Brochure & Order Form_Turkey B2C E-Commerce Report 2012_by yStats.com

Turkey B2C E-Commerce Report 2012

November 2012

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RESEARCH ON INTERNATIONAL MARKETS
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November 2012

Publication Date
November 2012
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
61
Covered Country
Turkey

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Key Findings
Covering Trends, Sales, Shares, Products, Users/Shoppers and Players
• After years of growth in B2C E-Commerce in Turkey, big foreign investor companies such as Amazon,
eBay or Naspers increased investments.
• “Wrong or Damaged Product Delivery ” was the biggest problem for online buyers in Turkey between
April 2011 and March 2012.
• “Clothes, Sports Goods” was the most popular product category among online shoppers in Turkey
between April 2011 and March 2012, followed by “Electronic Equipment” and “Household Goods”.
• The number of Internet users is expected to reach approximately 35 million in 2012, accounting for
almost half of the total population in Turkey.
• Hepsiburada.com, Markafoni.com, Teknosa.com and Eyeron.com are among the leading
B2C E-Commerce players in Turkey.

Company and Product Information
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Table of Contents
1. MANAGEMENT SUMMARY 4. SHARES
2. TRENDS • E-Commerce Share of Total Retail Sales in Turkey,
in %, 2007-2012f
• General Internet and B2C E-Commerce Trends in
Turkey, 2012 5. PRODUCTS
• B2C E-Commerce Trends in Turkey, 2012
• B2C E-Commerce and Private Shopping Trends in • B2C E-Commerce Product Categories, by Purchases
Turkey, June 2012; incl. Daily Unique Visitors of of Online Shoppers, in %, April 2011-March 2012
E-Commerce Websites in Turkey, in thousand, • Most popular B2C E-Commerce Product Category,
June 2012 by Purchases of Online Shoppers, in %,
• Problems and Challenges associated with January-March 2012
B2C E-Commerce in Turkey, • Top growing Retail Website Categories in Turkey,
in % of Online Shoppers, 2011 in %, September 2012 vs. September 2011
• Reasons for Online Shopping in Turkey,
in % of Online Shoppers, 2011
6. USERS / SHOPPERS
• Reasons for Not Shopping Online in Turkey, in %,
2011
• Total Internet Users by Country, incl. Turkey;
• Monthly Average Online Shopping Spending in
Europe, Age 15+, Home & Work Locations,
Turkey, in %, 2012f
August 2012
• Internet Activities of Individuals in Turkey, in %,
January-March 2012 • Internet Users (millions) and its Percentage of
Country Population, 2005-2012f
• Group Shopping Trends in Turkey, 2011,
including Number of Group Shoppers, in millions, • Internet Penetration among Households in Turkey,
2011 & 2012f in %, 2007-2011
• Top 20 Web Sites in Turkey by total Minutes, • Type of Internet Connection used in Turkey,
including % Reach, Average Daily Visitors, total in % of Households with Internet Access,
Visits, Average Minutes per Visit and Average Visits April 2011-March 2012
per Visitor, January 2012
• Internet Users by Age Group and Gender in Turkey,
• M-Commerce Trends in Turkey, 2012 and Internet
in %, April 2011-March 2012
Access by Device, including Mobile,
in % of Internet Users, Q1 2012 • Fixed Total Broadband Subscribers in Turkey,
• Online Product Research in Turkey, by Device, in Total and per 100 Inhabitants, compared to
including Mobile, in % of Online Shoppers, Germany, USA and the OECD Average, 2006-2011
2010/2011 • Fixed Broadband Subscribers in Turkey,
• Online Shopping in Turkey by Device, including by Access Technology, compared to the
Mobile, in % of Online Shoppers, in 2010/2011 OECD Average in %, 2011
• Mobile Payment Trends in Turkey, 2011 • Online Shoppers in Turkey, in % of Internet Users,
• Mobile Payment Volume in Turkey, in TRY million, 2008-2012
2012f-2015f
• Share of Mobile Payments on total B2C E-Commerce
Payments in Turkey, in %, 2012f-2015f 7. PLAYERS

3. SALES • Overview of leading B2C E-Commerce Players in
Turkey, 2012
• Profile of HepsiBurada.com
• E-Commerce Sales in Turkey, in TRY billion,
2005-2012f • Profile of Markafoni.com
• Profile of Teknosa.com
• Monthly E-Commerce Sales with Credit/Debit Cards
in Turkey, in TRY million, 2011 • Profile of Ereyon.com
• Monthly E-Commerce Sales with Credit/Debit Cards • Profile of Gittigidiyor.com
in Turkey, in TRY million, Q1-Q2 2012 • Profile of Yemeksepeti.com
• Monthly E-Commerce Transactions with Credit/Debit • Overview of leading B2C E-Commerce Players for
Cards in Turkey, 2011 selected Product Categories in Turkey, 2012
• Leading Group Shopping Players in Turkey, based
• Monthly E-Commerce Transactions with Credit/Debit on Total Unique Visitors, in thsd., June 2011 & May
Cards in Turkey, Q1-Q2 2012 2012

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Samples


Trends Sales Shares Products Users / Shoppers Players

“Wrong or Damaged Product Delivery ” (48%) was the biggest
problem for online buyers between April 2011 and March 2012.
Problems and Challenges associated with B2C E-Commerce in Turkey, in %, 2011
Wrong or damaged Product
47,7%
Delivery

Delay of Delivery 39,9%

Technical Difficulties during
16,7%
Order Placement

Fraud and Identity Theft 5,5%

Higher Delivery Costs 5,2%

No Satisfactory Responce after
4,6%
Complaint

Limited Information about
3,5%
Guarantees

0% 10% 20% 30% 40% 50%
Source: Turk Stat, August 2012

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Trends Sales Shares Products Users / Shoppers Players

Markafoni.com, an online private shopping business, reached
B2C E-Commerce sales of USD 94 million (EUR 73 million) in 2011.
Facts about Markafoni.com
Name of Company Vipindirim A.S

Country of Origin Turkey

Main Homepage/ Online Shop www.markafoni.com

Vertical Integration Retailer

Business Model Online Pure Player / Private Shopping

Positioning: Medium pricing
Positioning/ Product Range
Main Product Category: Fashion

B2C E-Commerce sales of USD 94.1 million in 2011, up from USD 90
Revenue/ Financials
million in 2010

• Markafoni was founded in Sep 2008 and grew by +300% in 2011,
holding 5 million members. Markafoni Group includes 6 corporations in
Turkey and 2 corporations in Europe and one in Australia.
• Around 70% of shares of Markafoni were bought by MIH-Allegro, which
is sub-organization of Naspers, in July 2011.
News
• In 1st quarter of 2012 Markafoni acquired 75% shares of Enmoda.com
from Dogus Press Group and aimed to get 20% of their total revenue
through Enmoda.com.
• Markafoni has 5 million members and had around 19.6 million visitors
monthly in 2011.
Source: Company homepages, NTV, Mart 2012; PatronTurk, June 2012; Internet Retailer, 2012

50

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