Will ‘social delivery’ boost online grocery shopping?

Belgium’s Carrefour Market is collaborating with Shopopop. Customers can deliver groceries for others, such as neighbors, and earn between 6 and 9 euros. Orders are placed via the Carrefour Fast Delivery app, which offers same-day grocery delivery. Shopopop claims to be the largest crowd-shipping platform in the world. The 6 to 9 euros is a realistic compensation for neighborly couriers. Recently, the Dutch company Super reported that in-store delivery costs them 10 to 15 euros. Will ‘social delivery’ boost online grocery shopping?

Of course, you can take groceries for a neighbor who has difficulty getting out. Platforms like Uber Eats and Thuisbezorgd offer quick grocery services to retailers. However, these platforms do not use locals passing by the store. Shopopop aims to provide retailers with an alternative to large delivery platforms that might take over customer data.

Much research has been done internationally on crowd shipping and social delivery. Experts have not reached a consensus. Many couriers choose this ‘work’ out of financial necessity, leading to high turnover rates. Vehicles are often older, and deliveries result in extra kilometers. Appropriate compensation is crucial; it must be sufficiently high. Additionally, not all consumers are comfortable with a stranger at their door.

I will follow this development with interest. Is this a solution for retailers who want to offer same-day delivery from their stores? It could undermine rapid delivery services and provide access to affordable groceries for people without cars in some neighborhoods. The key is the enjoyment couriers derive from doing this work. Success depends on a committed and involved delivery community. Who knows, ‘social delivery’ might help online grocery shopping mature to the next level.

Walther Ploos van Amstel.

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Walther Ploos van Amstel  

Passie in logistiek & supply chain management