The gloves are off in grocery automation space as Rohlik Group parks its tanks on Ocado Group's lawn
Earlier this week, we reported that Rohlik Group, a European online grocer and tech specialist founded in 2014 in the Czech Republic, was launching Veloq, an AI driven grocery fulfillment platform that has powered its growth across five markets.
Rohlik currently delivers over 1.3 million monthly orders and generates €1.1 billion in annual revenue.
Developed and refined within its grocery operations, Veloq is now launching as an independent company, bringing the technology to grocers worldwide. Built on a proprietary software stack and robotics, Veloq unifies the entire grocery fulfillment process into a single modular platform, according to those involved.
This includes automated picking, intelligent routing, inventory forecasting and personalised customer engagement. An AI engine powers every layer of operations, including dynamic queue and labour management within fulfillment centres, supply chain forecasting and real-time last mile logistics optimisation.
It’s a bold move that sees Rohlik Group parking its tanks on Ocado Group’s lawn
“Technology and innovation continues to drive new business models within the grocery industry. One of the leaders in the grocery industry is Rohlik Group. Veloq is more than just tech. It’s an intelligent operating system designed deliver an exceptional customer experience while achieving the highest levels of efficiency possible in e-grocery,” says Brittain Ladd, a supply chain consultant and former Ama`on executive.
Veloq is being led by newly appointed CEO Richard McKenzie, former Chief Commercial Officer at Ocado Group and a seasoned executive with over 25 years of experience in retail.
“In my opinion, Veloq hired Richard because he knows how to beat Ocado,” says Ladd. “According to multiple sources, customers of Ocado have reached out to Rohlik Group in 2025 to discuss converting from its platform and CFCs to leveraging what is now called Veloq. A customer stated to me, “Ocado is super clunky to work with and they’re too expensive.” (Other customers have expressed to me that they’re happy with Ocado)”.
Amazon has a very positive partnership with Rohlik Group, Ladd observes. So, will Amazon acquire Rohlik? It’s possible, he believes.
“Udit Madan (Senior VP, Worldwide Operations at Amazon) should meet with Richard to discuss this or partnering with Veloq to bring their solution to the USA. If Amazon acquires Rohlik, they definitely need to name Rohlik’s Vineta Bajaj as COO or CEO of Whole Foods Market. Frankly, Vineta would also be an ideal candidate to run all of Amazon’s grocery technology business including strategy.”
As for what’s next for Ocado, Ladd doesn’t believe that it will sign another large grocery retailer.
“I think their growth has peaked. However, Ocado Intelligent Automation has extensive growth potential as long as they prove their system. At some point, it may make sense for Ocado to divest the grocery retail business if they’re growth has truly come to an end, and focus on OIA. Will Ocado be acquired? It’s possible. They have fantastic IP.”
Ocado Group did not respond to our request for comment.
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— Ocado Group (@OcadoGroup) June 12, 2025
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The long road to online grocery success
“Back in 2010, when I was designing and implementing early online fulfillment solutions for Amazon Fresh, the vision of seamless, affordable, and high quality grocery delivery felt within reach. Fast forward to today, and the industry has seen countless innovations, some promising while others have been disappointing,” says Kevin Vliet, Partner at Tompkins Ventures.
“Over the years, we've watched various solutions attempt to crack the code. Many have struggled with speed of delivery, freshness of meat and produce, and affordability, which together form the trifecta that defines a successful online grocery model. Some, like Takeoff Technologies, aimed to revolutionise micro-fulfillment but ultimately filed for bankruptcy after failing to scale. Others have promised groundbreaking launches but remain stuck in development, unable to overcome the logistical and economic hurdles of grocery e-commerce.
He concludes: “As Brittain Ladd highlights, the latest contender has entered the ring. Veloq is built on AI powered automation, precision last mile delivery, and a fully modular fulfillment system. With Net Promoter Scores above 90 and near zero food waste, it’s an ambitious step forward in the evolution of online grocery. Will Veloq succeed where others have stumbled? Time will tell. But one thing is certain: this industry is still searching for the perfect formula.”
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