Correlates of Multihoming in Multisided Online Food Delivery Platforms

Code: 25-08

Authors: Edgardo M. Jopson, Fabio M. Manenti, Franco Mariuzzo, Shereena S. Salas and Junjun Zhang

Date: 08 Sept 2025

Abstract

This paper provides an analysis of multihoming in the online food delivery market, focusing on riders and customers, while accounting for restaurants. Using two crosssectional surveys from the Philippines, we examine multihoming patterns and apply a random forest method to identify the main factors associated with multihoming on both sides. We then embed these factors into classical econometric models alongside proxies for prices, indirect network effects, and platform loyalty strategies. Our results show that for riders, multihoming is strongly influenced by network size and platform loyalty: higher demand density leads riders to use multiple platforms, certain demographics, while uniforms, pay schemes, and tipping encourage them to specialize. For customers, multihoming depends less on demographics or spending and more on economic incentives: larger rider networks and more competing apps increase multihoming, whereas higher delivery fees and in-house delivery availability reduce it.

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