Uber's ambitious plan to expand across Europe this year has hit a significant setback, with five of seven planned country launches now reportedly on hold. The ride-hailing and delivery giant had announced in February that it would enter new European markets in 2026, but the Financial Times has learned that launches in Austria, Norway, and Greece have been paused, alongside two others.
In a statement to the Financial Times, Uber appeared to confirm the slowdown, describing recent expansions in Finland and Denmark as a 'huge success' and stating that the company now wants to 'focus on continuing the momentum' in its existing European markets.
Industry observers point to another likely factor: Uber's continued pursuit of Delivery Hero, the Berlin-based food delivery giant. Uber's €10 billion takeover bid was rejected by Delivery Hero in May, but sources indicate the company remains keen to revive the deal. One industry source noted that pausing further market entries could help alleviate antitrust concerns, particularly because Delivery Hero already operates delivery services in several of the target countries.
The news underscores the regulatory tightrope Uber must walk as it seeks to expand its footprint in Europe. The UK's Information Commissioner's Office (ICO) and the EU's AI Act both impose increasingly stringent rules on data use and algorithmic decision-making, which could affect Uber's platform operations. For UK consumers and businesses, the pause signals that Uber is prioritising consolidation over rapid growth, potentially limiting competition in certain European markets.
Experts warn that while the delay may reduce short-term competitive pressure, it also highlights the growing complexity of cross-border expansion in a fragmented regulatory environment. Dr. Alice Thornton, a transport economist at the University of Manchester, commented: 'Uber's decision reflects a broader trend: tech firms are finding that scaling across Europe requires navigating a patchwork of local labour laws, data regulations, and competition rules. For UK businesses eyeing European expansion, the lesson is clear—regulatory alignment is becoming as important as market demand.'