Market Insights eCommerce Online Food Delivery

Grocery Delivery - Turkey

Turkey

In 2024, the projected revenue in the Grocery Delivery market in Turkey is expected to reach US$3.84bn.
This represents a significant growth potential for the industry.
Furthermore, it is anticipated that the market will continue to expand at an annual growth rate of 14.33% (CAGR 2024-2029), resulting in a projected market volume of US$7.50bn by 2029.
In comparison, the Retail Delivery market in Turkey is projected to have a market volume of US$3.24bn in 2024.
Although this market is substantial, the Grocery Delivery market is expected to experience higher growth and revenue generation.
When looking at the global market, China is projected to generate the most revenue, with an estimated US$266,000.00m in 2024.
This highlights China's dominance in the Grocery Delivery market sector.
In terms of average revenue per user (ARPU) in the Grocery Delivery market in Turkey, it is projected to amount to US$197.50 in 2024.
This metric indicates the average amount of revenue generated per user in the market.
Furthermore, the number of users in the Grocery Delivery market in Turkey is expected to grow significantly, reaching 26.3m users by 2029.
This indicates a substantial potential customer base for grocery delivery services in the country.
Lastly, user penetration, which measures the percentage of the population using grocery delivery services, is projected to be at 22.6% in 2024.
This suggests that a significant portion of the population in Turkey is expected to utilize these services in the coming years.
The demand for online grocery delivery services in Turkey has surged due to the country's growing urban population and busy lifestyles.

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Analyst Opinion

Grocery delivery services have been gaining popularity in Turkey in recent years, with more and more consumers opting for the convenience of having their groceries delivered to their doorstep.

Customer preferences: The rise of e-commerce and the increasing availability of smartphones have made it easier for consumers to order groceries online. Customers are attracted to the convenience of being able to shop from home, avoid the hassle of crowded supermarkets, and save time. In addition, the COVID-19 pandemic has accelerated the adoption of online grocery shopping as consumers seek to minimize their exposure to the virus.

Trends in the market: The Turkish grocery delivery market is highly competitive, with both local and international players vying for market share. One trend that has emerged in recent years is the expansion of grocery delivery services to smaller cities and towns, as companies seek to tap into the growing demand for online shopping in these areas. Another trend is the increasing use of technology to enhance the customer experience, with companies investing in features such as mobile apps, personalized recommendations, and real-time delivery tracking.

Local special circumstances: Turkey's young and tech-savvy population is a key driver of the growth of the grocery delivery market. The country has a high smartphone penetration rate, with many consumers comfortable with using mobile apps to order groceries. In addition, Turkey's large urban population, which is concentrated in a few major cities, makes it easier for delivery companies to reach a large number of customers. However, the country's geography, with its rugged terrain and scattered population centers, presents logistical challenges for delivery companies looking to expand their services to smaller towns and villages.

Underlying macroeconomic factors: Turkey's economy has been growing steadily in recent years, with rising incomes and a growing middle class driving consumer spending. However, the country has also been grappling with high inflation and a weakening currency, which has put pressure on household budgets. This has made price competitiveness an important factor in the grocery delivery market, with companies offering discounts and promotions to attract price-sensitive consumers. In addition, the COVID-19 pandemic has had a significant impact on the Turkish economy, with many businesses struggling to stay afloat. The grocery delivery market, however, has been one of the few bright spots, with demand for online shopping surging as consumers stay home to avoid the virus.

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.