The delivery of supermarket groceries to consumers’ doorsteps has evolved from a convenience service to an essential part of daily life. According to data from Circana and the Convert Group, in the first four months of the year, the value of online sales increased by 1%, reaching 80 million euros, while the number of orders declined by 4%.
This trend indicates that consumers are ordering less frequently but maintaining a higher average order value, often aiming to exceed the thresholds that qualify for lower or free shipping.
Most chains have standardized their delivery fees between 2 and 3.5 euros per order, while free delivery thresholds are generally set between 80 and 100 euros.
- Sklavenitis, the market leader, introduced a minimum fee of 1 euro in May for orders over 100 euros, eliminating the free delivery that had been in effect until then. For purchases between 20 and 100 euros, the fee remains at 2.50 euros.
- At AB Vasilopoulos, the delivery fee is 2 euros for purchases between 25 and 80 euros, with an additional 1-euro charge for select delivery time slots.
- My Market charges 2 euros for orders up to 80 euros in major urban areas and offers free delivery for orders above that threshold.
- Masoutis offers free delivery for purchases over 90 euros, while charging 2.5 euros for orders between 40 and 89.99 euros and 3.5 euros for smaller orders. Masoutis also offers the option to pay in up to six interest-free installments for purchases over 120 euros and up to three installments for orders over 60 euros, either via online payment or upon delivery via POS.
- ANEDIK Kritikos, which was acquired by the Northern Thessaly-based chain, continues to follow a differentiated model, charging 3 euros for Easy Delivery on orders under 40 euros and a flat fee of 3 euros for the Express Delivery service regardless of the order total.
- As for e-fresh.gr, shipping fees range from 2 to 3 euros, while they are waived for purchases over 100 euros.
- Bazaar is also investing in e-commerce, allowing consumers to make purchases either through its online store or by phone.
Why Retail Chains Charge for Delivery
Although consumers usually pay just a few euros to have their groceries delivered to their homes, the actual cost of the service is significantly higher.
Every online order requires product picking, availability checks, packaging, route planning, and transportation to the final destination.
Added to these costs are expenses for personnel, fuel, vehicle maintenance, and investments in technological infrastructure. International studies estimate that the actual cost of a home delivery is several euros per order. This means that most companies continue to absorb a significant portion of the cost, viewing the service as an essential tool for retaining customers and growing their e-commerce channel.
The increase in free delivery thresholds has already influenced consumer behavior. According to a NielsenIQ survey, 58% say they add extra items to their cart to avoid shipping charges. Although e-commerce still accounts for a small portion of the total food market, its share is steadily growing, reaching 3.4% from 3% a year earlier.