How Does Getir Work – Business and Revenue Models Explained

Last Updated on October 9, 2024

Everything is at your fingertips in today’s time. Whether you’re booking a cab, ordering food or shopping, a few taps on your mobile phone are ready. Like shopping for other products, people now also want to order regular food online.

You would be surprised, indeed, to learn that almost 25% of consumers in the United States order their food online. Demand is steadily growing and will stimulate market growth. The online food delivery market’s revenue is expected to grow at an annual rate of 8.38% per annum between 2022-2026 and is expected to reach a projected market volume of US$474.30bn by 2026, according to Statista reports.

This transformation in the shopping trend has increased the demand for food suppliers and for mobile app delivery solutions, giving start-ups, traditional food stores and technology companies a great opportunity to invest in their own mobile app development projects for food supply.

One such application which has been making a name for itself is Getir, and this article is all about it. What is it, how does it work, it’s revenue models and all about it.

So, without any further adieu, let’s dive into it.

What is Getir?

Getir, which means ‘to bring’ in Turkish, is a on-demand grocery delivery company which allows customers to order food and other items – and have them, often in less than 10 minutes.

Getir is most famous for its fast food supply. The company runs multiple online supermarkets, known as dark stores, in each city, allowing it to be in close proximity to most customers.

Getir does not own these dark shops — but, through a franchise agreement, it partners with local warehouse owners. In the meantime Getir is responsible to the distribution stores for products, pricing and delivery (while the store owner is handling the shipment to the customers)

In addition to groceries, customers can also order food from the restaurant or a range of other items, such as tech products (e.g. loaders), food from pets or childcare products. In addition, customers can rent couriers for the delivery on their behalf of letters and packages.

In reality, Getir’s couriers are employed by the enterprise. This contrasts greatly with other food delivery platforms such as Deliveroo, where drivers are employed and work on a per-order basis as independent contractors.

Turkey, United Kingdom, Netherlands, France, Germany, Spain and Italy are the countries where Getir is currently available.

Related Read:

• Business Model Of On-Demand App Grab
• How Does A Super App Like Gojek Work?

How Did Getir Start — The Complete Story

In 2014, Nazim Salur (CEO), Serkan Borancili and Tuncay Tutek founded Getir, which is headquartered in Istanbul, Turkey.

For over two decades both Salur and Borancili have been engaged in business efforts together. It must be noted that in the first ten years of his career, Salur ran a more traditional offline business, including selling furniture.

Then he founded BiTaksi, Turkey’s first ever ride hailing platform, together with his son Mert Salur, in 2013. It was even possible for the team to provide the notoriously tricky Turkish taxi industry with credit card payment.

Borancili also became an angel investor in the company at BiTaksi Salur. When he co-founded Gitti Gidiyor in 2001, Borancili himself made his money. GittiGidiyor became Turkey’s first marketplace for online purchases and sales of all kinds of products by customers. And then in April 2011, the platform was acquired by eBay for  an unreported amount.

Finally, through their respective wives, Salur and Tutek knew each other who were friends. Along with Procter & Gamble or PepsiCo, Tutek spent all his earlier career days in the corporate world, but always tried to start up his own company.

Salur first brought Borancili the idea for Getir. They managed, all within three minutes, to bring cabs to people against BiTaksi. This asked him if they could do the same for foodstuffs and other convenience products.

Just one year earlier, in its hometown of Philadelphia, a little startup called Gopuff began to do the same and to make its name known.

Towards the end of 2014, the team that included Salur’s son, Mert, began to work on Getir. At first, they were employed in the offices of other people because they were simply lacking the resources to rent one.

Getir finally came before the public in July 2015. In the beginning, however, the team struggled quite significantly because Turkish smartphone penetration was comparatively lower, at about 60-70%.

Turkey is not necessarily a hotbed for world class startups. In addition, Turkey was not known. In addition, they essentially helped to construct and define an entire new food supply category. Access to funds was therefore scarce during the first couple of years.

However, this gave the team a clear advantage: they had to figure out how to benefit from the first day.

In the next three years, the platform was deliberately constructed by using all the minor details that did not work.

They finally succeeded in raising their first ever institutional funding round in December 2018 (an undisclosed seed, though). However, a little over a year later, the big leap came. In January 2020, the team raised $38 million Series A.

The schedule couldn’t really have been better. Only months later, the coronavirus pandemic caused billions of people to lock up and relied on several online services. This was fully exploited by Getir, who was still present only in Turkey. For example, revenues for 2020 have more than doubled and their coverage in Turkey is more than fivefold.

Thus Getir was just a year later able to raise another substantial round. The company’s Series B Round was invested by Michael Moritz, Sequoia Capital Partner, in January 2021, and Brazil based Base Partners, at a value of $850 million.

For two reasons, the injection of capital was essential: first, Getir finally started to expand in countries and markets. Getir extended to London the same month as the Series B round was announced. Further launches would follow in other cities such as Amsterdam, Berlin, or Paris.

Second, copycats were entering various European markets, as did other established delivery companies. Flink and Gorillas both stormed Germany and succeeded in raising hundreds of millions. Glovo, a delivery app from Barcelona, expanded from food to food. And after eight years, Gopuff also expanded into Europe.

Therefore, Getir continued to increase the balance sheet capital. In March and June 2021 it raised two more rows, adding 300 million dollars and 555 million dollars. After the funding rounds, the company even purchased the Spanish grocery service Blok for the first time.

Today Getir has more than 20,000 employees, most of the suppliers. In various countries throughout Europe, the company is operational.

How Does Getir Work — The Work Flow

The workings of a mobile food supply app are quite easy. It offers virtually all kinds of food and facilitates the application of certain filters to facilitate the search.

The username can be added to your cart and then make the final checkout after searching for your items. The users can choose their time slot for delivery in many of the applications. 

The detailed steps are as follows:

• A user registers with the necessary information
• Login with an email identification or telephone number and password after registering
• Look for the product you would like to buy
• Choose the product, Add address information to Cart where to submit
• Online payment to confirm the order from the user
• Admin will receive the order request
• The request is then sent to the grocery store manager
• The Store Manager answers the request by accepting or refusing the request
• Admin reverts back to the customer by sending notification
• The Store Manager generates and packs the Order
• Then he updates the Admin when the courier service collects the order
• The order gets successfully delivered to the customer
• Courier Service updates the Admin as well as Customer.

How Does Getir Make Money?

The niche offers multiple money-making channels depending on your chosen business model. The majority of its revenue channels were actually derived from existing food and eCommerce multi-vendor models. To maximize your revenue, you can combine the following channels:

• Commissions

Charge the sellers’/stores commissions on all sales from your platform. Different commission charges for various products and regions can also be charged according to the demand and supply chain.

• Membership

Offer customers a membership subscription with additional advantages including surcharges, priority delivery, delivery schedules and no cost of delivery. You can also offer the shop/partners a similar membership plan to allow them to sell or obtain added benefits on your platform.

• Subscription

Allow customers to sign up for certain products without placing an order at any given time, for regular delivery. Products regularly used by customers can fit into the model. Daily supply of milk, weekly supply of vegetables, monthly supply of shaving, etc.

• Service Charge

For every sale they make you may ask for an additional service fee for shops or partners not subscribed to your membership. In order to avoid service fees, they will be encouraged to buy the membership plan.

• Promotions

Allow businesses to pay a fee and increase the visibility of the homepage or the search. Ads may also fit into this stream by displaying banners for sellers. These services are also available to encourage subscriptions in the context of your shop membership plans.

Advance Features Of Getir

• Push Notifications

Push-notifications are alert messages appearing on the screen if you don’t use the application. You can provide your customers with relevant and personalised content at the right moment with these messages.

• Real Time Tracking

Effective tracking means that live updates are often transmitted to a mobile device, i.e. GPS. The drivers therefore deliver the goods within time limits, and customers do not have to wait with uncertainties in the event of a delay.

• GPS Based Tracking

The GPS mobile tracking system provides the user with a highly customised experience. It checks the geographical position of the user and offers results, for example commodities, money, well-known grocery stores, close shops, etc.

• Behaviour Tracking

Verification of behaviour means that user response instances are tracked in order to provide a better user experience. Instances like the items last ordered by the user, most searched items, shopping timing, user patterns are the most common. For example, if you’re in Italy, the app recommends that you choose Italian products like Pasta, Lasagne, etc.

• Real-Time Analytics

The analysis of data when the data is available is the real-time analysis. It helps you monitor user activity, detect fraud, save costs and increase the rate of conversion and profit.

• Loyalty Programs

Loyalty programmes, which help to increase customer loyalty, help businesses to maintain a consistent relationship. There are several programmes such as Cash, Coupons, Memberships, physical gifts or gift cards, non-tangible rewards etc. There are several programmes.

• In-App Calling

In the app, both the consumer and the shop owner should be able to call the delivery boy, just like Uber, OLA and others.

• In-App Chatting

Like in-app calls with a call-feature, the delivery boy should be able to communicate with both customer and owner in a chat function.

• In-App Navigation

Navigation via Google Maps especially helps the user to track his location for the delivery address quite easily and also helps the delivery boy find the destination.

• Rating And Reviews

Tests and ratings help the company understand the feedback of the customers and help other customers to understand the services of their store through their ratings.

• Reordering

If a customer wishes to place the same order several times, he/she can order the same order without the hassle of adding items again and again by re-ordering functionality.

• CRM Integration

CRM integration may enable your company to consolidate your customer communication, optimise it and simplify it, improve customer knowledge, enhance customer segmentation and retention and a number of other benefits.

• ERP Integration

The growing number of your company makes it difficult to effectively handle all elements. ERP integration lets you simplify and manage all your company operations.

• Business Intelligence

Business Intelligence assists business owners with more informed and accurate data-backed decision making. Finally, it will assist you find new entrepreneurial prospects, save expenses or identify wasteful reengineering procedures.

• Custom Dashboard

Custom dashboards offer every business unit with a central area for accessing, interacting, and analysing updated information in order to make wiser data-driven choices.

• Visual Search

If the customer can’t recognize a genuine product, but wants to buy it through your app, the visual AI search helps. The visual search employs pictures of the actual world as a stimulus for internet screenshots and results (screenshots, web images, or photographs)

• Voice Assistance

Voice support or voice search allows users to shop on only voice orders while simultaneously completing other things.

• Recommendation

It helps provide a richer user experience and also enhances the sales of your app by recommending comparable goods that the customer was looking at or browsing in your app.

Frequently Asked Questions About Getir Business Model (FAQs)