Getir, the world’s first ultrafast grocery delivery company, acquires Gorillas – Retail Times

Getir, the pioneer of ultrafast grocery delivery, has today announced that it has acquired Berlin based on-demand delivery company Gorillas. This move underscores how Getir leads consolidation in this sector.

Getir was founded in 2015 as the world’s first ultrafast grocery delivery service and operates in nine countries across three continents. Pioneering the sector with its model of delivery in minutes, the company became Europe’s first grocery delivery decacorn earlier this year.

“Markets go up and down, but consumers love our service and convenience is here to stay. The super fast grocery delivery industry will steadily grow for many years to come and Getir will lead this category it created seven years ago,” says Nazim Salur, founder of Getir.

Geoff Lloyd, director of retail at NTT DATA UK&I, said: “As funding stagnates for the Q-Commerce industry, food prices continue to inflate, and consumers struggle with the cost-of-living crisis, it is unsurprising to see Q-commerce businesses making moves in order to survive what will likely be a difficult 2023 for the sector.

“The move from Getir to acquire Gorillas will bolster the Turkish Q-commerce giant’s influence, significantly increasing its presence in the UK. However, it is clear that the acquisition of Gorillas is a bid to stay afloat during turbulent times in the retail industry – in the last 3 months alone, traffic to the Getir website has plummeted by almost 50%. Despite this acquisition, the future doesn’t look too bright for Getir, as more consumers are becoming conscious of costs and are turning away from Q-commerce as a result.

“Recent research from NTT DATA found that consumers are becoming more cost-conscious with their purchases and are now prioritising this over convenience. As a result, fewer consumers are now willing to accept the higher cost that comes with the Q-commerce model, whether it is through higher pricing of products or additional costs they need to pay for delivery to their doorstep.

“With this in mind, there is a huge opportunity for legacy retailers and grocers to gain back market share from the Q-commerce challengers and increase sales over the coming months, as the current economic climate is altering consumer buying behaviour. By using data to help improve deals and targeted offers as part of loyalty programmes, supermarkets can gain the upper hand and increase margins during this difficult retail period.”