or buy with all automated or “automate” humans

There are two antithetical models in Spain around the future of our purchases. How we will buy.

1. Amazonwhich has broken its roof in Spain with 8,000 million in sales and black numbers for the first time.
2. Mercadonathat in addition to leading in fee above 25% it has A net margin of 3.88% with which the rest of your sector cannot even dream.

They barely compete for the same clients, but they do fight to define what will mean buying in the future and how to offer the most profitable and adapted experience. They represent different Darwinian philosophies.

The big difference does not come for its figures, but by Your concept of future:

• Amazon invested 4,500 million in Spain for 2024with a lot of focus on logistics infrastructure. For example, automated 175,000 square meters designed as hyperautomatization centers.
• Mercadona allocated 276 million euros to its logistics network, 26% of its total investment, but with an opposite approach: reduce errors to give better service to customers and stores, He said One of its spokesmen.

Amazon automates to climb, Mercadona automates to serve. The first represents the species Volume-Firsthe second to the species Quality-First.

Are Two opposite visionsalmost incompatible, from commerce, although they come from two absolute leaders.

For Amazon, technology is the ultimate goal:

• Its robotic force frees human employees from tedious, routine tasks.
• It also promises shipments 70% cheaper than its competitors.
• Your model FBA (Fulfillment by Amazon) It turns any company into a gear of its logistics machinery.

His automation seeks to eliminate human frictions. Less employees, more robots, maximum scale.

Mercadona, on the other hand, maintains automation as a more invisible tool:

• From the field to the store in 24 hours without the client perceiving that technology.
• The “hives” of 10,000 square meters function as a kind of stores, but “without customers”, As Juana Roig explained at the time.
• Thus preserve the human experience of retail.

Her automation goes on another way: she perfects the human experience, but does not dehumanize it.

The important thing about these bets is not the size of the accounts, but the medium -term vision: Will we prioritize speed and price, or will we assess the purchase experience with personal care and constant quality? Mercadona has triggered its margin in recent years, demonstrating that efficiency without dehumanization is profitable:

But 90% of Spaniards, according to A remote survey with Appiniohe has ever bought at Amazon. Even if the real figure is lower, it evidences how seductive the hyperconvenience that Amazon proposes.

The battle for commercial survival is served:

1. If Amazon imposes its model, we will see trade as a coMMODITY: Total immediacy, minimum price, standardized experience.
2. If it is Mercadona who marks a trend, the future will be physical trade as a premium service. Constant quality, value by experience, personalized treatment.

Maybe there is space for both proposals for a long time. For the 8.20 euros and a minimum purchase of 50 that Mercadona requires for online purchase in front of the open shipping bar in exchange for an annual subscription proposed by Amazon.

It can also happen that it is one who prevails and marks the way to follow for the rest. If the immediacy or humanization of trade is put before. Automation is not neutral. It is creating two commercial species.

In Xataka | That Mercadona and other supermarkets are sweeping the “ready to eat” is not accidental: we buy time, no food

Outstanding image | Unspash, Mercadona