Flash delivery has completely failed in the Netherlands, which is a great shame

In 2022 I wrote a column for MT/Sprout in which I wrote that I had little hope for flash delivery in the Netherlands. At that time, companies like Gorillas, Getir and Flink were raising huge amounts of money.

So-called ‘retail experts’ stated that flash delivery companies would eventually become very profitable companies. Ahold and Jumbo had to be very concerned and start offering similar services. According to the people who had studied for it.

Flash delivery flopped

I have always looked with great amazement at the ‘analyses’ of those experts. I even estimated that the chance that companies like Getir and Gorillas would ever become a success in the Netherlands was quite small. In the aforementioned column I explain that the business model is virtually impossible to make profitable.

And unfortunately: it turned out I was right. Most flash delivery companies have long since left the Netherlands and this week Getir also announced that they are leaving our country. The Gorillas brand even seems to be being discontinued throughout Europe.

Also read: What has 4 years of flash delivery achieved? ‘Home delivery and Picnic are reaping the benefits’

In short: never order a bag of chips from the comfort of your couch again while watching a movie. Or a toilet roll from the toilet, because the paper appears to have run out. Those were good times, especially because you could receive almost everything for free through all kinds of discount codes.

Business model was wrong

Certainly, the companies were already growing rapidly. Not surprising of course. Companies that offer free products and also deliver them to your home or schoolyard can be assured that business will go fast. Things were indeed going very fast, but especially with the losses that were recorded.

Many business models that seemed very logical during the corona crisis appear to not work at all post-pandemic. This especially applies to flash delivery. Now that all stores are open again, Getir’s target group is simply going to the store again. Much cheaper, larger range, and often just as fast, although it is quite a hassle to have to get dressed and go outside.

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Nuisance at supermarkets

Yet it is a pity that most flash delivery companies did not survive. Now all those young people who were heavy users of flash delivery companies are hanging around the supermarkets again. Just try shopping in an Albert Heijn just after school ends.

There is a good chance that a bunch of teenagers have taken over the store, screaming and all. They walk criss-cross through the store and sometimes eat the croissants before they have paid and drink cans of Red Bull before they have scanned them.

In fact, if I have to believe the store manager at my supermarket, some teenagers not only drink the cans, they also return the can empty and collect a 15 cent deposit. So double profit.

Flink: last one standing

Too bad everyone. For the time being, only Flink remains in the Netherlands. The company recently raised bridge financing, but there are still major concerns about the future of the company.

Let’s hope they make it. And let’s hope that young people will order from this flash delivery company again en masse. So that I can shop in the supermarket again in peace.