Ahold Delhaize’s omnichannel strategy continues to deliver: six consecutive quarters of double-digit online growth. Ahold Delhaize’s latest quarterly results confirm what many in the retail industry already sensed: the company’s omnichannel ecosystem is hitting its stride. With online grocery sales up 15.4% in the U.S. and 11.9% in Europe, the group has now achieved six consecutive quarters of double-digit growth in online sales. Ahold Delhaize reports strong Q3 performance; 2025 outlook is reconfirmed.
Selling groceries online was previously unprofitable, but since the last quarter, Ahold has started generating a profit from it. In the U.S., online growth is outpacing that of Europe, partly because the company is focusing on click-and-collect, according to CEO Frans Muller in NRC. In this model, customers pick up their online grocery orders themselves, saving the company significant delivery costs. “We’ve found a model that allows us to serve customers better — and make a profit at the same time.”
This growth is not just about selling more online. It reflects how Ahold Delhaize is leveraging its physical store network (in the U.S.), as well as data and technology, to deepen customer relationships and enhance profitability across all channels.
Store-first in the U.S. pays off
In the U.S., the company’s pivot in 2023 to a “store-first” model is paying dividends. Rather than relying primarily on large, centralized fulfillment centers, Ahold Delhaize has leveraged its network of more than 2,000 stores as local logistics hubs. This approach offers customers the best of both worlds: full-store assortments combined with the convenience of same-day delivery.
Same-day delivery has risen from 65% of online orders three years ago to nearly 90% today in the U.S.. That acceleration underscores how local fulfillment enables faster delivery, greater flexibility in pickup or delivery options, and higher order accuracy. At the same time, it strengthens store economics, turning online growth into a source of profitability rather than a drag on margins.
Albert Heijn: AI-driven convenience and sustainability
In the Netherlands, Albert Heijn continues to set the standard for digital retail innovation. Online sales grew at a double-digit rate, powered by a 10% increase in orders. Behind that growth lies a subtle but powerful technological shift: the introduction of a real-time delivery slot system enhanced by artificial intelligence.
This AI system personalizes delivery windows at checkout based on customer location, order history, and fulfillment capacity. It dynamically recalculates routes and time slots as new orders arrive, ensuring that vehicles drive shorter routes, emissions are minimized, and customers receive delivery options that truly fit their daily routines. It’s a strong example of how data and automation can make convenience more sustainable.
Bol: the platform keeps expanding
Meanwhile, Bol (Ahold Delhaize’s flagship e-commerce marketplace) posted 8.4% growth in the quarter and remains the clear market leader in the Benelux. Its strength lies in its combination of reliability, local relevance, and innovation. Bol continues to evolve from a successful online retailer into a full-fledged retail media platform.
A key step in this journey is the launch of branded shelves, a new self-service advertising product that enables sales partners and suppliers to create their own digital storefronts. It’s a smart move that blends platform economics with brand storytelling, allowing partners to reach customers more effectively while deepening Bol’s role as a central hub in the regional e-commerce ecosystem.
Online retailer Bol continues to outperform its much larger international competitor, Amazon, in the Benelux. The question is for how long: last week, Amazon announced it would invest €1.4 billion in its Dutch operations to drive further growth. Amazon will improve and expand its existing activities. The additional resources will be used to enhance the overall experience for both customers and entrepreneurs selling through Amazon, including investments in technology and logistics to expand product selection, offer lower prices, and improve the speed and convenience of delivery.
A data-driven, connected future
Across its brands, Ahold Delhaize’s strategy is clear: to connect stores, supply chains, and digital platforms into a single, coherent ecosystem. This is not just about selling online. It’s about reimagining retail operations for the age of immediacy, personalization, and sustainability.
As online channels evolve, Ahold Delhaize plans to optimize its fulfillment infrastructure further to enhance the customer experience and improve online profitability. The company’s consistent results suggest that its omnichannel model — local, data-rich, and customer-first — offers a durable blueprint for retail’s next chapter. Six quarters of double-digit online growth signal not just momentum, but mastery.
Walther Ploos van Amstel.