A New E-Commerce Leap for the Continent

Delivery platforms are betting that Africa could become a global leader in quick commerce—the ultra-fast delivery of groceries, household goods, and more. This isn’t about mirroring existing models; it’s about building something uniquely suited to African markets.

Glovo, which operates across six African countries, sees the continent as having all the ingredients for explosive growth: dense urban populations, millions of informal merchants, and rapidly expanding smartphone adoption. What’s missing is a mature e-commerce infrastructure—a gap that could allow consumers to skip traditional online retail altogether.

“Africa skipped desktop and moved straight to mobile,” says Dima Rasnovsky, Glovo’s head of operations for Africa. “Quick commerce can become the same leap for e-commerce.”

The African Delivery Advantage

The continent presents unique challenges—traffic congestion, informal economies, limited digital infrastructure—but these are precisely what could create an advantage.

Rather than relying on centralized warehouses (the norm in Europe and North America), African quick commerce is likely to be powered by:

• Local neighborhood stores
• Mobile money payment systems
• Merchants already embedded in communities

This hyperlocal approach aligns with how many Africans currently shop—through informal channels, word-of-mouth recommendations, and proximity to businesses.

Overcoming the Hurdles

Quick commerce isn’t inherently profitable. Platforms face challenges like:

• Thin margins (especially with volatile fuel prices)
• Price sensitivity among consumers
• The need to balance affordability with rider compensation

But density—having many merchants and customers concentrated in a small area—can help overcome these issues. A delivery within a dense business district costs less than one crossing an entire city.

“Profitability is a side effect of volume,” Rasnovsky explains. “Volume is a side effect of having the right amount of local businesses on the platform.”

Glovo’s Investment in Kenya

In May 2026, Glovo announced plans to invest $77.6 million in Kenya by 2030—funding that will expand its technology, logistics network, and reach beyond Nairobi.

The company currently leads Kenya’s online food delivery market with a 33% consumer preference (ahead of Uber Eats at 21% and Bolt Food at 16%), and controls about 46% of grocery delivery preferences in the country.