Digital Transformation: Eroski Leading the Shift in Grocery Retail

Since 2015, María del Mar Escrig, E-Commerce Director at Eroski, has spearheaded the cooperative’s push into digital grocery. Under her leadership, Eroski has consolidated its multi-channel positioning, invested in logistics automation, and built one of Spain’s most advanced online grocery experiences.

“Our mission in e-commerce is to offer the same Eroski service and quality online as we do in-store. Customers expect flexibility and trust—and digitalization allows us to deliver both.”
— María del Mar Escrig, E-Commerce Director, Eroski

“The online business is no longer marginal. It’s a key growth driver, and we see huge opportunities to keep scaling.”
— María del Mar Escrig

Click&Collect and Click&Drive

ExpansionEroski has built a network of 30+ Click&Collect and Click&Drive points across Basque Country, Navarre, Catalonia, and Galicia, offering free pickup within four hours.

“Click&Collect is central to our model. It combines efficiency with convenience, giving customers full control over how they shop.”
— María del Mar Escrig

Mobile-First Customer Experience

The Eroski App (offers and promotions) and Eroski Súper App (shopping, checkout in under 15 minutes) remain cornerstones of customer interaction.

“Our apps are designed around everyday use. A customer should be able to shop in minutes, add items via barcode, or even find inspiration with integrated recipes.”
— María del Mar Escrig

Fresh Products & Personalization

More than 80% of online baskets include fresh produce, with customers able to request specific cuts, ripeness, or preparation.

“One of our biggest challenges—and successes—has been replicating the traditional fresh counter experience online. That’s where trust is built.”
— María del Mar Escrig

Recognition & Consumer Confidence

Eroski has been named Best Online Supermarket in Spain multiple years in a row. Ranking among Spain’s top-1, 900 e-commerce sites.

“This award reflects our customers’ trust. It motivates us to keep innovating and to double down on omnichannel integration.”
— María del Mar Escrig

Operational Innovation

AutoStore Robotics at Son MorroEroski was the first Spanish food retailer to implement AutoStore robotics at its Son Morro hub, boosting fulfillment accuracy and speed.

“Automation is not about replacing people—it’s about making processes more efficient so we can serve customers better.”
— María del Mar Escrig

Smart Shelving & Digital PricingPartnership with VusionGroup has enabled electronic shelf labels in hypermarkets, allowing real-time, cloud-based price updates.

“Dynamic pricing tools give us agility and consistency, while freeing up staff to focus on higher-value service.”
— María del Mar Escrig

Data & AI: NIQ Activate

Eroski has also become the first retailer in Spain to adopt NIQ Activate, integrating real-time personalization into loyalty programs Eroski Club and Club Caprabo.

“With AI, we can personalize promotions and communication at scale—building deeper, more meaningful relationships with our customers.”
— María del Mar Escrig

Financial Performance & Outlook FY 2024 Highlights

• Gross sales: €5.885 billion (+2.7%)
• EBITDA: €332 million (stable)
• Net profit: €81.7 million (down 24%)
• Private-label share: ~37% of food sales (up from 35.4%)

Investment Roadmap

Eroski plans to invest €100 million through 2026 in AI, personalization, and e-commerce scaling.

“Our goal is to continue expanding capacity and to offer more personalized, value-driven services. The customer must feel Eroski’s difference—online and offline.”
— María del Mar Escrig

Competitive Landscape & European Trends

With European online grocery sales expected to grow from US $1.15 trillion in 2023 to $1.59 trillion in 2028, Spain’s market remains highly competitive, with discounters like Lidl gaining ground.

“Our cooperative model and investment in fresh produce, private labels, and digital tools give us a solid foundation to compete in a crowded landscape.”
— María del Mar Escrig

Outlook: Toward a Digitally Empowered Grocery Model

For Eroski, e-commerce is no longer a side channel—it is a core retail pillar. Under Escrig’s leadership, the cooperative continues to build a mobile-first, automated, and customer-centric platform that is shaping the future of Spanish grocery retail.

“Digital transformation is a journey. We are building step by step, always guided by what our customers value most: freshness, trust, and convenience.”
— María del Mar Escrig