A few months after announcing a particularly ambitious expansion plan in the European market, Uber seems to be reconsidering its plans. According to a report in the Financial Times, the American company has decided to suspend the entry of its food delivery into five of the seven new European markets it had planned for 2026, including Greece.
In addition to the Greek market, the decision also affects Austria, Norway and two other countries that were included in the original plan. This development marks a significant change in the company's strategy, which now seems to be choosing to invest more in strengthening its presence in markets where it already operates, rather than pursuing rapid geographical expansion.
Uber: Priority in markets that are already performing and Delivery Hero
Uber has essentially confirmed the Financial Times' information, noting that its recent entry into Finland and Denmark has been particularly positive. As a company spokesperson stated, the two markets have shown high demand and a strong response from both passengers and professional drivers.
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Under these circumstances, management considers it preferable to devote more resources to further developing the countries where it has already established a strong base. This strategy allows the company to optimize its investments and enhance its profitability, avoiding the high costs involved in entering new, unknown markets.
Another possible factor influencing the decision is Uber's ongoing efforts to acquire Delivery Hero, a European company that rejected Uber's €10 billion takeover offer in May.
Uber appears to still be hopeful that the deal will go through. An industry source said that suspending the expansion could help concerns competition, especially since Delivery Hero provides delivery services in several of the target countries.
Why Greece is left out of the planning
Although Uber did not explain in detail the reasons for the postponement, the Greek market presents certain peculiarities that make expansion more complex compared to other European countries.
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The company already has a limited presence in Greece through its Uber Taxi, which operates exclusively with licensed professional taxi drivers. This model differs significantly from the UberX service operating in many countries, where private drivers can transport passengers using their personal vehicles.
The rising cost of expansion
Uber's decision reflects a broader trend in the digital platform industry. After years of aggressive growth, many technology companies are now turning to more restrained investment moves, prioritizing sustainable profitability.
Entering a new country is not just about making the app available. It requires significant investments in local support teams, commercial partnerships, promotional campaigns, adapting to national legislation and developing a network of cooperating drivers. At the same time, each market has a different regulatory framework, which significantly increases the complexity of expansion.
For a company of Uber's size, evaluating these factors is now a key element of business strategy.
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What does the decision mean for the Greek market?
For Greek consumers, the postponement of the plans means that no new services or significant changes to Uber's operations in the country are expected immediately. The platform will continue to operate through the existing model of cooperation with professional taxi drivers, while any future expansion will depend on both business priorities and developments in the regulatory framework.
