Farfetch launches next-day luxury delivery across Europe

Farfetch is making a blunt luxury argument: speed now matters as much as selection. Its new Farfetch First service gives selected items a free upgrade to next-day delivery, with thousands of luxury pieces carrying the badge across the UK, Germany, France, Italy and Switzerland as the rollout begins.

The campaign is built around a simple idea, “The wait is over,” and that is exactly the point. Farfetch is trying to make digital luxury feel less like a patient scroll through a beautifully merchandised site and more like a premium service that arrives almost immediately. The brand’s richer pages and elevated customer experience are meant to support that shift, so the promise is not just faster shipping but a more polished, more intentional trip from click to closet.

There is a catch, and it matters. Farfetch’s shipping information says Farfetch First is available only in some locations and for certain items, with delivery estimated at one to two business days depending on when the order is placed. That means the service is less a blanket overhaul than a carefully targeted upgrade, but in luxury e-commerce, even selective speed can change the tone of the whole experience.

The timing is no accident. Farfetch has been under Coupang since January 31, 2024, when Coupang completed its acquisition of Farfetch’s assets and said it was putting $500 million in capital behind the business. Coupang also said the deal would help Farfetch continue serving more than four million customers worldwide, a scale that now gives the platform room to sharpen its operations as well as its image.

That ownership shift has already fed a turnaround story. By April 2025, Farfetch had reportedly turned profitable under Coupang, a notable reset for a company that has spent years proving that luxury can work online without losing its sense of exclusivity. Now the competitive edge looks different. It is not only about carrying the right brands or the widest assortment. It is about whether the service around those brands feels as considered as the clothes themselves.

That is where Farfetch First lands neatly in the current luxury race. Coupang has built its reputation on fast delivery and operational precision, and applying that logic to premium shopping in Europe gives Farfetch a sharper point of view than generic next-day shipping. The message is clear: in luxury, immediacy can be part of the fantasy, too.