DoorDash is seeing an increase in orders from its expanded range of retail offerings, moving beyond its core restaurant business. Consumers are increasingly using the platform for grocery, convenience, and other categories, reflecting a shift in customer behavior. The company’s strategy of broadening its product selection and improving service efficiency has contributed to this trend. As demand grows, DoorDash continues to refine its logistics and digital experience to attract more users. The latest financial results highlight significant growth in user engagement and order volume.
DoorDash has been steadily expanding its retail categories since introducing grocery and convenience options in 2020. Over time, the platform has added alcohol, pet supplies, flowers, health and beauty, and sporting goods. In 2024, home improvement items were included, further diversifying the marketplace. This expansion aligns with broader trends in e-commerce, where consumers seek faster and more convenient delivery services beyond restaurant meals.
What Factors Are Driving Growth in Non-Restaurant Orders?
The share of DoorDash’s monthly active users ordering from non-restaurant categories rose from 20% in December 2023 to 25% in December 2024. This rise suggests that more consumers are relying on the platform for a wider range of products. DoorDash CEO Tony Xu emphasized the practicality of delivering various goods, stating that the company’s logistics network allows them to transport items ranging from ice cream to large electronics.
“The utility that comes from great digital experiences and a high-quality last-mile logistics network that can deliver goods from every merchant in your community — as perishable as ice cream or french fries, as delicate as orchids or crickets, as bulky as mulch or lawnmowers, as valuable as iPads or big screen TVs — has increasing usefulness and enduring value,” said DoorDash CEO Tony Xu.
How Has DoorDash’s Overall Business Performed?
DoorDash reported a 19% increase in total orders in the fourth quarter of 2024, reaching 685 million transactions. Additionally, its marketplace gross order value rose by 21% to $21.3 billion. The company’s monthly active users grew from 37 million in December 2023 to 42 million in December 2024. Meanwhile, the number of DashPass and Wolt+ members increased from 18 million to 22 million over the same period.
The company’s shareholder letter attributed the increase in demand to improvements in affordability, product selection, delivery speed, and customer service. DoorDash now partners with 94 of the top 100 restaurants and 44 of the top 100 retailers in the U.S., making it a competitive player in both food delivery and retail e-commerce. Furthermore, the restaurant business continues to show strong performance, with higher engagement levels among newer customer cohorts.
“When we review our most recent 2024 cohorts, we see new cohorts with significantly higher engagement than our pre-COVID cohorts, and their engagement level has stayed consistent for the past couple of years,” Xu wrote. “In addition, each of our more mature cohorts grew their order rates through the year.”
DoorDash’s expansion strategy and performance metrics highlight its shift toward a broader retail marketplace. The growing percentage of users ordering from non-restaurant categories indicates a changing consumer preference for fast and convenient delivery. While restaurants remain the core of its business, diversification into retail could help the platform sustain long-term growth. As competition in delivery services intensifies, the company’s ability to maintain affordability, efficiency, and product variety will be key to retaining and attracting customers.
