Over three years of Glovo in Georgia. The company’s executives speak about market insights and future plans

Spanish unicorn Glovo, which develops multicategory delivery services, is present in more than 14,000 cities in around 25 countries. Georgia is one of them. Forbes Georgia talked to Glovo’s Executive Director of Partners and Brands, Rodrigo Alier, and its Regional General Manager in Europe and Central Asia, Dmitry Rasnovsky, about the company’s operational peculiarities and the future of the Spanish brand in Georgia. AIN.Capital shares the most insightful details from the conversation.

Glovo in Georgia-1
Glovo’s Regional General Manager in Europe and Central Asia, Dmitry Rasnovsky, and
Executive Director of Partners and Brands, Rodrigo Alier.
Photo: Forbes Georgia
  • Glovo has been operating in Georgia for more than three years. Currently, the service is available in ten cities, including Tbilisi, Batumi, Kutaisi, and Rustavi. The company is now planning to expand its presence into smaller Georgian towns. It is what Rodrigo Alier, Executive Director of Partners and Brands at Glovo, called “hyperlocal strategy.
  • Over 1,500 Georgian restaurants are now available online, and the company’s strategy is also focused on attracting and welcoming more brands and partners to the market. This is one of the main challenges Glovo faces in Georgia because many local merchants have never experienced e-commerce nor made any sales online. So the top task is to raise awareness about the company’s brand among customers and potential partners.
  • To implement all those steps, Glovo has recently announced a new General Manager for Georgia. This role was taken by Artem Kolosiuk, who had been working at Glovo in Ukraine, where he was responsible for all non-Kyiv business. Before that, he held executive positions in companies such as Jacobs and Procter & Gamble.
  • Talking about Glovo’s services, Georgia was one of the first markets where the company launched a subscription program called Glovo Prime, as well as Glovo Express. According to Rodrigo Alier, Georgia has one of the highest penetration of orders per capita of all the countries where Glovo is present. 
  • The Spanish company also cares a lot about the Corporate Social Responsibility initiatives development in Georgia, Dmitry Rasnovsky told Forbes. The biggest CSR project there is the Glovo Pledge, a project for couriers, ensuring a certain level of earnings and development. Other initiatives relevant to Georgia include the Women in Tech and compensation for CO2 emissions.
  • To sum up, the Georgian e-commerce market is underdeveloped but, at the same time, is very open to innovations. There are no big players like Amazon in Europe or Rozetka in Ukraine. So Glovo has high chances and opportunities to fill the niche by becoming a super delivery application, Dmitry Rasnovsky said.