Food and Drink E-Commerce in Turkey

PROSPECTS

Food and drink e-commerce benefits from consumer demand for convenience

Food and drink e-commerce is a very exciting and fast-growing category within e-commerce, seeing strong double-digit current value growth throughout the review period. In 2019, a rising number of consumers living in large urban centres preferred shopping for their groceries online.

Strong growth potential for food and drink e-commerce

With an expected increase in the number of players offering online grocery sales and an increasing preference for online grocery shopping, food and drink e-commerce is set to register strong growth over the forecast period; even higher current value growth than that seen during the review period. Leading grocery retailers such as Migros and Carrefour are set to invest in new service developments for their existing online platforms to tap into the expected rising demand for online grocery shopping.

More entrants and more apps expected to boost growth

More players are set to launch online stores, which will boost the performance of food and drink e-commerce. Although many of these will be players which currently have a presence in modern grocery retailers, the number of pure e-commerce players and food delivery options is also expected to increase rapidly.

COMPETITIVE LANDSCAPE

Migros Tic continues to lead food and drink e-commerce

In 2019, Migros Tic continued to lead food and drink e-commerce, due to its strong brand awareness and consumer trust. The company offers its online grocery shopping service in 24 provinces and has a 60% same-day delivery rate, which makes it the most widespread and quickest grocery retailer offering e-commerce.

Partnerships with marketplaces

A number of marketplaces have signed partnerships with grocery retailers. For example, in 2019 Trendyol partnered with Migros, and will be delivering its goods.

More modern grocery retailers expected to launch e-commerce

The increasing consumer preference for online shopping and the success of some of the leading modern grocery retailers within food and drink e-commerce continued to encourage grocery retailers to launch online services. For example, towards the end of 2017, one of the leading discounters, Sok Market, launched its new mobile application that enables consumers to place mobile orders and collect the purchased items through physical outlets.

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