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Turkey B2C E-Commerce Market 2022

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Description

Countries Covered: Turkey

Pages: 45

Publication Date: 02/03/2022

Questions Covered in the report:

  • What was the most used device in Turkey to shop online in the first half of 2021?
  • How did the Turkish B2C E-Commerce sales develop in 2021?
  • Which product category led in B2C E-Commerce sales in Turkey in 2021?
  • What was the value of domestic and international transactions with domestic cards in Turkey in Q3 2021?

Key Findings:

The B2C E-Commerce sales in Turkey surged by over 70% in the first half of 2021 compared to the same period in 2020: new yStats.com report.

Turkey was forecasted to witness the fastest CAGR between 2020 and 2024, compared to other major markets

After the onset of the COVID-19 pandemic, online retail sales in Turkey experienced significant growth from 2019 to 2020. The overall online sales value increased by over 65% between 2019 and 2020. In addition, the retail sales value in Turkey accounted for over half of E-Commerce sales in 2020. In the first half of 2021, the online sales value in Turkey experienced an over 70% surge compared to the same period in 2020. Moreover, B2C E-Commerce market in Turkey was forecasted to surpass the 400 billion euros in 2021 and grow twofold in 2022, which confirms the trend to online shopping adoption in the country. Namely, the share of customers shopping online in the total Turkish population increased by 7.8 p.p. from Q1 2020 to reach nearly 45% in Q1 2021. Another remarkable detail is that Turkey was projected to have the most rapid compound annual growth rate between 2020 and 2024 in E-Commerce sales, compared to other major markets in the world.

Mobile platforms held the greatest share of E-Commerce sales in Turkey in H1 2021

Mobile commerce in Turkey is booming with the significant share of online shoppers in the country opting to make purchases via mobile device. In the first half of 2021, mobile platforms accounted for nearly 3 in 5 of online sales in Turkey, with Web sales responsible for the remainder. Moreover, over half of Internet users surveyed in Q3 2020, made an online purchase using a mobile device. The weekly hours spent on shopping apps in Turkey increased by more than 30% during the December 27th week in 2020 compared to a similar week in 2019. The most common product category shopped online for in the country was “clothes, shoes and accessories” in Q1 2021, followed by deliveries from restaurants, fast-food chains, catering services, and food or beverages from stores or from meal-kits providers.

1. Management Summary

2. Overview & International Comparisons

  • B2C E-Commerce Overview and International Comparisons, January 2021
  • E-Commerce Sales Compound Annual Growth Rate, in % Year-on-Year Change, 2020 – 2024f
  • Internet Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 – 2020
  • Online Shopper Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 – 2019

3. Trends

  • Breakdown of E-Commerce Sales by Destination and Origin, in TRY billion, in %, 2020
  • Breakdown of Platforms Used in Online Shopping, by Mobile, Web and Mobile Web, in %, H1 2021
  • Shopping Activities Carried Out Online, in % of Internet Users, Q3 2020
  • Weekly Hours Spent on Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020

4. Sales & Shares

  • B2C E-Commerce Sales, in TRY billion, Number of B2C E-Commerce Transactions, in billions, 2019 & 2020
  • B2C E-Commerce Sales Value Distribution, by Month, in TRY billion, H1 2020 & H1 2021
  • B2C E-Commerce Sales Value, in TRY billion, H1 2020 & H1 2021
  • Share of B2C E-Commerce, in % of Total Retail, Jan 2020 – June 2021
  • Breakdown of E-Commerce Sales by Retail and Wholesales, in %, 2020
  • Breakdown of B2C E-Commerce Purchases, by Domestic, From Abroad, Other Countries in Turkey, in %, H1 2021

5. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2021
  • Online Shopper Penetration, in % of Individuals, 2020 & 2021
  • Breakdown of the Time of Last Online Purchase, in % of Individuals, 2020 & 2021
  • Online Shopper Penetration, by Gender, in % of Internet Users, Q1 2021

6. Products

  • Product Categories Purchased Online, in % of Online Shoppers, Q1 2020 & Q1 2021
  • Top Online Shopping Categories, by B2C E-Commerce Value, in TRY billion, H1 2021

7. Payment

  • Value of Domestic and International Transactions with Domestic Cards, in TRY billion, and Year-on-Year Change, in %, Q1 2019 – Q3 2021
  • Number of Domestic and International Transactions with Domestic Cards, in millions, and Year-on-Year Change, in %, Q1 2019 – Q3 2021

8. Delivery

  • Problems Encountered When Buying via a Website/App, incl. Delivery-Related, in % of Online Shoppers, 2021

9. Players

  • B2C E-Commerce Player Overview, January 2022
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Alibaba Group Holding Ltd.
  • Amazon.com, Inc.
  • CEVA Logistics
  • eBay Inc.
  • Getir
  • GittiGidiyor
  • Hepsiburada
  • Rocket Internet SE
  • Trendyol

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