Rappi
Rappi is a Latin American super-app platform connecting 35+ million monthly users across 9 countries with restaurants, retailers, pharmacies, and financial services via 200,000+ couriers, 400+ dark stores, and embedded fintech.
- Company typePrivate
- Founded2015
- HeadquartersBogotá, Colombia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Rappi does
Rappi is a Bogotá-founded Latin American super-app that connects more than 35 million monthly users across nine countries (Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico, Peru, and Uruguay) with restaurants, supermarkets, pharmacies, and convenience retailers through a network of 200,000+ gig couriers and 400+ RappiTurbo dark stores. Its core platform aggregates multi-category on-demand delivery without owning inventory, enabling 10-minute delivery on groceries and essentials through the Turbo dark-store network while standard restaurant and retail orders are routed through 40,000+ merchant partners via real-time order-allocation algorithms. The technology stack combines iOS/Android consumer apps, a merchant platform, AI-driven logistics optimization (including Fountain9 inventory management), and AI-powered image and personalization layers (Photoroom integration, recommendation engines).
Rappi monetizes through a 15-30% take-rate on delivery commissions, the RappiPrime subscription offering free delivery, the RappiAds brand advertising platform (growing 40% year-over-year), and embedded fintech services — RappiPay (digital wallet and savings accounts, 300,000+ customers in Colombia via the Banco Davivienda joint venture) and RappiCard credit cards (recently divested in Mexico to Banorte for $50 million). Rappi Travel, launched with Civitatis in November 2024, extends the platform into tours and activities. Reported financial scale includes $7.5 billion+ in cumulative GMV, $1.3 billion in ARR for 2024, four consecutive quarters of positive EBITDA, a 2021 peak valuation of $5.25 billion, and over $2 billion in total funding — including a $1 billion SoftBank investment in 2019, a $500M+ Series F led by T. Rowe Price in 2021, and a $25 million Amazon convertible note in September 2025 tied to the Amazon Now 15-minute grocery partnership. Management has indicated evaluation of a late-2026 Wall Street IPO.
Rappi firmographics
Firmographics- Name
- Rappi
- Legal name
- Rappi Inc.
- Website
- https://rappi.com.mx
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Rappi is a Latin American super-app platform connecting 35+ million monthly users across 9 countries with restaurants, retailers, pharmacies, and financial services via 200,000+ couriers, 400+ dark stores, and embedded fintech.
- Ownership category
- akta.pro rank
Rappi industry classification
Industry- Product category
- On-Demand Delivery Marketplace
- NAICS
- Credit Card Issuing (52221), Consumer Lending (522291)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Grocery & Convenience Delivery Platforms (BPAMAHAC)
Keywords
Where Rappi is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices4 records
Markets served
Rappi business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Delivery Commissions: Commission fees charged to restaurant and retail partners, typically ranging from 15%-30% of order value.
- RappiPrime Subscription: Subscription service offering free delivery and other premium benefits to frequent users.
- Rappi Ads: Advertising platform for brands and restaurants within the app, reporting 40% year-over-year growth.
- RappiPay Fintech Services: Embedded financial services including digital wallet, payments, and credit products. RappiCard issued over 200,000 credit cards and 300,000 savings accounts in Colombia.
- Delivery Transaction Fees: Per-delivery fees from logistics services, with delivery costs representing approximately 10% of GMV for the platform model.
- Partnership Fees (Amazon Now): Revenue from Amazon partnership for Amazon Now 15-minute delivery service in Mexico and Brazil, with free delivery for Prime members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Restaurant commission: 15%-30% per order |
| Subscription | Monthly | RappiPrime subscription with free delivery |
| Transaction based/ take rate | Pay-as-you-go | Amazon Now delivery: Free for Prime, MX$53.33/US$2.87 for non-members (Mexico), R$5.49 (Brazil) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Rappi product offering
Product offeringCore offering
Rappi operates a multi-category on-demand delivery super-app that connects 35+ million consumers with 40,000+ restaurant, grocery, pharmacy, and retail merchants across nine Latin American countries through a 200,000-courier gig network. The platform monetizes via merchant commissions (15–30%), RappiPrime subscriptions, RappiAds in-app advertising, and embedded fintech (RappiPay digital wallet, RappiCard credit), while RappiTurbo dark stores enable 10-minute quick commerce delivery.
Product overview
Rappi operates as a super-app platform offering on-demand delivery across multiple verticals (food, grocery, pharmacy, retail) across 9 Latin American countries. The core Rappi platform connects consumers with 40,000+ merchant partners while RappiTurbo enables ultra-fast 10-minute delivery through dark store micro-fulfillment. The ecosystem is expanded by fintech services RappiCard and RappiPay (offering credit cards, savings accounts, and digital wallets), RappiTravel (tours and activities via Civitatis partnership), and RappiAds (advertising platform). The platform generates $7.5+ billion in GMV from 35+ million monthly users through delivery commissions (15-30%), RappiPrime subscriptions, advertising revenue, and embedded financial services.
Differentiator
Problem solved
Functional benefit
Brands
- RappiTurbo: Ultra-fast delivery service using dark stores for 10-minute delivery of groceries and essentials
- RappiPrime
- RappiPay
- RappiCard
- Rappi Travel
- Rappi Ads
- Turbo Fresh
- Turbo Market
- Turbo Farma
Products and services
- Rappi Super-App (Core Delivery Platform) Latin America's leading multi-category on-demand delivery super-app connecting consumers with restaurants, supermarkets, pharmacies, and retail stores. Operates in 9 countries and 250+ cities with 35+ million monthly users.
- RappiTurbo (10-Minute Dark Store Delivery) Ultra-fast delivery service powered by 400+ dark stores (Turbo Market, Turbo Fresh, Turbo Farma) that delivers groceries, pharmacy items, and essentials within 10 minutes and reduces last-mile costs by 15-40%.
- RappiCard (Credit Card) Co-branded credit card offered via partnership with Banco Davivienda (Colombia) and previously Banorte (Mexico); over 200,000 cards issued in Colombia.
- RappiPay (Digital Wallet & Savings) Embedded fintech service offering digital wallet payments and savings accounts, with 300,000+ savings accounts issued in Colombia; operates as a digital bank via the Rappi-Davivienda joint venture.
- Rappi Travel Travel vertical offering tours, activities, and travel experiences through a partnership with Civitatis, leveraging Rappi's existing user base and personalization data for cross-selling.
- RappiPrime (Subscription Membership) Subscription membership offering unlimited free delivery and premium benefits to frequent Rappi users on a monthly or annual billing cadence.
- RappiAds (In-App Advertising Platform) Advertising platform allowing brands and restaurants to promote products to Rappi's 35+ million monthly users via in-app placements, sponsored listings, and branded storefronts.
- RappiMall (Retail Marketplace) Online retail marketplace within Rappi connecting consumers with partner stores for rapid delivery of electronics, home goods, beauty products, and specialty items.
- RappiFarmacia (Pharmacy Delivery) Pharmacy delivery vertical offering medications and health products from partner pharmacy chains including Farmacias Guadalajara, Farmatodo, and Farmacias Similares.
Quantifiable outcome
- Delivery costs reduced 15-40% through Turbo dark store model
- +5 more outcomes
Companies that use Rappi
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles5 records
Rappi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability5 records
Feature4 records
Rappi partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- CivitatisminorTravel partnership with Spain-based tours and activities marketplace Civitatis, launching Rappi Travel experiences vertical in November 2024.
- Box DeliveryminorRappi's acquisition of Brazilian startup Box Delivery in Santos, São Paulo, described as Rappi's largest M&A deal, strengthening quick commerce and food service operations in Brazil.
- AmazoncoreAmazon invested $25 million in Rappi via convertible note in September 2025, with potential to acquire up to 12% stake via warrants. Strategic partnership enables Amazon Now 15-minute grocery delivery using Rappi's courier network across Brazil and Mexico. Rappi gains access to Amazon's logistics infrastructure and cloud services while serving as last-mile delivery partner.
- R2 (RoA)minorPartnership to provide loans to restaurants in Mexico and Colombia, supporting merchant financing needs.
- Banco de Alimentos de BogotáminorCharitable partnership for 'Unidos por Venezuela' donation channel, administering contributions from Rappi users in Colombia for earthquake victims in Venezuela.
- Amazon Web Services (AWS)coreRappi is an AWS customer using cloud infrastructure services. AWS partnership referenced in Amazon investment announcement as mutual benefit of the strategic relationship.
Scale indicators12 records
Recent moves8 records
Expansion highlights6 records
Rappi competitors and assessment
Company assessmentBroad incumbents
- Meituan: Chinese super-app and global benchmark for on-demand delivery and quick commerce. Operates massive dark store networks with sub-30-minute delivery, providing a strategic and operational comparison point for Rappi's Turbo model.
- DoorDash: Global on-demand delivery leader with publicly disclosed scale and profitability benchmarks. Comparable on delivery marketplace mechanics, take rate structure, and restaurant/retail partner model even though DoorDash is not LatAm-native.
- Delivery Hero: Global food delivery holding company that has invested in Rappi directly and operates PedidosYa across LatAm. Comparable as a multi-market delivery aggregator pursuing super-app and quick-commerce verticals.
- Uber Eats: Global delivery platform from Uber operating across LatAm, including Mexico, Brazil, and Colombia. Competes directly with Rappi in core food delivery while leveraging Uber's broader ride-hailing logistics infrastructure.
- Mercado Libre: Latin America's largest e-commerce and fintech ecosystem operator with Mercado Pago. Comparable as a dominant LatAm digital platform pursuing both commerce and embedded financial services, with overlapping reach in Rappi's key markets.
Direct peers
- iFood: Brazil's leading food delivery platform and Rappi's most direct competitor in the Brazilian market, often cited alongside Rappi as the dominant LatAm platform-model aggregators. Operates a similar courier-based marketplace with restaurant commissions.
- Grab: Southeast Asia super-app offering delivery, mobility, and fintech under one platform. Highly comparable business model archetype to Rappi's multi-category super-app with embedded financial services.
- PedidosYa: Delivery Hero-owned LatAm delivery platform operating across Argentina, Chile, and other Spanish-speaking markets. Directly competitive with Rappi in restaurant and grocery delivery with similar super-app expansion ambitions.
- GoTo (Gojek/Tokopedia): Indonesian super-app combining mobility, delivery, and fintech. Operates a similar three-sided marketplace with platform aggregation model and embedded payments that parallels Rappi's strategy.
Others
- Nubank: Latin America's largest digital bank and a parallel case of embedded finance scaled across the region. Relevant comparable for the RappiPay thesis around financial services targeting LatAm's underbanked population.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Rappi social profiles
Digital presenceRappi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rappi leadership team
Management profileNumber of profiles
Profiles22 records
Rappi subsidiaries and ownership
Company hierarchySubsidiaries6 records
Rappi funding detail
Funding detailFunding overview
Funding rounds21 records
Investors53 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rappi M&A and investment
M&A and investmentM&A4 records
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rappi
What does Rappi do?
Rappi operates a multi-category on-demand delivery super-app that connects 35+ million consumers with 40,000+ restaurant, grocery, pharmacy, and retail merchants across nine Latin American countries through a 200,000-courier gig network. The platform monetizes via merchant commissions (15–30%), RappiPrime subscriptions, RappiAds in-app advertising, and embedded fintech (RappiPay digital wallet, RappiCard credit), while RappiTurbo dark stores enable 10-minute quick commerce delivery.
Is Rappi a public or private company?
Rappi is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rappi founded?
Rappi was founded in 2015. It employs 1,001 to 5,000 people.
Where is Rappi based?
Rappi is headquartered in Bogotá, Colombia, in the Latin America region.
How does Rappi make money?
Six revenue lines are on record. Delivery Commissions are the primary driver. The others are rappiPrime Subscription, rappi Ads, rappiPay Fintech Services, delivery Transaction Fees and partnership Fees (Amazon Now).
Who are Rappi's main competitors?
Broad incumbents on record are Meituan, DoorDash, Delivery Hero, Uber Eats and Mercado Libre. Direct peers are iFood, Grab, PedidosYa and GoTo (Gojek/Tokopedia). Nubank is listed as an others.
Does Rappi have an API?
No public API is recorded for Rappi.
What industry is Rappi in?
Rappi's product category is On-Demand Delivery Marketplace. Its primary akta.pro industry code is BPAMAHAC, Grocery & Convenience Delivery Platforms. Its NAICS code is 52221 and its SIC code is 6141.