Turkey B2C E-Commerce Market 2017 code:1332

Turkey B2C E-Commerce Market 2017
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Turkey
Pages: 61
Publication Date: 20/07/2017
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Questions Covered in the report:
  • What was the market size of retail E-Commerce in Turkey in 2016?
  • What are the main drivers and barriers to the growth of online retail in this country?
  • Which payment methods and product categories do Turkey’s online shoppers prefer?
  • How high is the M-Commerce share of Internet retail sales and what is the projection for 2019?
  • From which E-Commerce platforms do online shoppers in Turkey buy the most?

Key Findings:

Online marketplaces dominate Turkey’s E-Commerce market

Online retail sales in Turkey have been growing at a strong double-digit rate over the past several years, spurred by the increased consumer connectivity. Internet penetration in the country has reached over one-half of the population, and continues to rise. Yet, just around one-third of connected consumers in Turkey purchased products and services online in 2016, highlighting the need for increasing trust in E-Commerce. Furthermore, only a small one-digit share of the country’s 2016 retail sales was online, below the global average. This indicates the untapped potential of Turkey’s E-Commerce, which could propel it to the sixth rank among the top emerging markets in terms of online retail by 2025.

Among the important findings contained in this yStats.com’s report are online shopper preferences regarding payment methods, product categories and E-Commerce platforms. Clothing was the top product category purchased by digital buyers in Turkey in 2016, and credit card was by far the most popular online payment method. Regarding the competition landscape, three major online marketplaces dominate: Hepsiburada, Gittigidiyor and N11.

M-Commerce is the main trend in Turkey’s online retail. Smartphone was the leading device that online shoppers used for making purchases, ahead of laptop, desktop computer and tablet, as of early January 2017. According to a forecast cited in this report by yStats.com, by 2021, the mobile share of E-Commerce sales in Turkey could reach nearly 50%. On the other hand, cross-border online shopping, which is rising across Europe and the world, is yet to catch up in Turkey, as only one in ten online shoppers purchased from foreign sellers in 2016.

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1. Management Summary

2. Overview & International Comparisons

  • B2C E-Commerce Overview and International Comparisons, July 2017
  • E-Commerce and M-Commerce Penetration in Turkey Compared to Global, in % of Total Retail Sales and in % of E-Commerce Sales, 2012 & 2016
  • Retail E-Commerce Sales Forecast in Turkey, Compared to Selected Emerging Markets Worldwide, in USD billion, 2025f
  • Internet Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 – 2016
  • Online Shopper Penetration in Turkey, Compared to Selected Countries in Europe, in % of Internet Users, 2012 – 2016
  • Mobile Shopper Penetration in Turkey, Compared to Selected Countries in Europe, in % of Mobile Device Owners, April 2016

3. Trends

  • Device Ownership, in % of Internet Users, 2014 – 2016
  • Devices Used in Online Shopping, in % of Online Shoppers, January 2017
  • M-Commerce Share of Retail E-Commerce Sales, in %, 2012, 2016 & 2021f
  • Breakdown of Retail E-Commerce Transactions by Device, in %, Q4 2015 & Q4 2016
  • Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, April 2016
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 – 2016
  • Breakdown of Online Shopping Preference, by Domestic and Foreign Online Stores, in % of Online Shoppers, February 2017

4. Sales & Shares

  • E-Commerce Sales by Segment, in TRY billion, 2015 & 2016
  • Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 – 2016
  • Retail E-Commerce Sales by Segment, by Pure Online Retail and Multichannel Retail, in TRY billion, and Year-on-Year Change, in %, 2016
  • E-Commerce Share of Total Retail Sales, in %, 2012 & 2016

5. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2016
  • Internet Penetration, by Age Group and Gender, in % of Individuals in Each Group, Q1 2016
  • Online Shopper Penetration, in % of Internet Users, 2011 – 2016
  • Online Shopper Penetration, in % of Internet Users, by Gender, Q1 2016
  • Breakdown of the Time of Last Online Purchase, in % of Internet Users, Q1 2015 & Q1 2016

6. Products

  • Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2016
  • B2C E-Commerce Sales of Clothing and Footwear, in USD million, 2015 & 2020f
  • Product Categories Purchased Online, in % of Online Shoppers, January 2017

7. Payment

  • Payment Methods Used in E-Commerce, in % of Online Shoppers, January 2017
  • Number of Payment Cards, in millions, and Share of Cards Used for Online Payments, in %, by Credit Cards and Debit Cards, 2014 – 2016
  • Number of Domestic E-Commerce Transactions with Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2017
  • Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2017
  • Value of Payments Made with 3D Secure, in TRY billion, and Share of Total E-Commerce Card Payment Transactions, in %, 2014 – 2016
  • Activities Conducted Online, incl. Related to Paying for Goods and Services, in % of Internet Users, Q1 2016

8. Delivery

  • Problems Encountered When Shopping Online, in % of Online Shoppers, by Gender and Total, 12 Months to March 2016
  • Problems Encountered At The Moment of Delivery, in % of Online Shoppers, July 2016

9. Players

  • B2C E-Commerce Player Overview, July 2017
  • E-Commerce Websites Purchased from, in % of Online Shoppers, January 2017
  • Preferred E-Commerce Sites, in % of Online Shoppers, July 2016
  • Top 3 E-Commerce Websites with Best Perceived Customer Experience, by Product Category, in % of Online Shoppers in the Relevant Category, March 2017 (1 of 2)
  • Top 3 E-Commerce Websites with Best Perceived Customer Experience, by Product Category, in % of Online Shoppers in the Relevant Category, March 2017 (2 of 2)
  • Top 15 E-Commerce Websites by Page Views, incl. Page Views, in millions, and Real Users, in millions, December 2016
  • Top 4 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and Category, June 2017
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  • D-MARKET Elektronik Hizmetler Tic. A.Ş
  • Doğuş Planet Elektronik Ticaret ve Bilişim Hizmetleri A.Ş.
  • Gitti Gidiyor Bilgi Teknolojileri San. ve Tic. A.Ş.
  • Naspers Ltd.
  • SK Group
  • Sahibinden.com
  • eBay Inc
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