Glovo
Glovo is a multi-category delivery marketplace with embedded retail media monetisation.
Analyst Perspective
Glovo is a Spain-founded multi-category delivery marketplace operating through a mobile and web platform that connects consumers with restaurants, grocers, pharmacies, retailers and couriers for rapid local fulfilment. Its core business is transaction-driven commerce: consumers place orders, local merchants gain digital demand and fulfilment access, and Glovo coordinates dispatch, tracking and delivery through its logistics network. The company monetises through marketplace commissions, consumer delivery and service fees, and additional logistics-related charges. It has also built a retail media business inside its app through Glovo Brands Ads and Glovo Brands Ads Manager, selling sponsored placements and self-serve campaign tools to brands and agencies that want to reach users at the point of purchase. Glovo is majority-owned by Delivery Hero SE.
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Key insights about Glovo
Category Differentiation
Glovo is not a pure software vendor or adtech-only platform; it is primarily a hyperlocal delivery marketplace with integrated logistics and a retail media layer. It should also be distinguished from generic courier firms because it operates a consumer marketplace and merchant demand platform.
Glovo: About
Glovo operates a multi-sided hyperlocal marketplace. It creates value by aggregating local merchant supply, consumer demand and courier capacity into one app, then using dispatch, tracking and routing tools to facilitate same-city fulfilment. Revenue is generated from each order flowing through the platform and increasingly from advertising sold within the buying journey. This gives Glovo both commerce transaction income and media monetisation tied to high-intent in-app demand.
How Glovo Works & Monetises
Business model analysis and core revenue streams
Glovo uses a multi-sided monetisation model. On the marketplace side, consumers pay delivery fees, service fees and variable charges linked to demand, while merchants pay commissions on orders and may purchase premium visibility. On the advertising side, brands and agencies spend against in-app sponsored placements and self-serve campaign tools through Glovo Brands Ads and Glovo Brands Ads Manager. The overall model blends percentage take-rates on commerce transactions with advertising revenue from retail media inventory.
Revenue Channels
Side-by-Side Comparisons
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Products & Services in Categories
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Glovo: Key Competitors & Alternatives
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Multi-country food delivery marketplace for consumers and restaurant partners.
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Quick-commerce grocer with an in-app retail media network.
Recent Signals (Glovo)
Think Forward: Sacha Michaud’s Outlook for 2024
To take Glovo to the next level in 2024 and beyond, we really need to focus on great service - great service to our millions of customers and great tools for our hundreds of thousands of partner shops and restaurants as well as our couriers.
Read original sourceRAAS LAB Boosts Leadership for 2026 Growth Surge
RAAS LAB announced two executive appointments as it positions for growth in 2026: Shane Smith will become VP of Relevance and Tom Warden will join as Sales Director. Smith comes from Incubeta, where he led smart studio and scalable creative optimisation for clients such as L’Oréal, Samsonite, HelloFresh, Delivery Hero, and Google, focusing on AI-driven relevance. Warden previously served as group account director at Teads, overseeing partnerships with agency holdcos including Havas, Publicis, and WPP, driving UK and international revenue and building teams. The appointments, the first in a series of hires, aim to strengthen RAAS LAB’s technology and commercial operations ahead of 2026. Co-founder Thomas Ives notes the hires advance the company’s plan to redefine relevance in digital advertising and accelerate momentum across open web campaigns.
Read original sourceZoe Giardino appointed Director of Impact and Sustainability
Zoe Giardino has been appointed Director of Impact and Sustainability after almost 5 years with the Glovo team.
Read original sourceGlovo: Frequently Asked Questions
What is Glovo?
Glovo is a multi-category on-demand delivery marketplace that connects consumers, local merchants and couriers for rapid local fulfilment, while also operating in-app retail media products.
Who uses Glovo?
Consumers use it to order local goods, merchants use it to access demand and delivery infrastructure, and brands and agencies use its ad products to reach in-app shoppers.
How does Glovo make money?
Glovo earns money from consumer delivery and service fees, merchant commissions on orders, and advertising spend on sponsored placements and self-serve retail media tools.
Company Facts
- Founded
- 2014
- Headquarters
- Spain
- Core Segment
- Retailer & Marketplace
- Company Size
- 1,001–5,000
- Official Link
- glovoapp.com