Around the world, online grocery is in flux as new services hustle for market share, fueled by billions of dollars of venture capital and other investment. Globally, quick-commerce players are taking on-demand convenience to a new level by delivering groceries in minutes. Aggregators are blurring the boundaries between meal delivery and grocery ordering. Unexpected collaborations keep appearing.

Recent research by Bain & Company illustrates how the pandemic has accelerated the rise of digital in the Middle East and North Africa. The fast-moving consumer goods e-commerce market in specific has nearly doubled in the past three years.

The surge in innovation fits our belief that online grocery will continue to gain popularity after going mainstream in the lockdowns of 2020 and 2021. Many of the tens of millions who tried it out of necessity are now regulars out of choice, won over by its convenience. But the wave of investment doesn’t mean that disruptive newcomers are bound to get the upper hand over traditional grocers.

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