A newly released publication by Hamburg-based secondary research organization yStats.com, “Turkey B2C E-Commerce Report 2014,” indicates that Turkey is among the world leaders in B2C E-Commerce growth. Sales in 2013 were around 40% higher than the previous year, with growth rates close to this number expected for the next three years. There were over 50,000 E-Commerce portals operating in Turkey in 2013.
The research team at yStats.com reports that the growing Internet and mobile penetration, developed logistics and high bank card use drive the B2C E-Commerce boom. Almost 50% of the population in Turkey use the Internet, and this online audience is one of the most engaged in Europe, with over 30 hours online per user in December 2012, behind only the UK. Turkey’s Internet users are also the youngest in Europe, with this demographic group showing increasing interest in B2C E-Commerce websites. A quarter of all Internet users shop online, with the share having grown by several percentage points from 2012. Online shopper penetration among female Internet users is growing especially fast, though there are still more male online shoppers than female. Credit card is by far the most used payment method in B2C E-Commerce transactions.
M-Commerce has a high growth potential in Turkey, with smartphone penetration of almost one-third on the total population in 2013 and increasing every year. In the 18-24 year-old group, the smartphone penetration rate is over 50%. Around a quarter of online shoppers uses mobile devices to make purchases over the Internet.
Social commerce also has a solid ground for development in Turkey, as social networks are used by over two-thirds of Internet users. Turkey is the fourth largest country worldwide in terms of Facebook users. Twitter is very close with 10 million monthly visitors.
Private shopping is a growing trend in Turkey, with private shopping clubs Markafoni.com and Trendyol.com, ranking among the top local E-Commerce companies. Over the past three years, this sector proved to be one of the most attractive for investment, receiving millions of US dollars from local and foreign venture capitalists and E-Commerce players.
Consumer Electronics and Appliances was the largest B2C E-Commerce physical product category in Turkey in terms of sales, while apparel has the highest reach of online shoppers, especially female.
The B2C E-Commerce market share of pure Internet players in Turkey was the highest in Europe in 2012. The largest player on the Turkish B2C E-Commerce market was online mass merchant Hepsiburada.com with a high one-digit market share. In 2013, its sales were growing by +50% compared to 2012. Other players, such as store-based and online retailer of electronics Teknosa and private shopping club Markafoni.com also saw their sales increase significantly, while local online food delivery company Yemeksepeti expanded to the Middle East under the Foodonclick brand.
The two most visited E-Commerce websites were automobile classifieds and marketplace Sahibinden.com and B2C/C2C auction and marketplace Gittigidioyr.com. Private shopping clubs Trendyol.com and Markafoni.com followed, with three online mass merchants Hepsiburada.com, Limango.com.tr, Morhipo.com ranking behind them.