this presentation will look at the turkish e

7/29/2019 This Presentation Will Look at the Turkish E

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This presentation will look at the Turkish E-Commerceperformance in recent years. I will link E-Commerce to

internet usage, demographics, User profile and to user

profile.


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During the presentation we will cover

Demographics Economic Outlook Internet Usage User Profile Digital Advertising E-Commerce International Comparison E-Commerce and Media


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Turkey has a population of 73 million. (2012)

stanbul has a population of 13 million followed by

Ankara 5 million and zmir 4 million population.

Turkish population is increasing 1.25 percent each year.

So Turkey has a young majority population.

Younger population uses internet more than elderly

around the world.


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ECONOMIC OUTLOOK

12300 US dollars per capita

GDP is growing 8.8 percent each year

Average for 2011-2017 is 6.7 percent


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24.4 million Internet users.

Penetration 41.8 percent (percentage of thepopulation with Internet access)

8.2 million connects to internet with mobile phones


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WHAT DO INTERNET USERS DO?

%57 Men, %43 Women%57,7 Contacting with their friends, using social

networks

%56,7 Researching by using search engines orother reference websites

%54,9 Sending/Receiving Emails%48,9 Reading newspapers


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HOW MUCH MONEY IS SPENT ON INTERNETADVERTISING?

$375 Million dollars is spent annually

For 20092010 Digital advertising increased by 29.6%

Digital advertising share in total media is 13.9%


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In 2012, 10.2 million people in Turkey (42 % of Internet

Population) benefited from E-Commerce

Total Volume in 2011 is 12 Billion US Dollars

Annually there are 118 million transactions 2011


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Gittigidiyor, hepsiburada, limango, trendyol, ucuzu and

VIP dukkan have sales above 2 billion dollars each.

For these representative firms market is growing above

30 %.


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E-Commerce market has reached to 22 million TL which

is approximately 12.4 billion US dollars in 2011.

E-commerce was only 145 thousand dollars in 2003.

In brief Turkish e-commerce market is growing

exponentially which means increasing at an increasing

rate.


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This graph shows the comparison of Turkish e-

commerce market with USA, UK, GERMANY and

FRANCE.

E-COMMERCE;

Country

Trade

Billion Growth

USA 193.4 57%

UK 119.2 17 %

Germany 37.7 22 %

France 26.1 8.1

Turkey 12.5 57%


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In this section we will examine how media also helps to

internet in e-commerce. Citizens became aware of e-

commerce largely by different media tools


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Amazon Com reached to 36 million,

Makrofoni reached to 21 million

Ebay reached to 12 million

Hepsiburada .com reached to 10 million

Yemeksepeti reached to 5 million readers (customers)

via newspapers.


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Research done shows that

For amazon .com 57 percent positive influenced by e-commerce firm

advertisement and 43 % was neutrally influenced. No negative influence was

seen.

For Makrofoni .com 55 percent positive influenced by e-commerce firm


seen.

For Ebay.com 46 percent positive influenced by e-commerce firm advertisement

and 54 % was neutrally influenced. No negative influence was seen.

For Hepsiburada.com 59 percent positive influenced by e-commerce firm

advertisement and 38 % was neutrally influenced. 3 percent negative influence

was seen.

For Yemeksepeti.com 64 percent positive influenced by e-commerce firm


seen.


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In 2011

Amazon.com has been 7 times on TV news Hepsiburada.com has been 3 times on TV news Biletix.com has been 3 times on TV news Enmoda.com has been 2 times on TV news Ebay.com has been 2 times on TV news


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Top slide shows that, Amazon, Ebay, Makrofoni, Hepsiburada and

yemekseperi e-commerce portals are using all media companies for

promotion. But Doan Group and Demirren Group ranks at the top.


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Looking at e-commerce portals in terms of where they advertise, we see

that tree channels ranks at the top. These channels area

CNN-TURK. Com TRT-TURK.COM CNBC-e

These channels are shared by the top ranking e-commerce firms;

Hepsiburada.co Amazon.com Biletix.com Ebay.com and


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Enmoda.com.

Looking at consumer satisfaction from e-commerce portals we have the

following findings.

Foreign sites are mote satisfactory with all criteria sited Turkish sites seem to be more satisfactory in ease of use, savings,

privacy and security, ac communication channels and as Brand

Image. Areas for improvement can be in the following areas; Customer

support, Product assortment, Aesthetics and Information.


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We have looked at the e-commerce background and performance of

Turkey.

We see that although the size of the market is small compared to USA,

UK, France and Germany, It is the second fastest growing market in the

world.

Media is working hand to hand with e-commerce in Turkey. Bu the

market is dominated by 4-5 names which are worldwide known.

We also looked at the e-commerce portals in terms of their strengths

and weaknesses.

THANK YOU FOR THE OPPORTUNITY

this presentation will look at the turkish e

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