Grocery Delivery - Turkey | Statista Market Forecast

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 14.73% (CAGR 2024-2029), resulting in a projected market volume of US$7.64bn by 2029.
In comparison, the Retail Delivery market in Turkey is projected to have a market volume of US$3.23bn 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$266.00bn 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$205.60 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 25.3m 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 21.7% 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.

Definition:

The Grocery Delivery market consists of food and non-food products that people regularly buy from a grocery store, including food and beverages, pet food, household cleaning products, personal care products, and other household consumables. Grocery delivery can be purchased through several different sales channels such as Omnichannel, Quick Commerce, or directly from the store.

Structure:

Grocery Delivery contains three markets: Retail Delivery, Quick Commerce, and Meal Kit Delivery. Retail Delivery includes delivery of these products directly by supermarkets, brick-and-mortar shops, or grocery stores. The order is placed through an online shop run by the retailer (e.g. Walmart+, Amazon Fresh). Quick Commerce focuses on online 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 (e.g. Gorillas) handles the delivery process. This also includes grocery delivery platforms where delivery is advertised under 3 hours, although, most players aim to deliver in minutes. Finally, Meal Kit Delivery encompasses the delivery of a recipe box where fresh ingredients are delivered to be prepared. This service is usually offered as a subscription plan (e.g. HelloFresh).

Additional Information:

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

Fresh food & Beverages, personal care, or household items ordered online are directly delivered to the consumer, no matter if ordered via a platform (e.g., Instacart) or a retailer website (e.g., Walmart)
Online Grocery orders and delivery are both carried out by a retailer (e.g., Walmart)
Online orders that are picked up in the supermarket (e.g., Instacart) or operating ghost warehouses and delivery logistics (e.g., Flink)
Online orders of recipe boxes where the ingredients are already preportioned (e.g., HelloFresh)

Phone orders
Deliveries of prepared meals for direct consumption (e.g. Meal Delivery)

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.

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.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.