The Quick Commerce market in Turkey has been experiencing significant growth in recent years, driven by changing consumer preferences and local special circumstances.
Customer preferences: Turkish consumers are increasingly turning to Quick Commerce services due to their convenience and speed. With busy work schedules and long commutes, many consumers are looking for ways to save time, and Quick Commerce services provide a solution by delivering goods directly to their doorstep. Additionally, the COVID-19 pandemic has accelerated the adoption of Quick Commerce services as consumers look for ways to limit their exposure to the virus.
Trends in the market: One of the key trends in the Quick Commerce market in Turkey is the rise of local players. While international players such as Glovo and Getir have entered the market, they face competition from local companies such as Banabi, GetFood, and HemenAl. These local players have a better understanding of the Turkish market and are able to tailor their services to meet the needs of local consumers.Another trend in the market is the expansion of Quick Commerce services beyond food delivery. While food delivery remains the primary focus of Quick Commerce services in Turkey, companies are beginning to offer delivery of other goods such as groceries, pharmacy items, and pet supplies. This expansion is being driven by consumer demand for a wider range of products to be delivered quickly and conveniently.
Local special circumstances: One of the key factors driving the growth of the Quick Commerce market in Turkey is the country's young and tech-savvy population. Turkey has a high proportion of young people who are comfortable using technology and are early adopters of new services. Additionally, the country's urbanization rate is high, with many people living in densely populated cities where traffic congestion can make it difficult to get around quickly.
Underlying macroeconomic factors: Turkey's growing middle class is another factor driving the growth of the Quick Commerce market. As incomes rise, consumers are increasingly willing to pay for convenience and are willing to try new services that can save them time. Additionally, the government's focus on infrastructure development, such as the construction of new highways and airports, is making it easier for Quick Commerce companies to deliver goods quickly and efficiently.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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