Own Delivery vs Aggregators: What's More Profitable in 2026 — Full Calculation

Detailed comparison of own delivery and aggregators: unit economics, commissions, customer LTV, brand control.

Article

The question "own delivery or aggregators" is one of the most common among restaurateurs. Instead of general reasoning, we'll give specific numbers and math for the Uzbekistan market in 2026.

## Aggregator Unit Economics

Take an average $6.40 order through an aggregator:

- Aggregator commission (30%): −$1.92

- Food cost (30%): −$1.92

- Packaging: −$0.24

- **Net profit per order: $2.32 (36%)**

With 100 orders per day through aggregator: $232 daily profit.

## Own Delivery Unit Economics

Same $6.40 order through own website/app:

- Aggregator commission: $0

- Food cost (30%): −$1.92

- Packaging: −$0.24

- Courier delivery: −$0.96

- Platform (per order): −$0.16

- **Net profit per order: $3.12 (49%)**

With 100 orders: $312 daily profit. Difference: +$80/day or +$2,400/month.

## Hidden Advantages of Own Delivery

### Customer Base Control

On an aggregator, the customer belongs to the platform. You can't send them push notifications, offer discounts, or learn their preferences. Own delivery = own database = own marketing.

### Data and Analytics

Your own platform gives the full picture: which dishes are popular, peak order times, average check by area, which promotions work.

### Brand

On an aggregator, your restaurant is one of hundreds. In your own app — you're the only choice. Brand recognition grows.

### Loyalty Program

It's impossible to launch your own loyalty program through an aggregator. That's 40-60% of repeat orders lost.

## When Aggregators Are Useful

Aggregators aren't enemies — they're an acquisition tool:

- **New restaurant** — aggregator provides first customers without marketing budget

- **New area** — testing demand without courier investment

- **Filling gaps** — additional orders during off-peak hours

## Optimal Strategy

Best results come from restaurants with a hybrid model:

- 60-70% of orders through own channels

- 30-40% through aggregators

- Aggregator customers are converted to own channels through promo codes and loyalty program

## Conclusion

Own delivery is 30-35% more profitable than aggregators by margin. But the optimal strategy is hybrid: use aggregators for acquisition, and own channels for retention and scaling.