VARUS is transforming: how a supermarket becomes a platform for solving everyday life scenarios
The VARUS supermarket chain is changing its approach to online sales. Starting in July, the company is implementing a new e-commerce strategy that transforms it from a traditional retailer into a technological platform — focusing not only on groceries but on fulfilling everyday life scenarios related to food and, later, household needs. To achieve this, VARUS is creating a separate structure with its own IT team, marketing, courier delivery, and product marketplace, says Oleh Spirin, CEO of the division.
“Our first partner will be VARUS itself, but our ambition is to create a space where consumers can cover their daily needs — from a dinner kit to complete solutions like ‘guests in an hour’ or ‘a healthy week’,” he explains.
The project differs from Glovo or Loko: VARUS doesn’t compete on speed — it competes on comfort, personalization, and intelligent life planning.
From Shopping Carts to Life Scenarios
In the new model, delivery will operate through fixed time slots and will include household automation. VARUS is developing services for weekly shopping, grocery subscriptions, smart cart generation, and integration with calendars and smart home systems. This shift enables a transition from spontaneous orders to planned and delegated household management, Spirin notes.
Together with the Neomi startup, the company is developing an AI agent that will eventually become a digital home assistant — a single access point to ready-made solutions, services, and products.
A Platform for Living, Not Just Shopping
Unlike traditional e-commerce, which focuses on delivering goods, VARUS is reformatting itself into an infrastructural operator for life scenarios. This includes not only food but also household services: home care, leisure, child and pet care, repair, and hygiene solutions.
Up to $30 Million in Investments on the Way to a Household Assistant
The MVP launch is planned for early 2026. The focus is not just on creating a marketplace, but on building an intelligent assistant capable of adapting household routines to user habits. Before that, VARUS plans to run a pilot integration with local suppliers and craft brands.
Overall, investments in the new platform are expected to triple over two years — reaching $30 million. The goal is to become a technological leader in everyday services, home life, and e-grocery, shaping a new culture of consumption — less routine, more care, and greater personalization.