses closed to the public where delivery personnel can pick up orders - strategically positioned in the cities they serve. Their positioning enables them to differentiate themselves from the traditional players in grocery delivery, which are the major supermarket chains, and to capitalize on the boom in the sector since the Covid crisis.

The proliferation of startups offering deliveries in under thirty or even ten minutes augurs two phenomena: the accentuation of already sustained growth, but also fierce competition between companies, as was the case a few years ago with the arrival of restaurant food delivery companies and then self-service electric scooters.

1.2 The global quick commerce market

The global quick commerce market is booming. Propelled by the health crisis and confinements, quick commerce is becoming more and more a part of everyday life for certain populations. According to Prnewswire, this market will triple in value by **** to reach a total of $** billion. This would imply a lasting change ...

1.3 The French market

It's hard to put an exact figure on the size of the quick commerce market in France. According to an estimate by Olivier Dauvers, a journalist specializing in mass retailing, quick commerce should generate between *** and *** million euros in revenues by ****(***). However, given that the market is in full expansion, it's ...

2 Demand analysis

2.1 Young, affluent, connected consumers

It's difficult to draw up a profile of the typical quick commerce consumer, so new is this market. However, we can easily identify those who are most likely to be tempted by this new offer. It's important to note that the use of delivery is becoming increasingly common across all categories ...

2.2 Consumer demand differs according to the purchase path

According to Harris Interactive, the reasons for buying are very different. So-called traditional channels are preferred for the human touch and when consumers don't know exactly what they want, while connected channels are chosen for more practical reasons. Here are the main reasons cited by consumers in our survey:

Traditional channels ...

2.3 Demand trends

In its May **, **** issue, the trade magazine Hôtellerie Restauration devotes an article to the expectations of young consumers, or GenZ (***). While fond of innovative and gourmet products, and inclined to indulge in the food trends seen on social networks, these young people are particularly attentive to environmental and health ...

3 Market structure

3.1 Quick commerce features

Quick commerce appears to be the logical evolution of mass retailing, which follows a pattern of personalizing purchases and optimizing the consumer's time. To highlight the characteristics of quick commerce, we have drawn up a comparative table:

3.2 How quick commerce works

Quick commerce companies depend heavily on their supply chain if they are to function properly and deliver to their customers quickly. To ensure that this chain runs smoothly, three elements are essential:

Territorial coverage

If you want to prepare, pack and deliver products in under an hour, you need to be ...

3.3 Complex logistical challenges

The main challenge for quick commerce companies is to master the value chain and develop an infallible supply chain. To this end, consulting firm Deloitte has detailed how to address the various obstacles normally encountered in managing the "last mile" (***).

Source: ****

3.4 A business model yet to be defined

Strong growth and the large number of new entrants can give the impression that the sector is profitable. According to LSA Conso, EBITDA (***) are between -**% and -**%. These negative margins are the direct result of the investments needed to roll out the offer, and of the advertising campaigns and promotions ...

3.5 Market share of major players

The delivery model based on self-employed delivery drivers, with virtually no guarantees and no safety net, is becoming increasingly problematic. According to a survey conducted by Ouest France in Nantes, here are the main problems caused by this delivery format:

Registration is time-consuming and requires investment: delivery drivers must obtain autoentrepreneur ...

4 Offer analysis

4.1 Market players

Quick commerce is developing very rapidly in France, and now boasts a number of players:

Gorillas: born in **** and of German origin, this startup offers FMCG delivery in less than a quarter of an hour. Present in Germany, the UK, the Netherlands and France. Cajoo: created in February ****, Cajoo is the ...

4.2 Geographic expansion

Quick commerce players initially rushed to Paris, but are now beginning to expand their activities in France and internationally:

Getir launched this year in London (***). In France, Getir expects to have *** mini-warehouses by December **, in Paris, Marseille, Lyon, Nice and Toulouse. Gorillas has opened ** urban mini-warehouses in less than six months, ...

4.3 Historic fund-raising and partnerships with traditional players

According to Bryan, Garnier & Co, quick commerce companies have raised a total of *.* billion euros since ****, including * billion in ****. We have compiled a list of the most important deals that have taken place recently:

Gorillas: over *** million euros raised from Tencent and Delivery Hero. This is the biggest fund-raising in the ...

5 Regulations

5.1 Current regulations governing delivery platforms

Regulations on platforms

The Loi d'orientation des mobilités (***).

In particular, this law intends to impose the following changes:

"Platforms [***] shall communicate to workers, prior to each service, the distance covered by that service and the guaranteed minimum price they will benefit from, less commission fees". No more accounts suspended ...

6 Positioning the players

6.1 Positioning the players

  • Gorillas
  • Flink
  • Cajoo
  • Frichti (La Belle Vie)
  • Getir
  • Picnic
  • La Belle Vie

List of charts presented in this market study

  • Quick commerce market size
  • Breakdown of household shopping budgets by distribution channel
  • Reasons for young people to reduce their meat consumption
  • Characteristics of foods for which consumers are willing to pay a premium

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Latest news

Picnic makes 250,000 deliveries in the Paris region and continues to expand in France - 05/06/2024
  • Fundraising: €355 million
  • Total sales in 2023: €1.25 billion
  • - Sales growth compared with 2022: 40%
Picnic raises €355 million and unveils plan to be profitable by 2024 - 09/01/2024
  • Dutch home delivery company announces fifth round of financing, worth 355 million euros
  • sales of 1.25 billion euros by 2023, up 40% on 2022
  • 134 warehouses, including 65 in the Netherlands, 55 in Germany and 14 in France
  • 1.050 million orders per month in the Netherlands, 600,000 in Germany and 80,000 in France
  • By 2023, Picnic claims to have improved its market share in all the countries where it operates, with average growth of 40%.
Getir and Gorillas liquidated, 1300 jobs lost - 20/07/2023
  • Paris Commercial Court announces receivership of express delivery companies Getir and Gorillas in France
  • Getir France sales in 2022 were 120.3 million euros
  • Regulatory upheaval in March: "dark stores" are now considered warehouses rather than shops.
Picnic available in Ile-de-France - 04/04/2023
  • Official launch date of the Picnic grocery delivery service in the Paris region: March 23.
  • Number of towns in south-east Paris initially covered: 14.
  • Number of targeted households in the catchment area: 150,000.
  • Proportion of families in target area: around 50%.
  • Number of new hires planned by Picnic: 300.
  • Picnic is already present in Lille, Lens and Valenciennes (since 2022).
Picnic, the start-up that breaks new ground in home shopping delivery - 23/03/2023
  • - Picnic was founded in 2015 in the Netherlands.
  • - It has raised nearly a billion euros.
  • - It has a logistics hub in Champlan (Essonne).
  • - It plans to open a dozen hubs in the Ile-de-France region this year.
  • - It has forecast sales of around 30 million euros in 2022 in France
  • - It is less expensive than the average delivery company (20% less expensive according to the A3 Distrib/éditions Dauvers index).
Dutch food e-commerce pioneer Picnic has just announced its arrival in France. - 02/01/2023
  • Sales of 1 billion euros
  • 1 million customers
  • 995 million raised since inception
  • Albert Heijn is the leading supermarket chain in the Netherlands

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Gorillas
Flink
Cajoo
Frichti (La Belle Vie)
Getir
Picnic
La Belle Vie

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