Deliveroo has announced the launch of Deliveroo Express, a new white label solution in the UK and Ireland aimed at enabling grocers and other retailers to offer on-demand delivery directly through their own online channels.
Deliveroo Express leverages the company’s logistics technology and rider network to drive new delivery options for retailers, having operated a similar white label delivery solution for restaurants since 2020.
The new service allows customers to select an on-demand delivery option through a retailer’s website or app at the usual checkout stage. All consumer communications and care are handled by the retailer, retaining their own brand and tone of voice, with access to a self-serve tool for tracking the delivery status and assisting with customer enquiries. Meanwhile, Deliveroo handles all rider care and instructs a rider to deliver the order following the usual pick-up and handover process.
Tesco is the first brand to partner with Deliveroo Express, using it for its rapid delivery Whoosh service in Ireland. Initially operating out of three stores across the country, the supermarket is leveraging Deliveroo’s infrastructure and network of around 2,500 riders in Ireland to provide the on-demand service.
The three stores in the trial are Donnybrook, Spencer Dock, and Newmarket Yards, with plans to expand over the coming months. Customers in a 4.5km radius of these stores will now have access to more than 3,000 products, with the option to receive their orders in as little as 45 minutes.
Customers shopping with Tesco Whoosh in Ireland will now see an “on-demand delivery” option at checkout. This service will be powered by Deliveroo, with customers being informed as such at checkout and on their receipt, while Tesco oversees all customer communications.
Deliveroo launched its grocery business in 2018 and has since amassed a broad selection of retail partners, including Morrisons, Co-op, Sainsbury’s, Waitrose, Whole Foods, Nisa, and SPAR. The company’s grocery business reached 16% of gross transaction value (GTV) and saw strong double-digit growth in 2024. Deliveroo’s Founder and CEO, Will Shu, said last month that he expects grocery shopping to eventually overtake takeaway food orders on the delivery platform.
Deliveroo launched its non-food retail offer in November 2023 and has since established partnerships with retailers such as B&Q, Boots, Ann Summers and The Perfume Shop.
“Deliveroo Express is our latest innovation as our business seeks to transform the way consumers shop and eat,” said Suzy McClinktock, VP of New Verticals at Deliveroo.
“The new white label service complements our existing offer, giving partners the ability to integrate our model into their own online channels and maintain autonomy over customer interaction, while leveraging our extensive rider network and logistics infrastructure to fulfill orders fast.”
“We see significant growth potential in on-demand grocery and retail delivery, with speed and convenience no longer desirable but a basic consumer expectation. With more grocers and retailers entering on-demand, we are adeptly placed to support them in reaching more customers in less time.”
NAM Implications:
- A real win-win collaboration…
- …with a need for mutual trust.
- In that, each partner’s brand can be enhanced or diluted by the partner’s performance.
- Watchable!
