Marketplace Ad Management for Food Brands: Getir, Trendyol, or Migros Hemen?

Food, grocery and quick-commerce apps have become a natural extension of the supermarket shelf, but the numbers are still small: online grocery shopping was still only 2.1% of all grocery sales in Turkey in 2025 — up from 1.2% in 2019. It's a small slice, but it grew by roughly 75% in six years, and there's still a huge gap left to close. That's exactly why marketplace ad management for food brands can't be run with the same copy-paste playbook fashion or electronics brands use: your products are racing against shelf life, your margins are often thin, and your budget needs to be split — in the right proportions — across at least three different ecosystems: Getir, Trendyol, and Migros Hemen.

Why should food brands treat marketplace advertising differently?

Because the market is growing fast, and shelf life and margin pressure impose rules that fashion or electronics simply don't face. According to the Ministry of Trade's "E-Commerce Outlook in Türkiye 2025" report, published in May 2026, quick commerce grew 55.6% year-over-year to 388.7 billion TL in 2025, making up 8.5% of total e-commerce. 69.5% of that volume comes from food delivery; the rest comes from other categories such as grocery shopping. That's where the real opportunity sits for food brands: according to the USDA's June 2026 report on Turkey's food retail sector, online grocery shopping was still only 2.1% of all grocery sales in 2025 (up from 1.2% in 2019), so brands that build the right ad strategy today can grow their share while competitors are still "testing the waters."

But that opportunity comes at a cost: a fashion or electronics brand can leave a product sitting on a shelf for months — you can't. Expiration dates, inventory turnover pressure, and multipack/bundle economics mean your ad budget has to be managed by margin math, not a "spend and hope" mentality.

Getir vs. Trendyol vs. Migros Hemen: how Turkey's marketplace/quick-commerce map compares

For a food brand, these three platforms don't work the same way:

• Trendyol: Runs a documented, self-managed ad auction (a self-service bid/CPC model). As a brand, you set your own bids, budget, and target products directly.
• Getir: We couldn't find public documentation of an open, self-service ad panel where brands set their own bids. For the most accurate information on product visibility and current ad options, we recommend asking Getir's supplier and partnerships team directly.
• Migros Hemen: Part of Migros's digital retail ecosystem. Public detail on advertising and visibility options here is similarly limited; confirm current terms directly with Migros's supplier team.

The practical takeaway: on Trendyol you can manage your budget yourself through the ad panel; on the other two, start by talking to the platform to learn the current options and terms. Note: these platforms' visibility and advertising mechanics can change over time, and the assessment above is based on publicly available information — confirm the current, exact terms directly with each platform before finalizing your budget plan.

How does the marketplace ad auction actually work?

On self-service ad platforms, your bid alone usually doesn't decide your ranking. A simplified framework commonly used in the industry looks like this: ranking score ≈ bid × relevance × expected conversion rate. This isn't any platform's official algorithm; it's a general model for understanding the logic.

In other words, bidding high while your product title, images, and category match are weak lets a competitor with a lower bid but higher relevance and conversion performance outrank you. This matters especially for food brands: a strong product name, image quality, and the right category/tag choices can improve your ranking without raising your bid at all.

How should your profit margin set your ad budget?

Your profit margin sets a theoretical ceiling for your ad spend: once ACoS (ad spend as a share of ad-driven sales) exceeds your gross margin, that sale starts losing money. To make this concrete — using a purely illustrative, rounded example — let's run the numbers:

• Product: a 10-pack snack multipack
• Marketplace sale price: 30 TL
• Product cost (production + packaging + logistics, excluding platform commission): 23 TL
• Gross profit: 7 TL → gross margin of roughly 23%

In this example, the gross margin works out to roughly 23%; once ACoS crosses that line, the sale loses money. But spending your entire gross margin on advertising isn't sustainable — one approach is to allocate a portion of gross margin (say, two-thirds) to advertising and keep the rest as profit. In this example, that works out to a target ACoS of around 15%. Your real numbers will depend on your own cost structure — what matters is running this math for your own products, not just assuming things are "going fine."

How should you flex your budget for seasonal demand spikes like Ramadan and holidays?

Instead of spreading your budget evenly across the day, shift it toward the hours when orders actually cluster. According to the Ministry of Trade's 2023 data, the daily distribution of quick-commerce orders showed roughly 40.8% landing between 6 PM and midnight, and 38.2% between noon and 6 PM — meaning most of the day's volume concentrated in the afternoon and evening. During Ramadan, demand may concentrate even further around the hours before and after iftar; check this against your own sales data. Shifting budget toward these peak windows — especially during pre-holiday and pre-Ramadan stock-up periods — can mean more visibility and sales from the same budget.

How do you stand out among hundreds of similar products without competing on price?

When dozens of similar products sit in the same category, price can't be your only weapon — starting a price war in a thin-margin category drains your profit, not your competitor's. Instead:

• Product content and image quality: Clear ingredients, a nutrition table, and strong product photography directly affect click-through rate in search results.
• Samples and trial-size packs: Offering a new product as a low-risk sample or small pack makes that first trial easier.
• Bundle/multipack strategy: Pack configurations that grow basket size without lowering your unit price protect margin while still giving you a competitive edge.
• Rating and review density: Trust in food relies on "what other people think" more than on the brand name itself; consistently collecting reviews feeds both ranking and conversion.

An example that shows the scale of private-label competition: according to BİM's own management in 2016, the chain — then running nearly 5,000 stores carrying around 600 products — had private-label products at roughly 70% of its range, and said it aimed to push that share even higher. That's a concrete sign that a branded food product has to compete on trust and differentiation, not just price.

How do you measure the real impact of your ad spend?

Looking only at in-marketplace sales data — which product sold how much, through which ad — isn't enough on its own, because your brand's overall digital visibility also feeds your marketplace performance. The more visible a product is in Google search and social media, the higher the quality of the traffic that flows into the marketplace. Hyppo's Competitor Benchmark tool puts your brand's digital visibility directly side by side with your competitors, so you can see this bigger picture behind your marketplace ad performance.

Which platform should you prioritize? A decision framework by SKU type

Giving every SKU the same budget weight on the same platform is usually the wrong approach for food brands; classify your portfolio with these questions first:

• Is it perishable or shelf-stable? Short shelf-life, quickly consumed products find a more natural home on fast-delivery platforms; shelf-stable, stockable products tend to move more easily on marketplaces.
• What's the price point? Low unit-price, impulse-driven products tend to perform on quick-commerce platforms; higher-priced products that get researched first can perform more strongly in marketplace search.
• What's the pack size? Small/single packs fit fast-delivery, in-the-moment use; family-size/multipacks fit stock-up shopping on marketplaces better.

This framework isn't a hard rule, but it's a solid starting point when deciding where your budget should go first.

Next step: where does your own brand stand?

Splitting your budget correctly across Getir, Trendyol, and Migros Hemen starts with a clear view of your own brand's visibility on these platforms and across your broader digital channels. You can take a closer look at growth and marketing approaches specific to this sector on Hyppo Digital's food & FMCG sector page, and see where your brand stands against competitors with the Competitor Benchmark tool.

Sources

1. Republic of Türkiye Ministry of Trade, E-Commerce Outlook in Türkiye 2025, May 2026.
2. USDA Foreign Agricultural Service, Türkiye: Retail Foods Annual (TU2026-0018), June 2026, p. 4.
3. Ekonomim, Türkiye'de hızlı ticaret bir yılda katlandı (in Turkish), May 2024 (Ministry of Trade 2023 data).
4. Capital, Morali bozmuyoruz, yeni hedef yurtdışı (in Turkish; interview with BİM COO Galip Aykaç), June 2016.

Legal note: This article is for general information only and is not legal, financial or investment advice. Figures are based on publicly available sources as of publication (October 2026) and may change. Getir, Trendyol, Migros Hemen and BİM are trademarks of their respective companies and are mentioned for informational purposes only; this article was not prepared with their approval or support. Always confirm platform terms directly with the company concerned.