Gorillas, the German startup that earned the nickname e- unicorn in the field of rapid grocery delivery, has announced its plan to pull out of Spain. The move marks a rapid retraction after a market entry that never settled into the long-term rhythm the company sought, and it comes just months after a bold push that aimed to redefine how people shop for food and daily essentials at the doorstep. The decision signals a broader strategy to refocus capital and human resources on markets deemed most likely to reach profitability, with Spain now identified as a non-core focus. In Spain, the layoff of delivery personnel and workers tied to its so-called ghost supermarkets has begun, reflecting a painful but deliberate recalibration as Gorillas exits a market that had seen intense competition and evolving consumer expectations. The pace of the withdrawal underscores how challenging it remains for new entrants to gain lasting traction in a sector still defined by tight margins, high logistics costs, and the pressure to offer fast delivery while maintaining reliable service levels.
The company emphasized that profits are increasingly concentrated in a handful of markets. In a formal statement, Gorillas noted that 90% of its revenue comes from five countries that have already embarked on a clear path to profitability: Germany, France, the United Kingdom, the Netherlands, and the United States. On that basis, Gorillas decided to sharpen its focus and pursue growth only in these five markets, while ceasing operations in Spain along with Italy, Denmark, and Belgium. The consequences include workforce reductions totaling about 300 employees worldwide. Gorillas framed the decision as one aimed at strengthening its long-term position, both financially and strategically, as it realigns its footprint with a plan to allocate capital and leadership attention toward the markets most likely to yield sustainable returns.
The competitive landscape for home delivery of groceries in Spain continues to evolve, with a mix of established players and new entrants navigating market dynamics, consumer trust, and delivery speed expectations. Gibraltar-based, multinational firms such as Glovo and Getir have long anchored the Spanish segment, while other participants seek room to maneuver by expanding into adjacent countries or refining their last-mile operations. The sector has a history of rapid entry and exit by several players, highlighting how challenging it can be to maintain scale in a market where consumer loyalties can shift quickly and logistical costs can spike during peak periods. Observers note that entrants contemplating a late-stage market entry must weigh not only promotional incentives but also the sustainability of pricing models, the reliability of courier networks, and the ability to monetize order flow across diverse product categories. Beyond the established names, other operators with regional support and European expansion are positioning themselves to attract local customers and solidify supply chains, though industry insiders caution that timing, capital endurance, and local partnerships will determine who survives the next phase of consolidation. The broader narrative remains that those who enter Spain later in the cycle must contend with heightened competition, thinner margins, and a consumer base that increasingly expects consistent quality, predictable delivery windows, and transparent pricing — factors that can determine whether a new entrant can eventually gain a foothold or be compelled to reassess strategy after a short, trial-and-error period.