Turkey B2C E-Commerce Market 2017

  • ID: 4339818
  • Report
  • Region: Turkey
  • 61 Pages
  • yStats GmbH & Co. KG
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One in Three Internet Users in Turkey Shopped Online

FEATURED COMPANIES

  • eBay Inc
  • Naspers Ltd
  • Sahibinden.com
  • SK Group
  • MORE

Increases to the Internet penetration rate that have reached more half of the population have spurred the strong double-digit growth rate of online sales over the recent years in Turkey. Nevertheless, only about one in three of connected consumers actually completed online purchases in 2016, revealing the lack of trust in online retail. In addition, a mere one-digit share of Turkey’s total retail sales stemmed from digital in 2016, a number less than the global average. This untapped potential for online retail could propel Turkey towards ranking sixth in comparison with the leading emerging markets regarding online retail by 2025.

Secondary research citations also reveal important facts regarding payment methods, product categories and online retail platforms. In Turkey, online consumers preferred to purchase the category of clothing the most in 2016, while credit card was the most preferred method of online payment. In regard to competition, three online marketplaces are in the lead: Hepsiburada, Gittigidiyor and N11.

Mobile commerce has made major advancements in Turkey. As of early this year, smartphone was the most used device for completing online purchases, more than laptop, desktop computer and tablet. According to the author’s research findings, mobile’s share of total online retail could skyrocket to nearly 50% by 2021.

Key Questions Answered:

  • 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?
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FEATURED COMPANIES

  • eBay Inc
  • Naspers Ltd
  • Sahibinden.com
  • SK Group
  • MORE

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.S
  • Dogus Planet Elektronik Ticaret ve Bilisim Hizmetleri A.S
  • eBay Inc
  • Gitti Gidiyor Bilgi Teknolojileri San. ve Tic. A.S
  • Naspers Ltd
  • SK Group
  • Sahibinden.com
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