Unlocking Quick Commerce Potential in African Markets

Delivery platforms across Africa face complex challenges, from navigating dense traffic to serving consumers who expect convenience within informal economic systems. Dima Rasnovsky, overseeing operations for Glovo’s six African markets, believes these frictions represent an opportunity rather than an obstacle.

The continent’s unique delivery economy—characterized by localized neighborhood stores, mobile money adoption, and merchants already close to customers—may develop differently from warehouse-centric models in Europe or North America. This presents a chance for Africa to leap directly into fast local delivery without going through traditional e-commerce stages.

Quick Commerce Set to Surpass Restaurant Delivery

Glovo anticipates quick commerce (delivering groceries, pharmacy items, electronics, etc., within minutes) becoming larger than restaurant deliveries in multiple African cities. While economic challenges remain—including volatile fuel prices and thin margins—the company sees significant potential.

Africa’s dense urban environments, millions of informal merchants, and rapidly growing smartphone adoption create fertile ground for this shift. By connecting nearby businesses to nearby customers, Glovo aims to be the logistics backbone that enables fast local commerce.

The Density Advantage

The economics of quick commerce rely on density—the concentration of both merchants and customers in a given area. Delivery costs decrease when riders can serve multiple orders within a small radius, reducing wasted time and distance.

Glovo actively seeks to onboard small businesses that already operate through informal channels (social media storefronts, etc.) but lack logistics infrastructure. By bringing these merchants onto the platform, Glovo expands its network while offering consumers greater selection from local stores.

Investment in Kenya’s Delivery Ecosystem

In early May 2026, Glovo announced plans to invest KES 10 billion ($77.6 million) in Kenya by 2030—expanding beyond Nairobi to reach more towns and cities. This investment will fund technology upgrades, logistics infrastructure, talent acquisition, and new service offerings.

Currently, Glovo leads Kenya’s online food delivery market with roughly 33% consumer preference (ahead of Uber Eats at 21% and Bolt Food at 16%), while also controlling 46% of grocery delivery preferences in the country.