Costco and Instacart Launch Same-Day Delivery in Europe

SAN FRANCISCO, CA – January 30, 2026

American retail giant Costco and grocery technology leader Instacart have officially expanded their long-standing North American partnership across the Atlantic, launching Costco's first-ever same-day delivery services in France and Spain. The move marks a significant foray into the competitive European market for both companies, introducing new e-commerce websites powered by Instacart's enterprise technology.

Costco members in select metropolitan areas across France and Spain can now order groceries and other household goods directly from new country-specific websites, sameday.costco.fr and sameday.costco.es, for delivery on the same day. The initial rollout covers all of Costco's locations in both countries, including the Paris and Mulhouse regions in France, and the cities of Bilbao, Madrid, Seville, and Zaragoza in Spain. This partnership brings Instacart's platform to these European nations for the first time, signaling a major step in the tech firm's global ambitions.

Instacart's Global Tech Play

While consumers will see a Costco-branded experience, the engine behind the new service is Instacart's Storefront Pro, an enterprise-grade commerce platform that enables retailers to build and scale their own online shopping and delivery operations. This expansion is less about Instacart planting its own marketplace flag in Europe and more about exporting its powerful back-end technology as a service for established global retailers.

"Costco has been a trusted partner for many years in North America, and we're incredibly proud to expand that relationship into Europe," said Chris Rogers, Chief Executive Officer and Chair of Instacart. "Powering Costco's online ordering and delivery program in France and Spain is a testament to the strength of our enterprise e-commerce technology suite."

This move is a key part of Instacart's broader international strategy, which includes deploying its AI-powered Caper Carts in Australia and planned expansions into the UK. By providing the digital infrastructure, Instacart allows partners like Costco to launch sophisticated delivery services quickly and at scale, leveraging their existing brand loyalty and physical store footprint. For Instacart, which posted strong revenue of $939 million in its third quarter of 2025, this European venture is a critical test of its model's global applicability.

"For Costco, this unlocks a new level of access and convenience for members, and for Instacart, this marks a new chapter as we bring our over 13 years of grocery industry expertise to more global markets," Rogers added.

Costco's Digital Evolution in Europe

For Costco, a retailer built on the in-person, bulk-shopping warehouse experience, this digital leap is a strategic adaptation to modern consumer demands. The company has steadily built its physical presence in Europe, opening its first French warehouse near Paris in 2017 and recently expanding to its fifth location in Spain. The new delivery service is designed to enhance the value of its membership model without fundamentally changing it.

Members in France and Spain will benefit from the same-as-in-store pricing they are accustomed to, with the convenience of home delivery for a flat service fee per order. This addresses a common pain point in online grocery, where prices are often inflated compared to their brick-and-mortar counterparts.

"Online ordering and delivery gives members in France and Spain greater flexibility in how they shop Costco's assortment and build on the services we already offer," explained Pierre Riel, Executive Vice President of Costco's International Division. "It's another step in making Costco easier to access while continuing to deliver the value, quality, and service our members expect."

The service taps into a growing desire for convenience. The European online grocery market, which saw a massive acceleration during the pandemic, is now experiencing a "robust resurgence." With significant latent demand for online grocery delivery in both France and Spain, Costco is positioning itself to capture a new segment of shoppers who value its bulk offerings but prioritize time-saving solutions.

Entering a Crowded and Complex Market

Instacart and Costco are not entering an empty arena. The European online grocery and delivery landscape is mature and fiercely competitive. They will face established rivals on multiple fronts, from major supermarket chains like Carrefour and Auchan, which have their own sophisticated delivery and click-and-collect operations, to third-party delivery giants like Uber Eats and Deliveroo, which have expanded from restaurants into groceries.

Particularly in France, the partnership will need to contend with the immense popularity of the "drive" model, where customers order online and pick up their groceries by car. This format has boomed due to its convenience and price parity with in-store shopping. Instacart and Costco's model, which promises similar pricing with the added benefit of home delivery, could prove to be a compelling alternative.

Instacart's strategy of powering Costco's own branded site, rather than competing directly on a third-party marketplace, serves as a key differentiator. It allows Costco to maintain control over its brand identity and customer relationships, a crucial factor for a membership-based organization.

Adapting to Local Laws and Labor

Perhaps the most complex challenge lies in navigating the varied and stringent regulatory environments of Europe. In a clear acknowledgment of this, Instacart has stated that fulfillment—the picking, packing, and delivery of orders—will be handled by local "European-partner companies" to ensure compliance with all regional laws and market conditions.

This localized partnership model is a strategic necessity. In Spain, the "Rider Law" of 2021 presumes an employment relationship for delivery workers on digital platforms, requiring companies to provide full labor rights and benefits. By outsourcing fulfillment to a local partner, Instacart effectively delegates the responsibility of managing an employed workforce, a significant departure from the independent contractor model prevalent in North America.

France, meanwhile, has pursued a "third way" for gig economy regulation, mandating social protections like accident insurance and collective bargaining rights for self-employed delivery workers without reclassifying them as full employees. Instacart's partners in France will need to navigate this distinct framework. This careful, country-by-country approach to operations demonstrates a nuanced understanding that a one-size-fits-all model will not work in Europe's fragmented regulatory landscape. The success of this expansion will heavily depend on the seamless execution of these local partnerships and their ability to deliver a high-quality experience that meets the expectations of Costco's loyal members.