Increasingly, it is not the parent, but Generation Z that decides what goes into the grocery shopping basket, sometimes asking AI for advice, but just as often their parents. The e-grocery market is currently growing faster than the entire e-commerce market in Poland.

Very young digital natives are more likely to go to an online grocery store or greengrocer than to a local corner shop.

According to the Strategy& report, the value of the e-grocery market will increase from PLN 9 billion in 2024 to PLN 14 billion in 2028. Unlike mature e-commerce categories, where growth is mainly driven by the shopping frequency of existing customers, e-grocery is still gaining new buyers, increasingly from outside large cities, in smaller towns, and in the suburbs where access to high-quality, fresh food can be limited.

For an e-grocery store to realistically serve customers across Poland, it needs logistics that go beyond a single region, and temperature-controlled transport that reaches where the range of local suppliers ends. Goodspeed, as the leader in temperature-controlled food logistics in Poland, enables e-grocery stores to scale deliveries nationwide while maintaining the cold chain, which ensures the safety and freshness of food products.

You can find the full text on how Generation Z and Alpha are changing the e-grocery market here