digital bosphorus - the state of turkish ecommerce 2013 - sina afra
DESCRIPTION
The Turkish internet is one of the fastest growing and most competitive eCommerce markets of the world. There are four driving forces behind the growth. This is an update of all relevant statistics about the Turkish eCommerce market with an outlook for 2016.TRANSCRIPT
«Digital Bosphorus»
The State of Turkish eCommerce 2013
Sina Afra
Market Size
Internet Penetration Quality
Turkey continues to be an attractive market for eCommerce
Source: Euromonitor, http://internetworldstats.com, Internation Telecommunication Union, Planet Retail, World Bank, World Economic Forum; A.T. Kearney analysis, Euromonitor, http://www.bkm.com.tr, http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
36 M Internet Users
Ranked #9 Market Attractiveness 47% - Ranked #11
10 M Online Shoppers
Driving Forces
(I) Credit Card El Dorado
#2 in Europe in credit card penetration
Turkey is more US than EU
Turkey is more EU than US
(II) Excellent Logistics
Next day
delivery is standard
Turkey is more Korea than EU
(III) High Mobile
Internet Usage
62% YOY Growth in 3G Subs
(IV) Viral Paradise
Ave age 28, Top-10 in Social
Networks
Turkey is more Japan than EU
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CAGR: 35.5% since 2008 & Forecasted to be 16.8% until 2016
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Source: http://internetworldstats.com/
Internet Penetration: With 36M, Turkey is in the Top 20 for Number of Internet Users...
... and ranks #11 in Internet Penetration
0 = low attractiveness 100 = high attractiveness
0 = poor infrastructure 100 = developed infrastructure
0 = no digital laws 100 = strong digital laws
0 = undeveloped retail market 100 = developed retail market
Source: Euromonitor, Internation Telecommunication Union, Planet Retail, World Bank, World Economic Forum; A.T. Kearney analysis
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Market Attractiveness: Turkey is ranked #9 in A.T. Kearney’s 2012 E-Commerce Index
Source ECB, BKM Online Strategy & Economic Analysis Unit - (Turkey), Finarket.ru – (Russia), IFC Mobile Money Scobing - Country Report 2011: Brazil,
Reserve Bank of India, http://www.gaoresearch.com/POS/pos.php, http://www.census.gov/compendia/statab/2012/tables/12s1187.pdf 5
Driving Forces I: Credit Cards and POS Terminals are Everywhere
Source: http://www.utikad.org.tr/haberler/?id=8473
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Driving Forces II: Turkey has an Excellent B2C Logistics Infrastructure
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Source : Turkcell; http://www.gencbusiness.com/gbp-haberleri/2046_cepten-internete-girenlerin-say%C4%B1s%C4%B1-artarken.html;Sureyya Ciliv --- http://www.dld-conference.com/news/dld-events-related/dld-bosporus-one-night-in-istanbul_aid_3380.html;http://en.teknoblog.com/communication/steve-
wozniak-turkcell-3g-is-faster than-4g-networks-in-us.html;http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
* Represents ten European countries **37 M useres own 3G capable devices
***88% mobile penetration – 66M users
Steve Wozniak: Turkcell 3G is faster than 4G networks in US
Driving Forces III: Turkey is ready for the Mobile Revolution in 2013
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In Turkey, banks are leading the way, and there is much potential for the rest…
Source: Evolution of M-Commerce – Fatih Isbecer, http://mobilike.com/wp-content/uploads/downloads/2012/11/madreport_Q3_2012.pdf
Turkey ranks 7th for Facebook users Turkey ranks 11th for Twitter users
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Source: http://semiocast.com/publications/2012_01_31_Brazil_becomes_2nd_country_on_Twitter_superseds_Japan, Socialbakers, http://www.appappeal.com/maps/facebook
Driving Forces IV: Turkish Internet Users Love Social Media
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Source: Pinterest http://www.appappeal.com/maps/pinterest, http://www.appappeal.com/maps/youtube
Driving Forces IV: Turkish Internet Users Love Social Media
Turkey ranks 14th for YouTube users Turkey ranks 20th for Pinterest users
10 M 31 M 16 M
28 % 87 % 36 %
36 M 48 M 42 M
47 % 63.5 % 53 %
182 EUR 567 EUR 209 EUR
Turkey Now If TR were to reach
EU averages Turkey F2016
Internet Penetration
E-commerce Users
Online Spending per Internet User
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Source: http://www.itu.int/ITU-D/ict/newslog/CategoryView,category,e-shopping.aspx, http://mashable.com/2011/02/28/forrester-online-sales-europe, http://www.tuik.gov.tr, http://www.iabeurope.eu/news/4269m-europeans-online-across-28-markets-%E2%80%A6-from-belgium-to-bulgaria-uk-to-ukraine---
europeans-are-more-connected-than-ever before.aspx; http://internetworldstats.com,
Growth: Turkish eCommerce has Enormous Potential
Source: BKM; http://blog.euromonitor.com/2012/08/turkeys-e-commerce-sector-boosted-by-economic-growth-and-young-populace.html
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Turkey’s Online Retailing is forecasted to grow by 16.8% annually until 2016.
Turkey’s Online Retail Growth is 2x the Global Average with 35.5% CAGR
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B2C Online Spending was 15 Bn TL in 2012
Soucre: BKM
Share of Online Retail to Total Retail by Country
Source(s)
Turkey http://www.deloitte.com/assets/Dcom-Turkey/Local%20Assets/Documents/turkey_tr_cb_retailsectorupdate_040612.pdf, http://blog.euromonitor.com/2012/08/turkeys-e-commerce-sector-boosted-by-economic-growth-and-young-populace.html
USA http://mashable.com/2012/02/27/ecommerce-327-billion-2016-study/
UK http://www.ons.gov.uk/ons/datasets-and tables/index.html?pageSize=50&sortBy=none&sortDirection=none&newquery=retail&content-type=Reference+table&content-type=Dataset; http://www.bis.gov.uk/policies/business-sectors/retail, http://www.sas.com/offices/europe/uk/downloads/press/sas-verdict-retail2012.pdf, 1 http://www.retailresearch.org/onlineretailing.php
Russia http://www.slideshare.net/YandexBusDev/ecommerce-jan2013
Brazil http://www.thomaswhite.com/explore-the-world/bric-spotlight/brazil-retail.aspx,
http://blog.shop.org/2012/01/16/brazil-and-china-emerging-online-retail-powerhouses/
India http://www.business-standard.com/india/news/indian-retail-sector-outlook-in-2012-stable-fitch/155599/on, http://gain.fas.usda.gov/Recent%20GAIN%20Publications/India's%20Food%20Retail%20Sector%20Growing_New%20Delhi_India_4-24-2012.pdf,Forrester Research Online Retail Forecast, 2011 to 2016 (Asia Pacific)
1,200
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Source: comScore 09/01/2013 – Avg. Unique Visitors Sep’12 – Nov’12 15
Most Visited Websites in Turkey – Domains & eCommerce
Interesting Facts about Turkey’s Shopper Profile - I
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Source: 2012, İpsos KMG-Türkiye’yi Anlama Kılavuzu
This ratio decreases with social status
50% of shoppers aggressively bargain when they shop
31% of shoppers are willing to pay a
premium for their favorite
brands.
of shoppers look for items
on sale.
of shoppers go for the
cheapest item
40% 30% 44%
42% of shoppers like to try new brands and shop for new items
40% of shoppers prefer luxury items
of shoppers consider fashionability of an item as a major criterion in their purchase decision.
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Source: 2012, İpsos KMG-Türkiye’yi Anlama Kılavuzu
Interesting Facts about Turkey’s Shopper Profile - II
31% of women
35% of men
wear shoe size 42
1.80 m
17% of 14-35
year old men are taller than 1.80 m
1.70 m
10% of 14-35
year old women are taller than 1.70
47% of women
consult others while shopping
wear shoe size 38
AT Kearney Top-10 E-Commerce Index Markets
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Disclaimer
• This analysis was prepared by markafoni – the leading flash sales and online fashion group in Turkey. Please do not hesitate to share your comments or feedback [email protected]
• Please use the content of this presentation but disclose your source as «The State of the Turkish eCommerce 2013, by Markafoni »
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