Dušan Lazić, general manager of Glovo in Serbia: We are launching the next, exciting chapter in this market

In an interview with eKapija, Lazić reveals how he sees his new role, what his priorities will be and why he believes that Serbia has special potential for the growth of digital delivery services. He talks about the importance of local businesses, about creating value for all actors in the ecosystem, but also about the long-term ambition to make Glovo the first choice of users for everything they need - quickly, reliably and with just one touch.

- Thank you! It’s a great honor and a significant responsibility I’m fully ready to take on. Serbia is an incredibly dynamic market, with Customers and Partners who expect convenience, speed, and innovation. Glovo already has a strong footprint here, and my focus now is to drive the next exciting chapter of growth while staying deeply committed to the heart of our business and all the actors involved. This is not just about running operations, it’s about building strong relationships among all the players Glovo connect and unlocking the full potential in such a key market as Serbia.

- Growing within Glovo has given me a 360-degree view of the business. I’ve been close to different stakeholders and Partners through Operations and Finance teams, having direct ownership of different levers and seeing how all pieces fit together. That level of exposure, in a short but very intense cycle, allows me to make fast, well grounded decisions, anticipate challenges early, and stay tightly connected to what’s happening on the ground. It’s a strong foundation for stepping into the GM role with clarity and confidence.

- My immediate focus is to listen and learn from the people who shape the experience every day, our teams, partners and customers. That’s the fastest way to determine on what’s working, what we can improve and how we can make Glovo experience even smoother and more enjoyable. I believe that every market has its own unique rhythm, and Serbia is no different. In parallel, I’ll be focusing heavily on strengthening our multicategory proposition. Multicategory is a core advantage for Glovo, and we have a real opportunity to scale its relevance in Serbia. Ultimately, the goal is to deliver an always more consistent, intuitive, and great customer experience that keeps us ahead of evolving expectations and positions Glovo as the go-to choice in fulfilling consumers needs.

- The openness of people to try new things, combined with a strong local culture. Serbian cuisine is authentic and widely adored, yet customers are very willing to explore and that balance is a real advantage. Serbian customers value quality and speed, but they also care about local connections, knowing their favorite bakery, market, or restaurant is just a tap away. That creates a powerful opportunity for Glovo to link the convenience of technology with the authenticity of local businesses. It goes without saying that this does not apply only to restaurants and food, but to both retail and service industry in general. Serbia is also a market experiencing fast and significant growth, which makes it a vibrant and strategic hub for the entire Region.

- I see two major opportunities. The first is continue on expanding our user base by designing an experience that reflects the real needs of Serbian customers and constantly evolving it to suit those needs. Serbia has a very clear set of expectations around quality, and reliability, and we need to shape our product and deliver the best customer experience in accordance with it.

The second opportunity is to scale our multicategory offering. What sets Glovo apart is that we were born as a multicategory platform and we are much more than food delivery, covering groceries, pharmacy, retail, everyday essentials, and small but meaningful moments like a morning coffee or a last minute gifts. Strengthening this variety will embed Glovo deeper into people’s daily routines and make the experience even more accessible, user-friendly and efficient.

- "That’s the essence of running a multi-sided marketplace. Each stakeholder has distinct expectations, and the GM’s role is to ensure the system creates value for all of them. My approach is direct, keep communication open, respond quickly to feedback, and make decisions that strengthen the ecosystem as a whole. When you operate with transparency, consistency, and speed, you build trust. When trust is in place, Glovo becomes more than a delivery platform, it becomes an enabler of growth, convenience, and accessibility for everyone connected to it. Glovo amplifies the reach of local businesses, strengthens economic activity within communities, creates value across multiple layers of the market and that’s what ensures every side remains engaged and happy."

- I want Glovo to become the number one choice for ‘anything and everything you need, delivered to your doorstep’ The core ambition is undisputed convenience, across every relevant category, with an experience that feels fast, intuitive, and truly built around Serbian consumers. But the vision goes beyond the product. I want Glovo to be a desired place to work, attracting top talent in the country, developing it, and giving them the ownership and space to professionally grow.

On top of it, I want us to be the partner of choice for local businesses, seen as a trusted enabler that helps them scale their reach, modernise their operations, and compete in a digital-first world. If we deliver consistently on exceptional customer experience with a high-performing and engaged team, and create real value for partners, fast growth becomes the natural outcome. That’s what will keep Glovo ahead and continuously relevant in Serbia.

- This is always the toughest one, because there is an incredible range of options on Glovo. My mornings usually start with an espresso and a fresh pastry. During the day, I often go for a healthier option, like a good salad or something light. I also love to order a lot during the week for groceries and retail, especially when I need to restock or pick up something essential quickly. Of course, I can’t skip the Serbian cuisine classics like "ćevapi" or a great "pljeskavica", those are always a safe bet. If I’m wrapping up a long day, then a classic burger and fries is the perfect comfort choice. That’s the beauty of Glovo, whatever you need, food, groceries, or retail essentials, it’s all just a tap away.