Food and drink e-commerce was the most dynamic segment of the e-commerce landscape in 2021, as it was in 2020. The unprecedented level of growth was not only a result of more frequent use by consumers, but also due to a much higher level of investment from the side of the grocery retailers, and also the expansion of the consumer base with many first-time users becoming online grocery shoppers.
Growth is also coming from the online stores of established grocery retailers, from dedicated online grocery delivery companies such as Banabi, Getir and Istegelsin, and other hyperlocal delivery operations from all sizes of small chained and independent grocery outlets. Modern grocery retailers, such as Migros, continued to increase the proportion of sales coming from online orders in 2021.
Turkish online grocery delivery company, Getir, was set up with the unique proposition of delivering grocery items to your door within 10 minutes. The company, which has around 400 warehouses in Turkey, recently hit a valuation of USD2.
Food and drink e-commerce is expected to grow faster than any other online or offline sector within retailing over the forecast period. This is partly because, compared to all other retail goods sold online, food items were amongst the lowest penetrating goods before the pandemic hit.
Established modern grocery retailers like Migros and Carrefour increased their e-commerce presence considerably in 2021. They will continue to expand their number of neighbourhood dark stores to cover an ever wider number of cities across Turkey to cater to strongly growing e-commerce demand.
Established grocery retailers such as Migros and Carrefour increased their e-commerce presence considerably during the COVID-19 crisis, building on the strength of their online services which had already been launched. Within this, such players are also expanding their geographical reaches by increasing the number of neighbourhoods in which they offer delivery services.
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Internet retailing sales of food and drink (all packaged and fresh food and drink (hot drinks, soft drinks and alcoholic drinks).
See All of Our DefinitionsThis report originates from Passport, our Food and Drink Internet Retailing research and analysis database.
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