The 99% Commerce Gap Glovo Wants to Crack in Nigeria

LAGOS, Nigeria — Despite Nigerians spending more than half of their income on food, only 1% of that spending currently happens online. That startling gap has become one of the biggest growth opportunities in Nigeria’s digital economy, according to executives at Glovo, who say the next phase of commerce growth will be driven by bringing millions of consumers and businesses into digital marketplaces.

Speaking at the second edition of the Future of Commerce Summit in Lagos, Glovo Nigeria General Manager, Reni Onafeko, described Nigeria as one of the company’s most promising growth markets globally, citing the vast untapped potential that exists between consumer spending habits and digital adoption.

“In a country where over half of income is spent on food, only 1% of that happens online,” Onafeko said. “For us, that gap is the opportunity.”

The statistic highlights a reality that extends beyond food delivery. While digital payments, online banking, and mobile connectivity have grown significantly across Nigeria, much of everyday commerce remains largely offline, creating opportunities for logistics companies, fintech providers, retailers, restaurants, and technology platforms seeking to digitise consumer spending.

Nigeria Becomes Glovo’s Fastest-Growing Market
Onafeko revealed that Nigeria was Glovo’s fastest-growing market globally in 2025, underscoring the country’s increasing strategic importance within the company’s international operations.

The company currently operates across 22 countries and more than 1,800 cities worldwide, giving it a broad view of how digital commerce ecosystems develop and scale.

“We are on a mission to build the largest marketplace in every city we operate in,” Onafeko said. “We are the middle layer connecting brands and partners to customers.”

Her comments reflect a wider trend among digital commerce platforms that are increasingly positioning themselves as infrastructure providers connecting merchants, logistics networks, payment systems, and consumers within a single ecosystem.

Commerce Growth Depends on More Than Delivery
A key theme that emerged throughout the summit was that the future of commerce in Nigeria will depend less on delivery speed alone and more on the systems supporting digital transactions.

During a panel session titled Powering Commerce: The Systems, the Infrastructure and the In-Between, executives from GIG Logistics, Paga Group, and ORDA Africa examined the operational challenges that continue to slow digital commerce adoption.

The discussion focused on merchant enablement, payments infrastructure, logistics efficiency, and the operational tools businesses need to serve customers consistently at scale.

The conversation highlighted a growing industry consensus that digital commerce cannot expand sustainably without strong infrastructure supporting merchants behind the scenes.

The Battle for the Nigerian Consumer
Consumer expectations were another major focus of the summit.

A fireside conversation featuring PiggyVest Co-founder and CMO Joshua Chibueze and Chicken Republic’s General Manager for Ecommerce, Oyindamola De Medeiros, explored how digital consumers are increasingly prioritising convenience, trust, seamless user experiences, and reliable service.

As competition intensifies across e-commerce, fintech, and food delivery sectors, businesses are increasingly being forced to compete not only on price but also on customer experience and retention.

Industry leaders noted that digital engagement and convenience are becoming critical factors influencing purchasing decisions among Nigerian consumers.

Why Africa Is Attracting More Commerce Investment
The summit also featured a discussion between Glovo Nigeria Expansion Lead, Omotola Spence, and Glovo Africa Regional General Manager, Dima Rasnovsky, who examined Africa’s growing role in the global digital economy.

The conversation explored why technology companies continue investing in high-growth African markets despite infrastructure and operational challenges.

According to Rasnovsky, success in African markets increasingly depends on localisation, operational flexibility, and designing products around the realities of local consumers and businesses rather than importing global models unchanged.

SMEs Remain Central to the Opportunity
Beyond platform expansion, Glovo highlighted its ongoing efforts to support small and medium-sized businesses through initiatives such as SME academies aimed at strengthening merchants’ digital capabilities.

The company believes helping businesses digitise their operations will be critical to unlocking future growth across Nigeria’s commerce ecosystem.

Closing the event, Onafeko argued that the long-term opportunity extends far beyond delivery services.

“The future of commerce in Africa will be shaped by businesses that can adapt, scale, and meet consumers where they are,” Onafeko said. “For us, the real opportunity is creating access, visibility, and growth opportunities for businesses across Nigeria.”

For Nigeria’s commerce ecosystem, the message was clear: the next wave of digital growth may not come from creating new consumer demand, but from moving the country’s existing spending habits online.