in 2015 Nazim Salur’s Getir, which started its commercial life with a special vision, has shown a development that we are really proud of.

One of the pioneers of the sector This ordering application, a unique product, has introduced us to a convenience that we may never give up. Relying on the great success it achieved in the Turkish market, it decided to introduce the service it offered abroad and began operating in several countries.

However, they are huge investments tough competition and unexpected challenges It became a full journey

Getir had entered the markets of Germany, Netherlands, France, Italy, Spain, Portugal and America.

Starting from Great Britain in 2021 Getir, which started operations in European countries, later crossed the oceans and began operating in America the same year.

So much so that Getir’s success caught the attention of many investors. At the end of all these activities, by 2022, Getir It has a market value of $11.8 billion. reaches.

He bought his competitors one by one and made new investments. Getir’s rise continued until August 2023, but when this date arrived, Getir was approx By firing 2,500 people announced that it will downsize its activities.

First from France, Italy, Spain and Portugal Getir, who recently announced its withdrawal From England, Germany, the Netherlands and America He announced his withdrawal.

Why did Getir fail abroad?

Getir’s rapid growth in Europe, which gained great momentum during the pandemic period, even attracted the attention of other European entrepreneurs and similar business models popped up.

To face serious competition, the company resorted to acquiring some of its competitors, and although it continued to rise in this way for a while, especially end of the pandemic It had reduced people’s demand for home delivery apps.

In this situation, decrease in demand, high costs and commercial disciplines in the operating regions He laid the foundation for the downfall of Getir.

Interest rate hikes by countries, especially after the pandemic, It increased the cost of Getir. In addition, strict trade laws in Europe and America made conditions very difficult for Getir.

The end of the pandemic revealed many factors. One of these was cultural factors.

First of all, one of the biggest challenges that multinational companies face is undoubtedly adapting to the cultures and activities in different countries. When examining the Getir example, the company’s ability to adapt to these factors is considered failed to follow a proper strategy is seen.

According to a report in foreign media Getir’s rapid growth It is said that it would not be able to gain a foothold abroad due to its aggressive expansion strategies without adapting to local markets.

Moreover, the demand for online grocery shopping, which increased during the pandemic, has decreased significantly after the pandemic, especially abroad. increasing competition with supermarket chains causes.

Finally, Getir, which in particular does not sufficiently investigate local consumer behavior on foreign markets With high wage expectations from employees in Western Europe and America It is said that he cannot cope.

In summary, Getir’s rapid growth without adequately analyzing its activities abroad led to its demise.

Lifestyle abroad etc. factors that will influence culture, consumer behavior and expectations, business rules, legal and political regulations It depends on many factors such as.

Considering this, that of Getir without adapting adequately to the differences It seems that the rapid growth is taking things in an undesirable direction.

Here is the estimated market value of Getir, which ignored these factors in its excitement to become a global company. From $12 billion to $2.5 billion This decline shows how serious consequences some seemingly small factors can have.

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