Turkey B2C E-Commerce Market 2018 code:1387

Turkey B2C E-Commerce Market 2018
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Turkey
Pages: 66
Publication Date: 16/08/2018
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Questions Covered in the report:
  • How fast was B2C E-Commerce growing in Turkey in 2017 and what is the projection for 2018?
  • What are the main online retail trends in Turkey?
  • Which are the preferred product categories and payment methods of Turkey’s online shoppers?
  • What are the top E-Commerce websites in Turkey in 2018?
  • Which payment methods have the highest acceptance Turkey’s B2C E-Commerce?

Key Findings:

Turkish B2C E-Commerce market shows signs of rapid growth

The B2C E-Commerce market in Turkey is emerging, demonstrating double-digit growth rates through 2018. Although less than 5% of the country’s total retail sales are online, more growth is expected, driven by mobile shopping and social commerce trends. More than 50% of digital buyers in Turkey made purchases through mobile devices in 2017 and around one in two placed orders through social media, mainly through Instagram and Facebook. Clothes were the most popular items bought online, followed by household goods in distant second, according to online shopping statistics cited in the yStats.com report.

In terms of Internet and online shopper penetration rates, Turkey lags behind other countries in Europe, but also demonstrates improvement compared to the previous years. Around two-thirds of the population used the Internet and close to one-quarter of the population had made purchases online as of 2017. The main barriers to shopping online include preference for buying in-store and concerns over the security of online payments, according to a survey cited by yStats.com. The report also reveals the leading payment methods accepted by online stores of the top 100 retailers in Turkey.

The competition in the Turkish online retail market intensifies amidst the news of Alibaba’s acquisition of local E-Commerce company Trendyol and Amazon’s potential market entry in 2018. As of last year, the leading B2C E-Commerce market players were online pure-players Hepsiburada and N11, although multichannel retail was also gaining traction, with sales rising by one percentage point faster than in the pure-play segment.

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1. Management Summary

2. Overview & International Comparisons

  • B2C E-Commerce Overview and International Comparisons, August 2018
  • B2C E-Commerce Share of Total Retail Sales in Turkey, Compared to Selected Countries Worldwide, in %, 2017
  • Internet Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 – 2017
  • Online Shopper Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 – 2017
  • Internet Penetration, Mobile Penetration, Social Media Penetration and Social Media Usage via Mobile in Turkey, Compared to the Global Average, in % of Individuals, 2017

3. Trends

  • Devices Used in Online Shopping, by Computer and Smartphone, in % of Online Shoppers, 2017
  • Breakdown of Page Views and Orders in Online Stores, by Desktop and Mobile, in %, 2017
  • Breakdown of Payments Made in E-Commerce by Desktop and Mobile, by Orders of Above TRY 500 and Orders of Below TRY 500, in %, 2017
  • Online Shoppers Who Research on Social Networks Before Making a Purchase and Who Are Encouraged to Purchase by Seeing That a Product/Service is Praised on Social Media, in % of Online Shoppers, 2017
  • Social Commerce Shopper Penetration, in % of Online Shoppers, 2017
  • Social Media Platforms Used for Online Shopping, in % of Online Shoppers Who Bought through Social Media, 2017
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2012 – 2017
  • Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018

4. Sales & Shares

  • Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 – 2017
  • E-Commerce Sales by Segment, in TRY billion, 2015 – 2017
  • Retail E-Commerce Sales by Segment, by Pure Online Retail and Multichannel Retail, in TRY billion, and Year-on-Year Change, in %, 2016 & 2017
  • B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2017

5. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2017
  • Online Shopper Penetration, in % of Individuals, 2016 & 2017
  • Breakdown of the Time of Last Online Purchase, in % of Individuals, 2016 & 2017
  • Online Shopper Penetration, in % of Individuals, by Gender, Q1 2017

6. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
  • Top 5 Online Shopping Categories by Average Basket Size, in TRY, 2017

7. Payment

  • Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018
  • Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 2017
  • Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
  • Top Payment Methods Accepted in Online Shops of the Top 100 Retailers in Turkey, in % of Top 100 Retailers with an Online Shop, July 2018
  • Top 3 Credit Cards Accepted in Online Shops of the Top 100 Retailers in Turkey, in % of Top 100 Retailers Accepting Credit Cards in Their Online Shops, July 2018

8. Delivery

  • Breakdown of Delivery Operators Preferred in E-Commerce, in % of Orders, 2017
  • Barriers to Online Shopping, incl. Delivery-Related, in % of Individuals, 2017

9. Players

  • B2C E-Commerce Player Overview, August 2018
  • Examples of Online Shops by Type and Category, May 2018
  • Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and Category, June 2018
  • Share of Top 100 Retailers With an Online Shop, in %, July 2018

Appendix: Online Payment Methods Accepted by Top 100 Retailers

  • Payment Methods Accepted in Online Shops of the Top 100 Retailers in Turkey, incl. Company Name, 2016 Retail Sales and Rank, Online Shop Website, and Product Range, July 2018
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  • Aksoy Holding A.S.
  • American Express International Inc
  • BİZİM TOPTAN SATIŞ MAĞAZALARI A.Ş.
  • CARREFOURSA CARREFOUR SABANCI TİC. MER. A.Ş.
  • D-MARKET Elektronik Hizmetler Tic. A.Ş
  • DEFACTO PERAKENDE TİC. A.Ş.
  • DSM GRUP DANIŞMANLIK İLETİŞİM VE SATIŞ TİC A.Ş.
  • Doğuş Planet Elektronik Ticaret ve Bilişim Hizmetleri A.Ş.
  • FLO MAĞAZACILIK VE PAZARLAMA A.Ş.
  • GEN-PA TELEKOMÜNİKASYON VE İLETİŞİM HİZM. SAN. TİC A.Ş.
  • KOTON MAĞAZACILIK TEKSTİL SAN. VE TİC. A.Ş.
  • LC WAIKIKI MAĞAZACILIK HİZMETLERİ TİC. A.Ş.
  • MİGROS TİC. A.Ş.
  • TEKNOSA İÇ VE DIŞ TİC. A.Ş.
  • Visa Inc.
  • eBay Inc
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