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Quick Commerce - Turkey

Turkey
  • The Quick Commerce market in Turkey is projected to reach a revenue of US$606.30m in 2024.
  • It is expected to experience an annual growth rate (CAGR 2024-2029) of 5.36%, resulting in a projected market volume of US$787.20m by 2029.
  • Additionally, the number of users in the Quick Commerce market in Turkey is expected to reach 7.3m users by 2029.
  • The user penetration rate is projected to be 7.0% in 2024 and is expected to increase to 8.3% by 2029.
  • The average revenue per user (ARPU) is anticipated to be US$99.81.
  • In global comparison, China is projected to generate the highest revenue in the Quick Commerce market, with an estimated amount of US$80.84bn in 2024.
  • Furthermore, China is expected to have the highest user penetration rate in the Quick Commerce market, with a projected rate of 21.4%.
  • Turkey's quick commerce market is rapidly expanding with the rise of online grocery delivery services and the increasing demand for convenience in urban areas.

Definition:

The Quick Commerce market focuses on online grocery delivery services that provide customers with last-mile delivery (Instacart), or operate ghost stores where product selection is limited but delivery time is faster (e.g. Gorillas, Getir and Glovo). In this case, the platform handles the delivery process. This also includes grocery delivery platforms where delivery is advertised under 3 hours, although, most players advertise to deliver in under 30 minutes.

Additional Information

Revenue figures refer to Gross Merchandise Value (GMV). User and revenue figures represent B2C services.

In-Scope

  • Online grocery orders where the advertised delivery time is under 3 hours
  • Companies typically operate their own small stores (dark/cloud stores)
  • Online orders where a personal shopper picks and delivers grocery items (e.g., Instacart)

Out-Of-Scope

  • Phone orders
  • Online meal order and delivery both carried out by a platform (e.g. Deliveroo)
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Grocery Delivery: market data & analysis

Study Details

    Revenue

    Notes: Data reflects market impacts of the Russia-Ukraine war.

    Most recent update: Jul 2024

    Source: Statista Market Insights

    Notes: Data reflects market impacts of the Russia-Ukraine war.

    Most recent update: Jul 2024

    Source: Statista Market Insights

    Analyst Opinion

    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.

    Users

    Most recent update: Jul 2024

    Source: Statista Market Insights

    Global Comparison

    Most recent update: Jul 2024

    Source: Statista Market Insights

    Methodology

    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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    Key Market Indicators

    Notes: Based on data from IMF, World Bank, UN and Eurostat

    Most recent update: Sep 2024

    Source: Statista Market Insights

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