Wolt Malta is seeing growing demand for non-food purchases on its platform, with customers increasingly reaching for the app to buy groceries, electronics, pet supplies and health and beauty products alongside their usual food orders.

The shift is part of a broader European pattern captured in Wolt’s latest retail report. Non-food retail’s share of platform sales more than tripled between 2022 and 2025 and retail now accounts for over a quarter of global sales through the app. Electronics, pet supplies and health and beauty are among the fastest-growing categories across the platform.

Wolt Malta Country Representative Chris Tanti noted that customers in Malta are reflecting the same behaviour, opening the app not only at dinner time but throughout the day for everyday essentials. He added that the trend opens up another channel for local businesses to reach customers beyond the physical shop.

Seasonal demand spikes add further texture to the picture. Across Europe, florist sales on the platform rose 32-fold on Valentine’s Day, electronics sales jumped 440 per cent around Black Friday and toys and games orders climbed 133 per cent during the holiday season. The figures suggest that convenience-led shopping on delivery platforms is no longer confined to meal times or impulse snacking.

For Malta’s local business community, the implications are practical. Tanti pointed to the platform as an additional route to reach customers, whether for a grocery run, a handful of essentials or a last-minute gift. The broader push appears to be about embedding Wolt more deeply into everyday retail habits rather than simply competing for the takeaway occasion.