As a leader in on-demand delivery across multiple African markets, Glovo is accelerating its development by focusing on the digitalization of local commerce, the inclusion of SMEs, and logistic innovation. In this exclusive interview with Financial Afrik, Sacha Michaud, co-founder of Glovo, discusses the group’s strategy in Africa, the challenges of growth, and the potential of platform economy on the continent.
Interview conducted by Soraya Bakary, Abidjan.
As consumer expectations increasingly shift toward greater convenience, speed, and accessibility, what structural changes are you observing in the way Africans interact with local commerce?
Consumer behavior is evolving worldwide, and Africa is no exception. People are increasingly embracing digital commerce because it offers speed, convenience, and efficiency. However, digital commerce is not replacing physical stores, it is complementing them. Customers tend to shop online when they know exactly what they need, particularly for everyday essentials or when they are short on time. At the same time, they continue to visit supermarkets, restaurants, and neighborhood stores when they are looking for a more enjoyable or social shopping experience.
For companies like Glovo, the objective is to help local businesses, including restaurants, grocery stores, and retailers, digitalize their operations and reach customers online. Looking ahead, digital commerce and in-store shopping are expected to grow side by side, each serving different consumer needs.
Beyond on-demand ordering, how can platforms like Glovo help SMEs and neighborhood merchants in Côte d’Ivoire become more visible, more competitive, and more resilient?
Glovo supports small businesses by providing them with a simple, ready-to-use solution for selling online. Unlike large corporations, many small businesses do not have dedicated technology or marketing teams. Through the Glovo platform, they gain access to digital tools, a broad customer base, and a logistics network that manages deliveries on their behalf. The platform also enables local businesses to reach customers beyond their immediate neighborhoods, expanding their market and generating additional sales.
Around 90% of the pharmacies on our platform are small businesses. By bringing them online, we help them remain competitive in an increasingly digital economy. Glovo’s ambition is to be the leading digital partner for small businesses, helping them grow, increase their visibility, and succeed in the world of online commerce. For this purpose, we launched our Glovo Academy and SME booster initiatives, to ensure they have the right tools and economic support to thrive
What are the main barriers preventing small businesses from fully embracing digital commerce, and how can Glovo help bridge this gap?
One of the biggest challenges is adapting to the digital economy. Many businesses still operate under a traditional model that relies on in-store customer traffic and lack the digital tools and capabilities needed to compete online. Glovo supports these businesses by offering more than just a sales platform. We provide operational management tools, including inventory integration, which keep product availability accurate and up to date within the app. We also invest in training and marketing support.
For this purpose, we launched Glovo Academy, our flagship in-person training program for SME upskilling in digital tools and e-commerce, to help them thrive in the digital era and boost their sales and profitability.
Additionally, through our SME Booster program, Glovo helps new merchants increase their visibility by funding promotional campaigns until they establish a loyal customer base. In addition, we provide marketing analytics tools that enable businesses to monitor campaign performance, measure return on investment, and make more informed decisions to strengthen their digital presence.As our platform continues to evolve, we remain committed to developing new solutions that help small businesses thrive in the digital economy.
Beyond food ordering, which sectors, retail, pharmacies, supermarkets, or other everyday services, stand to benefit the most from the growth of on-demand tech platforms across Africa?
While food ordering remains Glovo’s largest business segment, grocery shopping has become our second-largest category and one of our fastest-growing businesses. We are also seeing rapid growth in pharmacies, health and beauty, consumer electronics, and retail more broadly. Quick commerce, the on-demand ordering of products beyond restaurant meals, is currently the most dynamic part of our business.
As consumers become increasingly familiar with these services, they are ordering a growing range of everyday essentials online, not just food. Frequently purchased products such as groceries, personal care items, cosmetics, toothpaste, and household goods are driving this growth.
Côte d’Ivoire is one of the most dynamic economies in Francophone Africa. What makes this market strategically important to Glovo’s ambitions on the continent?
Côte d’Ivoire is one of the fastest-growing economies in the region, making it a highly attractive market. It also benefits from a relatively stable and business-friendly regulatory environment, which encourages foreign investment and supports long-term growth. Beyond these strong macroeconomic fundamentals, the country is experiencing rapid digital adoption. Consumers are becoming increasingly comfortable using online services, while local businesses are actively embracing digital transformation.
This combination of robust economic growth, improving digital infrastructure, and openness to innovation makes Côte d’Ivoire an especially promising market for Glovo.
As a result, we are experiencing strong growth in the country, with sustained double-digit month-on-month performance. We remain focused on strengthening our market position while supporting the continued development of the local digital economy.
