Reducing aggregator commission
6 min read ·
Delivery aggregators solve a real problem — they bring customers who would never have found you. The difficulty is that the cost scales exactly with how well it works, so the better you do, the more you pay.
Do the arithmetic before the strategy
Take last month’s aggregator revenue and multiply by the commission rate. That figure is what you are paying for demand generation and logistics.
Then compare it against what direct ordering costs you: the online-ordering add-on is PKR 5,000 per month plus 1% of online sales. At low direct volume the aggregator is genuinely cheaper, and it is better to establish that before building a strategy around the alternative.
Do not try to leave — try to shift the mix
Restaurants that pull off aggregators abruptly usually lose more revenue than they save. The realistic goal is moving repeat customers to direct ordering while keeping the aggregator as a discovery channel.
The first order through an aggregator is worth paying commission for. The tenth from the same customer is not.
Use the channel you already own
A diner who received a WhatsApp receipt from your own number is contactable. That thread, plus a link to your own ordering site, is the cheapest route to a direct second order that exists.
This is the practical reason the number matters: a receipt from a shared vendor number cannot be used this way.
Give direct customers a reason
Direct ordering has to be better for the customer, not just cheaper for you. A slightly lower price, a loyalty accrual, or an item only available direct all work. "Please order direct" on its own does not.
Measure the mix, not the total
Track the share of orders arriving direct rather than the absolute count. Total order growth can hide a mix moving the wrong way, and mix is what determines margin.
The first order is the expensive one
Acquiring a new customer is genuinely valuable, and commission on a first order is a reasonable price for it. The economics only turn bad on repeat orders from a customer who already knows you.
That framing changes the goal from cutting aggregator volume to converting repeat customers, which is a far more achievable objective.
A realistic sequence
Turn on your own ordering site and get it working properly before promoting it. Make sure every delivery order carries something — a receipt, an insert — that gives the customer a reason and a route to order direct next time.
Then measure direct share monthly. If it is not moving after a quarter, the offer is not compelling enough, and adding more channels will not fix that.
Frequently asked questions
Will aggregators penalise me for having my own site?
Having your own ordering site is normal and expected. Terms vary between platforms on things like price parity, so read the agreement you actually signed.
How long before direct ordering pays for itself?
It depends entirely on your volume and your commission rate. Run the numbers above with your own figures; if the answer is unfavourable, the honest recommendation is not to buy the add-on yet.
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