“Until confirmed by Getir, we must treat this story as a rumour, but it is clear that the business has been struggling within the UK for a while. In part, the struggle comes from market factors outside of its control; Getir’s model requires significant capital investment to build the localised distribution needed for rapid delivery, and the business, alongside acquisitions, did this quickly but during a period of far lower interest rates.

The economic backdrop has now shifted, and so has Getir's position within the consumer market. Consumer demand for rapid delivery remains heightened, with 25% of online grocery shoppers using rapid delivery services. However, while Getir quickly grew to be the leading specialised rapid delivery retailer, a two-pronged attack on its position from third-party delivery businesses, such as Deliveroo, and the multiples' own expansion has left its share of a small portion of the online grocery sector under significant pressure. Indeed, in the past year, more consumers have used Tesco Whoosh (26%) than Getir (17%), with Whoosh now serving two-thirds of the UK population thanks to Tesco’s vast store network.

Rapid delivery still holds much opportunity within the UK market, but with the UK already being a highly competitive grocery sector with a high density of stores, for a new brand to enter and organically expand was always a tall order. Getir will leave a legacy of showing small-basket delivery could work, but it looks like it will be others which reap the rewards.”