In our conversation with Antoine Bourbon, General Manager of Glovo for Bosnia and Herzegovina, we discussed the development of the digital economy, the regulatory landscape for platforms, and the company’s strategic priorities.
Reflecting on regulation, Bourbon emphasizes that Bosnia and Herzegovina is already undergoing an important shift.
“Bosnia and Herzegovina is experiencing a gradual but meaningful shift toward a more digital economy, and platforms are playing an increasing role in that transformation,” he explains. As new models emerge, adaptation follows naturally: “As new business models emerge, the regulatory environment is also adapting, which is a natural process in markets undergoing digital development.”
However, he points out that clarity and predictability remain key areas for improvement.
“One of the key areas for progress is ensuring that regulatory frameworks provide clarity and long-term predictability for digital services,” he notes. Such stability enables growth: “When rules are well defined and consistent, companies are better positioned to invest, innovate, and contribute to local economic growth.” He also highlights the importance of broader policy support: “Policies that encourage digital entrepreneurship and support the modernization of small and medium-sized businesses can significantly accelerate the country’s digital transition.” Platforms play an active role in this process: “Platforms like Glovo can connect local businesses with new customers and introduce digital tools that help them operate more efficiently.” Ultimately, collaboration is essential: “Ongoing dialogue between institutions and companies will be essential to shape a regulatory environment that both protects stakeholders and encourages innovation.”
When it comes to strategy, Bourbon sees Bosnia and Herzegovina as a market with strong potential.
“Bosnia and Herzegovina represents a very dynamic market for Glovo, with strong momentum and clear potential for further growth,” he says. His focus is on both consolidation and expansion: “Our objective is to consolidate the progress achieved so far while continuing to expand the platform’s value for customers, partners, and the broader local ecosystem.”
Operational priorities are clearly defined.
“In the coming months, we will focus on strengthening the overall experience offered through the app by broadening the selection and developing categories beyond restaurants, including groceries and retail,” he explains. At the same time, supporting partners remains essential: “We want to further support local merchants by providing digital tools and market access that can help them scale their businesses.” Expansion is also part of the plan: “We will continue strengthening our presence in existing cities while evaluating opportunities to expand into additional urban areas where digital services are still emerging.” The long-term ambition remains consistent: “Our goal is to ensure that Glovo continues to grow in a way that benefits consumers while creating tangible opportunities for local businesses.”
Operating in a regulated environment requires constant balance.
“Operating in innovative sectors requires a constant balance between technological progress and regulatory alignment,” Bourbon explains. Transparency and collaboration are central to that approach: “We believe that sustainable innovation can only develop when it is built on transparency and collaboration with local stakeholders.” This is why open dialogue is a priority: “We prioritize open communication with public institutions, industry representatives, and the communities where we operate.” Such engagement enables better outcomes: “By sharing insights on how digital platforms function and listening to local expectations, it becomes easier to identify solutions that work for everyone involved.”
Finally, he highlights the importance of adapting to local realities.
“Each market has its own specific context, which is why we combine global know-how with adaptations that reflect local realities,” he concludes. In that balance, he sees the true value of digital platforms: “When innovation is accompanied by constructive dialogue and responsible operations, platforms can positively contribute to economic development, helping businesses reach new audiences and giving consumers more convenient access to everyday services.”
