GL
COMPANY

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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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

Consumer delivery and service feesMarketplace transaction charges
Merchant commissions on ordersPercentage take-rate
Sponsored placements and retail media spendAdvertising inventory and self-serve campaign spend
Merchant promotional visibility and premium placementsAdvertising and merchandising fees

Side-by-Side Comparisons

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Products & Services in Categories

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Glovo: Key Competitors & Alternatives

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Recent Signals (Glovo)

ExchangeWireDec 8, 2025

RAAS 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.

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ExchangeWireSep 19, 2025

Adzymic Boosts Omnichannel Ad Tech with Hong Kong Office

Adzymic expands its footprint with a new entity in Hong Kong to deepen its omnichannel ad-tech capabilities in Greater China. Active since 2021, Adzymic provides dynamic creative optimisation (DCO) and an AI-powered Creative Management Platform within the APX 36One ecosystem. The Hong Kong office aims to accelerate growth, strengthen local partnerships, and serve clients across display, CTV, DOOH, and beyond. Notable brands mentioned as customers include Standard Chartered Bank Hong Kong, Cathay Pacific Airways, DBS Bank, Foodpanda, Miele, MasterCard, Oppo, and American Express. Leadership quotes from co-founder Kenniess Wong and Cathay Pacific’s Karen Cheung underscore Hong Kong’s innovative market and the goal to deliver personalised experiences at scale.

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ExchangeWireMay 15, 2024

OpenAI Unveils GPT-4o; Singapore Writers Challenge AI Training Plan

OpenAI has launched GPT-4o, a multimodal model described as omni, capable of processing text, speech, and video with improved real-time responsiveness and better interactive handling such as mid-answer interruptions and voice nuance detection. The company also announced a desktop service and advances in voice assistance. In Singapore, the National Multimodal LLM Programme aims to train a local large language model on domestically produced material to better reference Singaporean history and culture, but writers oppose the plan due to unclear data usage and compensation terms. Separately, Uber agreed to acquire Delivery Hero’s foodpanda business for $1.2 billion, acquiring a 3% stake in Delivery Hero and expanding foodpanda’s presence in Taiwan. Uber’s APAC region accounted for slightly under a quarter of its 2023 revenue.

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Glovo: 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