The delivery platform Wolt, which began as a food delivery app, is launching a new design and user experience that mark the next stage in its evolution – from restaurant delivery app to a universal shopping platform. In the new design, the app unifies dozens of shopping categories under one interface: Supermarkets, pharmacy, health, beauty, electronics, toys, home design, fashion, flowers, gifts, and more. The change comes after a decade in which the company has grown from a local startup into an international technology platform operating in more than 30 countries and connecting hundreds of thousands of local businesses to millions of users.
In Israel, according to the company’s data, more than one-third of orders in the app are already not from restaurants but from other retail fields – a figure that illustrates how consumers are adopting Wolt as a comprehensive shopping platform. According to Israel Avrahami, VP of Retail at Wolt Israel, “About 35% of orders today come from retail stores – a clear sign that customers have long viewed Wolt as much more than just restaurant deliveries.”
The new design aims to make the user experience simpler and more intuitive, allowing for easy transition between different types of shopping within the same interface. Users can now search for items from any category – from a dish at a restaurant to an electronic product – without switching between different screens. Among the new standout features added: A floating search button at the bottom of the screen that consolidates all local services; a universal search that allows users to find products by general terms – for example, typing “protein” will display results from various fields, such as shakes, snacks, or protein-rich dishes from restaurants; and real-time price comparisons between different stores, without the need to browse through dozens of pages. With these features, the company aims to streamline the shopping process and save users time and money, through a unified experience that merges the worlds of food and retail.
Another element in the new design is the integration of “digital shop windows” – live content areas that update in real time and showcase seasonal promotions, thematic collections, and trending products. According to the company, the content is built based on analysis of user behavior and consumer trends, in order to offer an experience that combines inspiration and purchasing in one place. According to Julia Nyman, Global Head of User Experience at Wolt, “We wanted to make the experience simpler, more intuitive, and faster. The new design reflects the way people live today – easily moving between food, groceries, and shopping – and it’s designed to make discovery and search faster and more convenient.”
According to Avrahami, the new design is not just a visual upgrade but an expression of Wolt’s strategic shift in recent years. He says the platform is intended to serve as a complete shopping solution, allowing customers to order a meal from a restaurant, nails from a hardware store, or a birthday gift – all from the same place and with the same ease. Thus, according to him, Wolt is becoming a smart shopping platform that accompanies users throughout the day and offers an immediate, simple, and personalized service that brings everything they need together in one place.