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GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the
currency figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in Turkey. It includes relevant information about international comparisons, market trends, B2C E-Commerce
sales and shares, Internet users and shoppers, products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in
the region in terms of criteria relevant to B2C E-Commerce, such as sales, Internet and online shopper penetration.
 Next, the “Trends” section includes an overview of market trends, such as cross-border B2C E-Commerce, M-Commerce, and omnichannel.
 The section “Sales & Shares” covers the development of B2C E-Commerce sales and B2C E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Delivery”, covers information related to delivery in online shopping.
 Furthermore, the “Payment” section covers the payment methods most used by online shoppers.
 Finally, the “Players” section includes information about the leading B2C E-Commerce companies, including rankings and company profiles of the top
companies in terms of market share.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers.
 B2C E-COMMERCE SALES
the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total
sales generated through B2C E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online through
foreign online shops and delivered from the country where the foreign shop is based or from a central logistics
facility, i.e. across the country’s borders.
 OMNICHANNEL
an approach to retail that strives to provide the customer with the seamless shopping experience across all
retail channels, such as in-store, online and mobile.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
 COMPARISON SHOPPING WEBSITES
websites providing comparison functions, such as price and product features, among the offers of third-party
merchants and service providers (online and/or store-based); for the purchase of products such websites
usually redirect to the website with the respective offering
The following expressions and definitions are used in this B2C E-Commerce market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 3)
1. Management Summary
2. Overview and International Comparisons
• B2C E-Commerce Market Overview and International Comparisons, March 2016
• Breakdown of Europe’s Internet Audience, by Top 5 Countries, incl. Turkey, and Others, in %, May 2015
• B2C E-Commerce Sales, by Selected Countries in Eastern Europe, incl. Turkey, in EUR billion, 2014
• Number of Internet Users and Penetration in Eastern Europe, by Selected Countries, incl. Turkey, in millions and in % of Population, 2013
- 2019f
• Number of Smartphone Users and Penetration in Eastern Europe, by Selected Countries, incl. Turkey, in millions and in % of Mobile
Phone Users, 2013 - 2018f
• Internet Penetration in Turkey, Compared to Selected Countries in the EU, in % of Individuals, 2012 – 2015
• Online Shopper Penetration in Turkey, Compared to Selected Countries in the EU, in % of Internet Users, 2012 – 2015
• Cross-Border Online Shopper Penetration in Turkey, Compared to Selected Countries in the EU, in % of Online Shoppers, 2015
• Mobile Shopper Penetration in Selected Countries in Europe, incl. Turkey, in % of Mobile Device Owners, 2014
• Ranking of Top 5 Fastest Growing E-Commerce Companies in Europe, by Year-on-Year Growth, in %, incl. Companies Based in Turkey,
2014
3. Trends
• Devices Used to Connect to the Internet, in % Households with Internet Access, Q1 2014 & Q1 2015
• Number of Mobile Internet Subscriptions, in millions and in % of Total Internet Subscriptions, Q3 2013 - Q3 2015
• M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, April 2015
• Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, April 2015
• Share of Cross-Border Online Shoppers Using Social Media to Reach an International Website, in %, 12 Months to November 2015
• Share of Online Shoppers Whose Online Shopping Behavior is Influenced by Reading Reviews, Comments and Feedback on Social
Media, in %, February 2016
• Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015
• Top Reasons for Online Research Prior to In-Store Purchase, and In-Store Research Prior to Online Purchase, in % of Respondents in the
Relevant Group, April 2015

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TABLE OF CONTENTS (2 OF 3)
4. Sales & Shares
• B2C E-Commerce Sales, in TRY billion, 2013-2016f
• B2C E-Commerce Sales, by Segment, in TRY billion, 2013 & 2014
• B2C E-Commerce Share of Total Retail Sales, in %, 2014 & 2015e
5. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2015
• Online Shopper Penetration, in % of Internet Users, 2011 - 2015
• Breakdown of Internet Users by Time of Last Online Purchase, in %, Q1 2014 & Q1 2015
• Reasons Not to Purchase Products and Services Online, in % of Internet Users Who Do Not Shop Online, by Gender and Total, 12 Months
to March 2015
6. Products
• Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
• B2C E-Commerce Sales of Specialized Multichannel Retailers, by Product Category, in TRY million, and in % Year-on-Year Change, 2014
7. Payment
• Breakdown of Payment Methods Used in Online Shopping, in %, 2014
• Number and Value of Domestic E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q4 2015
• Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q4 2015
8. Delivery
• Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12 Months to March 2015

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TABLE OF CONTENTS (3 OF 3)
9. Players
• B2C E-Commerce Players Overview, March 2016
• Overview of Selected E-Commerce Mergers and Acquisitions, 2015
• Top 15 E-Commerce Websites by Page Views, incl. Page Views, in millions, and Real Users, in millions, January 2016
• Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014
• Profile of D-Market Elektronik Hizmetler Ticaret A.S., March 2016
• Profile of GittiGidiyor A.S., March 2016
• Profile of Doğuş Planet Elektronik Ticaret ve Bilişim Hizmetleri A.S., March 2016

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1. Management Summary 10 – 12
2. Overview And International Comparisons 13 – 23
3. Trends 24 – 33
4. Sales & Shares 34 – 37
5. Users & Shoppers 38 – 42
6. Products 43 – 45
7. Payment 46 – 49
8. Delivery 50 – 51
9. Players 52 – 59

11. M-Commerce
17%
Other
83%
17% of the total B2C E-Commerce sales in Turkey in Q1 2015 was
attributed to M-Commerce.
Turkey: M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015
Source: BKM, November 2015
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12. in%ofInternetUsers
18.6%
21.8% 24.1%
30.8%
33.1%
0%
20%
40%
60%
80%
100%
2011 2012 2013 2014 2015
In 2015, 33.1.% of Internet users in Turkey purchased goods or
services over the Internet, up from 18.6% in 2011.
Turkey: Online Shopper Penetration, in % of Internet Users, 2011 - 2015
Definition: Internet users aged 16-74 who purchased goods or services over the Internet for private purposes in the previous 12 months
Survey: based on a survey of households and individuals, ages 16-74, conducted in Q1 of each year
Source: Turkish Statistical Institute, August 2015
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