Glovo Sees Nigeria as Key Growth Driver After Significant Investment

The on-demand delivery platform has announced that Nigeria is now its fastest-growing market globally, following a substantial expansion effort since entering in 2021. During the Future of Commerce summit held in Lagos this week, Glovo revealed it has invested over ₦37 billion ($27 million) in the country and facilitated the delivery of 38 million items—nearly doubling the value generated for local businesses.

The company views Nigeria as a strategic anchor market and is increasing its investment in local operations. According to Reni Onafeko, Glovo Nigeria’s general manager: “We’re focused on empowering small and medium businesses with tools, technology, and access to compete effectively in the digital economy.” He emphasized collaboration between public and private sectors to create sustainable growth opportunities.

Strategic Significance for Africa

Nigeria’s position as Glovo’s fastest-growing market underscores its importance to the company’s broader African strategy. With operations across six countries, including Morocco, Tunisia, Kenya, Uganda, and Côte d’Ivoire, Africa now represents 25% of Glovo’s global business—a testament to the continent’s potential.

The online food delivery market in Nigeria alone surpassed $1 billion in 2025 and is projected to reach $2.7 billion by 2034, attracting competition from both local players like Chowdeck and HeyFood and international platforms like Glovo.

Leveraging Market Dynamics

Nigeria’s large population (over 200 million), high urban density (55.8%), and growing online penetration (45.4%) create a favorable environment for on-demand commerce at scale—factors that Dima Rasnovsky, Regional General Manager at Glovo Africa, described as “population and momentum” driving market growth.

Product Innovation Fuels Demand

Glovo is focusing on incremental improvements to its technology and service offerings to sustain growth. Onafeko noted that product changes accounted for 35% of sales growth among merchants in the past year, demonstrating how user experience enhancements shape demand patterns.

The company’s partnership with the Federal Road Safety Corps (FRSC) to implement a real-time rider safety feedback system—which has seen 60% adoption among riders—highlights this commitment to improving operational efficiency and safety.