The story that changed the way we shop: the supermarket trolley

In the 1930s, doing the shopping was almost an endurance test. Customers walked along the aisles carrying paper bags or small baskets in their hands, bearing the weight as they tried to continue adding items. That discomfort limited both sales and the shopping experience.

Sylvan N. Goldman, a visionary businessman from Oklahoma, observed this problem closely in his grocery chain. At first, he tried a simple solution: employees would offer empty baskets and carry the full ones to the checkout. But the system soon became chaotic — narrow aisles and the constant movement of clerks caused more inconvenience than help.

It was then that the idea that would change everything arose. Goldman adapted a folding chair, added wheels, and placed a wire basket on top. Thus, the first supermarket trolleys were born. However, people initially rejected them: some associated them with baby prams, while others considered them inelegant.

Far from giving up, Goldman hired actors of different ages to walk naturally around the store using those trolleys. And it worked: in 1937, supermarket trolleys began to make their way into American self-service stores.

The story did not end there. The first models took up too much space and had to be dismantled for storage. In 1947, Orla E. Watson introduced the swinging rear gate, which allowed trolleys to be nested one inside another. It was the birth of the nesting trolley system, a key innovation that facilitated its worldwide expansion.

Over time, evolution focused on materials: from metal to hybrid structures combining metal frames with plastic baskets, leading eventually to fully plastic trolleys — durable and lightweight.

And this is where Carttec comes in, continuing this story of innovation. If Goldman solved the problem of carrying weight and Watson optimised space, Carttec has perfected the essence: supermarket baskets adapted to new consumer habits.

Our baskets are more than just containers: they are lightweight, ergonomic and durable, designed for the modern self-service environment where customer experience takes centre stage. Unlike the rigid baskets of the past, Carttec baskets combine design and comfort, becoming the silent ally of every purchase.

Thus, what began as a simple supermarket basket in 1936 continues to evolve today, shaping the shopping experience of the future.