Q-commerce B2B marketplace for the independent grocer

One of the world’s largest FMCG companies, hundreds of brands sold in around 190 countries, wanted to reach the one customer its scale never touched directly: the independent grocer. Between the maker and the corner shop sits a chain of distributors and wholesalers, each taking a cut and owning a slice of the relationship.

For the grocer the experience is fragmented: many brands ordered through many distributors, a separate order with each, deliveries at different times, and reconciliation left to the store. Credit is scarce. The admin and the economics both work against the smallest link in the chain.

DA built a new company to close the gap: a B2B quick-commerce marketplace linking the major FMCG makers straight to the grocer. It runs like consumer quick commerce, one catalogue, one order, one delivery, one reconciled bill, except the customer is the store, not the shopper. Cutting the distributor layer out returns the margin the middle took, gives the maker the relationship it never had, and finally puts credit within the grocer’s reach.

DA wrote the Turkey strategy, ran the execution, and scaled the operation to 3,500 grocery stores. The model proved out in the market. In 2022, with the global credit crunch tightening, the group wound the venture down worldwide, a portfolio decision taken above the engagement, not a verdict on what Turkey had built.