How Wolt automated image editing for 140,000+ merchants in 27 countries

Wolt, a Finnish food and grocery delivery platform operating in 27 countries, integrated Photoroom's AI-powered API to automate image editing for its catalog of more than 140,000 merchants. The integration replaced manual background removal with automated batch processing that handles tens of thousands of images at a time, while local teams make individual edits in Photoroom's web editor. The result is consistent, high-quality product visuals across every market Wolt operates in.

Life before Photoroom

• Manual background removal for a large inventory

• Editing was slow, imprecise, and hard to scale

• Inconsistent product visuals across 27 countries

• Wolt's growth kept adding to the editing workload

Life with Photoroom

• Tens of thousands of images processed via the API

• Local teams with zero technical skills edit images via the web app

• Usage data tracked across countries to refine the process

• Consistent, high-quality visuals for 140,000+ merchants

"Photoroom’s ease of use and the effectiveness of its solutions allowed us to reinvent our imaging process, enhancing the quality of our outputs across all markets."

— Jeff Strauss, Director of Imaging Operations at Wolt

Wolt is a Finnish delivery platform with 10,000 team members across 27 countries that connects customers to a wide range of goods from more than 140,000 merchants.

Every order on the platform starts with a photo. A food image is a visual contract with the customer, and a clear, consistent product image speeds up the decision between scrolling and placing an order.

Jeff Strauss, Wolt's Director of Imaging Operations, is responsible for those images. His team's job is to make sure every product photo, from any merchant in any market, shows the goods in their best light. But as the marketplace grew, that job became harder; the team received more inconsistent images and their approach to editing no longer fit the platform’s size.

Manual editing was too slow for a platform of 140,000 merchants

Wolt's imaging operation depended on manual background removal, which was time-consuming and produced inconsistent results for its growing catalog size. Every new merchant and market added more images to an editing process that wasn't built for the volume.

As the gap kept widening between what Wolt wanted (fast, accurate, consistent visuals in every country) and what a manual editing workflow could deliver, Jeff and his team understood that they needed a more automated process that could grow with the inventory, and they needed it to work for teams in all 27 countries with different levels of technical experience.

Wolt found the automated image solution on social media

Jeff stumbled upon Photoroom while scrolling through social media, tested the platform's image editing features, and was immediately drawn to its ability to remove image backgrounds in seconds, add realistic shadows, and add colored backgrounds to products, all of which Wolt had been handling manually.

After exploring the background editing features, the team then expanded into a workflow with two complementary paths: web access and API integration.

Web editing for Wolt’s local teams

Localized teams at Wolt use Photoroom’s web app to edit product photos in batches and keep the brand experience consistent across all regions.

For Wolt’s team, web-based editing offered two main advantages beyond high quality results:

1. Ease of use: Photoroom’s web app is simple and doesn’t require extensive training, which is ideal for a global company with team members of different technical skill levels.

2. Data tracking: Wolt’s team can analyze usage across different countries, ask pertinent questions about how each market edits images, and refine the process where needed.

"One of the best things about Photoroom is its simplicity. It's intuitive and user-friendly, unlike some editing tools that can be overwhelming. This ease of use minimizes the need for extensive training, making it a great fit for our global team with different technical backgrounds."

— Jeff Strauss, Director of Imaging Operations at Wolt

API processing for high image volumes

For large image volumes, Wolt integrated the Photoroom API to process hundreds to thousands of images in a single workflow. This integration speeds up listing time, ensures that every product automatically meets the brand's visual standard, and buys back time for seller support and other business initiatives.

The result: consistent visuals across 27 countries

Since integrating Photoroom's API, Wolt has seen:

• Standardized product image quality across 27 countries and 140,000 restaurant partners

• Manual image editing replaced by automated processing across the entire catalog

• Tens of thousands of images edited per batch, with uniform results in every market

• More time for its core business of delivering goods at speed, backed by clean, consistent visuals

With over 36 million registered users and 230,000 courier partners, the achieved visual consistency now travels with every order Wolt delivers.

"Photoroom's API has been key in our journey towards operational excellence in image editing. It has not only enhanced our processes but has also improved the quality of our product visuals, adding to our growth and success."

— Jeff Strauss, Director of Imaging Operations at Wolt

Food images edited for product listing on Wolt's platform. Source: Wolt

Wolt's experience represents the challenges facing food delivery platforms, marketplaces, and any business managing high-volume, multi-merchant image operations. Photoroom's API was built for exactly this kind of operation: automated processing, high throughput, and consistent output.