Glovo is the dominant food delivery platform across Southern Europe, Central and Eastern Europe, and parts of Africa. For restaurants in these markets, the platform brings volume — and a significant cost. Understanding exactly what you pay is the starting point for managing it.
The headline number
Glovo's standard commission in 2026 ranges from 25% to 35% of the order value, depending on:
- Your market (country and city)
- Your restaurant category and size
- Which Glovo plan you're on
- Whether you're in a promotional period
For most independent restaurants in major cities, the effective rate lands at 28–32%. Premium placement and marketing products add to this.
What Glovo's commission includes
The commission covers:
- Platform listing (discovery in the app)
- Order processing and customer support
- Delivery logistics (where Glovo provides couriers)
- Payment processing
In markets where Glovo doesn't provide delivery (you use your own drivers), the commission is lower — typically 12–18%. This is called the "Marketplace" model: you pay for the listing and order management, but not the logistics.
The full cost breakdown
Commission (25–32%)
Applied to every order subtotal. On a $30 order at 30% commission, Glovo takes $9.
Activation fee
A one-time fee charged when you join the platform. Ranges from $150–500 depending on your market and tier. Sometimes waived during promotional campaigns.
Packaging
Glovo requires restaurant-branded packaging on some plans. This is a cost you absorb, not paid to Glovo directly, but it's part of the true cost of the channel.
Marketing contributions
Featured placement in search results, banner ads within the app, and participation in promotional campaigns (discounts, free delivery days) are either purchased separately or built into higher-tier plans. These can add 3–8% to your effective cost.
Payment processing
In some markets, Glovo handles payment collection and remits to you weekly or bi-weekly. In others, you receive payment more frequently. The settlement timing affects your cash flow, though the fee itself is typically included in the commission.
Real numbers: what it looks like for a typical restaurant
Scenario: Restaurant doing €15,000/month in Glovo orders
| Item | Amount | |------|--------| | Gross order revenue | €15,000 | | Commission (30%) | -€4,500 | | Marketing / promotions (avg 5%) | -€750 | | Net revenue from Glovo | €9,750 |
Before food costs, labor, or packaging. The channel delivers €15,000 in orders and costs €5,250 to access — 35% of gross.
Add food cost (let's say 30% of gross):
- Food cost: €4,500
- Remaining for labor, rent, utilities: €5,250
For most restaurants, Glovo orders are low-margin but high-volume. They fill capacity during off-peak hours. The strategic question is whether the volume justifies the margin compression.
Tier plans and what they change
Glovo offers multiple plan tiers. Lower tiers typically mean:
- Higher commission percentage
- Lower (or no) featured placement
- Less priority in search algorithm
- Excluded from platform-wide promotional campaigns
Higher tiers (paying more per month or agreeing to a higher commission) typically include:
- Featured placement (more visibility, more orders)
- Participation in "Glovo Plus" and free delivery promotions
- Priority customer support
The higher-tier economics only work if the volume increase outpaces the additional cost. This varies by market and restaurant type.
How to reduce your Glovo cost
1. Negotiate your rate
Glovo's rates are not fully fixed. Restaurants with high volume, strong ratings (4.5+), and consistent order fulfillment have leverage to negotiate. If you're in the top 20% of performers in your area, ask.
Commission reductions of 2–5 percentage points are achievable for high-performing restaurants.
2. Use the Marketplace model (own delivery)
If you have your own delivery drivers, the Marketplace model (you handle delivery, Glovo handles listing) dramatically reduces costs. Commission drops from 28–32% to 12–18%.
The tradeoff: you manage delivery, which adds operational complexity and cost. But if your own delivery cost per order is under 10–12%, the math favors this model.
3. Move repeat customers to direct ordering
New customers who find you on Glovo are worth acquiring. Customers who've ordered 3+ times don't need the platform — they know you and will order directly if you give them a reason.
Insert a card in every Glovo delivery offering a discount for direct orders. Build a direct ordering website (Restmarket creates one free). Shift 30–40% of repeat orders to direct, and your blended commission drops significantly.
4. Optimize your Glovo menu for margin
Not every dish you sell in the restaurant belongs on Glovo. High-food-cost, difficult-to-pack, or slow-to-prepare items eat your margin twice.
Create a delivery-optimized menu: your best-margin dishes that travel well and can be prepared quickly. Fewer items, higher profit per order.
5. Participate selectively in promotions
Glovo promotions (discounts, free delivery) drive volume but often at break-even or loss. Participate in promotions strategically — during slow periods to fill capacity, not during your natural peak when you're already at capacity.
Comparing to other platforms
| Platform | Typical commission (full delivery) | |----------|-----------------------------------| | Glovo | 25–35% | | Wolt | 20–30% | | Uber Eats | 25–35% | | Bolt Food | 20–28% | | Direct (own platform) | 0% |
The direct channel is always the lowest cost. The aggregators justify their commission through customer acquisition — they bring you customers you wouldn't have found otherwise. The optimization is using each channel for what it does best.
The decision framework
Glovo is worth it when:
- You need customer acquisition in a new market or at launch
- You have excess kitchen capacity during slow hours that Glovo orders fill
- You're in a location with high Glovo user density
Glovo is not worth it when:
- You're at full capacity during peak hours (Glovo orders push you to accept unprofitable volume)
- Your restaurant category doesn't travel well (delicate plating, foam-based dishes, live seafood)
- You have a strong existing customer base who would order directly
Most restaurants benefit from Glovo early on (customer acquisition phase) and should gradually shift toward a hybrid model as their customer base matures.