Online Food Delivery Market Size, Share, and Industry Analysis by Type (Platform-to-Consumers and Restaurants-to-Consumers), By Channel Type (Mobile Application and Website), By Payment Mode (Online Payment and Cash-on-Delivery), By Business Model (Grocery Delivery and Meal Delivery), and Regional Forecast, 2026-2034

The global online food delivery market size was valued at USD 319.99 billion in 2025. The market is projected to grow from USD 350.63 billion in 2026 to USD 728.83 billion by 2034, exhibiting a CAGR of 9.58% during the forecast period.

The online food delivery market has evolved into a global digital ecosystem reshaping how consumers interact with restaurants and food service brands. Driven by convenience, lifestyle shifts, smartphone penetration, and real-time delivery expectations, the market has become a priority area for investment. Businesses are adopting diverse digital ordering systems, dynamic logistics models, and data-driven optimization to strengthen operational efficiency. The Online Food Delivery Market Report highlights how cloud kitchens, third-party delivery services, AI-enabled recommendations, and personalization tools fuel market expansion. As competition intensifies, companies prioritize user retention, platform innovation, and cross-industry integration to maximize Online Food Delivery Market Growth opportunities.

The USA online food delivery market remains one of the world’s most advanced, driven by a strong digital ecosystem, widespread restaurant partnerships, and innovative delivery logistics. Increased reliance on mobile apps, digital wallets, and subscription-based delivery models accelerates Online Food Delivery Market Growth across American cities. Remote work culture, busy schedules, and rising expectations for quick delivery further strengthen demand. The Online Food Delivery Market Research Report indicates growing adoption of virtual brands and cloud kitchens, which allow restaurants to expand reach without traditional dine-in overheads. The U.S. market reflects advanced data analytics, route optimization, and personalization strategies shaping competitive dynamics.

Key Findings

Market Size & Growth

• Global market size 2025: USD 319.99 billion
• Global market size 2034: USD 728.83 billion
• CAGR (2025–2034): 9.58%

Market Share – Regional

• North America: 31%
• Europe: 27%
• Asia-Pacific: 34%
• Middle East & Africa: 8%

Country-Level Shares

• Germany: 9% of Europe’s market
• United Kingdom: 7% of Europe’s market
• Japan: 6% of Asia-Pacific market
• China: 19% of Asia-Pacific market

Online Food Delivery Market Latest Trends 

The Online Food Delivery Market Trends reveal a rapidly transforming industry shaped by consumer expectations, technology innovation, and evolving business models. Cloud kitchens are becoming a dominant force, allowing brands to scale delivery operations with reduced real estate costs and greater menu experimentation. Virtual restaurant brands operate exclusively online, creating niche cuisine categories and optimizing digital-only revenue streams. AI and machine learning drive personalization, predictive demand modeling, and automatic menu curation, strengthening Online Food Delivery Market Insights.

Sustainability is another accelerating trend, with platforms adopting eco-friendly packaging, carbon-neutral delivery pilots, and electric delivery fleets. Grocery and convenience-store delivery integration expands platform relevance across household consumption needs. Subscription programs offering free delivery, reward points, and exclusive deals improve customer loyalty. Social commerce—ordering directly through influencers, live videos, or social apps—is emerging as a powerful trend among younger consumers.

Hyperlocal delivery networks are expanding, enabling rapid under-20-minute deliveries that redefine consumer expectations. Automation, including robot delivery and drone pilots, is slowly shifting logistics models. Businesses increasingly invest in real-time tracking, dynamic pricing engines, and multi-brand fulfillment centers to enhance operational efficiency. Together, these Online Food Delivery Industry Analysis trends position the market for long-term digital transformation.

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Online Food Delivery Market Dynamics

DRIVER

Rising global demand for convenience and instant service

Consumer expectations for convenience, speed, and variety represent the strongest growth driver of the Online Food Delivery Market Size. As work-life balance becomes more time-constrained, digital ordering platforms provide an efficient alternative to cooking or dining out. Urban populations rely heavily on mobile apps to access diverse cuisines, manage busy schedules, and enjoy quick delivery services. Young consumers increasingly prefer app-based transactions because they offer promotions, real-time tracking, and seamless payment systems. B2B insights from Online Food Delivery Market Analysis highlight that corporate orders, late-night delivery demand, and remote workers have significantly increased. Social behavior shifts toward digital-first interactions strengthen long-term demand for platform-based ordering. The rising preference for subscription services and loyalty programs further reinforces user retention and accelerates repeated digital engagement.

RESTRAINT

High operational costs and low profitability

A major restraint identified in the Online Food Delivery Industry Analysis is the challenge of maintaining profitability while offering competitive pricing. Delivery companies face rising expenses in fleet management, marketing, discounts, insurance, fuel, and driver incentives. Restaurants struggle with commission fees charged by delivery platforms, affecting their margins. Price-sensitive consumers expect discounts, forcing platforms to absorb financial pressure. Delivery delays, order cancellations, and food quality issues further increase operational risks. High customer acquisition costs challenge scalability, especially for emerging players. The Online Food Delivery Market Report emphasizes that intense competition requires continuous investment in technology, logistics, and customer support, often limiting short-term profitability. These structural cost pressures impede sustainable expansion for many companies.

OPPORTUNITY

Expansion of cloud kitchens and virtual dining models

Cloud kitchens represent one of the most significant Online Food Delivery Market Opportunities, enabling restaurants to operate digitally without physical dine-in spaces. This model reduces rental costs, enhances scalability, and allows rapid entry into new geographic areas. Virtual brands can introduce new cuisines and concepts based on real-time consumer data. Multi-brand cloud kitchen operators use centralized infrastructure to manage multiple menus simultaneously, increasing operational efficiency. These kitchens optimize space, reduce staff requirements, and integrate with all major delivery platforms. The Online Food Delivery Market Outlook highlights cloud kitchens as a long-term growth engine, especially in densely populated urban regions. Their data-enabled menu optimization, fast expansion cycles, and high-volume production make them highly attractive for investors and franchise groups.

CHALLENGE

Complex last-mile logistics and supply chain limitations

The Online Food Delivery Market Report identifies last-mile delivery as the most challenging and costly component of the industry. Traffic congestion, weather disruptions, rider shortages, and inconsistent restaurant preparation times create operational inefficiencies. Maintaining food temperature, quality, and presentation during transport requires advanced packaging solutions. Real-time route optimization becomes complex in multi-order batching environments. Supply chain fluctuations—ingredient shortages, price instability, and storage limitations—impact restaurant operations. Ensuring stable delivery performance across peak hours requires predictive analytics and capacity planning. Online Food Delivery Market Insights indicate that logistics complexity increasingly affects customer satisfaction and platform ratings, influencing competitive positioning. Improving last-mile capabilities remains essential for long-term scalability.

Online Food Delivery Market Segmentation 

Market share segmentation by type and application provides clarity on how digital ordering behavior evolves across consumer demographics. Understanding segmentation helps businesses refine Online Food Delivery Market Forecast assessments and allocate resources strategically. Type segmentation includes platform-to-consumer services and restaurant-to-consumer channels—each with distinct operational models, partner ecosystems, and profit structures. Application segmentation reflects consumer interaction points, dominated by mobile apps followed by web-based ordering interfaces. Analyzing segmentation supports Online Food Delivery Market Research Report evaluations, enabling companies to enhance user experience, improve conversion rates, and target high-value customer segments.

By Type

Platform-to-Consumers: Platform-to-consumer channels hold 58% of the Online Food Delivery Market Share, making them the leading delivery model worldwide. These platforms aggregate thousands of restaurants, giving consumers access to diverse cuisines from a single digital interface. They use algorithm-driven recommendations to personalize food suggestions and enhance user engagement. Delivery platforms operate large logistics networks with riders, real-time tracking, batching algorithms, and optimized delivery routes. Their significant marketing investments, subscription models, and loyalty rewards drive Online Food Delivery Market Growth. These platforms empower smaller restaurants with digital visibility and broaden market access. As competition intensifies, platform operators introduce grocery delivery, convenience items, and cross-category integrations to increase order frequency.

Restaurant-to-Consumers: Restaurant-to-consumer services represent 42% of the Online Food Delivery Market Size, driven by strong brand loyalty and direct customer engagement. Large restaurant chains prefer managing their own delivery channels to reduce commissions and maintain full control over user experience. Direct ordering apps allow restaurants to design personalized promotions, offer exclusive deals, and gather first-party customer data. This model strengthens brand identity and improves customer retention. Restaurants increasingly partner with third-party logistics providers to handle last-mile delivery while maintaining direct user interfaces. Online Food Delivery Industry Analysis indicates that first-party delivery adoption is rising as restaurants focus on profitability and customer control.

By Channel Type

Mobile Application: Mobile applications dominate the Online Food Delivery Market Share with 74%, driven by smartphone dependence and app-based convenience. Mobile apps incorporate advanced features like AI-driven recommendations, GPS delivery tracking, saved preferences, loyalty rewards, and seamless digital payments. Their user interfaces are optimized for speed and intuitive navigation, enhancing order conversion rates. Push notifications increase engagement and repeat purchase frequency. For businesses, mobile data analytics provide detailed insights into customer behavior patterns, enabling targeted campaigns. As mobile-first markets continue expanding, app optimization becomes a strategic priority in Online Food Delivery Market Research Report assessments.

Website: Websites account for 26% of Online Food Delivery Market Share and remain an essential ordering channel for desktop users, corporate clients, and scheduled orders. Website platforms offer detailed menu browsing, accessible interfaces, and convenient bulk ordering options. Many B2B customers prefer web-based ordering for group meals, office catering, and event planning. Websites support SEO-driven traffic, enabling restaurants and platforms to attract users through search engines. Although mobile usage dominates, website ordering remains relevant for consumers who prefer browser-based transactions or larger screen navigation. Online Food Delivery Market Insights highlight that performance optimization and UX enhancements sustain this segment’s importance.

By Payment Mode

Online Payment: Online payment accounts for 68% of the Online Food Delivery Market Share, making it the dominant payment mode globally. This growth is supported by the widespread adoption of digital wallets, bank cards, UPI systems, contactless payments, and integrated app-based billing features. Users prefer online payment due to convenience, transaction security, instant confirmations, and automated refund systems. For B2B operators, online payment systems reduce cash-handling risks, improve order accuracy, and streamline financial auditing. Online Food Delivery Market Analysis shows that platforms encourage digital payments through exclusive app discounts, loyalty points, and subscription membership benefits. As mobile banking accelerates worldwide, online payment adoption continues rising across meal delivery, grocery delivery, and cloud kitchen ecosystems. This segment’s dominance reflects increasing trust in digital payment infrastructure and its ability to support high-volume, time-sensitive food delivery operations.

Cash-on-Delivery: Cash-on-delivery (COD) holds 32% of the Online Food Delivery Market Share and remains relevant in markets with low digital penetration or consumer preference for physical payment verification. COD is particularly strong in developing regions where many customers rely on cash transactions or lack access to digital wallets and bank cards. B2B insights show that COD supports customer acquisition in emerging markets, enabling first-time online buyers to try food delivery services without digital commitments. However, COD increases operational complexity due to higher return rates, cash-handling risks, reconciliation delays, and additional verification steps. Despite challenges, this payment mode remains essential in the Online Food Delivery Market Outlook because it expands access to underserved consumers and supports hybrid delivery models in rural or semi-urban geographies.

By Business Model

Grocery Delivery: Grocery delivery accounts for 41% of the Online Food Delivery Market Share and is one of the fastest-growing segments due to rising demand for convenience and instant access to everyday essentials. This model enables customers to order fresh produce, packaged foods, dairy items, household staples, and beverages through mobile apps or websites. B2B Online Food Delivery Market Analysis highlights the increasing adoption of hyperlocal dark stores and micro-fulfillment centers designed to support rapid delivery within 10–30 minutes. Grocery delivery platforms integrate inventory forecasting, demand analytics, and multi-zone dispatch to optimize operations. The Online Food Delivery Market Insights indicate strong B2B partnerships between retailers, logistics providers, and fulfillment centers, enabling cross-category expansion. The segment’s growth is driven by urban lifestyles, bulk purchases, and subscription-based deliveries, positioning grocery delivery as a major pillar in the evolving digital commerce ecosystem.

Meal Delivery: Meal delivery represents 59% of the Online Food Delivery Market Share and remains the core driver of digital ordering platforms worldwide. This segment focuses on freshly prepared meals delivered from restaurants, cloud kitchens, virtual brands, and dining chains. Consumers rely heavily on meal delivery due to its menu diversity, speed, and customization features. Online Food Delivery Industry Analysis shows that meal delivery benefits most from AI-driven recommendations, real-time delivery tracking, algorithmic dispatching, and dynamic pricing. Subscription meal plans, premium dining delivery, and healthy meal kits also strengthen this segment. For restaurants, meal delivery increases reach, boosts revenue, and enables data-driven menu optimization. Meal delivery remains central to Online Food Delivery Market Growth as platforms continue expanding cuisine options, delivery coverage, and value-added services for B2B clients.

Online Food Delivery Market Regional Outlook 

The global Online Food Delivery Market Share distribution reflects significant differences in maturity, digital adoption, and consumer behavior across regions. North America holds 31%, supported by advanced logistics systems and high-income consumers. Europe accounts for 27%, driven by urban delivery adoption and technological innovation. Asia-Pacific leads with 34%, fueled by dense populations, smartphone penetration, and rapid digitalization. Middle East & Africa represent 8% with growing online dining culture. Combined, these regions represent 100% of the Online Food Delivery Market Size, forming a dynamic global ecosystem influencing Online Food Delivery Market Forecast models.

North America 

North America accounts for 31% of the global Online Food Delivery Market Share, making it one of the world’s largest and most sophisticated delivery ecosystems. High disposable income, busy lifestyles, and strong digital infrastructure drive substantial Online Food Delivery Market Growth. In major cities, consumers rely on mobile apps for meals, groceries, and convenience-item delivery, enabling platforms to expand service categories. Businesses capitalize on cloud kitchens, subscription programs, and corporate meal partnerships to diversify revenue streams. Advanced logistics models—batching, real-time routing, and automated dispatching—strengthen operational efficiency.

North America’s Online Food Delivery Market Trends also reveal a rise in healthier ordering preferences, meal customization, and premium dining delivery. Restaurants are increasingly developing virtual brands to expand menu options without opening new physical locations. Integration of AI and predictive analytics helps platforms optimize delivery times and personalize user recommendations. The competitive environment encourages continuous platform innovation, particularly in loyalty programs and delivery fee reductions.

B2B insights show that North American restaurants prioritize direct ordering channels to reduce dependency on aggregator platforms. Corporate meal programs and group-ordering systems are emerging as new revenue opportunities. As digital adoption accelerates, North America remains a core market defining the Online Food Delivery Market Outlook.

Europe 

Europe holds 27% of the Online Food Delivery Market Share, supported by a diverse food culture, dense urban populations, and strong digital adoption. The region’s market growth is driven by both platform-to-consumer aggregators and restaurant-operated delivery channels. European consumers show high preference for mobile ordering, real-time tracking, and subscription-based benefits. Sustainable packaging, electric delivery vehicles, and carbon-neutral initiatives significantly influence Online Food Delivery Market Trends in Europe.

Cross-border platform operations, multilingual interfaces, and harmonized digital payment systems improve user experience across European markets. Many restaurants in Europe invest in cloud kitchens to expand reach and test new cuisines with lower overhead costs. Meanwhile, consumers increasingly order gourmet, organic, and healthy food options, enhancing premium-segment demand.

Europe’s Online Food Delivery Industry Analysis highlights strong regulatory frameworks governing data privacy, food safety, and labor standards. Delivery platforms adapt by deploying compliant digital infrastructures and flexible fleet models. Technology adoption—AI chat support, automated kitchens, and advanced order-management systems—strengthens scalability. The European market continues to evolve as competition grows among multinational platforms and local players, shaping strategic decisions in the Online Food Delivery Market Outlook.

Germany Online Food Delivery Market

Germany holds 9% of the European Online Food Delivery Market Share, driven by strong demand in urban areas, rising digital adoption, and diverse consumer preferences. German consumers value reliability, high food quality, and transparent order tracking. Cloud kitchens are expanding in major cities, enabling restaurants to serve delivery-only audiences. Regulatory emphasis on data protection and sustainability shapes operations across Germany. Online Food Delivery Market Insights show growing demand for vegetarian, vegan, and health-focused meals. Efficient logistics infrastructure and widespread smartphone penetration further accelerate Online Food Delivery Market Growth in Germany.

United Kingdom Online Food Delivery Market 

The United Kingdom accounts for 7% of Europe’s Online Food Delivery Market Share, making it one of the region’s fastest-growing markets. High adoption of mobile ordering, strong digital payment culture, and preference for fast delivery fuel expansion. British consumers embrace takeaway culture, supporting high order volumes across major cities. Cloud kitchens, virtual restaurants, and subscription delivery programs are widely adopted. Online Food Delivery Market Research Report insights show increased demand for meal customization, international cuisines, and premium dining delivery. Logistics innovation and competitive promotional strategies continue shaping the UK’s Online Food Delivery Market Outlook.

Asia-Pacific 

Asia-Pacific dominates with 34% of the global Online Food Delivery Market Share, driven by massive population density, increasing urbanization, and high mobile internet usage. The region’s rapid digital transformation, rising middle class, and demand for convenience push Online Food Delivery Market Growth at an accelerated pace. App-based ordering and digital wallets have become daily habits for millions of consumers across China, India, Southeast Asia, Japan, and South Korea.

Asia-Pacific’s Online Food Delivery Market Insights highlight the rise of super-app ecosystems providing integrated services such as food delivery, ride-hailing, grocery delivery, and payments. Cloud kitchens flourish in APAC, where low setup costs and high consumer demand attract rapid investment. Countries like China and India show exceptionally high order volumes, driven by affordability, fast delivery expectations, and a vast selection of cuisines.

APAC businesses heavily use AI for personalization, dynamic discounts, and route optimization, strengthening their competitive edge. Delivery fleets include scooters, bicycles, electric vehicles, and emerging drone pilots. The region’s diverse food culture boosts demand variation across cities and market segments. With ongoing digital expansion, APAC remains the strongest contributor to Online Food Delivery Market Trends and future market opportunities.

Japan Online Food Delivery Market

Japan accounts for 6% of the Asia-Pacific Online Food Delivery Market Share, influenced by busy urban lifestyles, demand for convenience foods, and rising digital adoption. Consumers prefer precise delivery timing, high food quality, and reliable service. Bento meals, sushi, ramen, and premium dining deliveries are popular categories. Japanese platforms emphasize hygiene, packaging quality, and real-time logistics tracking. Online Food Delivery Market Analysis shows increasing adoption of mobile ordering among young professionals. Cloud kitchens are expanding in Tokyo and Osaka, supporting multi-brand culinary operations. The Japanese market continues evolving toward more technologically integrated delivery models.

China Online Food Delivery Market

China represents 19% of global Online Food Delivery Market Share and remains the largest and most dynamic market worldwide. Consumers order daily due to affordability, convenience, and wide food variety. Super-app ecosystems dominate the market with integrated payments, rewards, and instant delivery. Cloud kitchens and virtual brands rapidly scale across major Chinese cities. AI-based personalization and route automation enhance user experience and operational efficiency. Online Food Delivery Market Insights reveal rising demand for healthy menus, plant-based meals, and specialty cuisine. High-speed logistics networks enable deliveries within minutes, strengthening China’s leadership position in the global market.

Middle East & Africa 

The Middle East & Africa region accounts for 8% of the global Online Food Delivery Market Share, experiencing strong growth driven by expanding urban populations, rising incomes, and increasing smartphone adoption. Gulf nations lead regional expansion due to high expatriate populations, diverse food preferences, and strong digital ecosystems. Food delivery apps are widely used across the UAE, Saudi Arabia, and Qatar, where consumers value convenience, fast delivery, and premium dining options.

In Africa, emerging markets like South Africa, Kenya, and Nigeria are witnessing accelerated digital adoption. Online Food Delivery Market Trends highlight rising use of mobile money, which enables seamless ordering and payment for populations previously underserved by traditional banking. Cloud kitchens are gradually expanding, particularly in metropolitan areas, supporting scalable delivery-only operations.

Middle East platforms emphasize sustainability, using electric delivery bikes and eco-friendly packaging. MEA’s Online Food Delivery Industry Analysis also shows increased investment from global brands seeking regional partnerships. The region faces challenges such as logistics fragmentation and geographical dispersion, but rapid digitalization continues to strengthen market performance. Food delivery is becoming a cultural norm in many MEA cities, driving long-term Online Food Delivery Market Growth.

List of Top Online Food Delivery Companies

• Uber Eats (U.S.)
• Grubhub (U.S.)
• DoorDash (U.S.)
• Domino’s Pizza (U.S.)
• Just Eat Takeaway (Europe)
• Zomato (India)
• Food Panda (Singapore)
• Swiggy (India)
• Deliveroo (Europe)
• Postmates (U.S.)

Top Two Companies Market Share

• DoorDash 16% Market Share
• Uber Eats 12% Market Share

Investment Analysis and Opportunities 

Investment momentum in the online food delivery market is accelerating as digital transformation reshapes global food service operations. Investors are targeting cloud kitchens, delivery automation, AI-driven logistics, and cross-category delivery services. Cloud kitchens offer lower capital investment and high scalability, making them attractive assets in Online Food Delivery Market Opportunities assessments. Venture capital and private equity firms invest in multi-brand kitchen platforms, robotic food preparation systems, and automated dispatch technologies to revolutionize efficiency.

Delivery platforms are expanding their ecosystem into groceries, pharmaceuticals, convenience goods, and retail, creating diversification opportunities. Subscription-based delivery models attract institutional investment due to predictable revenue patterns. Logistics technology—autonomous delivery vehicles, drones, and last-mile fleet optimization tools—continues receiving high funding. The Online Food Delivery Market Report indicates strong investor interest in emerging markets where digital penetration is rising and competition is less saturated.

Sustainability is another investment priority, with companies funding renewable-energy delivery fleets and eco-friendly packaging solutions. As consumer expectations rise, businesses invest in user retention tools, personalized AI engines, and loyalty programs. These investments strengthen the Online Food Delivery Market Outlook and support strategic expansion across global regions.

New Product Development 

Innovation in the online food delivery market is accelerating as companies compete to enhance user experience, operational efficiency, and differentiation. Platforms are introducing AI-driven menu recommendations, personalized meal plans, automated order sequencing, and real-time kitchen monitoring systems. Smart packaging innovations—temperature-controlled containers, spill-proof designs, and biodegradable materials—help protect food quality and support sustainability commitments.

Robotics and automation are becoming integral to new product development. Robotic kitchen arms, automated cooking stations, and AI-powered food preparation tools improve speed, consistency, and labor efficiency. Delivery automation systems, including sidewalk robots and drones, are being piloted across select regions to reduce last-mile delivery time.

Virtual restaurants and multi-brand cloud kitchens introduce new digital-only cuisines tailored to consumer data insights. Companies also develop nutrition-focused products such as calorie-tracked meals, allergen-free offerings, and custom diet plans. Platforms integrate voice ordering, smart home compatibility, and AR-based menu visualization.

These innovations, highlighted in Online Food Delivery Industry Analysis, redefine customer engagement and support market differentiation. As competition increases, ongoing product development remains essential for strengthening Online Food Delivery Market Growth and enabling long-term strategic advantage.

Five Recent Developments (2023–2025)

• Multiple brands launched advanced cloud kitchen networks across major regions to scale delivery capacity.
• Delivery platforms introduced robot and drone delivery pilots to reduce last-mile costs.
• Subscription-based delivery models expanded globally with enhanced loyalty benefits.
• Several companies integrated AI-powered ordering and personalized nutrition recommendations.
• Sustainability initiatives accelerated with eco-friendly packaging and electric fleet adoption.

Report Coverage of Online Food Delivery Market 

The Online Food Delivery Market Report provides comprehensive coverage of market trends, segmentation, regional performance, competitive landscapes, and emerging business models. It analyzes platform-to-consumer and restaurant-to-consumer channels, mobile and website-based ordering, and evolving digital interaction patterns. The report examines Online Food Delivery Market Insights across North America, Europe, Asia-Pacific, and Middle East & Africa, highlighting unique consumer behavior and digital adoption rates.

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The research evaluates Online Food Delivery Market Size distribution, Online Food Delivery Market Share variation, and Online Food Delivery Market Forecast expectations derived from technology advancements, lifestyle shifts, and operational expansion. It also includes Online Food Delivery Industry Analysis on logistics optimization, cloud kitchens, automation, sustainability, and cross-category integration. The competitive landscape section reviews leading players, innovation strategies, product launches, partnerships, and investment activities.

The report supports B2B stakeholders—restaurants, investors, logistics providers, and technology developers—with actionable insights into growth drivers, restraints, opportunities, and challenges. Strategic intelligence helps businesses strengthen market presence, improve customer retention, and optimize digital operations.