How to buy Deliveroo shares

The food delivery app Deliveroo posted record revenues during the pandemic but had a difficult start to life on the stock market. Find out what happened and whether its stock still has value.
By: James Knight
James Knight
When he isn’t at work, James is an avid trader and golfer who likes to travel. He once fed,… read more.
Updated: May 18, 2021
Tip: our preferred broker is, eToro: visit & create account

This guide gives you everything you need to know about Deliveroo. Get a quick history of the company and the early success that prompted it to list on the stock market, as well as its prospects for the future.

Deliveroo IPO

You can now get Deliveroo shares after the food delivery company held its IPO on March 31, 2021. An IPO, or initial public offering, is when a company creates shares to sell to the public as a way of raising money.

Compare the best Deliveroo trading platforms

Here are some of the top brokers to invest with. You can use any of these platforms straight away, and all of them have been reviewed and approved by our team of financial experts. Otherwise, keep reading to learn more about Deliveroo before investing.

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Invest for dividends and get payout on stocks on Ex-Dividend day
Over 11 payment methods, including PayPal
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eToro is a multi-asset investment platform with more than 2000 assets, including FX, stocks, ETF’s, indices and commodities. eToro users can connect with, learn from, and copy or get copied by other users. Buying stocks on eToro is free and you can invest with as little as $50.
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Bank Transfer, Wire Transfer
Full regulations list:
eToro USA LLC does not offer CFDs and makes no representation and assumes no liability as to the accuracy or completeness of the content of this publication, which has been prepared by our partner utilizing publicly available non-entity specific information about eToro. Your capital is at risk.
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Financial company driven by technology and offering all-in-one self-directed investment platform that provides excellent user experience.
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Full regulations list:

How to buy Deliveroo stock, a step-by-step guide

The stock market isn’t massively complicated, so don’t worry even if you’re new to investing. These are the steps to follow in order to complete your investment:

  1. Choose a broker. The first thing you need to find is an online broker. There are many different options to choose from, each with their own unique benefits and drawbacks. The comparison table above can help you select the right broker for you, and you can head to our comprehensive broker reviews if you’re still unsure.
  2. Create an account. Once you’ve selected your broker, simply go to their website and create an account. The steps required for this will vary from platform to platform, but generally you can expect to have to provide your name, email address, phone number, and some form of photo identification.
  3. Deposit funds. Log into your broker account and select the option to deposit funds. Depending on your broker you’ll have a variety of payment options available; most brokers accept bank transfers and debit card payments, but not all accept e-wallets such as PayPal. Select your preferred payment method and deposit the amount of money you wish to invest in Deliveroo shares.
  4. Place an order for Deliveroo stock. Search for Deliveroo’s ticker symbol and see the current price at which the stock is trading. If you’re happy with the price, enter the amount of shares you wish to own and place your order.
  5. Execute your order. Once you have placed your order, your broker will automatically execute it for you and your Deliveroo shares will be listed in your account. Congratulations, you’ve just bought shares in Deliveroo!

What is Deliveroo? And should I invest?

Deliveroo is a food delivery app that lets you order your favourite meals straight to your door. It uses a fleet of cyclists and bikers to deliver food across 200 cities around the world, with the majority of its operations based in the UK and Europe.

The food delivery business is highly competitive, with the likes of UberEats and Just Eat battling Deliveroo for market share in its main UK market. Internationally, it has virtually no presence in big money regions like the USA. As a result of all the competition, food delivery is a cash burning machine: neither Deliveroo nor UberEats has ever made a profit.

The reason for investing despite those losses is the pot of gold at the end of the rainbow. Food delivery is growing fast, and some analysts believe the industry will be worth over $1 trillion by 2030. Deliveroo was hoping to be valued at around $10bn when it went public, although this fell substantially in the lead up to the start of trading.

How has the company performed in recent years?

Prior to the pandemic, not very well. Revenues have gone up but losses have spiralled at the same time: from £133m in 2016 to an eye-watering £317m in 2019. Deliveroo makes a loss on every order and had to rely on a major funding round in 2019 to raise the money to keep operating.

All that changed with the onset of COVID-19. With most restaurants closed in the UK, there was a surge in online orders and Deliveroo had the infrastructure to capitalise. It had a fleet of couriers ready to go, whereas Just Eat, which generally left delivery to the restaurants themselves, was forced to scramble to find its own drivers.

As a result, Deliveroo managed to increase its revenues to £2.5bn and slash its losses to £220m in 2020. It massively outperformed its rivals in terms of new downloads and increased its market share in the UK, inspiring its decision to announce an IPO listing.

Is it a good time to buy Deliveroo shares now?

It depends how much volatility and risk you’re willing to accept. The price can be volatile in the early stages of a stock market listing and particularly so with tech startups, which have been known to go both ways. The US food delivery service DoorDash jumped 80% on the first day, while Uber fell nearly 35% over the first few months. Deliveroo itself suffered a 30% drop on the first day.

If you’re willing to tolerate short term risk in the hope of long term success then the start of its life on the stock market could offer opportunities. Deliveroo has a strong presence in the UK and was turning over more than £700m in revenue even before the pandemic. 

One thing to keep in mind is regulation that could affect the gig economy. Like many ride-sharing apps, Deliveroo has courted controversy over how it treats its drivers. Laws that enforce sick pay and benefits for these workers and could have a big effect on the costs of doing business. Use our market analysis to make sure you don’t miss out on the latest news:

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Buying, selling and trading Deliveroo shares for beginners

What to do before buying shares

You should always take the time to research a stock fully before investing your money, especially if you haven’t bought shares before. The more knowledge you have, the better your chances of making a wise investment. 

With that in mind, here’s a checklist to run through first.

  1. Research the company. You should always examine the fundamentals of a company first. What is Deliveroo? How did the company get its start? How did it grow? Is Deliveroo’s revenue and profit growth picking up? Is the company innovating? The more you know about Deliveroo, the better positioned you’ll be to make smart investment decisions.
  2. Make sure you understand the basics of stock investing. Before getting involved in the stock market, make sure you have an understanding of how it works and the different types of stocks available. This will ensure that you have more clearly defined goals and have thought through how you will achieve them.
  3. Decide between share dealing and CFD trading. Choose the type of investment strategy you want to pursue, and make sure you have carried out the necessary fundamental or technical analysis for share dealing and CFD trading respectively.
  4. Set the size of your budget. The golden rule of investing is never to risk more than you can afford to lose. Not every investment you make will result in a profit, so it is important to set a budget that not only allows good potential for capital growth, but also protects against overly damaging losses.
  5. Find the right broker. Individual brokers each have their own pros and cons. Some will have low fees but have a user interface you struggle to understand, whereas others may be a bit more expensive but come with a range of features that you want to take advantage of. Our analysis of the best brokers can help you find the right platform.
  6. Examine broader market conditions. No stock exists in a vacuum, and it’s always important to analyse the general trends of the stock market as a whole before investing. If a bear market is setting in and stock prices are falling, it’s best to wait it out and invest your money later when the stock is cheaper. If, however, the market is looking bearish, you’ll want to make your investment quickly to get the maximum benefit from rising stock prices. The latest news can help you keep on top of movements in the financial markets.

What is the difference between buying, selling, and trading shares?

If you’re new to stock investing, then it’s important to understand the basics of how to get Deliveroo shares. Here’s a quick run-through of what’s involved in each.

Buying Deliveroo

This process is the simplest way to buy shares in Deliveroo, as outlined in the steps further up this page. Ideally you want to time your investment when the stock’s price is low so that you can profit by selling the shares after they increase in value.

Selling Deliveroo

When you sell any Deliveroo shares you have bought, you’ll want to do so at a higher price than the one at which you bought to earn a profit. 

When you sell is up to you. You might decide to hold for a long period of time, hoping to benefit from the company growing steadily throughout. Or, if you see that Deliveroo’s stock is already up a lot compared to the price you bought it and you’ve noticed that the stock market is starting to fall, it might make sense to sell and take your profits to invest elsewhere. Equally, if the stock has fallen since you bought it and looks set to fall further, it might be a good idea to cut your losses by selling your shares.

Trading Deliveroo

Trading is the same process, it’s just done over shorter periods of time with the aim to make small profits on a regular basis. This means that you can make money faster and spend your profits in your day-to-day life – however, on the other side it means you can lose money faster as well. For inexperienced investors, we generally recommend making investments for at least 6 months to a year instead of making trades in quick succession.

You can trade Deliveroo shares through share dealing, or by trading with CFDs. These allow investors to speculate on stock prices and trade with leverage in pursuit of bigger gains. CFDs trading is explained further in the next section, but it is worth noting that beginners should avoid trading with leverage. It comes with large risks and is best left to experienced investors.

Share dealing vs CFD trading

When it comes to investing in any stock, the two options you have are share dealing and trading. Which one of these methods to opt for largely depends on your investment timeline, with investors thinking long term tending to go for share dealing, and those looking for short term gains pursuing a more aggressive trading strategy.

Here’s a quick summary of the two approaches, and the pros and cons of each.

Share dealing 

Share dealing refers to the practice of holding shares in a particular company over the long term. When investing like this, you’re seeking to profit either from dividend payments or an increase in the stock’s price over time.

When investing your money this way, it is important to do thorough fundamental analysis of the company in which you are investing. You want to put your money in a stock you believe will trend upwards over time, even if there is some market volatility along the way, rather than get distracted by shorter term peaks and troughs.


  • Can build wealth over time to achieve financial goals
  • Don’t need to be very reactive to short-term market movements
  • Some stocks will give you an income through regular dividend payments


  • Takes a long time to realise any profits
  • Your capital is tied up in stocks and cannot be used for other investments

CFD Trading 

If your aim is to generate profits in the short term, then you might be better off trading shares than holding them in your portfolio. Stock trades like this are executed using CFDs (contracts for difference), which allow investors to trade against the value of a stock without having to take ownership of it. When CFD trading, investors are looking to flip stocks fast to profit from short-term fluctuations in value.

One aspect of CFD trading that many investors find attractive is that they allow you to trade with leverage. This means you can place large trades while only putting up a fraction of the value yourself – for instance, if a platform offered leverage of 1:10, you could put £10 into Deliveroo shares and be able to trade £100 worth. This can maximise profits if the market moves in your favour, but be careful as it can also lead to heavy losses.

When trading using CFDs, it is key to be skilled at technical analysis and reading stock price charts. As you’re trading stocks quickly and frequently, the fundamental strength of the company in which you’re investing isn’t as important as being able to predict how its stock price will rise and fall minute-by-minute.


  • Can generate fast profits if you read the market right 
  • Some platforms allow you to trade with leverage
  • Prevents your capital being tied up so you can take advantage of investment opportunities


  • Trading with leverage is risky and can lead to big losses
  • Doesn’t necessarily generate growth over the long term

Consider which approach suits you best and craft an investment strategy that works for you. If you need more information, then simply take our stock trading course and read our guide to CFD trading to get you up to speed. 

How to choose a broker

With the wide variety of online brokers available these days, it can be hard to figure out which is the best service to go with. Our comparison table and in-depth reviews can help you cut through the noise, but by and large these are the aspects you should be considering when selecting a broker:

  • Range of stocks available. The most important thing is that you can actually use the broker to find the shares you’re looking for. Some brokers offer more stocks than others, and many will allow you to trade other assets, such as forex and commodities.
  • Fees and commissions. You want to keep as large a chunk of your profits as you can, so it’s important to make sure your broker doesn’t charge high fees that can eat into your profits.
  • Regulation. You should only use regulated brokers to place trades. Unregulated brokers can be risky and offer little to no protection if the business were to fail while you had funds in your account.
  • Payment methods available. You might want to get Deliveroo shares using a specific payment method, such as PayPal. Not all brokers accept every payment method, but using our comparisons you can search only the brokers that support the option you’re looking for.
  • Reputation. One of the strongest indicators of a broker’s reliability is the reputation it has with the customers who have used it. Brokers are online businesses, and as such many user experiences can be found online. You can check these out in addition to our reviews to make sure you choose the right platform.
  • Customer service. As you’re going to be investing your money using the platform, you want to check that the broker offers good customer service in case you have a query or something goes wrong.

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Invezz is a place where people can find reliable, unbiased information about finance, trading, and investing – but we do not offer financial advice and users should always carry out their own research. The assets covered on this website, including stocks, cryptocurrencies, and commodities can be highly volatile and new investors often lose money. Success in the financial markets is not guaranteed, and users should never invest more than they can afford to lose. You should consider your own personal circumstances and take the time to explore all your options before making any investment. Read our risk disclaimer >

James Knight
Lead content editor
When he isn’t at work, James is an avid trader and golfer who likes to travel. He once fed, rode, and ate an ostrich all on… read more.