Wolt redesigns its app to focus on products instead of stores

With the new system, users can search directly for products and compare offers from multiple retailers, the company announced. Someone looking for laundry detergent, for example, will now see prices and options from different shops side by side. The search function also groups results by theme: a search for “protein” displays protein powders from drugstores, protein bars from supermarkets, and high‑protein meals from restaurants. A new central button at the bottom of the screen provides quick access to key categories such as restaurants, groceries, beauty, and electronics.

For merchants, the update brings increased visibility, as their products now appear not only in their own shop but also in broader category listings. Julia Niemann, Director of Product Management for Consumer Product at Wolt, said the change was necessary because the platform’s offering has expanded far beyond food delivery. Many customers still do not realize they can already order shampoo, pet food, toys, flowers, or gift items through Wolt.

Early tests show that users find products more quickly and discover more shops than before. Engagement in non‑food categories has risen significantly, with double‑digit growth across several product segments. Over the past decade, Wolt has evolved from a food delivery service into a full‑scale commerce platform, with more than 20 percent of all orders now coming from retail. The company was founded in Finland in 2014 and has been part of Doordash since 2022.