Online Food Delivery

The projected revenue in the Online Food Delivery market in Togo is estimated to reach US$5.75m in 2024.
Furthermore, it is expected to exhibit an annual growth rate of 13.66% from 2024 to 2029, resulting in a projected market volume of US$10.92m by 2029.
In the Grocery Delivery market, a revenue growth of 19.5% is anticipated in 2025.0.
The projected market volume for this market is expected to be US$4.55m in 2024.
When compared globally, China is projected to generate the highest revenue in the Online Food Delivery market, amounting to US$450.50bn in 2024.
In the Grocery Delivery market, the average revenue per user (ARPU) is estimated to be US$16.79 in 2024.
Moving on to the Grocery Delivery market, the number of users is expected to reach 865.3k users by 2029.
Additionally, the user penetration rate in this market is projected to be 5.3% in 2024.
These figures illustrate the potential growth and significance of the Online Food Delivery market in Togo.
Despite being a small African nation, Togo has witnessed a surge in online food delivery platforms, catering to the growing demand for convenience and variety among its urban population.

Definition:

Online Food Delivery refers to the intersection of ordering groceries and prepared meals online. Orders are typically placed through an app or website and delivery times vary.

Structure:

The Online Food Delivery market contains the user and revenue development of two different delivery service solutions: (1) Meal Delivery and (2) Grocery Delivery. Included are services that deliver prepared meals and food ordered online for direct consumption (Meal Delivery) and non-prepared food and beverage products, household, and personal care products (Grocery Delivery). Meal delivery includes the delivery of meals carried out directly by restaurants (Restaurant Delivery) and online delivery services that provide customers with meals from partner restaurants that do not necessarily have to offer food delivery themselves (Platform Delivery). Grocery Delivery consists of fresh, nonprepared products delivered from supermarkets or retailers where delivery is scheduled (Retail Delivery), Delivery that is under 3 hours and operates dark stores or own warehouses (Quick Commerce), and prepared fresh ingredients to be prepared at home, typically offered through a subscription service (Meal Kit Delivery).

Additional Information:

Revenue figures are the gross merchandise value (GMV), defined as the total sales dollar value for merchandise/food sold through the Online Food Delivery marketplace. User and revenue figures represent B2C services.

Meals and groceries ordered online that are directly delivered by the restaurant, retailer, or platform no matter if ordered via a platform (e.g. Delivery Hero, Instacart) or a restaurant/retailer website (e.g. Domino's, Walmart.com)
Online meal and grocery order and delivery both carried out by a platform (e.g. Deliveroo, Grab, Flink)

Phone orders
Click & collect Grocery orders
Ready-to-eat meals

Online food delivery has become increasingly popular in Togo, with a growing number of consumers opting for the convenience of having food delivered to their doorstep.

Customer preferences: The demand for online food delivery services in Togo is driven by a number of factors, including the increasing urbanization of the population, the rise of the middle class, and the growing popularity of smartphones and other mobile devices. Consumers are looking for convenient and affordable meal options that can be ordered and delivered quickly and easily. Additionally, there is a growing interest in healthier food options, with many consumers seeking out restaurants and delivery services that offer organic and locally sourced ingredients.

Trends in the market: One of the key trends in the online food delivery market in Togo is the increasing popularity of mobile ordering. Many consumers are using their smartphones and other mobile devices to place orders, with mobile apps and websites becoming the preferred method of ordering food online. Another trend is the rise of delivery-only restaurants, which are able to offer a wider range of menu options without the overhead costs of a traditional brick-and-mortar restaurant. Finally, there is a growing demand for food delivery services that offer a range of cuisines, from traditional Togolese dishes to international favorites like pizza and Chinese food.

Local special circumstances: One of the unique aspects of the online food delivery market in Togo is the importance of cash payments. While many consumers in other countries are comfortable paying for food online with credit or debit cards, cash remains the preferred payment method in Togo. This has led many online food delivery services to offer cash-on-delivery options, and has also prompted the development of mobile payment solutions that allow consumers to pay for their orders using their mobile phones.

Underlying macroeconomic factors: The growth of the online food delivery market in Togo is being driven by a number of underlying macroeconomic factors, including the country's rapidly growing population, increasing urbanization, and rising disposable incomes. Additionally, the government of Togo has been working to improve the country's transportation infrastructure, which has made it easier and more affordable for consumers to have food delivered to their homes and workplaces. Finally, the growing popularity of online food delivery services in Togo is part of a larger trend towards e-commerce and digital services, which is transforming the way that consumers shop and interact with businesses in the region.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.