8. Or else??? AVM
40% of users are using CSEs
1. Feel good about themselves
2. Accessibility & Convenience
especially with the emergence of
m-commerce
3. Abundance of unbiased
information
4. Alerts / community aspect
13. Turkish consumer characteristics
✔ Credit cards' familiarization vs online distrust paradox
✔ Bargaining part of DNA and social interaction
✔ Intense emotional reactions, distrust
Consumer Habits
4500
4000
3500
3000
2500
2000
1500
1000
500
0
Sessions
14. Ecommerce Europe Stats 2013
Consumer Habits
Pop. 75,6 mn
Int. 34,7 mn
(46% - EU low)
12 mn
Shoppers
(16%)
Average Spend in Euro
1400
1200
1000
800
600
400
200
0
744
842
1376
Turkey
Southern Europe
Europe
Turkey
BUT:
✔ 50% less than 30 yrs old
✔ 3rd fastest growth rate
after Russia and Ukraine
€ 8.9 bn ecommerce sales. 3 in ecommerce sales rd after Spain & Italy
in South Europe
15. Ecommerce Europe Stats 2013
Most popular product categories in Turkey
Consumer Habits
1. Clothing/Fashion
2. Sport Goods
3. Electronic Equipment
4. Household Goods
Etail vs. Retail
100%
2%
16.
17. Ecommerce in tandem with
brick & mortar
ROPO / O2S
Look & Feel of products
Store experience
Ecommerce vs. Traditional Retail
18. E-Business & the Long (e)Tail
Popularity
Niche products
(e-tailing)
Bestsellers
(Traditional markets
– Bricks & Mortar)
Products Volume
Pareto principle 80/20 rule
Head
Tail
Ecommerce vs. Traditional Retail
27. Fighting for the lowest price...
….leads to
Restriction of cash flows
''Cheap Website” perception
Acquire the least loyal clients “barterers” who are always after
lowest price and easy to jump ship
Product Price
28. Solutions:
Improve your services / customer satisfaction / user
experience
Differentiate product portfolio – Higher margins
Select specific products to promote online
30. Closing Summary – Key takeaways
CSEs = Online shopping malls
Ecommerce supplementary to traditional retail.
Choose wisely what to promote over internet and brick
& mortars
Reducing prices, usually is not the best way to go
Invest in customer satisfaction and user experience
Long-term instead of short-term thinking
