Experts in the Q-commerce ecosystem, including Glovo, have highlighted significant growth potential in the global retail sector.
This was part of the submissions made by speakers at the recent annual Retail Media Day hosted by Glovo in Barcelona.
The event featured a wide-ranging discussion from industry experts on major industry trends and developments, including Glovo’s 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, 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 an increasingly core pillar of the modern digital advertising ecosystem, with advertisers now seeking 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,” he said.
In a joint presentation delivered by trio of Connie Kwok (VP of Q-commerce), Alex Menal (VP of Marketing), and Victor Roca, director of Ads Product and Retail Media, they discussed Glovo’s approach to strategic themes such as product, customer understanding, and Q-commerce leadership while presenting the new value proposition for brands to advertise through four new in-app advertising opportunities: segmentation, direct links, video stories, and product cross-sell.
One of the presenters, Kwok, who leads Q-commerce for one of the leading global companies driving industry innovation, defined Glovo’s value proposition as providing ultimate convenience and choice, stating that “having the mall in your pocket” is the final goal.
Speaking during the session, Menal highlighted how Glovo has successfully marketed itself to customers worldwide, positioning itself as a global leader in Q-Commerce.
He shared a very ambitious vision of how Q-Commerce could equal the value that Food currently provides to Glovo’s business, based on its growing run rate, new feature opportunities, and AI applications.
Also speaking, Andrea Di Fonzo, founder of Adcelerator and the former CEO of Publicis Group, said experience was needed in scaling complex service platforms and driving sustained growth for companies in the retail sector.
Fonzo stated that brands have to ensure their advertising is placed in places they don’t know, because if they only communicate in the stages they know, they will miss out on a whole new set of audiences looking elsewhere.
He further noted that in this era of messy communications, platforms like Glovo offer a massive opportunity for brands, as they can rent a virtual space with millions of customers looking in the right place, at exactly the right time: when customers are ready to purchase.
In the closing session, Roca and Anaut underscored the significant role Glovo played in helping brands like Heineken, PepsiCo, and Revolut grow exponentially through tailored, smart in-app and off-app media placements.
In recent years, Glovo has partnered with retail industry giants such as Coca-Cola, Nestlé, PepsiCo, Red Bull, Unilever, and more, helping them maximize their retail media strategies.
