TURKEY B2C E-COMMERCE MARKET 2016 - yStats.com€¦ · Market Report B2C E-Commerce Eastern Europe...

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1 TURKEY B2C E-COMMERCE MARKET 2016 PUBLICATION DATE: APRIL 2016 PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 - 5 TABLE OF CONTENTS I PAGE 6 REPORT-SPECIFIC SAMPLE CHARTS I PAGE 7 METHODOLOGY I PAGE 8 RELATED REPORTS I PAGE 9 CLIENTS I PAGE 10-11 FREQUENTLY ASKED QUESTIONS PAGE 12 ORDER FORM I PAGE 13 TERMS AND CONDITIONS

Transcript of TURKEY B2C E-COMMERCE MARKET 2016 - yStats.com€¦ · Market Report B2C E-Commerce Eastern Europe...

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TURKEY B2C E-COMMERCE MARKET 2016 PUBLICATION DATE: APRIL 2016

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 - 5 TABLE OF CONTENTS I PAGE 6 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 7 METHODOLOGY I PAGE 8 RELATED REPORTS I PAGE 9 CLIENTS I PAGE 10-11 FREQUENTLY ASKED QUESTIONS

PAGE 12 ORDER FORM I PAGE 13 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:

Type of Product:

Category:

Covered Regions:

Covered Countries:

Language:

Formats:

Number of Charts:

Turkey B2C E-Commerce Market 2016

Market Report

B2C E-Commerce

Eastern Europe

Turkey

English

PDF & PowerPoint

60

PRICES* Single User License:

Site License:

Global Site License:

€ 950 (exc. VAT)

€ 1425 (exc. VAT)

€ 1900 (exc. VAT)

QUESTIONS

ANSWERED

IN THIS REPORT

How fast is B2C E-Commerce growing in Turkey?

What are some important growth drivers and challenges for the online retail development in this

country?

How high is the online shopper penetration in Turkey and how does it compare to other countries

in Europe?

What do consumers in Turkey buy when they shop online and how do they pay for the purchases?

Which are the largest B2C E-Commerce companies in Turkey and which companies in this sector

attracted investment during 2015?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

TURKEY B2C E-COMMERCE MARKET 2016

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THE GROWTH OF B2C E-COMMERCE IN TURKEY ATTRACTS INVESTORS

The B2C E-Commerce market in Turkey, second largest in Eastern Europe, is also among

the fastest growing, according to the new market report by yStats.com. In 2015, online retail sales

in the country grew by a medium-high double-digit share and are projected to grow still further

this year. Despite Turkey being the fifth largest Internet audience in Europe, Internet penetration

in this country reached just above 50% of the population in 2015. Furthermore, only around one

third of Internet users made purchases online that year, indicating that both Internet and online

shopper penetration rates have room for growth, driving B2C E-Commerce sales higher.

Clothing has emerged as a major product category in Turkey’s online retail. According to

the research findings of yStats.com, it was popular both among male and female online shoppers

in 2015 and was purchased by more than half of online shoppers overall. This trend spurs the

popularity of online clothing retailers, such as Trendyol.com and Markafoni.com, which ranked as

some of the most visited online shopping websites in the country in early 2016.

Another major characteristic of the B2C E-Commerce market in Turkey is the rising

importance of mobile shopping and social media. The market report by yStats.com reveals that

more than 50% of online shoppers in Turkey admitted that their online buying decision is

influenced by what they read on social media, according to a survey cited in the report. M-

Commerce development is driven by the increasing penetration of mobile Internet-enabled

devices, already the most popular means of accessing the Internet. The major online retail

competitors, such as online marketplaces GittiGidiyor and n11.com report rapid growth rates in

mobile traffic and sales.

The rapid growth of the online shopping market in Turkey has attracted both foreign and

domestic investors, according to yStats.com’s research. The country’s largest online retailer,

Hepsiburada.com, received 100 million U.S. dollars of investment in early 2015, while major

online food ordering service Yemksepeti was acquired by Delivery Hero for more than half a

billion U.S. dollars. As the market continues to develop, competition is expected to remain

intense.

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MANAGEMENT SUMMARY

OVERVIEW AND INTERNATIONAL COMPARISONS

B2C E-Commerce Market Overview and International Comparisons, March 2016

Breakdown of Europe’s Internet Audience, by Top 5 Countries, incl. Turkey, and Others, in %, May 2015

B2C E-Commerce Sales, by Selected Countries in Eastern Europe, incl. Turkey, in EUR billion, 2014

Number of Internet Users and Penetration in Eastern Europe, by Selected Countries, incl. Turkey, in millions

and in % of Population, 2013 - 2019f

Number of Smartphone Users and Penetration in Eastern Europe, by Selected Countries, incl. Turkey, in

millions and in % of Mobile Phone Users, 2013 - 2018f

Internet Penetration in Turkey, Compared to Selected Countries in the EU, in % of Individuals, 2012 – 2015

Online Shopper Penetration in Turkey, Compared to Selected Countries in the EU, in % of Internet Users, 2012

– 2015

Cross-Border Online Shopper Penetration in Turkey, Compared to Selected Countries in the EU, in % of Online

Shoppers, 2015

Mobile Shopper Penetration in Selected Countries in Europe, incl. Turkey, in % of Mobile Device Owners, 2014

Ranking of Top 5 Fastest Growing E-Commerce Companies in Europe, by Year-on-Year Growth, in %, incl.

Companies Based in Turkey, 2014

TRENDS

Devices Used to Connect to the Internet, in % Households with Internet Access, Q1 2014 & Q1 2015

Number of Mobile Internet Subscriptions, in millions and in % of Total Internet Subscriptions, Q3 2013 - Q3

2015

M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015

Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, April 2015

Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, April

2015

Share of Cross-Border Online Shoppers Using Social Media to Reach an International Website, in %, 12

Months to November 2015

Share of Online Shoppers Whose Online Shopping Behavior is Influenced by Reading Reviews, Comments and

Feedback on Social Media, in %, February 2016

Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015

Top Reasons for Online Research Prior to In-Store Purchase, and In-Store Research Prior to Online Purchase,

in % of Respondents in the Relevant Group, April 2015

SALES & SHARES

B2C E-Commerce Sales, in TRY billion, 2013-2016f

B2C E-Commerce Sales, by Segment, in TRY billion, 2013 & 2014

B2C E-Commerce Share of Total Retail Sales, in %, 2014 & 2015e

TURKEY B2C E-COMMERCE MARKET 2016

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TABLE OF CONTENTS (1 OF 2)

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USERS & SHOPPERS

Internet Penetration, in % of Individuals, 2011 - 2015

Online Shopper Penetration, in % of Internet Users, 2011 - 2015

Breakdown of Internet Users by Time of Last Online Purchase, in %, Q1 2014 & Q1 2015

Reasons Not to Purchase Products and Services Online, in % of Internet Users Who Do Not Shop Online, by

Gender and Total, 12 Months to March 2015

PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015

B2C E-Commerce Sales of Specialized Multichannel Retailers, by Product Category, in TRY million, and in %

Year-on-Year Change, 2014

PAYMENT

Breakdown of Payment Methods Used in Online Shopping, in %, 2014

Number and Value of Domestic E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1

2013 - Q4 2015

Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million,

Q1 2013 - Q4 2015

DELIVERY

Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12

Months to March 2015

PLAYERS

B2C E-Commerce Players Overview, March 2016

Overview of Selected E-Commerce Mergers and Acquisitions, 2015

Top 15 E-Commerce Websites by Page Views, incl. Page Views, in millions, and Real Users, in millions, January

2016

Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014

Profile of D-Market Elektronik Hizmetler Ticaret A.S., March 2016

Profile of GittiGidiyor A.S., March 2016

Profile of Doğuş Planet Elektronik Ticaret ve Bilişim Hizmetleri A.S., March 2016

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TURKEY B2C E-COMMERCE MARKET 2016

REPORT-SPECIFIC SAMPLE CHARTS

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GENERAL METHODOLOGY OF OUR MARKET REPORTS

Secondary Market Research

The reports are compiled based on secondary market

research. Secondary research is information gathered from

previously published sources. Our reports are solely based on

information and data acquired from national and international

statistical offices, industry and trade associations, business

reports, business and company databases, journals, company

registries, news portals and many other reliable sources. By using

various sources we ensure maximum objectivity for all obtained

data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to

ensure validity and reliability.

The source of information and its release date are

provided on every chart. It is possible that the information

contained in one chart is derived from several sources. If this is

the case, all sources are mentioned on the chart.

The reports include mainly data from the last 12 months

prior to the date of report publication. Exact publication dates are

mentioned in every chart.

Definitions

The reports take into account a broad definition of B2C

E-Commerce, which might include mobile commerce. As

definitions may vary among sources, exact definition used by the

source (if available) is included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts,

rankings, line graphs and tables. Every chart contains an Action

Title, which summarizes the main idea/finding of the chart and a

Subtitle,

which provides necessary information about the country, the

topic, units or measures of currency, and the applicable time

period(s) to which the data refers. With respect to rankings, it is

possible that the summation of all categories amounts to more

than 100%. In this case, multiple answers were possible, which is

noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the

following order: Cover page, preface, legal notice, methodology,

definitions, table of contents, management summary

(summarizing main information contained in each section of

report) and report content (divided into sections and chapters).

When available, we also include forecasts in our report content.

These forecasts are not our own; they are published by reliable

sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance

by using evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data

collection, for example the time of survey and number of people

surveyed, is provided in the form of a note. In some cases, the

note (also) contains additional information needed to fully

understand the contents of the respective data.

When providing information about amounts of money,

local currencies are most often used. When referencing currency

values in the Action Title, the EUR values are also provided in

brackets. The conversions are always made using the average

currency exchange rate for the respective time period. Should the

currency figure be in the future, the average exchange rate of the

past 12 months is used.

METHODOLOGY OF OUR TURKEY B2C E-COMMERCE MARKET 2016 REPORT

Report Coverage

This report covers the B2C E-Commerce market in

Turkey. It includes relevant information about international

comparisons, market trends, B2C E-Commerce sales and shares,

Internet users and shoppers, products, payment methods,

delivery and players.

Report Structure

The report starts with an overview of the B2C E-

Commerce market and international comparisons, where the

relevant country is compared to other countries in the region in

terms of criteria relevant to B2C E-Commerce, such as sales,

Internet and online shopper penetration.

Next, the “Trends” section includes an overview of

market trends, such as cross-border B2C E-Commerce, M-

Commerce, and omnichannel.

The section “Sales & Shares” covers the development of

B2C E-Commerce sales and B2C E-Commerce’s share of total retail

sales.

In the “Users & Shoppers” section, information about

Internet penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading

product categories purchased online.

The next section, “Delivery”, covers information related to

delivery in online shopping.

Furthermore, the “Payment” section covers the payment

methods most used by online shoppers.

Finally, the “Players” section includes information about

the leading B2C E-Commerce companies, including rankings and

company profiles of the top companies in terms of market share.

TURKEY B2C E-COMMERCE MARKET 2016

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UPCOMING RELATED REPORTS

Europe Online Payment Methods: Full Year 2015 March 2016 € 1,950

Europe B2C E-Commerce Market 2016 February 2016 € 2,950

Europe Online Payment Methods: Second Half 2015 January 2016 € 750

Eastern Europe B2C E-Commerce Market 2015 January 2016 € 1,950

Europe B2C E-Commerce Delivery 2015 October 2015 € 1,950

Europe Cross-Border B2C E-Commerce 2015 August 2015 € 1,950

BRIC B2C E-Commerce Market 2015 March 2016 € 1,950

Poland B2C E-Commerce Market 2015 January 2016 € 750

Russia B2C E-Commerce Market 2015 December 2015 € 950

Latin America B2C E-Commerce Market 2016 March 2016 € 1,950

Asia-Pacific B2C E-Commerce Market 2015 October 2015 € 3,450

CIS B2C E-Commerce Market 2015 January 2016 € 2,450

North America B2C E-Commerce Market 2015 November 2015 € 950

Central Asia & Caucasus B2C E-Commerce Market 2015 November 2015 € 1,450

Southeast Asia B2C E-Commerce Market 2015 September 2015 € 1,950

REPORT

PUBLICATION

DATE

PRICE*

Global B2C E-Commerce Market 2016

Global Clothing B2C E-Commerce Market 2016

Quarter 2 2016

Quarter 2 2016

€ 4,950

€ 2,950

TURKEY B2C E-COMMERCE MARKET 2016

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