Mercadona, the Spanish supermarket giant led by Juan Roig, has crossed a significant digital threshold. According to the company’s 2025 annual report, its online sales channel generated 1.061 billion euros, representing 2.5 percent of its total revenue of 41.858 billion euros. This milestone marks the first time the retailer’s e-commerce operations have breached the billion-euro mark, signaling a major shift in its traditionally store-focused strategy.
The Strategic Pivot to Digital Commerce
For years, Mercadona maintained a cautious approach to online grocery shopping, prioritizing its highly efficient brick-and-mortar model known for its “Boss” (client) philosophy and private-label dominance. The COVID-19 pandemic accelerated consumer adoption of digital channels, forcing the retailer to rapidly scale its e-commerce capabilities. The 26 percent year-over-year growth from 2024 to 2025 demonstrates not only successful catch-up but also the effective consolidation of its online operations. Company leadership attributes this surge to “the increasing trust that customers place in Mercadona’s online service,” a channel they describe as “growing and consolidating.”
Infrastructure Investment: The “Hive” Network
The cornerstone of Mercadona’s online expansion is its network of dedicated fulfillment centers, internally called “Colmenas” or Hives. These are not traditional supermarkets but warehouses exclusively designed for picking and packing online orders. In 2025, operational Hives in Valencia, Barcelona, Getafe, Boadilla del Monte, Alicante, and Sevilla were fundamental in servicing high-density urban areas. This dedicated infrastructure allows for faster picking times, specialized workflows, and reduced interference with in-store customers, creating a streamlined operation tailored for e-commerce efficiency.
Scaling the Hive Model for Future Demand
The success of the initial Hives has prompted significant expansion. Juan Roig announced that a seventh Hive will launch in Vallecas in 2026, with an expected capacity to handle up to 5,000 orders daily. This expansion is a clear signal of Mercadona’s long-term commitment to the online channel. The strategic placement of these centers is calculated to maximize coverage in populous regions, ensuring delivery promises are met and operational costs are kept in check. The 36-million-euro investment in the e-commerce network during 2025 underscores the scale of this logistical undertaking.
Integrating Physical and Digital Retail
Beyond the Hives, Mercadona has adopted a hybrid model, integrating 218 physical stores into its online service network—73 of which were added in 2025. This store-pick model supplements the Hive network, particularly in areas where establishing a dedicated warehouse may not yet be viable. It leverages existing store inventory and staff, creating a flexible and scalable solution for reaching a broader customer base. This two-pronged approach—dedicated Hives and store fulfillment—provides resilience and adaptability in a fast-moving market.
The Human and Logistical Engine
Powering this billion-euro operation requires substantial human and mechanical resources. Mercadona now dedicates a team of 3,000 employees specifically to its online service, supported by a fleet of 1,000 delivery vans. This investment in personnel and logistics is critical for maintaining the quality and reliability that customers associate with the Mercadona brand. Training these teams to handle perishables with care and ensure timely delivery is as crucial as the technological infrastructure, reflecting the company’s holistic view of service excellence.
Innovating Customer Communication and Service
Mercadona’s digital transformation extends beyond mere sales into customer relationship management. The company has actively explored new communication channels to engage its client base. A notable development is “Carol,” a 24/7 WhatsApp bot launched to handle customer inquiries. In 2025, Carol managed over 180,500 interactions, providing instant responses to common questions on orders, products, and services. This tool represents a shift towards automated, always-available customer service, reducing wait times and freeing human agents for more complex issues.
From Reactive to Proactive Engagement
The company’s commitment to communication is further evidenced by its new policy to “listen and respond to all reviews” customers leave on Google. This move from passive reception to active engagement on public platforms aims to build trust and demonstrate accountability. Furthermore, Mercadona’s IT department has developed an escalation tool for WhatsApp and web chat. When Carol cannot resolve a query, the system seamlessly transfers the customer to a human agent, ensuring no request falls through the cracks. This layered approach balances efficiency with the essential human touch.
Embracing Social Media and Cultural Relevance
Recognizing the changing media landscape, Mercadona recently established a presence on TikTok. This foray into short-form video content indicates a strategy to connect with younger demographics and stay culturally relevant. While the direct sales impact of such platforms is less clear, they are crucial for brand building, community engagement, and driving overall top-of-mind awareness, which can ultimately translate into both online and offline sales.
The Competitive Landscape and Market Implications
Mercadona’s online growth occurs within a fiercely competitive Spanish grocery market. Traditional rivals like Carrefour and Dia have their own robust e-commerce platforms, while pure-play online grocers and rapid delivery services (“quick commerce”) apply constant pressure. Surpassing one billion euros in online sales solidifies Mercadona’s position as a major digital player, not just a physical retail leader. Its strategy, combining massive logistical investment with a nuanced understanding of its loyal customer base, provides a formidable blueprint for omnichannel success.
Challenges and Considerations for Sustained Growth
Despite the impressive figures, challenges remain. The online channel’s profitability in grocery retail is notoriously difficult due to high fulfillment and last-mile delivery costs. Mercadona’s investment in proprietary Hives and fleets—including a dedicated fleet of 1,000 vans—represents a capital-intensive model. The key will be achieving sufficient order density and operational efficiency to make these investments pay off. Furthermore, maintaining the famous Mercadona in-store experience—the product quality, cleanliness, and service—through a digital interface and a delivery bag is an ongoing challenge.
The journey to 1.061 billion euros is more than a financial milestone; it is a validation of a strategic recalibration. Mercadona has demonstrated that its core principles of efficiency, customer focus, and heavy investment can be successfully translated into the digital realm. The growth story is not just about capturing pandemic-driven demand but about building a sustainable, scalable, and integrated omnichannel operation for the future. As the new Hive in Vallecas prepares to open and digital tools like Carol evolve, Mercadona’s online journey appears to be transitioning from a supporting act to a central pillar of its long-term strategy, reshaping how Spain’s most popular supermarket serves its “Bosses” in an increasingly connected world.
