marketplaces - WORLDEF

Uber Agrees €13 Billion Acquisition of Delivery Hero to Create Global Delivery Powerhouse

Uber has agreed to acquire Delivery Hero in a landmark €13 billion transaction that will significantly reshape the global food delivery and quick commerce industry. The deal expands Uber’s presence into more than 50 additional markets, creating a combined delivery and mobility platform operating across 99 countries.

Under the terms of the voluntary takeover offer, Uber will pay €41.50 per Delivery Hero share, valuing the German delivery giant at approximately €13 billion ($14.8 billion). Adjusting for Uber’s existing ownership stake, the effective transaction value stands at roughly $13.7 billion. Delivery Hero’s management and supervisory boards have unanimously endorsed the offer and intend to recommend shareholders approve the acquisition.

Strategic Expansion Across High-Growth Markets

The acquisition gives Uber control of Delivery Hero’s extensive portfolio across Asia, Latin America, the Middle East and Africa, including well-known brands such as talabat, HungerStation, PedidosYa, foodpanda, Glovo, and South Korea’s Baedal Minjok. Together, the combined businesses generated approximately $236 billion in gross bookings during 2025, highlighting the scale of the new global platform.

The Middle East and North Africa emerges as one of the transaction’s most valuable regions, with Uber gaining full control of talabat’s operations across the Gulf and HungerStation’s leading position in Saudi Arabia, strengthening its competitive position in one of the world’s fastest-growing digital commerce markets.

Divestments Aim to Ease Regulatory Approval

To address potential antitrust concerns, Delivery Hero has separately agreed to sell businesses operating in 14 overlapping markets to New York-based investment firm SSW Partners for approximately $1.6 billion (€1.4 billion).

The divestiture includes several European operations, notably Yemeksepeti in Türkiye, foodora businesses in Northern Europe, Glovo’s operations in Spain, Portugal, Poland and Romania, alongside several other regional brands. SSW Partners will independently seek long-term strategic owners for these businesses following the transaction.

Germany Remains a Strategic Hub

Despite the ownership change, Uber has committed to maintaining Delivery Hero’s Berlin headquarters through at least 2029 while investing €2 billion in Germany over the next five years. The investment will support local employment, engineering talent and partnerships focused on autonomous mobility technologies, reinforcing Germany’s role in Uber’s long-term innovation strategy.

Leadership Transition Begins

The announcement also marks the beginning of a leadership transition at Delivery Hero. Co-founder and CEO Niklas Östberg, who has led the company since its founding in 2011, is preparing to hand over executive leadership after transforming the business into one of the world’s largest food delivery platforms.

The transaction is expected to close in the second half of 2027, subject to shareholder approval and regulatory clearances. Upon completion, Uber expects the acquisition to immediately contribute to earnings and deliver stronger profitability through operational efficiencies and expanded cross-platform services.

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European Retail Media Surpasses €13 Billion as Digital Ad Market Hits Record High in 2025

As Europe’s digital advertising market settles into a more sustainable growth cycle, retail media is emerging as one of the industry’s biggest winners. Advertisers increased spending on retail media by 16.7% in 2025, lifting the segment to €13.3 billion and pushing it beyond 10% of total digital advertising investment in Europe for the first time. The milestone underscores how retailers are becoming increasingly important advertising platforms alongside traditional digital channels.

According to the latest IAB Europe AdEx Benchmark Report, overall digital advertising expenditure across 30 European markets climbed 10.5% year over year to €131.1 billion. While the pace slowed from the exceptional 16% growth recorded in 2024 and the post-pandemic surge of 2021, every market covered by the report still expanded, highlighting the continued resilience of Europe’s digital economy.

Retail Media Outpaces the Broader Market

Retail media significantly outperformed the wider advertising market, reflecting brands’ growing appetite for advertising closer to the point of purchase. By placing sponsored products and display ads on retailers’ websites, marketplaces and shopping apps, advertisers gain access to valuable first-party consumer data while measuring campaign performance more effectively.

Crossing the 10% share of Europe’s digital advertising market marks a notable milestone for retail media. The channel has rapidly evolved from a complementary marketing tool into a core component of omnichannel advertising strategies, as retailers increasingly monetize their digital ecosystems and brands seek higher returns on advertising spend.

Video and Social Continue to Drive Digital Growth

Retail media was not the only standout performer. Video advertising remained the fastest-growing major format, rising 19.6% to €34 billion. For the first time, video represented more than half of all display advertising investment across Europe, reflecting continued consumer demand for video-first content.

Social advertising also posted robust results, growing 19.2% to €35.5 billion, with social video delivering the strongest performance among all advertising formats. Together, these trends illustrate how advertisers continue shifting budgets toward highly engaging, performance-oriented digital channels.

UK Maintains Leadership in European Advertising

The United Kingdom remained Europe’s largest digital advertising market, attracting €46.9 billion in investment during 2025. Germany ranked second with €21.6 billion, followed by France at €12.7 billion. Collectively, the three markets accounted for roughly 62% of total European digital advertising spend, reinforcing their dominant position in the region’s advertising landscape.

A Maturing but Expanding Market

The latest figures suggest that Europe’s digital advertising industry is entering a more mature phase of growth rather than slowing down. While overall expansion has normalized compared with the extraordinary gains seen after the pandemic, investment continues to migrate toward channels that combine measurable performance, first-party data and commerce capabilities. Retail media’s rapid rise illustrates this shift, positioning retailers as increasingly influential players in the future of digital advertising across Europe.

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Bangladesh Sees Positive Marketplace Shift as Jiji Acquires Bikroy

African classifieds marketplace Jiji has acquired Bikroy, Bangladesh’s largest online classifieds platform, marking the company’s first acquisition outside Africa and a major step in its international expansion strategy.

The acquisition comes just 13 months after Jiji officially entered the Bangladeshi market, where it launched operations to compete directly with established local players including Bikroy, Daraz and Ajkerdeal. Financial details of the transaction were not disclosed, although Jiji stated that the acquisition was completed using internal resources and shareholder support.

Founded in Nigeria, Jiji has built one of Africa’s largest digital classifieds ecosystems by following a “compete-then-buy” expansion strategy. The company previously acquired OLX Africa’s operations across several African markets in 2019 and later purchased Ghana’s Tonaton in 2022. Bikroy now becomes the third major competitor absorbed by the platform within six years.

Bikroy has been one of Bangladesh’s most recognized online marketplaces since its launch in 2012. The platform operates in both Bengali and English and has built a strong presence across categories including electronics, vehicles, property, jobs and household products.

Industry analysts view the move as a strategic effort by Jiji to replicate its African growth model in high-potential emerging markets. Bangladesh’s rapidly growing internet penetration, expanding middle class and rising online shopping adoption have made the country increasingly attractive for global e-commerce and marketplace companies.

Bangladesh Becomes a Key Digital Commerce Battleground

Bangladesh’s e-commerce sector is projected to reach between $12 billion and $13 billion within the next few years, driven by increasing smartphone usage and stronger digital payment adoption. According to industry data referenced by Jiji, nearly 79% of Bangladeshi consumers already shop online, while almost half are comfortable making payments through digital platforms.

By acquiring Bikroy instead of continuing direct competition, Jiji gains immediate access to one of the country’s largest online marketplace audiences and strengthens its position against regional competitors such as Alibaba-backed Daraz.

The acquisition also signals a broader trend in emerging-market e-commerce, where consolidation is becoming a key strategy for scaling digital marketplaces faster and reducing customer acquisition costs.

As competition intensifies across Asia and Africa, Jiji’s latest move highlights how global marketplace companies are increasingly targeting high-growth developing economies to secure long-term digital commerce leadership.

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Vinted’s 47% GMV Surge Signals Positive Boom in Europe’s Resale Economy

Europe’s second-hand fashion market is gaining serious momentum, and Vinted is at the center of this transformation. The Lithuania-based platform reported a 47% year-on-year increase in gross merchandise value (GMV), reaching €10.8 billion, marking a major milestone in the evolution of recommerce across the region.

The strong performance reflects a broader shift in consumer behavior. As inflation and rising living costs continue to pressure households, more consumers are turning to second-hand platforms to save money and generate extra income. This trend has positioned Vinted not just as an alternative shopping channel, but as a mainstream marketplace within Europe’s e-commerce ecosystem.

In parallel with GMV growth, Vinted’s revenue rose by 38% to €1.1 billion, underlining its ability to scale both transaction volume and monetization. The company has now firmly established itself as one of Europe’s leading digital marketplaces, with operations spanning more than 20 countries and a growing user base driven by affordability and sustainability.

Vinted Drives Resale Economy Growth Across Europe

A key driver behind Vinted’s growth is its continued expansion beyond traditional fashion categories. While women’s and children’s clothing remain core segments, the platform has increasingly diversified into areas such as sports equipment, collectibles, and electronics. This broader product offering is attracting new user segments and increasing transaction frequency.

At the same time, Vinted is investing heavily in infrastructure. Initiatives like Vinted Go (logistics) and Vinted Pay (payments) are designed to strengthen its ecosystem and reduce operational costs over time. The platform now provides access to hundreds of thousands of pick-up and drop-off points across Europe, improving convenience and delivery efficiency.

However, this aggressive growth strategy has come with trade-offs. Despite record GMV and revenue, profitability declined, with net profit falling to €62 million due to increased investments in expansion, logistics, and market development particularly in competitive regions like Germany.

Still, the long-term outlook remains strong. Vinted’s leadership emphasizes cost efficiency and ecosystem development as core pillars for making second-hand commerce the “first choice” for consumers. As resale continues to gain traction, the platform is well-positioned to capitalize on both economic and sustainability-driven demand.

Ultimately, the latest results highlight a fundamental shift in retail dynamics. Second-hand commerce is no longer niche – it is becoming a defining force in Europe’s digital economy, challenging traditional retail models and reshaping how consumers buy and sell goods online.

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Wildberries Enters Ethiopia in 2026 as Digital Trade Growth Surges

Wildberries has officially launched operations in Ethiopia, opening its marketplace to local sellers and enabling them to reach international customers.

The move marks a significant step in the company’s expansion strategy, positioning Ethiopia as one of its first major entry points into the African e-commerce landscape.

Ethiopian products reach global audiences

Through the platform, Ethiopian businesses can now offer a wide range of goods to international buyers, including coffee, textiles, leather products, and handmade items.

The integration into the marketplace is expected to strengthen export potential for small and medium-sized enterprises while increasing global visibility for locally produced goods. It also provides sellers with access to a structured digital environment that simplifies cross-border trade.

Cross-border e-commerce gains traction

The launch reflects a broader trend of growing cross-border e-commerce activity, particularly in emerging markets.

By leveraging Wildberries’ logistics and marketplace infrastructure, Ethiopian sellers are able to access international markets more efficiently, reducing traditional barriers such as distribution complexity and limited reach.

Partnership supports digital economy development

The entry into Ethiopia follows cooperation with Ethiopian Investment Holdings, aimed at supporting the country’s digital economy and e-commerce ecosystem.

Through this initiative, Wildberries is contributing to improvements in logistics capabilities, technology transfer, and the creation of new opportunities for local businesses to scale beyond domestic markets.

Two-phase marketplace rollout

In its initial phase, Ethiopian products will be made available to international consumers through Wildberries.

A second phase is expected to introduce foreign sellers to the Ethiopian market, further expanding trade flows and strengthening the country’s position within global e-commerce networks.

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