Five years of Glovo in Montenegro: Growth, innovation and transformation of digital commerce

Glovo is the first international technology platform to show interest in the Montenegrin market. In the last five years, it has established a presence in Podgorica, Nikšić, Budva, Bar, Tivat, Kotor and Herceg Novi, and its growth is stable and measured in double-digit percentages. “When Glovo arrived in Montenegro, online commerce was just in its infancy. Our vision was not just to introduce a platform to the market, but to build a reliable digital ecosystem tailored to local needs and specificities, which creates value for both society and businesses in Montenegro. Five years later, we clearly see the results of this joint work: users and businesses are increasingly embracing digital channels, and the market potential is actively developing and creating the basis for further innovation,” expires Bojana Radović, executive director of Glov for Montenegro.

In the period from 2021 to 2025, the share of the population in Montenegro that actively uses e-commerce increased from 19% to almost 45%. At the same time, more than two-thirds of people in our country who shop online use the Glovo application, which clearly indicates the role of this platform in the digitalization of business and shaping the daily habits and needs of users. In this sense, Glovo has opened the doors of digital growth for numerous small and medium-sized businesses, enabling restaurants, shops and local stores to increase visibility, develop additional sales channels and reach new groups of users. Today, Glovo has more than 600 partners in Montenegro, including a wide range of domestic companies and internationally established brands. "Every partner is an opportunity for us to build and learn together. Through close cooperation and constant support, we strive to strengthen their business ideas, provide trust, and create a space in which they can build sustainable and long-term success. Their growth is our shared success, and this is what motivates us to improve the quality of our offering every day," explains Radovic.

Game-changing innovations

Glovo is now a multi-category app that offers users a wide range of products, from everyday groceries and household items to specialized products. As the market has evolved, so have the needs of users. It is precisely from this understanding that the key innovations that Glovo has introduced over the past five years have emerged.

One of the important steps forward was the introduction of the concept of quick commerce, or Q-commerce, which expanded the offer beyond restaurants to retail and everyday household goods, and which Glovo first introduced to the Montenegrin market. Q-commerce has recorded a double-digit annual growth rate since the beginning of 2021, confirming its status as the fastest growing category on the platform. "By expanding our offering through Q-commerce, we wanted to provide our customers with a comprehensive experience and ensure that the products they need are available as quickly as possible. In doing so, we have significantly improved the way they access products and services, and what initially seemed like an innovation has now become an expected standard that shapes everyday purchasing decisions."" he explains Radovic.

Modeled after global best practices, in early 2024, Glovo introduced the 'Glovo Prime' option – an innovation that further improves the user experience and strengthens their loyalty. "For users who use the app most frequently, Prime brings free delivery across the entire app, without limits, and allows them to make the most of everything the platform has to offer. Increased user activity creates added value for all platform participants, both for them and for partners," adds Radovic.

Additionally, the opening of Glovo Express in Podgorica, the first micro fulfillment center in Montenegro, enabled users to always have access to a selected product offering in one place. "Through Glovo Express, we ensure that the food products people need most are always available - it's the heart of our logistics and a way to make our customers' lives even simpler", quotes Radovic.

Changes in consumer habits and visions of the future

Over the past five years, the habits of Glovo users in Montenegro have undergone significant changes. While fast food delivery dominated in 2021, today consumers are increasingly choosing groceries and fresh produce. “We see a clear evolution in how people use Glovo,” expires Radovic. “Today, orders encompass a wider range of products, and consumers are more likely to plan and choose practical solutions for everyday life, not just for special occasions.”

Speaking about the upcoming period, Radović emphasizes that the focus remains on further developing the platform and strengthening its influence on the market. "Looking ahead, we believe that these first five years have laid a strong foundation on which we will continue to develop the platform, improve the user experience and support the local economy and community, with a clear goal of building a sustainable, innovative and responsible business model,” she concludes.

(Glovo)