Why Multi-Aggregator Is Now Table Stakes
In most European markets, food delivery is dominated by 2-4 aggregators: Bolt Food, Glovo, Wolt, and Uber Eats between them cover the vast majority of aggregator-generated orders. A delivery chain present on only one platform is leaving 60-70% of potential aggregator revenue on the table.
The catch: each aggregator is a separate ordering system with its own tablet, its own menu management interface, its own reporting dashboard, and its own commission structure. Running three aggregators manually means triple the tablet chaos, triple the menu maintenance, and no unified picture of your total order volume.
The Core Problem: Fragmentation
Without integration, a multi-aggregator operation looks like this: three tablets on the counter, each displaying orders from a different platform. Kitchen staff read orders from three screens. Order counts are tallied separately. Menu updates are made three times. Customer data from each platform lives in that platform's ecosystem — you don't own it, can't export it meaningfully, and can't use it for your own CRM.
The business impact of this fragmentation: higher error rates (missed orders from a specific tablet), inability to see total real-time order volume, and zero customer data from aggregator orders for your own marketing.
Aggregator Integration: What It Actually Means
True aggregator integration means orders from Bolt Food, Glovo, and Wolt all flow into your central order management system automatically, appearing on your kitchen display alongside direct orders. There's no separate tablet — or if there is, it's silent, just confirming orders that your central system has already accepted.
Menu synchronisation is the other half: when you change a price or mark an item as 86'd in your CRM, that change propagates to all aggregator listings within minutes. This eliminates the version drift that causes frustrated customers ordering items that aren't available.
Commission Management Across Platforms
Aggregator commissions range from 15% to 35% depending on the platform, market, and your negotiated rate. A multi-aggregator operation needs to track revenue, commission, and effective margin separately per platform. If one aggregator's commission structure makes certain menu items unprofitable, you need to know — and either renegotiate, exclude those items from that platform, or raise prices on that platform specifically.
Most aggregators allow per-platform pricing — your prices on Glovo can differ from your prices on Bolt. Operators who don't use this feature are usually either overpricing on all platforms (losing volume) or underpricing on high-commission platforms (losing margin).
The Direct Ordering Channel
The strategic goal of every delivery chain should be growing its direct ordering channel — your own app, website, and phone orders — at the expense of aggregator volume. Direct orders have zero commission, and you own the customer relationship. The aggregators know this, which is why they limit the data they share with operators.
The practical path: use aggregators for discovery and acquisition, then convert aggregator customers to direct customers through loyalty programs, better service, and deliberate marketing. A customer who orders via Glovo twice and then switches to your direct app saves you 25% commission on every future order.
Aggregator Performance Analysis
Track per-aggregator: order volume, average order value, customer rating, commission cost, and new customer acquisition (as opposed to repeat customers who found you on aggregators). The goal is understanding each platform's role in your customer acquisition and retention funnel — and allocating promotional spend on each platform accordingly.