Marti's Strategic Expansion into Last-Mile Delivery: Capturing Türkiye's $400M Urban Opportunity

The last-mile delivery sector in Türkiye is undergoing a transformative phase, driven by rapid urbanization, surging e-commerce demand, and technological innovation. With the urban delivery market projected to handle over 200 million deliveries annually and generate $400 million in revenue by 2025, according to TMCnet, companies with scalable infrastructure and advanced logistics capabilities are poised to dominate. Marti Technologies, Türkiye's leading mobility super app, is leveraging its unique network and AI-driven technology to claim a significant share of this opportunity.

Marti's Network: A Foundation for Scalability

Marti's expansion into last-mile delivery is underpinned by its existing infrastructure, including a network of 382,000 registered drivers and 6.4 million unique users of its super app, as reported by MarketScreener. This dual-purpose platform allows customers to hail rides or track deliveries in real time, creating a seamless user experience. By integrating delivery services into its mobility ecosystem, Marti avoids the high costs of building a standalone logistics network. The company's initial focus on Istanbul-a city with 15 million residents and a thriving e-commerce sector-positions it to capitalize on dense urban demand before scaling to Ankara, Izmir, and other major cities, according to Business Wire.

Technological Edge: AI and Proprietary Systems

Marti's competitive advantage lies in its AI-powered optimization systems, particularly the Zoba platform acquired in February 2024, as noted by BeyondSPX. These algorithms dynamically allocate drivers, adjust pricing based on demand and traffic, and increase vehicle utilization by 2–2.4 times compared to non-AI routes, the analysis finds. For example, during peak traffic hours in Istanbul-where average speeds drop to 20 km/h-Zoba's real-time rerouting minimizes delays, ensuring same-hour delivery promises. Additionally, Marti's IoT-enabled fleet of e-mopeds and e-bikes reduces operational costs while aligning with Türkiye's government-mandated eco-friendly delivery initiatives, according to Ken Research.

Strategic Positioning in a Competitive Landscape

Türkiye's last-mile market is fragmented, with players like Aras Kargo, Yurtiçi Kargo, and international giants such as DHL and FedEx vying for market share. However, Marti's localized approach-tailored to Turkish urban topography and consumer preferences-gives it an edge. According to EvMechanica, its 58% market share in e-bike and ride-hailing services translates to a ready-made customer base for delivery services. By focusing on speed (promising same-hour deliveries) and affordability, Marti targets small businesses and e-commerce platforms that require cost-effective logistics solutions.

Challenges and Mitigation Strategies

Despite its strengths, Marti faces hurdles. Traffic congestion and high operational costs in urban centers could strain margins. However, the company is mitigating these risks through micro-fulfillment centers (MFCs), which bring inventory closer to consumers and reduce delivery times, as highlighted by Forbes. Additionally, its use of crowdsourced drivers-rather than a fixed workforce-provides flexibility during demand surges. The Turkish government's push for sustainable logistics, including incentives for electric vehicles, further aligns with Marti's operational model, as noted by Ken Research.

Investment Outlook

Marti's strategic expansion into last-mile delivery positions it to capture a significant portion of the $400M urban market. With a 2.15 million unique ride-hailing users and 314,000 registered drivers by June 2025, BeyondSPX reports the company is well on track to meet its growth targets. For investors, Marti represents a compelling opportunity in a high-growth sector, combining technological innovation with a scalable business model. As Türkiye's urban population nears 77.1%, Ken Research observes that the demand for efficient delivery solutions will only intensify, making Marti's AI-driven approach a key differentiator.