Glovo is transforming its presence in Ukraine: the company is increasing investments, expanding product categories, and changing its positioning from a food delivery service to a universal marketplace.
Glovo is transforming its presence in Ukraine: the company is increasing investments, expanding product categories, and changing its positioning from a food delivery service to a universal marketplace.
Glovo co-founder Sasha Michaud stated this in an interview with Forbes Ukraine, noting: «Glovo is no longer about food — it’s a marketplace.»
In 2024, the revenue of the Ukrainian office grew by a third to UAH 3 billion. The company serves over 40 cities and has over 12,000 active partners, 85% of which are small and medium-sized businesses. According to the company’s estimates, more than a quarter of Ukrainians have used the service at least once.
One of the key trends is the rapid growth of the non-food segment. If delivery from restaurants adds 20% per year, then retail adds 40%. Among the most popular categories: pharmacies, electronics, stationery, flower shops and even sex shops. In 2030, the share of food and non-food may equalize, believes the CEO of the Ukrainian office, Maryna Pavlyuk.
Digital innovations are also in focus: the company is implementing AI personalization, and the new Glovo Next feature allows you to see orders from friends or team members, which increases trust in choosing establishments.
Glovo invests approximately $20 million in the Ukrainian market annually. In total, it has raised 120 million euros over six years. The company became profitable in 2022, and the number of orders for the first quarter of 2025 increased by 29% compared to the same period in 2024. On average, users make 11–12 orders per year — this corresponds to the indicators of developed European countries.
The average check in the restaurant category increased by 10% in 2024, and in the Q-commerce category by 12%. Glovo also actively supports local businesses affected by the war: since 2022, it has provided €45,000 in direct aid and over €70,000 in reduced commissions.
Regarding future regulation: the new draft law on taxation of couriers provides for a 5% personal income tax. Glovo calls for making the process as simple and automated as possible. Otherwise, Pavlyuk warns, some of the performers may go into the shadows.
Glovo considers Ukraine one of its key markets after Spain and Italy. Despite competition (Bolt Food already operates in 28 cities), the company maintains its leadership. The share of app downloads in the «delivery» category still exceeds 80%, according to Sensor Tower.
We previously wrote about how Glovo and USF searched for Ukrainian technology startups and selected three winners who will receive funding as part of the PowerUp Ukraine Conference.
