Scaling quick commerce: the teams behind fast delivery

Quick commerce has been growing fast, we dug into the teams behind these blitzscaling companies.

The eruption of quick commerce

Quick commerce has erupted in the last few years with startups battling for the quickest delivery of groceries at their customer’s doorstep.

Some of the incumbent companies are Getir, Weezy, Cajoo, Gorillas, Fridge no more, Blok, Jiffy, Flink, Jokr, Deliberry, Zapp and Gopuff.

But also established retailers like Ocado and delivery players like Deliveroo and DoorDash are joining the race.

An interesting analysis of shows how other delivery companies are getting involved in this space.

Quick commerce market dynamics


Looking at the major traction these companies have, we wondered: what team do you need to blitzscale a quick commerce company?

To understand what the team should be up to, first we wanted to shed some light on the business model of quick commerce.

A brief introduction to the quick commerce business model

We all have experienced the convenience that quick commerce has brought us: food, drinks and other necessities at your doorstep in about 10 - 30 minutes.

These startups differentiate themselves from big grocery stores where you get in with a big wish list of groceries and get out with a car loaded for the entire week.

With quick commerce, groceries are ordered in small batches based on the most urgent cravings at that moment and delivered, fast.

A traditional grocery store would not be able to deliver on this promise because they are differently organized.

Quick commerce startups are set up and operated for speed, the image below illustrates this.

Source: (

Groceries have to be distributed, picked, packed and delivered in a short amount of time which makes quick commerce an operation heavy business.

But in addition to operations they are also technology driven: they all have an app so customers can order groceries and an entire backend system to manage demand, supply and the flow of information from order to served customer.

So what do you need exactly to realize the technology and operation behind this business model?

The quick commerce team

We took a deep dive in three of the biggest and fastest growing quick commerce startups: Gopuff, Getir and Gorillas - we’ll call them the G3.

These three companies have been growing exceptionally fast and show an almost unmatched exponential growth.

Employee growth

Gopuff is currently the biggest player in the quick commerce space.

Notable is the fact that Gopuff started business in 2013, Getir kicked off in 2015 and Gorillas only launched in 2020.

We can see the ridiculous speed at which Gorillas scaled the team: they went from about 70 employees to almost 2.400 in just one year.

Talent composition

Created with Aura

The operation heavy business model is clearly represented in the composition of the workforce: The 3G has an average of 45 percent of their workforce working in operations.

The composition of the team differs. Gorillas has over 60% of their employees working in operations, whereas Gopuff employs 45% operations professionals and Getir manages with only 31%, just half of the operations people that Gorillas has.

The engineering department is relatively small compared to other tech companies. The big 3G’s have an average of 13% of their employees working in the engineering department, where other tech companies show averages that can go up to half of the company.

Sources of hiring

So now you might be wondering where all those new employees come from. 

The top sources of hiring shown below show companies in primarily food and grocery delivery (Uber, Grubhub, Picnic, Zomato), ecommerce (Amazon) and telecom (Comcast, Vodafone, Turkcell).

Top three sources of hiring

Created with Aura

The operations departments seem to be sourcing from food and grocery delivery and ecommerce companies as expected.

For central functions there is a good mix of industries where talent is coming from, ranging from telecom to travel to production.

Hungry for more

These companies are clearly hungry for more. The competitive space is raising a lot of questions about hypergrowth in the startup world.

A popular strategy for growth among these companies is getting big capital injections from VC firms.

Gorillas is a growth story of its own. For many of us this startup came out of the blue and all of a sudden was everywhere. With three previous funding rounds totalling $335M and the most recent round of $950M, Gorillas is expanding the 10-minute grocery delivery business across Europe at rapid speed. Some are questioning the consequences of hypergrowth on the culture and employee wellbeing. But everyone is watching Gorillas’ hunger for faster bananas on the customer’s doorstep. 

Next to funding frenzies there is already some consolidation going on in the market. Gopuff recently acquired two big quick commerce players: Dija and Fancy.

Consolidation already taking place in this relatively young market may promise an acquisition war between the bigger quick commerce companies.

Expanding the team can be a logical explanation for the acquisitions, but eliminating competition 

must also be part of the consideration since quick commerce startups are popping up like daisies.

The speed of growth of these companies might go down in startup history for better or worse. Some argue that quick-commerce startups are overhyped (Source). Some believe in the sustainability of this business model and its customer value.

We will keep the pulse of the industry and the teams behind these extraordinary companies.

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