The pilot project makes it possible to order groceries at regular store prices, excluding standard delivery and service fees. Customers will also be able to pre-order their weekly shopping and have it delivered to their home at a predetermined time.
We want to make Wolt a natural choice for weekly grocery shopping. Together with local ICA retailers, we offer the same product prices as in the store, with the convenience of having food delivered to your home. The ambition is for more people to be able to shop from their local grocery store even when they are unable to get there, says Linda Fors, Country Manager for Sweden at Wolt.
Price in focus for the consumer
The initiative is being launched at a time when price plays an increasingly important role. According to the report The State of Grocery Retail Europe 2026 from McKinsey and EuroCommerce, 46 percent of European consumers are actively looking for ways to save money on their food purchases. Price is stated as the single most important factor when choosing a purchasing channel.
Grocery retail is based on large volumes. We want to investigate how store prices combined with convenient home delivery can attract more customers to shop online and return more often. The goal is to, together with the retailers, develop a setup that works long-term for both customers and stores, continues Linda Fors.
Clear Nordic trend
The collaboration with ICA in Stockholm reflects a larger shift for the platform in the Nordics. Just a week earlier, Wolt signed a similar agreement with Coop in Norway. Initially, ten Coop Mega stores in the Oslo region will be connected for grocery deliveries in under an hour. At the same time, Coop is also testing fast deliveries of specialty goods from the e-commerce site Obs.no via the company service Wolt Drive.
The trend that consumers are increasingly using fast delivery platforms for planned weekly shopping, rather than just for spontaneous top-up purchases, is confirmed by the company's own data. The value of the average delivered shopping basket to the door increased by 46 percent between 2024 and 2025.
Broader retail expansion
The focus on groceries is part of a larger retail expansion for Wolt. Earlier this year, the company took steps into new sectors and signed agreements with, among others, beauty giant Lyko and electronics chain Power to offer home deliveries of their range.