What Collect&Go does

Collect&Go is the online grocery shopping brand of Colruyt Group, Belgium's leading food retailer. The service operates through Colruyt Food Retail N.V. (for the Colruyt Laagste Prijzen assortment) and Bio-Planet nv (for the organic Bio-Planet assortment), offering more than 15,000 SKUs to Belgian consumers. Customers order through collectandgo.be or the Xtra mobile app (iOS/Android), manage saved shopping lists, and add recipe ingredients to cart with one click. Fulfillment is hybrid: pickup at 245+ physical collection points across Belgium, home delivery via the Collect&Go Drivers gig-economy network (independent drivers earning €7 per delivery, €6.25 net), and a cargo-bike pilot at the Gent Drongensesteenweg pickup point. A BOIR drinks partnership extends the pickup network to alcoholic and non-alcoholic beverages, and a B2B Zakelijk channel serves corporate bulk orders.

The technology stack is an e-commerce platform integrated with Colruyt Group's inventory and logistics systems, anchored by the Xtra loyalty profile that unifies promotions and shopping history across Colruyt, Bio-Planet, and Collect&Go. Marketing is conducted through the website, Xtra app, email newsletter, and Facebook/Instagram. No public APIs, SDKs, patents, or AI capabilities are disclosed in the available data.

Collect&Go is a private, wholly-owned subsidiary of Colruyt Group with no disclosed funding rounds, no independent financial reporting, and no management team publicly identified beyond the Colruyt Group corporate structure. Revenue is generated transactionally through product sales at standard Colruyt retail pricing and delivery fees for home delivery; no subscription fee is charged for using the platform. Promotional discounts flow through the Xtra loyalty profile. The service operates exclusively within Belgium with nationwide geographic reach across all major provinces.

Name

Collect&Go

Legal name

Colruyt Food Retail N.V. (operating as Collect&Go)

Website

https://collectandgo.be

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Collect&Go is the online grocery shopping platform of Belgian retailer Colruyt Group, offering 15,000+ SKUs to Belgian consumers via website, the Xtra app, 245+ pickup points, and a gig-economy home delivery network.

Ownership category

akta.pro rank

Product category

Online Grocery Retail

akta.pro primary industry

Omnichannel Grocery Click-and-Collect & Delivery (CRAFAFAF)

akta.pro secondary industry

Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)

Keywords

• Online grocery shopping
• Grocery pickup points
• Grocery home delivery
• Colruyt online retail
• Belgium grocery delivery

Headquarters

HQ city

Halle

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Collect&Go generates revenue primarily through the sale of grocery products from Colruyt Laagste Prijzen and Bio-Planet assortments. Customers pay for products at the standard retail prices, with various promotional offers and discounts available through the Xtra loyalty program.
2. Delivery Fees: Home delivery service generates additional revenue through delivery fees. The Driver network (gig economy) earns €7 per delivery (€6.25 net), with the service fee charged to customers being a component of the delivery cost structure.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Collect&Go is an online grocery shopping service that lets Belgian consumers order from a catalog of more than 15,000 products drawn from the Colruyt Laagste Prijzen and Bio-Planet assortments. Customers order via the website or the Xtra mobile app, then pick up their orders next-day at one of 245+ collection points across Belgium or have them delivered to their home via the Collect&Go Drivers gig-economy network.

Product overview

Collect&Go is an online grocery shopping and delivery platform operated by Belgian retail group Colruyt. It offers a single unified service centered on ordering groceries from a catalog of more than 15,000 products spanning the Colruyt Laagste Prijzen (Colruyt Food Retail) and Bio-Planet (organic) assortments. The core product encompasses three fulfillment channels: (1) pickup at a network of 245+ physical pickup points across Belgium, (2) home delivery via the Collect&Go Drivers gig-economy network, and (3) a dedicated cargo-bike delivery option in the Gent area. Supporting the core shopping platform are the Xtra mobile app (iOS/Android), the BOIR drinks-ordering sub-service for alcoholic and non-alcoholic beverages, recipe integration with one-click cart population, saved shopping lists, and a B2B corporate ordering channel. The BOIR service bundles drinks orders into the same pickup point as regular groceries, while the Drivers program enables independent couriers to fulfill home deliveries using their own vehicles for a per-delivery fee.

Differentiator

Problem solved

Functional benefit

Brands

• Xtra: The loyalty app and account system used for shopping at Collect&Go, Colruyt, and Bio-Planet
• BOIR
• Collect&Go Drivers

Products and services

• Collect&Go Online Grocery Shopping Core online grocery shopping service letting Belgian consumers order from more than 15,000 products drawn from the Colruyt Laagste Prijzen and Bio-Planet assortments, then pick up next-day at 245+ collection points or have them delivered to the home.
• Collect&Go Pickup Points (Afhaalpunten) Network of more than 245 physical pickup points across Belgium where customers retrieve pre-ordered grocery orders, with online locator to find the nearest point.
• Collect&Go Home Delivery Home delivery service for online grocery orders, fulfilled through the Collect&Go Drivers gig-economy courier network with a per-delivery fee structure.
• Collect&Go Drivers (Gig-economy Delivery) Crowdsourced delivery service in which independent drivers use their own vehicles (or a Collect&Go cargo bike in Gent) to pick up grocery orders from pickup points and deliver them to customers' homes.
• BOIR Drinks Ordering Dedicated drinks-ordering service (beers, wines, non-alcoholic beverages) from partner BOIR that lets customers bundle beverage orders with their groceries and collect them at the same Collect&Go pickup point.
• Xtra App (Boodschappen App) Mobile application (iOS and Android) that allows customers to shop Collect&Go, manage shopping lists, view personalized promotions, and link their Xtra loyalty profile.
• Business / Corporate Grocery Service (Zakelijk) Dedicated B2B channel that lets Belgian businesses order groceries in bulk through Collect&Go for office and workplace procurement.

Quantifiable outcome

• More than 245 pickup points across Belgium providing extensive coverage
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Colruyt GroupcoreStrategic or Co-development PartnerCollect&Go is a subsidiary of Colruyt Group, Belgium's leading food retail group. The service leverages Colruyt's extensive retail infrastructure, physical stores, supply chain, and logistics network. Products are sourced from Colruyt Laagste Prijzen (Colruyt Food Retail N.V.) and utilize the group's fulfillment capabilities.
• Bio-PlanetcoreStrategic or Co-development PartnerBio-Planet nv is an organic and sustainable food retailer within Colruyt Group. Collect&Go offers products from the Bio-Planet assortment, expanding the service's product range to include organic and eco-friendly options.
• BOIRminorGTM or Marketing PartnerBOIR is an online drinks retailer (beers, wines, non-alcoholic beverages) that partners with Collect&Go to allow customers to pick up BOIR orders at Collect&Go pickup points. New BOIR customers receive €10 discount on their first order using promo code COGOLOVESBOIR26.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Crisp: Dutch online-only supermarket specializing in fresh, organic, and specialty products with next-day delivery. Comparable as a digital-first grocery operator focused on quality assortment and recipe-driven baskets—features Collect&Go also emphasizes through Bio-Planet and recipe-to-cart.
• Gorillas: On-demand quick-commerce grocery operator active in multiple European cities including Belgium. Comparable as a digital-first grocery delivery player targeting urban convenience, though differentiated by 10–20 minute delivery versus Collect&Go's next-day fulfillment.

Regional players

• Bringmeister: German online grocery delivery service operated by EDEKA, offering next-day delivery from a wide assortment including fresh produce. Regionally comparable as a supermarket-affiliated online grocer with a next-day delivery and pickup model in another European market.

Direct peers

• Albert Heijn: Ahold Delhaize's Dutch grocery banner and a benchmark for online grocery + pickup ('Pick Up Points') in the Benelux region. Highly comparable operating model: dense store-based pickup network, private-label assortment, and app-driven loyalty, making it a strategic analogue for Collect&Go's trajectory.
• Picnic: App-based online grocery delivery company operating in the Netherlands, Germany, and France, using a hub-and-spoke electric vehicle model with scheduled next-day delivery. Directly comparable as a next-day online grocery operator in adjacent Benelux markets, with similar product breadth and no-frills pricing.
• Carrefour Belgium: One of Belgium's largest grocery retailers, operating hypermarkets, supermarkets, and an online grocery ordering service with home delivery and pickup. Directly competes with Collect&Go for Belgian online grocery spend across overlapping assortments and fulfillment options.
• Delhaize: Ahold Delhaize's flagship Belgian supermarket banner, with a nationwide store footprint and an online grocery platform offering home delivery and collection points. Closely comparable to Collect&Go in assortment breadth, pickup-network density, and B2C grocery mission.

Broad incumbents

• Lidl Belgium: Discount grocery chain with a dense Belgian store footprint and an online non-food and increasingly food offering. Comparable as a price-led grocery incumbent that competes on basket economics and that is building digital capabilities in the same Belgian market.
• Colruyt Laagste Prijzen: Colruyt Group's flagship low-price supermarket banner that supplies Collect&Go's main assortment and shares the Xtra loyalty program. While Collect&Go is the digital channel, the parent banner competes for the same Belgian household grocery wallet, making it a sibling incumbent benchmark.

Others

• HelloFresh: Direct-to-consumer meal-kit company with Benelux operations and a recipe-and-ingredient ordering model. Comparable as an adjacent online food retail model that bundles recipes with curated grocery inputs, overlapping with Collect&Go's recipe-to-cart feature.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CollectandGo
• Instagraminstagram.com/collectandgo/?hl=nl
• LinkedInlinkedin.com/company/collectandgo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Collect&Go