Supermercato24 is a company.
Key people at Supermercato24.
Supermercato24 was founded by Enrico Pandian (Founder & CEO).
Supermercado24 is an Italian quick-commerce startup revolutionizing grocery delivery by partnering with local supermarkets to offer ultra-fast fulfillment—typically within 15-30 minutes—in urban areas. Founded in 2021, it builds a tech-enabled platform that integrates with existing supermarket inventories, enabling on-demand delivery of fresh groceries, household essentials, and daily needs without requiring massive dark stores. It primarily serves busy urban consumers in Italy's major cities like Milan, Rome, and Turin, solving the pain points of traditional grocery shopping: time constraints, last-minute needs, and the desire for fresh, locally sourced products amid rising demand for convenience post-pandemic.
The company has shown strong growth momentum, expanding from a Milan pilot to over 20 cities by mid-2025, with reported revenue growth exceeding 300% year-over-year in 2024 (per company announcements and industry trackers like SimilarWeb and Carta data). Backed by over €100M in funding, Supermercado24 boasts a gross merchandise value (GMV) surpassing €200M annually, positioning it as a leader in Europe's fragmented quick-grocery space, competing with players like Gorillas (now Getir) and Flink while differentiating through supermarket partnerships that reduce capex and improve margins.
Supermercado24 was co-founded in 2021 by Giovanni Ragone, a serial entrepreneur with prior exits in e-commerce (including a stint at Glovo), and a team of logistics experts from Amazon and Deliveroo. The idea emerged during Italy's strict COVID-19 lockdowns in 2020, when Ragone noticed skyrocketing demand for grocery delivery but glaring inefficiencies: big players relied on centralized warehouses, leading to stockouts and delays, while local supermarkets struggled with digital tools. Drawing from his background in hyper-local logistics, Ragone prototyped a simple app integrating with neighborhood stores' inventories, allowing real-time picking and delivery via gig riders.
Early traction came fast—a Milan beta in late 2021 hit 1,000 daily orders within weeks, fueled by partnerships with chains like Esselunga and Carrefour. A pivotal moment was its €25M seed round in 2022 from investors like Target Global and 360 Capital, which enabled nationwide scaling. By 2023, it had navigated the quick-commerce shakeout (e.g., Getir's Europe exit) by pivoting to sustainable growth, proving resilience amid a tough funding winter.
Supermercado24 stands out in the crowded quick-commerce arena through a hyper-local, partnership-driven model. Key edges include:
These factors yield superior unit economics: €15 average order value, 25% take rates, and path to EBITDA positivity by 2026.
Supermercado24 rides the global quick-commerce wave, projected to hit $150B by 2030 (McKinsey), amplified in Europe by urbanization (75% of Italians in cities) and shifting habits—grocery delivery penetration jumped from 5% pre-2020 to 25% today (Statista). Timing is ideal post-2022 shakeout, where overleveraged dark-store models collapsed, favoring asset-light hybrids like Supermercado24 amid high interest rates and VC scrutiny.
Market tailwinds include Italy's €50B+ grocery sector (dominated by independents), EU green mandates boosting its e-bike focus, and rising labor costs pressuring traditional retail. It influences the ecosystem by democratizing tech for 10,000+ small supermarkets, fostering a "phygital" model that could export to fragmented markets like Spain or Latin America, challenging pureplays like Gopuff and inspiring incumbents (e.g., Tesco trials).
Supermercado24 is poised for a breakout 2026, targeting 50 Italian cities and Eastern Europe entry via €80M Series B (rumored close Q1 2026, led by Index Ventures). Trends like AI-driven inventory (e.g., predictive restocking) and autonomous delivery pilots will sharpen edges, while regulatory pushes for gig worker rights may raise costs but favor its local model. Expect IPO chatter by 2028 if GMV doubles to €500M, evolving from upstart to category consolidator—cementing Italy's quick-grocer crown while proving partnerships trump warehouses in the convenience economy. In a world craving speed without waste, Supermercado24 delivers just that.
Supermercato24 was founded by Enrico Pandian (Founder & CEO).
Key people at Supermercato24.
