Uber Eats continues to dominate Australia's delivery app market, but new Share of Wallet data from Fonto shows an increasing opportunity for grocery focused delivery as the two categories increasingly compete for home delivered convenient food.
In the three months to 31 July 2026, Uber Eats customers directed more than 75% of their delivery app via the platform. DoorDash customers told a different story, splitting their dollars almost evenly between DoorDash (50%) and Uber Eats (44%), a sign that DoorDash's customer base is far more open to switching.
The more striking result sits with MILKRUN, Woolworths' delivery app. Its overall market share remains small, but its customers are the most loyal in the category. MILKRUN shoppers spent more than 39% of their delivery app dollars with MILKRUN itself, ahead of what either Uber Eats or DoorDash captured from that same group. Survey data for also shows more than 30% of all delivery app orders are now for groceries, and a third of those are for meals or snacks, positioning grocery stores as a direct competitor to quick service restaurants. MILKRUN sits squarely in that overlap, offering meals, snacks and groceries on the same delivery timeframe as any other app.
As Woolworths continues to invest in awareness and uptake of MILKRUN, the question for the sector is whether that loyalty scales. A small but sticky customer base is a very different growth story to a large but switching-prone one.
Note: Share of Wallet identifies individuals who spent with a particular brand, then measures what percentage of their total category spend went to each brand in that category. It differs from total market share by isolating specific customers and segments within each brand, giving a clearer read on loyalty rather than just size.
.jpg)
