Internationalization of retailing: The case of Turkish ultra-fast grocery delivery retailer Getir

Abstract

In today's business world, consumers looking for convenience and speed are engaging in online and mobile shopping. In the grocery sector, there is growing demand for fast delivery. Getir is a Turkish ultra-fast grocery delivery retailer which operates across nine countries, delivering "happiness" to Turkish, British, Dutch, German, French, Spanish, Italian, Portuguese, and American consumers' doorsteps. Combining cutting-edge technology of its app with excellent distribution strategies, the company is associated with convenience, reliability, and commitment to providing the best possible customer experience. This chapter discusses the internationalization process and marketing strategy of Getir, a developing country company's expansion into developed markets. © 2023, IGI Global.