Consum’s digital business does not end with home delivery. The cooperative recorded €83.1 million in online sales in 2025, or 1.6% of total sales, but its application also plays a role when a customer shops in a supermarket. It identifies the member, allows vouchers to be redeemed and brings together offers linked to frequently purchased products. Its commercial function is to connect purchases that happen in different places.
Mundo Consum, the benefits programme that marked its twentieth anniversary in 2025, supplies the relationship behind that connection. The company’s report describes recipes whose ingredients can be added to the basket, access to favourites and frequently purchased items, and a way to track the next voucher. These are practical actions linking planning, repeat purchasing and discounts within one environment.
Consum began in 1975 as a consumer cooperative in Alaquàs, Valencia. That cooperative origin remains visible in a model that distinguishes customer-members from worker-members. The distinction matters when analysing its digital strategy: the consumer membership is the base of the commercial programme, while using the app is a different behaviour.
Searching for an online supermarket and searching for Mundo Consum express different intentions
In Spain, the joint comparison of “supermercado online” and “Mundo Consum” places the former’s annual peak in the week of November 30–December 6, 2025, at an index of 100. The latter reached its highest value, 17, between December 28, 2025 and January 3, 2026.
Two searches for different needs: online groceries and Mundo Consum
Joint Spain comparison of “supermercado online” and “Mundo Consum”; 51 complete weeks from October 26, 2025 to October 17, 2026.
interest index (0–100)
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| Category | supermercado online | Mundo Consum |
|---|---|---|
| 2025-10-26/2025-11-01 | 50 interest index (0–100) | 11 interest index (0–100) |
| 2025-11-02/2025-11-08 | 59 interest index (0–100) | 11 interest index (0–100) |
| 2025-11-09/2025-11-15 | 54 interest index (0–100) | 0 interest index (0–100) |
| 2025-11-16/2025-11-22 | 44 interest index (0–100) | 10 interest index (0–100) |
| 2025-11-23/2025-11-29 | 68 interest index (0–100) | 0 interest index (0–100) |
| 2025-11-30/2025-12-06 | 100 interest index (0–100) | 15 interest index (0–100) |
| 2025-12-07/2025-12-13 | 87 interest index (0–100) | 9 interest index (0–100) |
| 2025-12-14/2025-12-20 | 82 interest index (0–100) | 13 interest index (0–100) |
| 2025-12-21/2025-12-27 | 57 interest index (0–100) | 0 interest index (0–100) |
| 2025-12-28/2026-01-03 | 53 interest index (0–100) | 17 interest index (0–100) |
| 2026-01-04/2026-01-10 | 52 interest index (0–100) | 15 interest index (0–100) |
| 2026-01-11/2026-01-17 | 59 interest index (0–100) | 14 interest index (0–100) |
| 2026-01-18/2026-01-24 | 52 interest index (0–100) | 0 interest index (0–100) |
| 2026-01-25/2026-01-31 | 43 interest index (0–100) | 13 interest index (0–100) |
| 2026-02-01/2026-02-07 | 61 interest index (0–100) | 0 interest index (0–100) |
| 2026-02-08/2026-02-14 | 57 interest index (0–100) | 8 interest index (0–100) |
| 2026-02-15/2026-02-21 | 55 interest index (0–100) | 0 interest index (0–100) |
| 2026-02-22/2026-02-28 | 53 interest index (0–100) | 9 interest index (0–100) |
| 2026-03-01/2026-03-07 | 55 interest index (0–100) | 12 interest index (0–100) |
| 2026-03-08/2026-03-14 | 64 interest index (0–100) | 0 interest index (0–100) |
| 2026-03-15/2026-03-21 | 49 interest index (0–100) | 10 interest index (0–100) |
| 2026-03-22/2026-03-28 | 50 interest index (0–100) | 0 interest index (0–100) |
| 2026-03-29/2026-04-04 | 50 interest index (0–100) | 15 interest index (0–100) |
| 2026-04-05/2026-04-11 | 56 interest index (0–100) | 0 interest index (0–100) |
| 2026-04-12/2026-04-18 | 52 interest index (0–100) | 10 interest index (0–100) |
| 2026-04-19/2026-04-25 | 50 interest index (0–100) | 15 interest index (0–100) |
| 2026-04-26/2026-05-02 | 54 interest index (0–100) | 13 interest index (0–100) |
| 2026-05-03/2026-05-09 | 48 interest index (0–100) | 0 interest index (0–100) |
| 2026-05-10/2026-05-16 | 55 interest index (0–100) | 0 interest index (0–100) |
| 2026-05-17/2026-05-23 | 58 interest index (0–100) | 10 interest index (0–100) |
| 2026-05-24/2026-05-30 | 51 interest index (0–100) | 12 interest index (0–100) |
| 2026-05-31/2026-06-06 | 56 interest index (0–100) | 10 interest index (0–100) |
| 2026-06-07/2026-06-13 | 45 interest index (0–100) | 0 interest index (0–100) |
| 2026-06-14/2026-06-20 | 49 interest index (0–100) | 0 interest index (0–100) |
| 2026-06-21/2026-06-27 | 43 interest index (0–100) | 11 interest index (0–100) |
| 2026-06-28/2026-07-04 | 59 interest index (0–100) | 10 interest index (0–100) |
| 2026-07-05/2026-07-11 | 49 interest index (0–100) | 0 interest index (0–100) |
| 2026-07-12/2026-07-18 | 43 interest index (0–100) | 10 interest index (0–100) |
| 2026-07-19/2026-07-25 | 45 interest index (0–100) | 0 interest index (0–100) |
| 2026-07-26/2026-08-01 | 51 interest index (0–100) | 11 interest index (0–100) |
| 2026-08-02/2026-08-08 | 41 interest index (0–100) | 0 interest index (0–100) |
| 2026-08-09/2026-08-15 | 47 interest index (0–100) | 0 interest index (0–100) |
| 2026-08-16/2026-08-22 | 40 interest index (0–100) | 0 interest index (0–100) |
| 2026-08-23/2026-08-29 | 53 interest index (0–100) | 11 interest index (0–100) |
| 2026-08-30/2026-09-05 | 57 interest index (0–100) | 0 interest index (0–100) |
| 2026-09-06/2026-09-12 | 40 interest index (0–100) | 9 interest index (0–100) |
| 2026-09-13/2026-09-19 | 47 interest index (0–100) | 0 interest index (0–100) |
| 2026-09-20/2026-09-26 | 65 interest index (0–100) | 0 interest index (0–100) |
| 2026-09-27/2026-10-03 | 54 interest index (0–100) | 0 interest index (0–100) |
| 2026-10-04/2026-10-10 | 51 interest index (0–100) | 6 interest index (0–100) |
| 2026-10-11/2026-10-17 | 47 interest index (0–100) | 10 interest index (0–100) |
In the latest complete week observed, October 11–17, 2026, their values were 47 and 10. The previous week they had been 51 and six. Both expressions share the same relative-interest scale, but concern different needs: finding somewhere to buy groceries online and accessing a particular brand’s programme.
The distinction helps explain Consum’s architecture. Acquiring an order may begin with an open search; the next visit may be prompted by a familiar list, a personalized offer or an outstanding voucher. The company connects those uses through its website, online shop and member area. Its 2025 report explains that the new website brings previously separate digital assets together under one domain.
The search series does not describe the cooperative’s sales. Its value lies in observing two entrances to the service: the category and an already identified relationship with the programme. The second allows a customer to continue an earlier task instead of rebuilding the shop from scratch on every visit.
More than 339,000 registrations feed the customer-member programme
The 2025 corporate report records 339,892 new customer-member registrations during that financial year. There had been 331,568 in 2024 and 330,573 in 2023. Additions therefore remained above 330,000 annually across the three reported years.
New customer-member registrations exceed 330,000 in each year
New customer-member registrations reported by Consum in 2023, 2024 and 2025.
people
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2025 corporate report, printed page 85. Membership registrations, not downloads, new buyers or a retention rate. Membership closures are explained separately in the text.
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| Category | New customer-member registrations |
|---|---|
| 2023 | 330,573 people |
| 2024 | 331,568 people |
| 2025 | 339,892 people |
The report also records 3,821 membership closures in 2025, against 3,303 in 2024 and 3,438 in 2023. These are movements in the membership register, a different measure from repeat purchasing. At the end of the period described in the report, the cooperative had 5,293,028 customer-members. That figure identifies the programme’s membership, not app users.
Mundo Consum’s proposition aims to extend the relationship beyond registration. Discounts can be accessed through the website, online shop, printed statement and app. Customers retain several ways to use the relationship, a relevant choice for a neighbourhood retailer serving different habits and ages.
The operational detail is personalization. The report says more than one million offers and 500,000 personalized combinations are generated each month through savings coupons and favourites, adapted to each member’s preferences. These are volumes of offers rather than conversions: they describe the work behind presenting a specific selection to a broad customer base.
The digital card carries loyalty through to the checkout
The case published by Cuatroochenta, the application’s technology provider, reports 1.5 million active app users during 2024 and 4.9 million customer-members in the same year. These are different measures: activity in a digital channel and the size of the associated consumer community.
Active app users and customer-members: two measures for 2024
Figures reported by Cuatroochenta for 2024, with different populations and definitions.
million people
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The original counters state “Active users during 2024” and “Customer-members during 2024”. They specify neither monthly frequency nor a common funnel; no penetration or activation rate is calculated between the figures.
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| Category | 2024 |
|---|---|
| Active app users | 1.5 million people |
| Customer-members | 4.9 million people |
The application can play a role in a physical purchase without making it an online sale. The development incorporates NFC so that a phone can be held near the checkout terminal to register the card or redeem discounts. The provider describes an objective of removing the need for staff to type membership numbers or codes dictated by the customer.
The relationship continues before and after that moment. The next-voucher feature allows customers to track purchases and accumulated discounts; purchase history and frequently bought items help retrieve familiar products. The 2025 report also describes direct access to favourites and a coupon area within the purchasing process. A benefit can be seen, understood and used within the same sequence.
This combination explains why judging the app solely through delivery revenue would overlook part of its function. A digital card, a voucher redeemed at the checkout or a discount lookup can accompany an in-store purchase. Mobile supplies a way to keep the relationship identified and accessible even when the transaction finishes in a shop.
The app accounted for 57% of online orders in 2024
Cuatroochenta attributes 57% of Consum’s online orders in 2024 to the application. The chart’s remaining 43% is the arithmetic complement within that same set of orders. The split concerns only the online channel in that financial year.
The app accounts for 57% of online orders in 2024
Consum online-order split, according to the technology provider’s case.
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The 57% comes from the case; 43% is calculated as 100−57. The base is 2024 online orders, not all store purchases. The ambiguous “7% more than in 2023” is not interpreted as percentage points.
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| Category | 2024 online orders |
|---|---|
| Mundo Consum app | 57% |
| Rest of online channel | 43% |
The mechanism for facilitating repeat purchasing is specific. The application can retrieve the previous order, add frequently bought products and scan a barcode at home to look up an item and put it in the basket. Customers can also choose a delivery slot. The shopping list becomes part of the order rather than remaining only a reminder.
The company’s 2025 report adds another entrance: recipes. The shop incorporates a tab linked to searches so that customers can choose between products and cooking suggestions; recipes allow ingredients to be added to the basket. Organizing them by category and season brings editorial content closer to a defined commercial task, preparing a meal, without requiring the shopper to search for every ingredient separately.
For 2025, Consum reports an online service covering approximately 600 towns and revenue of €83.1 million. The channel’s 1.6% share of total sales establishes its size within the cooperative. The 2024 app-order figure describes how part of that digital business was used, while NFC and vouchers connect the application to a much larger physical operation.
Answering questions is also part of the purchasing experience
The report records 389,596 customer-service processes in 2025. Enquiries were the largest group, with 218,580 cases, followed by requests at 162,412. The remainder comprised 6,214 complaints, 1,638 suggestions and 752 compliments.
Enquiries and requests dominate customer-service processes in 2025
Breakdown of the 389,596 customer-service processes reported by Consum for 2025.
processes
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2025 corporate report, printed page 87. Total across the channels described by the cooperative, not the app or chatbot alone. Complaints include external and internal channels. Counts sum to 389,596.
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| Category | Customer-service processes |
|---|---|
| Enquiries | 218,580 processes |
| Requests | 162,412 processes |
| Complaints | 6,214 processes |
| Suggestions | 1,638 processes |
| Compliments | 752 processes |
The total covers the support channels described by the cooperative, rather than the app alone. Consum offers contact by telephone, its website help centre, forms and social networks. It also provides a chatbot in the online shop and Mundo Consum to help handle issues during purchasing.
The distribution shows why service has a different role from promotion. Showing another offer is not enough to resolve an enquiry or request. Someone needs to find information, complete a procedure or clarify a condition before continuing. Placing assistance near the basket and member area means the digital environment does more than send commercial messages.
Consum’s model therefore connects familiar customer tasks: preparing a basket, retrieving regularly bought products, finding a benefit and asking for help. The app’s opportunity lies in making those tasks reinforce each other. A recipe can lead to an order; a voucher can be redeemed at a physical checkout; purchase history can simplify the next shop. That continuity, rather than an equivalence between downloads and sales, is the commercial argument for mobile within its loyalty strategy.
In this article
Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.
