Fetch and Data Institute shared the results of a study examining the time spent on grocery shopping, transportation costs and consumers’ expectations from digital services. In a study conducted with 1,320 people over the age of 18 across Türkiye, it is stated that weekly or more comprehensive grocery shopping takes an average of 111 minutes. Assuming that this shopping is done once every week, the time reaches approximately 96 hours per year. 52 percent of participants say they use online grocery or fast delivery services.
The time quoted by the company in its October 21 press release does not only include time spent at the grocery store. Making lists, going shopping, and placing products at home are also taken into account. It is stated that this time goes up to 181 minutes for shopping with children. So the research focuses on a broader question than delivery speed: how much space shopping takes up in daily life.
On the transportation side, the average round-trip cost reported by the participants is 249 TL. Multiplying this amount by 52 weeks gives the annual calculation in the bulletin of approximately 12 thousand 950 TL. However, this figure does not mean that everyone who switches to online grocery will save the same amount. Shopping frequency, mode of transportation, product prices and online order fees vary from person to person. To compare the total cost of the two channels, the basket consisting of the same products must be evaluated together with delivery and service fees, if any.
Price and convenience are both effective in choosing an online market.
In the research, 44 percent of online market users list campaigns and price advantages among the reasons for their preference. The rate of those who cannot find the time or opportunity to go to the market is 32 percent, and the rate of those who turn to the online channel due to heavy or bulky products is 29 percent. Among the factors that are found challenging in physical shopping, hot weather, heavy products, crowds and carrying packages stand out.
These answers make it difficult to read the competition of fast delivery applications only in terms of how long it takes for the order to arrive. The time the user spends finding products, comparing prices, and preparing the cart is also part of the experience. As a matter of fact, 47 percent of the participants state that they check the deficiencies in the house before shopping, and 43 percent state that they check the prices and campaigns.
Getir connects the My Shopping List and Ready Cart features with the shopping convenience and time saving needs highlighted in the research. According to the company’s statement, My Shopping List turns a list in photo or text format into a basket; Ready Basket, on the other hand, recommends products based on previous purchases. Getir CEO Batuhan Gültakan states that the results show that they are moving in the right direction when developing these features.
Expectations regarding artificial intelligence also center around concrete benefits. 47 percent of the participants expect to find better prices or campaigns, and 37 percent expect to be offered suggestions that suit their needs. 40 percent care that the final decision remains with the user. Getir CEO Batuhan Gültakan states that the company uses artificial intelligence and personalization to reduce the burden of decision-making and planning in shopping.
The Grocery Shopping and Time Perception Research, conducted by the Data Institute with a Turkish sample, is based on the responses of 1,320 participants over the age of 18.