Migros Sanal Market
Türkiye's largest supermarket chain and its biggest online grocery service.
Migros Sanal Market at a glance
Migros Sanal Market is an e-commerce website and one of the most visited sites in Türkiye, currently ranked #10 in the country. It was founded in 1954 (retail), 1997 (online grocery) by Originally founded as a joint venture with Migros Genossenschaftsbund (Switzerland) and is headquartered in Istanbul, Türkiye. Today Migros Sanal Market is owned by Migros Ticaret A.Ş.. Our estimates put its audience at ≈ 25 million visits per month. The business earns money mainly through grocery retail margin in stores and online, online delivery and service fees, supplier trade terms, listing fees and retail media. Its closest rivals include getir.com, carrefoursa.com, a101.com.tr, sokmarket.com.tr.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 24 million / month | — |
| Q2 | ≈ 25 million / month | +4% |
| Q3 | ≈ 26 million / month | +4% |
| Q4 | ≈ 25 million / month | -4% |
Traffic sources
- Direct55%
- Organic search31%
- Paid search7%
- Social & referral7%
Audience & demographics
- Women54%
- Men46%
- Age 25-3427%
- Age 35-4426%
- Age 45+28%
A household-oriented audience doing planned weekly shopping, older on average than quick-commerce users.
Geographic reach
- Türkiye97%
- Other3%
SEO profile
- Organic keywords
- Hundreds of thousands of grocery product terms
- Strength
- Product, price and campaign queries
- Evergreen
- Weekly leaflet and discount pages
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| migros | 1 | Very high | — |
| migros sanal market | 1 | High | — |
| migros indirimleri | 1 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link sources
- Retail press, campaign coverage, recipe sites
Technology stack
Website technologies
Advertising & analytics technologies
Mobile app statistics
Company information
- Website
- migros.com.tr
- Sector
- E-commerce
- Owner
- Migros Ticaret A.Ş.
- Owner type
- Public company (Borsa İstanbul: MGROS)
- Founders
- Originally founded as a joint venture with Migros Genossenschaftsbund (Switzerland)
- Founded
- 1954 (retail), 1997 (online grocery)
- Headquarters
- Istanbul, Türkiye
- Employees
- 50,000+ across retail operations
- Ownership
- Publicly traded on Borsa İstanbul with a broad free float following Anadolu Group's partial exit
- Valuation
- Market capitalisation in the tens of billions of TRY
- Revenue
- Consolidated retail revenue in the hundreds of billions of TRY annually
- Languages
- Turkish
- Top traffic sources
- Direct, organic search, app
Ownership, investors & funding history
Financials
- Listing
- Borsa İstanbul, ticker MGROS
- Revenue
- Hundreds of billions of TRY consolidated
- Online share
- A growing double-digit share of sales in major cities
Business model & revenue
Migros is a bricks-and-mortar grocery retailer that uses its store network as fulfilment infrastructure. Sanal Market orders are picked from stores and warehouses, so online growth adds volume without a separate dark-store estate.
- Grocery retail margin in stores and online
- Online delivery and service fees
- Supplier trade terms, listing fees and retail media
- Money loyalty programme and financial partnerships
- Own-label product margin
Products & services
Scheduled online grocery delivery from stores and warehouses.
Rapid delivery service competing with quick commerce.
Loyalty programme with personalised pricing.
Migros, Anadolu Lezzetleri and other private-label ranges.
Premium grocery banner with its own online storefront.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Core market
- Türkiye
- History
- Originally a Swiss Migros joint venture
Employee statistics
Customer statistics
Website rankings
- Country rank (Türkiye)
- Top 30 most visited site
- Sector rank
- #1 online supermarket
- Retail rank
- Largest organised grocery retailer by revenue
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| migros.com.tr | ≈ 25M / month | #1 online grocery | Full weekly shop, store-based fulfilment |
| getir.com | ≈ 20M / month | #1 quick commerce | Speed over assortment |
| carrefoursa.com | ≈ 8M / month | #2 supermarket online | — |
| sokmarket.com.tr | ≈ 7M / month | Discount channel | — |
What is Migros Sanal Market?
Migros is Türkiye's largest organised grocery retailer, and migros.com.tr is its online arm. Sanal Market launched in 1997, making it one of the earliest online grocery services anywhere, and today it handles scheduled weekly shopping as well as rapid delivery through Migros Hemen.
Who owns Migros?
Migros Ticaret A.Ş. is listed on Borsa İstanbul under the ticker MGROS. The company began as a joint venture with the Swiss Migros cooperative in 1954 and now has a broad free float after Anadolu Group reduced its stake.
Traffic and audience
The site attracts roughly 25 million visits per month with high engagement — around seven pages per visit — reflecting the nature of grocery shopping. The audience is household-oriented and older on average than quick-commerce users.
How Migros makes money online
Grocery retail margin is the core, supported by delivery and service fees, supplier trade terms and retail media, own-label margin, and the Money loyalty ecosystem that enables personalised pricing.
Competitors in Türkiye
Getir leads on speed, CarrefourSA competes directly in supermarket retail, and discount chains such as A101 and Şok compete on price.
Company history & milestones
- 1954
Migros begins operating in Türkiye as a Swiss joint venture.
- 1997
Launches Sanal Market, an early online grocery service.
- 2010s
Rapid store expansion and growth of online grocery.
- 2020s
Migros Hemen launches to compete with quick commerce.
Latest news
- Online grocery share keeps growingInvestor presentations · Recent
- Migros Hemen expands rapid delivery zonesCompany communications · Recent
- Store network expansion continuesRetail press · Recent
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.4 / 5 | — | — |
| App Store (TR) | ≈ 4.6 / 5 | — | — |
| Consumer complaint platforms | Mixed | — | Substitutions and delivery slots |
Shoppers value assortment and scheduled delivery; complaints centre on product substitutions and missing items in picked orders.
Pros & cons
Pros
- Largest online grocery assortment in Türkiye
- Store network doubles as fulfilment infrastructure
- Strong loyalty programme with personalised pricing
- Publicly listed with transparent reporting
Cons
- Slower than dedicated quick-commerce rivals outside Hemen zones
- Delivery slots fill quickly in peak periods
- Substitution handling frustrates some customers
- Türkiye-only operation
Key statistics
Frequently asked questions
Who owns Migros?
Migros Ticaret A.Ş. is a publicly traded company on Borsa İstanbul under the ticker MGROS, with a broad free float after Anadolu Group reduced its holding.
How old is Migros in Türkiye?
Migros began operating in Türkiye in 1954 as a joint venture with Switzerland's Migros cooperative, and it launched Sanal Market — one of the world's earliest online grocery services — in 1997.
How does Migros make money online?
Through grocery retail margin, delivery and service fees, supplier trade terms and retail media, own-label product margin, and its Money loyalty ecosystem.
Is Migros faster than Getir?
Not usually. Getir competes on ten-minute delivery from dark stores, while Migros focuses on larger scheduled baskets, with Migros Hemen serving rapid-delivery zones.
Popular searches
Data sources & confidence
- Borsa İstanbul filings and investor presentationsMigros Ticaret A.Ş.
- Third-party traffic estimation providersSimilarweb-class estimates
- App store listingsApple App Store, Google Play
- Data confidence
- High for financial and store data from public filings, medium for traffic estimates.
- Last updated
- January 2026
Financial figures follow public reporting; traffic figures are modelled estimates.
Social media profiles & statistics