Mercadona has recently rolled out its online shopping service in Murcia, extending reach to nearby towns Molina de Segura and Santomera. Orders are prepared quickly and delivered straight to customers’ doors. Under the leadership of Juan Roig, the retailer is also expanding its digital footprint with a new Alicante hub after testing integrated store operations and logistics.
The platform features a dedicated website and a mobile app, simplifying product discovery through clearly organized categories and a robust search. Product pages showcase real photos and detailed information, helping shoppers make confident choices.
The online service maintains the same delivery rate as the previous model, at €7.21 per order, and broadens delivery hours from 07:00 to 22:00, Monday through Saturday, in two-hour windows beginning the day after an order is placed. Customers can adjust their order up until the night before delivery, adding flexibility to the shopping experience.
Within the hive model, the service area covers 10,000 square meters, with 2,200 square meters reserved for fresh produce, including cold storage for chilled and frozen items. Online shoppers will find the same range as in physical stores, with fresh produce prepared for same-day delivery.
Mercadona launches “hive” for online sales in Alicante
The Alicante hive marks the fourth online distribution center for the chain. After beginning in Valencia in 2018, followed by Barcelona in 2019 and Madrid in 2020, this facility expands Mercadona Online to more than 1,600 staff dedicated to online operations. Plans also include a fifth hive in Seville by year-end. The Alicante site represents a €14 million investment and will welcome a new team of 185 employees drawn from other parts of the business.
Beyond Alicante, Mercadona has developed a new model for preparing and shipping orders from physical stores to regions with lower online penetration. This approach is already being piloted in Castellón and Tarragona, with a planned rollout to Cartagena in the fall. The aim is to enable customers in those regions to access the new app and website and enjoy the full benefits of the enhanced online service. The broader strategy emphasizes consistent product availability, faster fulfillment, and improved delivery reliability across the country, aligning with the expectations of shoppers in Spain and beyond.
Industry observers note that Mercadona’s hive system integrates store inventory with centralized logistics, ensuring a seamless customer experience whether shopping from a city center or a rural area. The online platform provides detailed product information, high-resolution imagery, and real-time stock updates, making it easier for households to plan weekly groceries from home or on the move. The approach reflects a growing push toward omnichannel shopping, focusing on convenience, transparency, and speed.