Italy Quick Commerce Market Size & Forecast by Value and Volume Across 100+ KPIs by Product Type, Payment Mode, Age Group, Location, Business Model, and Delivery Time - Databook Q1 2026 Update

Key Trends & Drivers

• Italian supermarkets are utilizing multiple delivery platforms, rather than developing standalone quick-commerce apps, to offer 30-minute baskets in major cities. Carrefour Italia is a clear example: it has activated partnerships with Everli, Deliveroo, Eat, and Glovo, and, with Glovo, has launched “Carrefour Sprint” dark-store operations in Florence and Bologna, promising delivery in under 30 minutes and offering more than 3,500 SKUs. Other cooperatives and groups, such as Gruppo VéGé and CRAI, have also signed quick-commerce agreements with Glovo, Everli, Eat, and Alfonsino, including 30-minute delivery from selected stores.
• Italy’s grocery market is fragmented across national chains (Conad, Coop, Selex, Carrefour, Esselunga, Gruppo VéGé, Crai, etc.), and most retailers lack the scale to build their own dense rider networks and dark-store infrastructure. Partnering with multi-category apps like Glovo and Eat enables them to integrate ultra-fast delivery into existing stores while keeping capital expenditures low. Trade press commentary notes that Carrefour does not view these partners as competitors to its own site, but as complementary channels serving different missions: a full-basket shop on Carrefour, versus small, last-minute top-ups via partners.
• Over the medium term, quick commerce in Italy is likely to be dominated by a B2B2C model where a handful of platforms control demand and logistics, and retailers supply assortment and local footprint. As more retail groups replicate the Carrefour and VéGé playbook, the bargaining power of leading platforms (Glovo, Eat, Deliveroo) will increase. At the same time, smaller chains may rely on multi-platform exposure to avoid dependence on a single app. Expect further expansion of dark-store collaborations (e.g., additional Carrefour Sprint-type sites) in densely urban areas and increased integration of retail media as illustrated by Glovo’s partnership with Mars, which explicitly includes Italy and focuses on in-app advertising.

• The phase of highly funded pure-play rapid-grocery start-ups has ended in Italy. Turkish operator Getir, which had entered the Italian market with its own dark-store network, withdrew from Italy (along with Spain and Portugal) in 2023 as part of a broader retreat to its home market. The Italian business press also notes that the early “unicorns” of quick commerce did not all survive the post-start-up phase, even as the underlying model rooted itself in consumer behaviour. What remains is a smaller set of multi-category delivery platforms notably Glovo, Eat, and Deliveroo that have expanded from restaurant delivery into groceries, pharmacies, and everyday retail.
• Post-pandemic normalisation reduced the exceptional demand that had supported standalone ultra-fast grocery apps with heavy promotion. At the same time, high labour and real-estate costs in Italian cities made dark-store economics challenging at scale. Platforms like Glovo and Deliveroo can amortise rider fleets, routing technology and customer acquisition across food delivery and non-food categories, giving them structurally lower unit costs than mono-category grocery start-ups. Italian commentary highlights how q-commerce has “taken root” as an evolution of e-commerce, but within a more selective set of operators.
• Over the next few years, Italy’s quick-commerce market is likely to consolidate further around three to four large apps, plus a small group of specialized local players. Retailers considering launching their own rapid-delivery apps are more likely to join existing platforms or utilize white-label solutions. For investors and partners, the strategic question will shift from “which start-ups to back” to “how to work with a small number of platforms that control consumer access, data and last-mile execution.” Competitive differentiation is expected to shift toward assortment depth, retail-media monetization, and integration with loyalty programs, rather than simply focusing on delivery speed.

• In Italy, ultra-fast (≤30-minute) delivery is becoming an increasingly popular option within a portfolio of delivery speeds that span from sub-hourly top-ups to same-day and next-day full baskets. Carrefour Sprint and Crai-Glovo focus on 30-minute, small-basket missions from urban dark stores or proximate supermarkets. In parallel, Everli has built partnerships with 12 of the 13 largest Italian grocery retailers, providing scheduled same-day and next-day home delivery, and positioning itself as a leading e-grocery technology and fulfilment partner. Traditional retailer services such as Pam a Casa add pre-booked, time-slot delivery to this mix.
• Italian households utilize digital grocery services in various ways: small, urgent top-ups (such as forgotten ingredients, drinks, and baby products) versus large weekly shopping trips. Q-commerce platforms are optimized for the first mission; scheduled e-grocery services, like Everli, and retailer sites are better suited for the second. Retailers and platforms are recognising that not every online order needs to be ultra-fast and that offering multiple service-level options can balance customer convenience with unit economics. Italian trade media emphasise that Carrefour, for instance, views partners such as Glovo and Everli as complementary to its own site, each targeting distinct needs and shopper profiles.
• The next 2-4 years are likely to bring more explicit segmentation of delivery promises in Italy, with clear differentiation between “within 30 minutes,” “same-day,” and “next-day” propositions on the same retailer’s digital journey. Ultra-fast will be reserved for high-margin convenience missions and co-funded promotional campaigns (e.g., brand partnerships such as Glovo-Mars retail media campaigns that also cover Italy). At the same time, larger baskets will be nudged to scheduled slots. This will support better route density and labour planning, especially in suburban areas where demand is less dense. For quick-commerce operators, success will depend on how well they integrate into retailers’ omnichannel strategies (loyalty, pricing, assortment) rather than competing with standalone apps.

• Working conditions for riders have become a central issue in Italy’s platform economy, including quick commerce. The first Fairwork Italy Ratings report (2024) assessed major platforms, including Glovo, Eat, and Deliveroo, on metrics such as pay, conditions, and contracts, and found wide variability in labour standards. Academic research on riders in Milan highlights occupational safety and health risks associated with time pressure, traffic exposure, and platform algorithms. In 2025, a Milan judge ordered Glovo’s Italian arm to urgently discuss heat-related risks with unions, following criticism of a “heat bonus” that was later suspended. This has contributed to broader scrutiny of the employment status and safety provisions for the company’s ~7,000 riders in Italy. Delivery Hero, Glovo’s parent, has increased provisions by hundreds of millions of euros to cover potential social security contributions, interest and fines related to rider status in Italy for 2016-2024.
• Italy sits at the intersection of EU-level regulation on platform work and a strong domestic union presence. The EU Platform Work Directive, adopted in 2024, reinforces pressure on member states to address misclassification and ensure minimum standards. Nationally, rider-specific legislation and court cases have pushed platforms toward more formalised relationships and greater accountability on health and safety. At the same time, climate-related heatwaves in Italian cities have made the physical risks associated with fast delivery more visible, triggering increased public and political attention.
• Over the coming years, labour regulation is likely to raise the structural cost base of quick commerce in Italy. Platforms may need to move more riders onto employee-like contracts or hybrid arrangements, invest in safety training and protective equipment, and adjust algorithms (e.g., removing incentives to ride in extreme heat). This will increase pressure to improve economics through higher average order values, delivery fee optimisation, and retail media revenues, rather than competing purely on free or discounted delivery. For retailers, the reputational risk of being associated with poor rider conditions may influence partner selection and contract terms. In aggregate, the market may see slower geographic rollout, but more robust and compliant operations in cities where q-commerce is already established.

Competitive Landscape

Current State of the Market

• Italy’s quick commerce market has transitioned from early-stage experimentation to a consolidated, partnership-driven ecosystem centered around multi-category delivery platforms. Following the existing standalone operators like Getir and Gorillas, the market is now dominated by integrated platforms, such as Glovo, Deliveroo, Eat, and Everli, which directly link with supermarket networks and convenience retailers.
• Quick commerce is primarily concentrated in urban areas such as Milan, Rome, Turin, Bologna, and Florence, where dense populations support viable 30-minute delivery operations. Rather than building independent dark-store networks, Italian retailers are increasingly relying on strategic partnerships to extend their last-mile capabilities, signaling a maturing phase marked by operational consolidation and selective city-level expansion.

Key Players and New Entrants

• Glovo remains the most prominent player, supported by Delivery Hero, with strong partnerships across Carrefour, Crai, and Gruppo VéGé for rapid grocery fulfillment. Deliveroo Hop and Eat have deepened grocery offerings through collaborations with Conad, Coop, and Pam Local.
• Everli, based in Verona, serves as Italy’s leading scheduled e-grocery intermediary, powering delivery for over a dozen retail chains and expanding its footprint in smaller cities. On the retailer side, Carrefour, Esselunga, and Coop Italia continue integrating quick-commerce services through external platforms rather than building proprietary ones.
• New local entrants, such as Alfonsino and Tulips, are targeting smaller municipalities with hyperlocal fulfillment models, but they remain niche compared to the scale of international aggregators.

Recent Launches, Mergers, and Acquisitions

• The Italian market has seen few new independent launches after 2023, reflecting a post-consolidation environment. Carrefour Sprint, launched in partnership with Glovo, remains a standout example of dark-store collaboration for 30-minute delivery.
• Getir’s withdrawal in 2023 and Gorillas’ earlier exit marked the end of venture-backed pure plays, while platforms like Eat have pivoted into multi-category logistics to capture recurring grocery demand. Additionally, Glovo’s collaboration with Mars for retail media campaigns in Italy illustrates a growing shift toward monetization through in-app advertising and brand partnerships rather than new market entries.

Report Scope

Italy Quick Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Order Value
• Order Frequency per Year

Italy Quick Commerce Market Segmentation by Product Type

• Groceries and Staples
• Fruits and Vegetables
• Snacks and Beverages
• Personal Care and Hygiene
• Pharmaceuticals and Health Products
• Home Décor
• Clothing and Accessories
• Electronics
• Others

Italy Quick Commerce Market Segmentation by Payment Mode

• Instant Bank Transfer
• Wallets and Digital Payments
• Credit and Debit Cards
• Cash on Delivery

Italy Quick Commerce Market Segmentation by Age Group

• Gen Z (15-25)
• Millennials (26-39)
• Gen X (40-55)
• Baby Boomers (Above 55)

Italy Quick Commerce Market Segmentation by Location Tier

• Tier 1 Cities
• Tier 2 Cities
• Tier 3 Cities

Italy Quick Commerce Market Segmentation by Business Model

• Inventory-led Model
• Hyper-local Model
• Multi-vendor Platform Model
• Others

Italy Quick Commerce Market Segmentation by Delivery Time

• Delivery in 30 Minutes
• Delivery 30-60 Minutes
• Delivery in 3 Hours

Italy Quick Commerce Consumer Behavior and Demographics

• Average Subscription Uptake by Age Group
• Average Subscription Uptake by Location Tier
• Average Subscription Uptake
• Average Delivery Time

Italy Quick Commerce Revenue Structure and Composition

• Advertising Revenue
• Delivery Fee Revenue
• Subscription Revenue

Italy Quick Commerce Operational Metrics by Product Type

• Gross Merchandise Value by Product Type
• Gross Merchandise Volume by Product Type
• Average Order Value by Product Type
• Order Frequency by Product Type

Italy Quick Commerce Operational Metrics by Payment Mode

• Gross Merchandise Value by Payment Mode
• Gross Merchandise Volume by Payment Mode
• Average Order Value by Payment Mode

Italy Quick Commerce Operational Metrics by Age Group

• Gross Merchandise Value by Age Group
• Gross Merchandise Volume by Age Group
• Average Order Value by Age Group

Italy Quick Commerce Operational Metrics by Location Tier

• Gross Merchandise Value by Location Tier
• Gross Merchandise Volume by Location Tier
• Average Order Value by Location Tier
• Order Frequency by Location Tier

Italy Quick Commerce Operational Metrics by Business Model

• Gross Merchandise Value by Business Model
• Gross Merchandise Volume by Business Model
• Average Order Value by Business Model

Italy Quick Commerce Operational Metrics by Delivery Time

• Gross Merchandise Value by Delivery Time
• Gross Merchandise Volume by Delivery Time
• Average Order Value by Delivery Time
• Order Frequency by Delivery Time

Reasons to buy

• Comprehensive Market Intelligence: Gain a holistic understanding of the overall quick commerce with detailed operational metrics such as gross merchandise value, gross merchandise volume, average order value, and order frequency across key product categories.
• Granular Segmentation and Cross-Analysis: Explore the fast-growing quick commerce ecosystem through detailed segmentation by product type, payment mode, age group, location tier, business model, and delivery time, providing data into evolving consumer behavior and purchasing dynamics.
• Consumer Behavior and Ecosystem Readiness: Understand how demographics and payment method adoption are shaping consumer preferences and driving the expansion of instant delivery services in both urban and semi-urban markets.
• Data-Driven Forecasts and KPI Tracking: Access a comprehensive dataset of 100+ key performance indicators (KPIs) with historical and forecast data through 2029, offering visibility into growth drivers, market trends, and investment opportunities across the quick commerce sector.
• Decision-Ready Databook Format: Presented in a structured, data-centric format compatible with analytical and financial modeling, the Databook enables quick commerce companies, retailers, investors, and logistics partners to make informed, evidence-based strategic decisions.