Glovo Data: Tracking a Multi-Category Delivery Platform

The short answer

Glovo is a multi-category delivery marketplace, not a restaurant-delivery app with a grocery side project. Its own corporate site describes the company as “the fastest-growing multi-category player in Europe, Central Asia, and Africa,” operating in 21 countries with roughly 150K monthly local stores and 120K monthly couriers. It has been under Delivery Hero's sole control since July 2022, per the European Commission's description of that acquisition.

What public evidence does not establish: Glovo does not publish category-level GMV splits (food versus grocery versus retail), country-level order volumes, or partner-level sales. Any analysis of “how much of Glovo is grocery” therefore has to be built from observed listings, prices, availability, and placement rather than from company disclosures. That is precisely why structured collection across its verticals is worth doing carefully.

One platform, five surfaces

Glovo's business model page lays out the verticals customers actually see. Each behaves differently as a data source:

The practical consequence: a “Glovo price” for a SKU means different things depending on which surface it came from. A supermarket observation carries store context and stock state; a Shops observation carries partner context; a Food observation is menu-priced and may diverge from the item's in-store price. Collapsing them into one series destroys the signal.

Where Glovo operates

Glovo's corporate site states 21 countries across Europe, Central Asia, and Africa without listing them. Wikipedia's current list of Glovo markets groups them as Spain, Portugal, Italy, Poland, Romania, Bulgaria, Croatia, Serbia, Montenegro, Bosnia and Herzegovina, Moldova, Ukraine, Georgia, Armenia, and Andorra in Europe; Kazakhstan and Kyrgyzstan in Central Asia; and Morocco, Kenya, Uganda, Nigeria, Ivory Coast, and Tunisia in Africa. Two cautions apply. First, third-party lists lag reality—Glovo exited Ghana and Slovenia after operating there in 2021–2024, so any multi-country program should re-verify serviceability per city rather than assume a fixed footprint. Second, market maturity differs sharply: an Iberian capital and a secondary African city will not have comparable assortment depth, so panel design must be per-market.

Ownership and why it matters for data work

Delivery Hero moved from a minority stake to sole control of Glovo in July 2022, and Wikipedia reports its non-diluted shareholding at roughly 94%. For data teams this matters in three ways. Group-level financials are reported by Delivery Hero, not by Glovo, so segment detail rarely reaches individual brand level. Platform policies—partner terms, fee structures, sponsored-placement products—tend to converge across Delivery Hero brands over time, which makes cross-platform comparison a reasonable hypothesis to test rather than an assumption to bake in. And regulatory attention is real: in June 2025 the European Commission fined Glovo €105.7 million and Delivery Hero €223 million over antitrust violations including information sharing between 2018 and 2022, a reminder that the group's internal data flows are scrutinized.

Fee structures: what is observable and what is not

Glovo does not publish a universal public fee schedule for customers or partners; fees vary by market, city, order value, and program. What a collection program can establish honestly is the observed fee surface:

• Delivery fee: shown per store and basket before checkout; varies with distance, demand, and minimum-order shortfalls.
• Service fee: a separate line in many markets; treat it as observed-per-context, never as a constant.
• Item-level markup: menu or shelf price on Glovo versus the same item's in-store or direct-web price—a gap that is measurable only if you collect both sides.
• Minimum-order and small-basket fees: appear conditionally; record the basket state that triggered them.
• Sponsored placement: promoted listings inside category and search results; label sponsorship explicitly when identifiable.

None of these observations reveals Glovo's commission take rate with partners. That number is contractual. Claims about “Glovo commissions” circulating without a named source should be treated as unverified.

What to track across verticals

The cross-vertical prize is the comparison set: the same brand or SKU observed on Glovo, on competitors, and on its own direct channel, in the same cities and time windows. That is how a quick-commerce team answers whether Glovo's grocery expansion is taking share with price or merely with convenience.

A realistic first program

1. Pick two contrasting markets—for example one Iberian city and one African or Central Asian city—so findings do not silently generalize from one maturity profile.
2. Fix a matched window schedule (for instance two windows per day) and collect every vertical with identical context: timestamp, city, store, surface.
3. Keep raw evidence before parsing, because app layouts and field availability change without notice.
4. Track fee lines separately from item prices, and record the basket state that produced each fee.
5. Report coverage and missingness alongside every metric; an unlabeled gap in one city reads as a trend.

Bottom line

Glovo's scale and multi-category structure make it one of the more interesting delivery datasets outside the US and India—but its opacity at category and country level means conclusions must come from disciplined observation rather than disclosures. Start narrow, keep verticals separate, benchmark against direct channels, and expand only once per-market coverage is proven. The Glovo marketplace page outlines the data points we track and how a sample can be scoped for your markets.