The all-cash offer values Delivery Hero at €41.50 per share and would expand Uber’s food delivery footprint to nearly 100 markets worldwide, strengthening its position against global rivals including DoorDash, Just Eat Takeaway and Meituan.

Although Uber currently operates ride-hailing services in Lagos and Abuja, it does not run Uber Eats in Nigeria.

Delivery Hero, however, owns Glovo, which has become one of Nigeria’s fastest-growing on-demand delivery platforms, offering restaurant meals, groceries, pharmaceuticals and retail deliveries through thousands of local merchants.

If regulators approve the acquisition, Uber would inherit Delivery Hero’s operations across Africa, including Nigeria, giving the company an immediate foothold in the country’s expanding quick-commerce market.

Industry analysts say the deal could introduce:

• Stronger investment in logistics technology.
• Faster delivery powered by AI and route optimisation.
• More merchant partnerships.
• Increased competition in Nigeria’s last-mile delivery ecosystem.

Digital commerce race intensifies

Nigeria’s food delivery sector has witnessed significant growth over the past five years, driven by rising smartphone penetration, digital payments and urbanisation.

Besides Glovo, operators including Chowdeck, Heyfood and FoodCourt continue to compete for consumers seeking convenience in major cities.

An Uber-backed Glovo could further intensify competition by combining Uber’s expertise in mobility, mapping, payments and logistics with Delivery Hero’s established merchant network.

Regulatory hurdles remain

The acquisition is expected to face antitrust scrutiny in several jurisdictions because of the combined company’s market share.

To ease regulatory concerns, Delivery Hero plans to divest operations in 14 overlapping markets to investment firm SSW Partners before the transaction is completed, which Uber expects in the second half of 2027.

Why Nigerians should care

While the acquisition is global, Nigeria could emerge as one of its biggest African beneficiaries.

For consumers, the deal could translate into improved delivery experiences, expanded merchant options and stronger investment in local logistics infrastructure.

For startups, it reinforces growing investor confidence in Africa’s digital commerce sector, where competition is increasingly shifting beyond ride-hailing into integrated mobility, food delivery and local commerce.

The post Uber’s $14.8bn Delivery Hero Deal Puts Nigeria’s Glovo Business in Spotlight appeared first on Tech | Business | Economy.

Performance marketing, campaigns that drive measurable actions like clicks or sign-ups, has become vital. Such activities are easily measurable by key metrics, such as cost per click (CPC) or return on ad spend (ROAS).

Marketers in developing markets are now heavily vetting these strategies as one of the quickest approaches to acquiring customers and demonstrating a return on investment.

Onuorah John Chidozie, known professionally as John Onuorah, is a growth marketing professional who operates at the intersection of technology and is noted for running data-informed campaigns. For over three years, he has grown tech startups in Nigeria.

Career profiles list his stints at the EduTech platform Edukoya, clothing e-commerce site Garmspot, fintech firm Gigbanc, and now growth marketing manager at FoodCourt among his credentials. His career choices reflect his “willingness to take on new challenges,” adapting his skill set to different industries and business models.

Onuorah is credited for user acquisition growth at these companies. At FoodCourt, he headed acquisition campaigns for scaling up the user base and orders.

A published case study documents notes that FoodCourt‘s acquisition of 30,000 new customers and the 62,000 app installs that came within a 2-month stretch.

During that time, the company registered about 107,875 orders, resulting in a revenue jump to $2.9 million (a 1,000% increase), thanks to the campaigns. FoodCourt’s devastating success case highlights how an ultra-focused, analytics-lit approach could shift the trajectory of growth for a startup.

Some things have remained unchanged in Garmspot and other brands: for example, the FoodCourt’s own growth playbook was built around the AARRR funnel (acquisition, activation, retention, referral, revenue) to optimize each stage of the customer journey.

Another trademark feature of Onuorah is continuous experimenting and precise targeting. A typical day, he says, “involves analyzing data, optimizing campaigns, brainstorming new strategies, and collaborating with his team to drive growth.”

The interplay between creativity and metrics is essential: “Data informs my creative decisions and ensures they are right” was how he framed it. In practical terms, he heavily employs analytical platforms and attribution tools to monitor results.

Google Analytics and Mixpanel track user behaviour, while mobile attribution software like AppsFlyer and Segment ties ad spend to conversions. This emphasis on measurement means every ad dollar is accounted for, and campaign efficiency is continually improved as new data comes in.

Onuorah is also interested in the people behind the campaigns. He underscores the training and mentoring of people as an avenue for sustainable growth.

Last year, he was a facilitator at The Incubator Nigeria’s Future Clan bootcamp, where he led technical writing sessions for over 1,000 aspirants from every corner of the country.

At that program, he even introduced a month-long writing challenge to give mentorship opportunities to upcoming talents and later noted, with pride, the achievements of those mentees who spotted the challenge.

These initiatives show his commitment to developing local talents and sharing best practices outside corporate shareholders.

For the future, Onuorah wears his optimism about performance marketing in Africa on his sleeve. He says it is gaining traction; the industry is becoming automated with more emphasis on metrics, with AI taking center stage in optimizing campaigns.

He mentioned,

“I am preparing by staying up-to-date with industry trends and developing skills in marketing automation and AI.”

With Nigeria often cited as Africa’s fastest-growing internet market, experts say the next phase of e-commerce and fintech growth will depend on marketers who can link digital strategies to real revenue.

With a blend of local startup experience and exposure to global best practices, he is poised to be a key influence in that regard.

Onuorah’s mantra calling upon marketers to “stay curious, keep learning, and always prioritize data decision-making” reflects the outlook on the future.

As digital adoption spreads, performance marketing leaders like John Onuorah will shape how African tech companies turn clicks into customers and build models that can compete on the world stage.

The post John Onuorah: Leading Nigeria’s Data-Driven Marketing Renaissance appeared first on Tech | Business | Economy.