Over the past few years, on-demand delivery services have changes how Kenyans access food, groceries and other daily essentials. Leading this change is Glovo which has been named as the most preferred app in Kenya for online food delivery at 33% by the Competition Authority of Kenya (CAK). In an exclusive interview, Caroline Mutuku, Glovo Kenya’s Country Manager, shares insights into Glovo’s journey, its unique approach to the Kenyan market and how the company continues to adapt to the changing consumer needs.
TechArena: Could you start by introducing yourself and share a brief history of Glovo in Kenya. When did it start operations? How many towns is it available in and how many restaurants have been onboarded?
I’m currently the General Manager for Glovo Kenya, and I bring over a decade of diverse experience spanning technology, consulting, and banking. Prior to joining Glovo, I served as the General Manager for a tech start-up focused on transforming mass transportation in Kenya, where we leveraged technology to solve real-world mobility and logistics problems. I also spent six years at McKinsey & Company, where I worked on digital transformation strategies for African banks and regulators. This mix of experience in technology and strategic business growth has been essential in leading Glovo’s expansion in Kenya.
Glovo began its operations in Kenya in 2019, launching in Nairobi as our first city. Since then, we’ve expanded our reach to 10 towns including Mombasa, Nakuru, Kisumu, Eldoret, Rongai, Ngong, Kitengela, Thika, and Kiambu. We’ve partnered with over 2,000 businesses, including large brands like KFC, Java House, Carrefour, and Naivas, as well as numerous small and medium-sized local restaurants and retailers. Our vision is to build the largest online marketplace to give you easy access to anything in your city within minutes. We aim to have a positive impact on the economy, society, and the environment. Our platform brings together partners, customers, and riders in a seamless ecosystem that offers utmost convenience for all involved.
What are some of the most popular foods customers buy through Glovo?
Kenyans’ love for burgers and chicken remains strong, with Glovo delivering 20 burgers per hour—equivalent to one burger every three minutes. This growth placed Kenya at #1 in Sub-Saharan Africa for burger deliveries in 2023, with orders increasing by 35% year-on-year. However, as consumer preferences shift toward healthier alternatives, many restaurant partners have adapted their menus to include salads, vegetarian dishes, and other nutritious options.
Local favorites like chapati and beans, ugali, and beef have also seen a surge in orders, thanks to our “Kibanda Bubble” initiative, which allows small, local eateries to join the platform and deliver traditional meals to offices and neighborhoods. This initiative not only supports small businesses but also brings authentic Kenyan flavors directly to consumers.
In addition to restaurants favorites, Glovo has become a gateway to a diverse range of cuisines. Swahili, Chinese, and Indian dishes are increasingly popular, reflecting Kenya’s rich and multicultural food scene. As we continue to expand, Glovo remains committed to meeting the diverse and evolving tastes of Kenyan consumers by partnering with local restaurants and offering a growing selection of healthy, traditional, and international cuisines.
How has the food delivery business in Kenya changed since your entry into the country and what direction do you see it taking?
Since Glovo entered the Kenyan market in 2019, we have witnessed significant changes in the food delivery landscape, many of which we have played an active role in driving like the Kibanda Bubble, which has provided a platform for small, local eateries to join the digital economy. This initiative allows Kibanda owners to sign up for free and deliver traditional Kenyan meals such as chapati, ugali, and bean stew to customers. In just three months, we saw a 435% increase in local meal orders through this initiative, which has empowered small food vendors by giving them access to a larger customer base .
We’ve also led a shift in consumer behavior towards online grocery shopping, with grocery orders on Glovo increasing by 47% in 2023. Partnerships with local supermarkets and the introduction of Glovo Bargains have fueled this growth, highlighting the increasing demand for convenient access to essential goods. Although the adoption of delivery services started slowly, we have seen rapid growth, especially in urban areas.
According to Statista, Kenya’s e-commerce penetration is expected to reach 53.6% by 2025, making it the third-largest e-commerce market in Africa after Egypt and South Africa. As more consumers embrace the convenience of online food delivery, the market has seen year-on-year growth rates of about 25%, particularly in urban areas. Despite this growth, the overall delivery penetration remains at approximately 10% of the urban population, signaling immense room for expansion.
In comparison, more mature markets like Spain, with 80% of its population urbanized, have achieved delivery penetration rates of around 60%. Similarly, Morocco, with about 64% urbanization, has a penetration rate of 20%, with annual growth rates of about 15%. These figures indicate the potential for further growth in Kenya as urbanization increases and consumers shift toward more convenience-driven lifestyles.
Looking ahead, I expect Kenya’s food delivery market to continue expanding as digital platforms like Glovo bridge the gap between consumers and businesses. The potential for growth is significant, driven by increased urbanization, rising digital literacy, and the demand for convenience.
Does Glovo adapt its business model to suit the unique needs of Kenyan consumers? Can you share any specific ways it does so?
Absolutely. We’ve adapted our model to meet the needs of Kenyan consumers in several key ways. For example, mobile payments are the dominant form of payment in Kenya, so we’ve fully integrated M-Pesa into our platform to ensure seamless and convenient transactions. We also offer card payment options for customers who prefer a more streamlined experience.
Additionally, recognizing that many Kenyans have a strong preference for local cuisine and as mentioned before, we introduced our “Kibanda Bubble” initiative, which brings local food vendors onto our platform. This allows customers to enjoy their favorite local meals delivered right to their homes or offices, while also supporting small businesses.
With the rise of digital payment solutions in Kenya, how does Glovo integrate local payment methods for seamless transactions for users?
At Glovo, we have fully embraced Kenya’s dynamic digital payment landscape by integrating locally relevant solutions to ensure a seamless and secure transaction process for users. Our platform supports M-Pesa, the leading mobile money service in Kenya, allowing customers to pay for their orders quickly and easily. M-Pesa integration has been a cornerstone in providing a frictionless experience for users who rely on mobile money for everyday transactions.
In addition to M-Pesa, Glovo has integrated Airtel Money and T-Kash, ensuring that we cater to a broad range of users across different mobile networks. This inclusivity reflects our commitment to accessibility and convenience, enabling every customer to transact effortlessly.
Beyond mobile money, Glovo has established partnerships with financial institutions like Standard Chartered Bank and MasterCard to provide secure and efficient card payment options. These partnerships leverage advanced encryption technologies and secure payment gateways, ensuring that customers can also use credit and debit cards with confidence, knowing that their transactions are protected.
How does Glovo ensure efficient and timely delivery services, especially considering the infrastructural and logistical challenges in Kenya?
Despite the infrastructural challenges present in Kenya, Glovo has established itself as one of the leading companies in delivering efficient services. By investing in advanced technology, we optimize delivery routes, ensuring that riders can reach customers quickly and safely, even in highly congested areas.
In collaboration with the Nairobi County Government, we launched the Catalyst Project, which focuses primarily on safe driving and road safety for riders. This initiative was extended beyond just riders that use Glovo, encompassing freelance riders from the broader community, ensuring that road safety standards and professional practices are elevated across the entire delivery ecosystem. Riders were trained in essential motorcycle riding techniques, helping them adhere to the highest safety standards, while also fostering a sense of professionalism and community engagement.
Additionally, we recently hosted Rider Week in Kenya, which expanded the focus to include not only safe driving but also customer service. This initiative ensures that all riders in the Glovo ecosystem are equipped with the skills necessary to deliver exceptional service and manage their roles effectively.
By combining technological innovation with continuous rider development programs like the Catalyst Project and Rider Week, Glovo ensures that its delivery network operates smoothly, safely, and efficiently, even in the most challenging environments.
What other key challenges do you face in Kenya?
Rather than seeing these as challenges, we view them as opportunities for growth and learning. One ongoing area of focus is keeping pace with Kenya’s evolving regulatory environment, especially with the rise of technology and privacy concerns. Regulatory compliance is critical in ensuring that our services meet local standards and expectations.
Additionally, the complexity of navigating Kenya’s infrastructure presents unique logistical challenges. Managing deliveries in densely populated urban areas with traffic congestion or in regions with poor road conditions can affect service speed. To mitigate this, we’ve heavily invested in technology that optimizes delivery routes and ensures riders can navigate effectively, improving both speed and safety.
Moreover, adapting to shifting consumer preferences remains essential. Kenyan customers are increasingly embracing online shopping, including grocery deliveries and local cuisine. Our ability to partner with local vendors and adjust to changing demands ensures we remain competitive and can continue to meet the expectations of our diverse customer base.
Lastly, we are committed to supporting and empowering local businesses. Our physical presence in Kenya, including the establishment of a Live Operations Global Centre of Excellence in Nairobi which handles LiveOps for all 23 markets Glovo is present in including Kenya, our customer service center for Sub-Saharan Africa based in Kenya, plays a vital role in improving customer experience, providing real-time support, and contributing to the overall economic growth of the country.
How is Glovo supporting small businesses in Kenya?
Small businesses are integral to our operations in Kenya. Through the Glovo Local initiative, we’ve helped over 400 local businesses grow through digital solutions and operational support. Under this initiative, the Glovo Academy programme focuses on providing training and mentorship in areas like financial management and digital marketing, ensuring that small businesses have the tools they need to thrive in the digital economy.
We recently held Partner Day events under our Glovo Academy pillar in both Nairobi and Mombasa, with over 100 businesses in attendance. These events, organized in collaboration with Ongoza, featured workshops on leveraging the Glovo platform for business growth, optimizing online visibility, and improving operational efficiency. In addition, these sessions included a regulatory panel with key stakeholders such as KEBS (Kenya Bureau of Standards) and KNCCI (Kenya National Chamber of Commerce and Industry). This panel empowered small businesses by offering insights into regulatory compliance and best practices for sustainable business growth.
Our goal is to foster a robust ecosystem where local businesses not only grow but also succeed and contribute meaningfully to Kenya’s economic development. By equipping them with critical knowledge and digital tools, we aim to empower them to take full advantage of the opportunities within the e-commerce and delivery sectors.
How is Glovo addressing sustainability, including the adoption of electric vehicles (EVs) and Food Waste Management?
Glovo is committed to sustainability across multiple fronts, focusing on reducing carbon emissions and minimizing food waste, while also addressing food insecurity in Kenya.
A key component of Glovo’s sustainability strategy is the transition to non-combustion vehicles. By 2030, the company aims to have 64% of its deliveries made using electric or non-combustion vehicles. In Kenya, Glovo has already made significant progress towards this goal, with 20% of its deliveries currently being completed using electric vehicles (EVs), thanks to strategic partnerships with local EV providers such as Ebee, Mkopa, and E-waka. This transition is part of Glovo’s broader effort to reduce carbon emissions and contribute to a cleaner environment, particularly in urban areas where air quality is a pressing concern.
In addition to its environmental initiatives, Glovo is tackling surplus food through its Glovo Access initiative. This program enables Glovo to provide free logistical support to NGOs, helping deliver surplus food to vulnerable communities. Through partnerships with Food Banking Kenya, Glovo ensures that food which would otherwise go to waste is redistributed to those who need it most, addressing both food insecurity and environmental sustainability.
In 2024 alone, Glovo Access facilitated the delivery of over 400,000 social meals in Kenya. A separate partnership with Mastercard allowed Glovo to deliver an additional 300,000 meals to schoolchildren in underserved areas, ensuring that surplus food supports both nutrition and education, while significantly reducing food waste.
By integrating electric vehicles to lower emissions and implementing food waste management strategies through Glovo Access, Glovo is taking a holistic approach to sustainability. These efforts not only reduce the company’s environmental footprint but also create a positive social impact by supporting Kenya’s most vulnerable communities.
Does Glovo have any initiative aimed at supporting the Freelance riders, who are within its ecosystem?
Riders are central to Glovo’s operations, and we are committed to their continuous training and development. A key initiative in this effort is Rider Week, a dedicated event that Glovo organizes annually to provide targeted training and support to freelance riders. During Rider Week, hundreds of riders are trained on key areas such as customer service, road safety, and digital literacy. The aim is to ensure that riders are equipped with the skills needed not only to complete deliveries efficiently but also to deliver a great customer experience and operate safely on the roads.
Additionally, Glovo has integrated digital skills development into the Riders App, giving freelance riders access to a variety of courses that promote digital literacy. These courses cover crucial areas such as financial management and the use of digital tools to manage their daily tasks. By improving riders’ proficiency with technology, Glovo is supporting their long-term professional growth and empowering them to thrive in the evolving gig economy.
This initiative also aligns with Kenya’s Digital Economy Blueprint, which places a strong emphasis on digital literacy and skills development as key drivers of national progress. By equipping riders with these skills, Glovo is contributing to the government’s vision of a digitally empowered workforce.
Through Rider Week and the digital learning platform available via the Riders App, Glovo ensures that freelance riders have access to ongoing training that supports both their personal and professional development. These initiatives reflect Glovo’s broader commitment to enhancing the skills and opportunities available to the riders within its ecosystem, allowing them to stay competitive in the growing digital economy.
What is your outlook for the on-demand delivery business in Kenya?
The on-demand delivery business in Kenya is evolving quickly, driven by increasing digital adoption and a growing preference for speed and convenience. With more than 80% of Kenyans connected via mobile devices and platforms like M-Pesa simplifying transactions, consumers are looking for faster and more reliable access to goods and services. The demand has expanded beyond food delivery to include groceries, pharmaceuticals, and other daily essentials.
At Glovo, we are playing a pivotal role in this transformation through Q-commerce (quick commerce). Today, many of our orders are delivered within the hour, allowing consumers to receive groceries, personal care products, and household items in record time. This new model of delivery reflects the rising expectation for instant access, especially in busy urban centers like Nairobi and Mombasa. Q-commerce is set to redefine how people shop, and we are adapting rapidly to meet these evolving consumer needs.
As urbanization continues to shape Kenyan cities, the demand for fast and efficient services will only grow. By collaborating with local businesses and continuously optimizing our delivery infrastructure, Glovo is ensuring that customers have easy, reliable access to products.
Beyond speed, sustainability is an integral part of our strategy. As we continue to expand our operations, we’re investing in green delivery solutions, such as electric vehicles and sustainable packaging, to reduce our environmental impact. Our focus is on offering a service that balances convenience with responsibility, aligning with the growing consumer expectation for more eco-friendly business practices.
The future of on-demand delivery in Kenya is filled with exciting possibilities, and Glovo is committed to playing a key role in shaping this new landscape. As consumer preferences shift towards faster, more sustainable services, we will continue to innovate and adapt to ensure that we meet and exceed the expectations of Kenyan consumers.
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