How Does Glovo Make Money? The Glovo Business Model In A Nutshell

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Written By Angelo Sorbello

Tech entrepreneur and passionate about business



In today's fast-paced and convenience-driven world, on-demand courier services have become an integral part of our daily lives. Glovo, a Spanish company founded in 2015, is one such service provider that offers a comprehensive range of delivery options, including food, groceries, and pharmacy goods.

But how does Glovo generate revenue? This article explores the intricacies of Glovo's business model, examining its various revenue streams, distribution channels, and marketing strategies.

Understanding Glovo's success in the on-demand courier service industry is crucial for consumers, restaurant owners, and couriers alike.

Key Takeaways

  • Glovo generates revenue through delivery fees, commissions from participating businesses, and partnerships with grocery store chains and dark kitchens.
  • The company charges partners a fee, typically 22-30% of the total value of the delivered product, and a portion of this fee is given to Glovo couriers based on the distance they cover.
  • Customers also pay a delivery fee based on location, distance, and delivery speed.
  • Glovo collaborates with grocery store chains to operate fulfillment centers called SuperGlovo mini-supermarkets and works with local restaurants to rent dark kitchen spaces, increasing their kitchen capacity and giving Glovo more control over the food delivery process.

Glovo's Revenue Streams

Glovo generates revenue through various streams, including delivery fees, commissions from partner businesses, and partnerships with grocery store chains and dark kitchens. The role of couriers is crucial in revenue generation as they facilitate the delivery process and ensure customer satisfaction.

By charging delivery fees, Glovo is able to cover the costs associated with logistics and operations. Additionally, the company earns commissions from partner businesses, which typically range from 22% to 30% of the total value of the delivered product. This revenue stream is essential for Glovo's profitability and growth.

Moreover, partnerships with grocery store chains and dark kitchens contribute significantly to revenue generation. Glovo plans to expand these partnerships beyond Madrid and Barcelona, indicating its future growth prospects and commitment to increasing revenue through strategic expansion.

The Role of Delivery Fees

Delivery fees play a crucial role in Glovo's revenue generation by covering the costs associated with logistics and operations.

Here are some key points about the role of delivery fees in Glovo's business model:

  • Impact on customer behavior:
  • Delivery fees can influence customers' decisions to use Glovo's services. Higher fees may deter some customers, while lower fees may attract more users.
  • Offering free or discounted delivery fees for certain orders or promotions can incentivize customers to increase their order frequency or spend more.
  • Strategies to optimize delivery fee pricing:
  • Glovo continuously analyzes data and customer feedback to determine the optimal pricing for delivery fees. This helps them strike a balance between maximizing revenue and maintaining customer satisfaction.
  • Dynamic pricing algorithms are used to adjust delivery fees based on factors like distance, location, and demand. This ensures that fees are fair and competitive.
  • Collaborating with partners and couriers allows Glovo to negotiate better rates, which can help them optimize delivery fee pricing.
  • Regular monitoring and adjustment of delivery fees based on market trends and competitor analysis enables Glovo to stay competitive and attract more customers.
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Commissions and Partnerships With Businesses

The primary source of revenue for Glovo involves earning a percentage commission from partnering businesses. Glovo charges these businesses a fee, typically ranging from 22-30% of the total value of the delivered product. This commission structure allows Glovo to generate income while providing a valuable service to its partners.

By partnering with Glovo, businesses can expand their customer base and reach a wider audience, leading to increased sales and brand exposure. Additionally, Glovo's delivery platform offers convenience and efficiency to customers, making it an attractive option for businesses to collaborate with.

The partnerships with businesses also contribute to Glovo's competitive advantage in the on-demand delivery market, allowing them to offer a wide range of products and services to their customers.

The Contribution of SuperGlovo Mini-Supermarkets and Dark Kitchens

SuperGlovo mini-supermarkets and dark kitchens significantly enhance Glovo's revenue streams. Here are the key points to understand their contribution:

  • Expansion plans for SuperGlovo mini supermarkets and dark kitchens:

Glovo intends to expand its SuperGlovo mini-supermarkets beyond Madrid and Barcelona, indicating the potential for increased revenue in new markets. Additionally, the company plans to further collaborate with local restaurants and rent more dark kitchen spaces to boost its delivery capabilities.

  • Benefits of Glovo's collaboration with grocery store chains and local restaurants:

By partnering with grocery store chains, Glovo gains access to a wide range of products, allowing it to cater to diverse customer needs. Collaborating with local restaurants to rent dark kitchen spaces not only increases their kitchen capacity but also provides Glovo with more control over the food delivery process. This collaboration fosters a mutually beneficial relationship, as Glovo expands its service offerings while supporting local businesses.

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Comparison With Other Food Delivery Platforms

Glovo stands out among other food delivery platforms through its unique business model and diverse range of delivery options. While competitors like Deliveroo, DoorDash, GrubHub, Lyft, OpenTable, Postmates, and Uber Eats focus primarily on restaurant delivery, Glovo offers a wider array of services including groceries, pharmacy goods, and more. This sets Glovo apart and allows it to tap into different customer segments and revenue streams.

In terms of market share and competition, Glovo faces strong competition from established players like Uber Eats and Deliveroo, as well as local players in various markets. However, Glovo has been successful in expanding its presence globally, particularly in Europe and Latin America. The company's ability to adapt to local markets and its focus on convenience and versatility have helped it gain traction and compete effectively.

To provide a clearer comparison, here is a table summarizing the differentiating factors of Glovo compared to other food delivery platforms:

Platform Differentiating Factors
Glovo Diverse range of delivery options including groceries, pharmacy goods, etc.
Deliveroo Deliveroo for Business service catering to corporate clients needing bulk orders
DoorDash At-no-cost delivery operations for restaurants with revenue from fees, memberships, and advertising
GrubHub Focus on restaurant pick-up and delivery with revenue from pre-order commissions and fees
Lyft Transportation-as-a-service marketplace with revenue from fees collected from drivers
OpenTable Online restaurant reservation system with revenue from subscription plans and referral fees
Postmates Last-mile delivery service with revenue from various fees and a subscription service
Uber Eats Three-sided marketplace connecting drivers, restaurant owners, and customers with revenue from commissions and delivery charges
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Through its unique business model and diverse range of delivery options, Glovo has carved out a niche for itself in the highly competitive food delivery market.

Frequently Asked Questions

How Does Glovo Determine the Delivery Fees for Customers?

Delivery fees for Glovo customers are determined based on various factors, including the location, distance, and delivery speed. These factors are taken into account to calculate the appropriate fee that customers need to pay for their delivery service.

What Are the Benefits of Glovo's Partnerships With Grocery Store Chains and Dark Kitchens?

Glovo's partnerships with grocery store chains and dark kitchens provide benefits such as increased customer reach and access to a wider variety of products. These collaborations enhance the convenience and versatility of Glovo's services, ultimately contributing to its revenue generation.

How Does Glovo Handle the Payment Process for Its Couriers?

Glovo handles the payment process for its couriers through its own payment system. Couriers receive a portion of the fee charged to partners, based on the distance they cover. Glovo's payment system ensures timely and accurate compensation for couriers' services.

Does Glovo Offer Any Loyalty or Membership Programs for Its Customers?

Glovo does not currently offer any loyalty or membership programs for its customers. However, they may consider implementing such programs in the future to enhance customer retention and provide incentives for repeat orders.

What Are Glovo's Plans for Geographic Expansion in the Future?

Glovo's expansion plans include scaling its SuperGlovo mini-supermarkets and dark kitchens beyond Madrid and Barcelona. The company aims to enter new markets, establish partnerships with local businesses, and leverage its value proposition of convenience and versatility to drive future growth.


In conclusion, Glovo generates revenue through various channels such as delivery fees, commissions from participating businesses, partnerships with grocery store chains, and dark kitchens. These revenue streams contribute to Glovo's success in the on-demand courier service industry.

An interesting statistic to note is that Glovo's revenue grew by 300% from 2018 to 2019, showcasing the company's rapid expansion and increasing popularity among consumers and businesses alike.

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