With over 1,600 stores, nearly 100,000 team members, and €31 billion in annual revenue, Mercadona is more than Spain’s most recognized supermarket. It’s also a case study in how to transition toward digital operations with analytical precision and a relentless focus on the customer.
From the outside, the shift looks obvious. But getting there meant something much harder: challenging assumptions, validating hypotheses, and redesigning processes based on real user behavior.
That’s exactly what Mercadona Tech did. While other companies were focused on boosting metrics, they paid attention to what happens between data and decision—because that’s where sustainable growth really begins.
The Role of Amplitude in Their Strategy
A key part of this transformation was Amplitude, which gave them deep visibility into how users interact with their digital channels.
With Amplitude as their compass, the team could:
- Identify meaningful behavior patterns.
- Validate strategic hypotheses with real data.
- Make faster, better-informed decisions.
It wasn’t just about visualizing data. It was about changing how decisions were made, shifting from intuition to evidence.
Measuring the invisible demand
One of the team’s most critical challenges was making sense of demand that never materialized. Not the purchases made, but the ones that were lost when users couldn’t find delivery slots that fit their schedule.
They analyzed conversion rates by time slot, uncovered friction points, and estimated the financial impact of those missed opportunities. This allowed them to allocate resources more proactively, before users even selected a time.
The result? More confirmed deliveries and fewer frustrated customers, respecting users’ time in the process.
Designing a purchase experience that meets the user, not the other way around
In the digital journey, every friction point matters. The team discovered that the “Already Purchased” section, designed to speed up checkout, was actually slowing things down due to a fragmented experience.
By analyzing cohorts, conversion funnels, and behavior flows, they decided to unify the view (which had previously been split into two tabs: 40 items first, then 100 more). The change reduced friction and led to more items added to carts, improving the overall flow.
The Mindset Behind the Success
What sets Mercadona apart is how they think about growth: they focus on the space between the data and the decision. Because that’s where long-term progress is made.
With Amplitude guiding their strategy and a learning-first culture, they’re redefining what it means to do digital retail, seriously.
At Minders, we celebrate that mindset. Because every well-made decision is a chance to improve the experience, scale with intention, and share lessons that help elevate the whole industry.
If you’re leading a digital initiative and want to make decisions with more clarity and confidence, we can help!
