Experts in the Q-commerce (quick commerce) ecosystem, including top executives from Glovo, have highlighted significant growth potential within the global retail sector. This was the central theme at the recent annual Retail Media Day, hosted by Glovo in Barcelona.
The event featured wide-ranging discussions on major industry trends, developments, and Glovo’s strategic growth plans for the coming months.
According to a report from IAB Europe’s Retail & Commerce Media Committee, 2026 is expected to be a defining year for retail and commerce media across Europe. This shift is being driven by increased investment, AI-enhanced personalization and growing demand for clearer measurement standards.
Leading the discussion, Glovo co-founder Sacha Michaud explained that retail media is becoming a core pillar of the modern digital advertising ecosystem, as advertisers increasingly seek more accountable, commerce-led media strategies.
“People realize that they can order from local stores through Glovo, a snowball effect will happen: we will become top of mind,” Michaud said.
In a joint presentation, Connie Kwok (VP of Q-commerce), Alex Menal (VP of Marketing), and Victor Roca (Director of Ads Product and Retail Media) outlined Glovo’s strategic focus on product innovation, customer insights, and Q-commerce leadership.
They unveiled a new value proposition for brands, introducing four new in-app advertising opportunities:
- Segmentation: Highly targeted audience reach.
- Direct Links: Seamless navigation to brand products.
- Video Stories: Engaging, short-form visual content.
- Product Cross-Sell: Smart recommendations during the checkout journey.
Kwok defined Glovo’s ultimate value proposition as providing unmatched convenience and choice, stating that “having the mall in your pocket” is the company’s ultimate goal.
During the session, Menal highlighted how Glovo has successfully marketed itself worldwide to establish global leadership in Q-commerce. He shared an ambitious vision: matching the business value of Q-commerce with Glovo’s core food delivery sector. This trajectory is supported by a growing run rate, new feature rollouts, and advanced AI applications.
Andrea Di Fonzo, founder of Adcelerator and former CEO of Publicis Groupe, brought an external agency perspective to the stage, emphasizing the expertise required to scale complex service platforms and drive sustained growth in retail.
Fonzo advised that brands must step outside their comfort zones when placing advertisements:
“If brands only communicate in channels they already know, they will miss out on an entirely new audience looking elsewhere. In this era of messy communications, platforms like Glovo offer a massive opportunity. Brands can rent a virtual space with millions of customers looking in the right place, at exactly the right time: when they are ready to purchase.”
In the closing session, Roca and Anaut underscored the significant role Glovo plays in helping major brands scale through tailored, smart in-app and off-app media placements.
In recent years, Glovo has partnered with industry giants such as Coca-Cola, Nestlé, PepsiCo, Red Bull, Heineken, Revolut, and Unilever, helping them maximize their retail media strategies and achieve exponential growth.