Quick commerce in Paris

Quick commerce (express grocery delivery, in under 30 minutes) burst onto the scene in Paris in early 2021. Since then, massive advertising and promotional campaigns have followed, along with numerous developments within the sector: Cajoo's acquisition by Flink, restructuring and layoffs at Gorillas, the closure of Kol and Yango Deli, etc. Meal delivery players have also diversified to invest in this new niche (Frichti, UberEats, Deliveroo). To measure the extent of the phenomenon and its long-term potential, Episto, a specialist in social media studies, surveyed over 1000 Parisians* to understand their opinion and usage of these new services.‍

In-store shopping is still widely preferred 

88% of Parisians report doing their daily grocery shopping in-store, with 84% doing so at least once a week; a trend that could be explained by the high density of supermarkets in Paris and their extensive operating hours. Other shopping methods, however, lag far behind: 1 in 5 Parisians regularly gets home delivery via traditional retailers (Carrefour, Leclerc, Monoprix, etc.) and only 1 in 10 via express delivery.

While traditional retailers currently appear to dominate the delivery market, quick commerce players can nonetheless rely on the loyalty of their users, who order more regularly: 40% order at least once a week, compared to 22% of traditional home delivery users.

Quick commerce also seems to have created a whole new way of shopping as 2/3 of its followers do not use home delivery by traditional retailers. It remains to be seen whether the concept will gain new market shares in the coming months. Even if it benefits from a strong awareness (85%), the service has been tested only once by 19% of Parisians.

Quick commerce users are very attached to the concept, very attached to delivery times... less attached to CSR criteria

More than one user out of two uses express delivery to save time in their daily life (57%), 36% to avoid travelling and 28% to bypass store opening hours. Regarding the criteria for choosing one delivery app over another, 48% base their choice on delivery time, 43% on the choice of products, 41% on the price level, and 35% on special offers. The CSR criteria are far behind : the possibility of finding local products (17%), the fact that the delivery drivers are salaried or independent (14%), or their means of transportation - car, scooter, bike... - (12%).

Overall satisfied with their experience (94%), users predominantly (91%) report generally finding the products they are looking for, even though 83% would appreciate a wider selection. Could this trend explain why only 14% of users anticipate foregoing other shopping methods in the long term?

Parisians have mixed feelings about the arrival of these new services

Three main reasons are cited by those who do not use quick commerce: 56% state they prefer to choose products in-store, 35% do not see the utility of these services, and 35% believe they are not aligned with their values. Overall, opinion remains highly divided between negative (39%) and positive (41%) views when Parisians are asked about their perception of quick commerce development in major cities. Even though the practical aspect of these services is widely acknowledged, they perceive negative consequences on employment, the environment, and urban quality of life.

• 54% believe they have a negative impact on the environment
• 63% believe they have a negative impact on job quality
• 70% believe they have a negative impact on local businesses
• 75% believe quick commerce should be more regulated

Spotlight on under 30s, quick commerce 'early adopters'

94% of Parisians under 30 are familiar with the concept, and 29% have already used it.

When choosing a delivery app, they are more motivated by economic factors than the average of the overall sample: their number one selection criterion is price level (53%), followed by promotions (50%). 1 in 4 users under 30 state they use quick commerce to save money. Their usage is festive: 34% order alcoholic beverages (vs 22% on average), during aperitif hour (31% vs 20% on average), or during the evening or night (38% vs 27% on average).

“In barely a year and a half, quick commerce services have become known in Paris, heavily supported by advertising campaigns and massive promotions. Today, express grocery delivery is a concept familiar to a large majority of Parisians. Its 'early adopters' are still few in number (more so among those under 30) but are won over: they express genuine satisfaction and order very regularly. It remains to be seen whether quick commerce players will be able to convert this trial into sustained market presence, given Parisians' attachment to their in-store shopping habits and their critical view of the consequences of these activities on employment, the environment, and local businesses. More than just a new service, quick commerce embodies a societal evolution that is part of a broader reflection on 'better living' in the city. It pits the challenges of practicality, time-saving, and daily improvement against those of urban quality of life. Like Uber or Airbnb, the time for regulation will soon come (which Parisians seem to be calling for), and the challenge will be to combine the advantages of these services with the preservation of the urban ecosystem,” comments Jérémy Lefebvre, CEO of Episto.

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Study Methodology

Representative sample of the Parisian population according to the quota method: 1028 respondents.

Study dates: May 10 to 17, 2022.

Respondent source: Facebook and Instagram.