Costco Wholesale is expanding its European omnichannel capabilities through a new partnership with Instacart, bringing same-day delivery to members in France and Spain. The move marks another step in Costco’s broader European growth strategy and reflects rising consumer demand for flexible, digitally enabled shopping options.
Through the partnership, Costco members in these markets can now place online orders via Instacart and receive deliveries the same day, extending Costco’s value proposition beyond the warehouse and into the last mile.
Strengthening Costco’s Omnichannel Strategy in Europe
Costco has historically taken a measured approach to e-commerce compared to other global retailers, prioritizing operational efficiency and member value. However, this collaboration with Instacart signals a continued shift toward omnichannel retail, particularly in international markets where delivery expectations are rapidly evolving.
By leveraging Instacart’s established delivery infrastructure, Costco can scale same-day delivery without significant capital investment in last-mile logistics—an approach that mirrors Instacart partnerships with other global retailers.
Why France and Spain Matter
France and Spain represent strategically important markets for Costco’s international business. Both countries have seen accelerated adoption of online grocery shopping, driven by urban density, mobile-first consumers, and growing expectations for rapid fulfillment.
The Instacart partnership allows Costco to:
- Extend reach beyond physical warehouse locations
- Compete more effectively with local and regional grocers offering fast delivery
- Test and refine same-day delivery models for broader European rollout
This expansion also aligns with Costco’s long-term goal of balancing its membership-based warehouse model with modern digital convenience.
Implications for European Grocery and Retail Logistics
Costco’s move underscores a broader trend across European retail: global players are increasingly relying on platform-based delivery partners to localize omnichannel experiences quickly. As last-mile logistics remain complex and costly, partnerships like this offer speed, flexibility, and market-specific expertise.
For Instacart, the collaboration further strengthens its international footprint and positions the company as a key enabler of same-day delivery for global retailers outside North America.
Looking Ahead
While Costco has not announced additional European markets for Instacart-powered delivery, the launch in France and Spain may serve as a blueprint for future expansion. As consumer expectations continue to shift toward convenience and immediacy, same-day delivery is becoming less of a differentiator and more of a baseline requirement.
For Costco, the partnership represents a pragmatic step forward in evolving its omnichannel retail strategy while staying true to its operational discipline.
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