Platform commissions push up restaurant and in-store prices in North Macedonia
Restaurants say Wolt and Ananas fees can lead to higher menu prices that affect both app users and walk-in customers.
Commissions charged by food-delivery and online sales platforms can push up what consumers pay — including people who never order online. Some restaurants and retailers cover those extra costs by raising their prices, and the increase can spill over into physical stores.
Two of the best-known platforms operating in North Macedonia are Wolt and Ananas. They offer businesses access to more customers but take a cut from sales. Globally, delivery-platform commissions can in some cases reach 20–30 percent.
How a commission becomes a price increase
The exact commission rate in North Macedonia varies by contract. Wolt confirms it charges a commission on completed orders, while Ananas’ terms foresee an intermediary fee paid by the seller. A simple calculation shows how large the effect can be: if a restaurant sells a meal for 500 denars and the platform charges 25 percent, the restaurant is left with 375 denars before other costs. To net the same 500 denars after paying the commission, the meal would need to be sold for about 667 denars — roughly 33 percent more.
Some restaurants absorb part of the fee from their margin or make up for it with higher order volumes. But businesses with thin margins may see commissions significantly influence their pricing decisions. Platforms also have incentives that affect merchants’ choices: Wolt’s partner guidance says price consistency in the app and at the venue influences a merchant’s visibility on the platform. The company also notes that restaurants set their own prices.
“Consistent prices means that the prices on your Wolt menu match the prices of the same items customers would find in your venue. [...] Menu prices are one of many factors that determine your visibility on Wolt,” the company states. “Over time, this behavior affects how often your venue is shown to users who search on Wolt.”
Regulators abroad have already scrutinised similar practices. In 2021 Taiwan’s Fair Trade Commission fined Foodpanda for requiring restaurants to keep app prices identical to venue prices, saying such restrictions harmed competition. For customers, the practical effect to watch is the difference between app and in-store prices — and the possibility that equalising prices transfers part of the cost of online sales onto walk-in patrons who do not use the services.
Photo: press material from the event
