On October 4, Wolt, the Helsinki-based e-commerce platform, officially launched its operations in Uzbekistan, marking its entry into its 28th country. The company, which started with a small team in Finland, now operates in over 500 cities globally, employing more than 13,000 people and partnering with 150,000 merchants. In 2022, Wolt was acquired by the American company DoorDash, further expanding its international reach. Known for its fast and reliable food and merchandise delivery services, Wolt continues to grow with over 43 million registered users and 250,000 couriers worldwide.
Why Uzbekistan? A Promising Market
During a press brunch celebrating the launch, Wolt’s Head of Expansion, Olli Rissanen, discussed the significant growth opportunities the company sees in Uzbekistan. “In Europe, the market is ten times more saturated than in Uzbekistan. There’s a strong opportunity for Wolt to expand here,” Rissanen explained. He further emphasized that Wolt welcomes competition from other established businesses, viewing it as a natural part of its global operations. “Competition is nothing new for us,” Rissanen said, showing that Wolt’s is not new to handling competitive landscapes.
International Expansion Manager, Elina Hakkarainen, speaking in a separate interview with Daryo, echoed these sentiments, calling Uzbekistan “a very exciting and growing market.” She described the country as a natural next step for Wolt after its successful operations in Kazakhstan, Azerbaijan, and Georgia. “Uzbekistan is a natural progression for us,” she added.
Empowering Local Merchants and Couriers
A key focus for Wolt in Uzbekistan is to empower local businesses. Hakkarainen, during her interview, emphasized that Wolt aims to help merchants grow without imposing strict requirements. “Our mission is to bring joy and convenience to customers while providing growth opportunities for merchants and flexible income for our couriers,” she explained.
At the press brunch, Rissanen elaborated on Wolt’s approach, noting, “We want to create a shopping mall in your pocket.” He stressed that Wolt’s goal is to support local producers and small businesses by offering technological solutions that empower them to reach new customers through the platform. Currently, Wolt has partnered with 500 venues in Tashkent and has plans to expand into merchandise shops and additional cities across Uzbekistan.
Wolt has already onboarded 200 couriers, with plans for further expansion. “We want to provide flexibility to couriers, so they can choose their own working hours based on their needs,” said Rissanen, noting that the company ensures fair pay for couriers, regardless of whether they work two hours or forty. This model is aimed at supporting the growing gig economy in Uzbekistan.
Adapting to Uzbekistan’s Competitive Landscape
Despite the presence of other established e-commerce players in Uzbekistan, both Hakkarainen and Rissanen expressed confidence in Wolt’s ability to stand out. Hakkarainen, during her interview, explained, “In all our markets, there are competitors, but we differentiate ourselves through service quality and transparency.” She highlighted Wolt’s emphasis on being upfront with customers, merchants, and couriers about delivery times, pricing, and service standards.
Rissanen, at the press brunch, underscored how Wolt’s tech-driven platform optimizes the delivery process. “We’ve built technology that ensures food doesn’t wait for the courier. The courier arrives just as the food is ready, reducing delivery times,” he explained, adding that Wolt’s operational efficiency is a key factor in its success across international markets.
Expanding Beyond Tashkent: Future Plans
While Wolt’s initial focus is on Tashkent, the company has ambitious plans to expand its services to other cities in Uzbekistan. Hakkarainen shared that Wolt is continuously refining its operations, with the goal of scaling its services across the country. “We plan to make our operations stellar,” she said, adding, “We want to be the top choice for our customers.”
Wolt is also exploring the possibility of introducing a subscription model in Uzbekistan, which would allow customers to enjoy unlimited free deliveries. This feature has already proven successful in other markets and is expected to enhance the platform’s appeal in Uzbekistan.
Wolt’s Global Expertise and Local Impact
At the press brunch, Rissanen positioned Wolt as more than just a delivery service. “We’re evolving into a general logistics platform,” he said, pointing to the company’s use of advanced analytics and data to improve its service offering. This tech-first approach is aimed at driving innovation in Uzbekistan’s e-commerce sector.
As international companies like Wolt enter the Uzbek market, there is growing potential for knowledge sharing and fostering cooperation between local and global businesses. Wolt’s commitment to supporting local merchants and creating flexible job opportunities for couriers aligns with the broader digitalization efforts underway in Uzbekistan. “There is strong support from both the public and the government towards digitalization,” said Hakkarainen, expressing optimism about Uzbekistan’s future in the tech and e-commerce space.
As Wolt embarks on its journey in Uzbekistan, it aims to leverage its global expertise to help local merchants grow, improve delivery efficiencies, and provide unmatched convenience for customers. “Our goal is to make cities better places to live, and we’re excited to start that journey in Uzbekistan,” concluded Hakkarainen.
Watch the full interview with Elina Hakkarainen:
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