Business model
Te Lo Llevo sells two things: fast home deliveries and a digital till for coast merchants. Understand how money flows, who we serve and why the model works on the Mar Menor.
Te Lo Llevo is a hyperlocal delivery and commerce platform based on the Mar Menor coast, Murcia. Its core proposition is simple: bring the products and services of local merchants to the residents and tourists of the coast, and give those same merchants a tool to sell in the shop too — all under one neighbourhood brand.
What we offer: the two sides of the business
The platform does two quite different things that complement each other perfectly. A merchant can be on both sides at the same time, with the same catalogue and the same pricing rules.
Delivery marketplace
Customers order food, drinks, products or parcels from the app and a courier delivers them to their door. Merchants sign up, publish their catalogue and manage incoming orders. Te Lo Llevo charges a commission and/or service fee on each completed transaction.
In-store POS
The same merchant can sell over the counter with the integrated POS: charge a walk-in customer, issue a receipt with itemised VAT, manage inventory and reconcile the cash drawer at the end of the shift. The POS shares the catalogue with the online shop, so nothing is duplicated.
A restaurant in San Javier can receive online orders at 13:00, charge a bar customer with the POS at 13:15 and reconcile both channels at the end of the day. No other tool is needed.
The market: the Mar Menor
The Mar Menor is the largest saltwater lagoon in Europe, surrounded by a coastal strip of high tourist density. The platform operates across six municipalities that concentrate a significant volume of merchants, restaurants and hotels during the high season, and a stable resident population year-round.
| Town | Profile |
|---|---|
| Los Alcázares | Coastal municipality with an urban beach; active year-round |
| San Javier | Area capital; high density of retail and hospitality |
| Santiago de la Ribera | Fishing and tourist neighbourhood of San Javier; seafront promenade |
| San Pedro del Pinatar | Fishing harbour, regional park, fish market |
| La Manga del Mar Menor | Narrow strip between the sea and the lagoon; peak summer tourism |
| Cartagena | Historic port city; largest population mass in the area |
Seasonality is an economic reality that defines the business: demand for delivery and for terrace seating multiplies between June and September. Te Lo Llevo is designed to absorb that peak with its fleet of local couriers, who know the residential developments, the unnumbered doorways and the shortcuts of the coast. Competing with multinationals on this territory would be hard for them: local value is real, not just a tagline.
The five service types
Not all orders are the same. Te Lo Llevo distinguishes five service modalities, each with its own pricing rules and cancellation policy. The service type is set when the order is created and determines how the price is calculated and who is involved in the delivery.
| Code | Name | What it is | Example |
|---|---|---|---|
DELIVERY_COMERCIO |
Merchant delivery | The customer orders products from a shop or restaurant and a courier delivers them. This is the classic food-delivery flow. | Ordering a pizza from a pizzeria in Los Alcázares and receiving it at the beach |
SERVICIO_COMERCIO |
Merchant service | A service arranged through a merchant (not necessarily a physical product delivery). | Booking a home laundry pick-up offered by a dry cleaner |
ENVIO_VECINOS |
Neighbour delivery | One person sends a parcel to another with no merchant involved. Peer-to-peer model. | A resident in Santiago de la Ribera sending keys to family in La Manga |
ENCARGO_RECOGIDA |
Pickup errand | The customer asks a courier to collect something from a location and bring it to them. | Collecting a pharmacy order and delivering it to the customer's home |
URGENTE |
Urgent | Express, top-priority delivery; higher fees, preferential assignment. | Urgent document delivery between two businesses in Cartagena |
How the money flows
Each completed order generates an economic flow that passes through the platform before reaching the merchant and the courier. Transparency in this flow is key to the trust of merchants and couriers alike.
The price components the customer sees at checkout are:
| Component | Description | Who keeps it |
|---|---|---|
| Product subtotal | Sum of all cart items before taxes | Merchant (minus platform commission) |
| Service fee | Fixed or percentage charge for using the delivery platform | Te Lo Llevo |
| Delivery fee | Cost of the delivery; depends on distance and municipality | Te Lo Llevo / courier |
| VAT (IVA) | Value Added Tax according to each product's VAT code | Tax authority (AEAT) |
| Tip (optional) | Added voluntarily by the customer; never blocks checkout | Courier |
Settlements to merchants and couriers are managed through a create-and-approve payment flow supervised by the Operations team. No payment leaves the platform without approval.
Te Lo Llevo+ — loyalty
Te Lo Llevo+ is the platform's loyalty programme, designed to turn occasional customers into regulars and to reward loyalty with concrete benefits.
Points on every purchase
Customers earn approximately one point per euro spent on completed orders. Points accumulate in the profile and can be redeemed on future purchases.
Member benefits
Early Te Lo Llevo+ members get free delivery and exclusive deals from local merchants, as a way of rewarding those who bet on the platform from the start.
Points and refunds
If an order is refunded, the associated points are automatically reversed. The programme is consistent with tax policy: points do not alter the VAT base.
Positioning against Glovo and Just Eat
Te Lo Llevo competes in a market that Glovo, Just Eat and other delivery platforms already know. The difference is not the product — it is the scale and the identity.
| Dimension | Glovo / Just Eat | Te Lo Llevo |
|---|---|---|
| Scale | National / international; thousands of cities | Six Mar Menor municipalities; hyperlocal |
| Local knowledge | Generic algorithms; no proximity mission | Couriers who know every development and doorway |
| Merchant relationship | High commissions (20–30%); limited individual support | Lower commissions; the integrated POS adds direct value |
| Merchant tooling | Online orders channel only | Online delivery + in-store POS in one platform |
| Brand and trust | Multinational with no local roots | Proximity brand; "the neighbour who brings the order" |
| High season | Presence not guaranteed outside large cities | Designed for the summer peak of the Mediterranean coast |
Why this works
Te Lo Llevo's business model fits the Mar Menor for three structural reasons that large platforms cannot easily replicate.
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Density of local commerce
The coastal strip of the Mar Menor concentrates restaurants, food shops, beach kiosks, greengrocers and small supermarkets in a compact geographic area. This makes delivery routes short and profitable, and gives merchants a real reason to be on the platform.
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Predictable high season
Summer demand is intense but foreseeable. Te Lo Llevo can scale its courier fleet in advance and offer merchants an additional sales channel exactly when they need it most.
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The POS as a retention anchor
A merchant who uses the Te Lo Llevo POS to charge in-store has all their sales data, inventory and catalogue on the platform. Switching provider would carry a high transition cost. This creates a lasting relationship that goes far beyond online orders.
"Te lo llevo" is not just the name — it is the commitment. In a small territory where everyone knows each other, the platform's reputation is built order by order, shift by shift. That trust advantage is hard to copy from a call centre in Madrid or Amsterdam.