Turkey B2C E-Commerce Market 2017

Turkey B2C E-Commerce Market 2017

  • July 2017
  • 61 pages
  • yStats - Global E-Commerce Intelligence
Report ID: 191566
One in three Internet users in Turkey shopped online, reveals new report by yStats.com
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, as yStats.com’s report reveals. This untapped potential for online retail could propel Turkey towards ranking sixth in comparison with the leading emerging markets regarding online retail by 2025.

yStats.com’s 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 yStats.com’s research findings, mobile’s share of total online retail could skyrocket to nearly 50% by 2021.

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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

Companies Mentioned
D-MARKET Elektronik Hizmetler Tic. A.?,
Gitti Gidiyor Bilgi Teknolojileri San. ve Tic. A.?,
SK Group,
eBay Inc,
Do?u? Planet Elektronik Ticaret ve Bili?im Hizmetleri A.?,
Naspers Ltd,
Sahibinden.com
Country=World Industry=E-Commerce ParentIndustry=InternetBusiness Date=201707 Topic=MarketReport Publisher=YStats-GlobalE-CommerceIntelligence Price=1000