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Sample Report: Turkey B2C E-Commerce Market 2018

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Sample Report: Turkey B2C E-Commerce Market 2018

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  3. 3. 4 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 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 reported 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 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.
  4. 4. 5 METHODOLOGY OF THE CURRENT REPORT Report Coverage  This report covers the B2C E-Commerce market in Turkey. A broad definition of retail E-Commerce used by some original sources cited in this report might include both B2C and C2C E-Commerce.  The report contains 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 E-Commerce.  Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border online shopping.  The section “Sales & Shares” covers the development of retail E-Commerce sales and 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, “Payment”, covers the payment methods most used by online shoppers.  Furthermore, the “Delivery” section provides information related to delivery in B2C E-Commerce.  Finally, the “Players” section contains information about the leading B2C E-Commerce companies, including rankings of top online shopping platforms by website visits.  In addition, an extra section included in this report provides information on the payment methods accepted in online shops of the 100 largest retailers in Turkey.
  5. 5. 6 DEFINITIONS  B2C E-COMMERCE the sale of products (and services) through electronic transactions via the Internet from businesses to consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer- to-consumer (C2C) sales.  E-COMMERCE SALES the total sales generated either on the E-Commerce market in a certain country or region, or the total sales generated through 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 delivered from the country where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders. Both B2C and C2C transactions might be included in the definition of retail cross-border E-Commerce.  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.  E-COMMERCE MARKETPLACE platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products online whereas the marketplace operator acts as an intermediary.  GROSS MERCHANDISE VOLUME abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a marketplace.  ONLINE CLASSIFIEDS an online platform, where both consumers and businesses can publish small advertisements about the sale of goods and services. The following expressions and definitions are used in this 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
  6. 6. 7 TABLE OF CONTENTS (1 OF 2) 1. Management Summary 2. Overview & International Comparisons • B2C E-Commerce Overview and International Comparisons, August 2018 • B2C E-Commerce Share of Total Retail Sales in Turkey, Compared to Selected Countries Worldwide, in %, 2017 • Internet Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 - 2017 • Online Shopper Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 - 2017 • Internet Penetration, Mobile Penetration, Social Media Penetration and Social Media Usage via Mobile in Turkey, Compared to the Global Average, in % of Individuals, 2017 3. Trends • Devices Used in Online Shopping, by Computer and Smartphone, in % of Online Shoppers, 2017 • Breakdown of Page Views and Orders in Online Stores, by Desktop and Mobile, in %, 2017 • Breakdown of Payments Made in E-Commerce by Desktop and Mobile, by Orders of Above TRY 500 and Orders of Below TRY 500, in %, 2017 • Online Shoppers Who Research on Social Networks Before Making a Purchase and Who Are Encouraged to Purchase by Seeing That a Product/Service is Praised on Social Media, in % of Online Shoppers, 2017 • Social Commerce Shopper Penetration, in % of Online Shoppers, 2017 • Social Media Platforms Used for Online Shopping, in % of Online Shoppers Who Bought through Social Media, 2017 • Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2012 - 2017 • Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018 4. Sales & Shares • Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2017 • E-Commerce Sales by Segment, in TRY billion, 2015 – 2017 • Retail E-Commerce Sales by Segment, by Pure Online Retail and Multichannel Retail, in TRY billion, and Year-on-Year Change, in %, 2016 & 2017 • B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2017
  7. 7. 8 TABLE OF CONTENTS (2 OF 2) 5. Internet Users & Online Shoppers • Internet Penetration, in % of Individuals, 2011 - 2017 • Online Shopper Penetration, in % of Individuals, 2016 & 2017 • Breakdown of the Time of Last Online Purchase, in % of Individuals, 2016 & 2017 • Online Shopper Penetration, in % of Individuals, by Gender, Q1 2017 6. Products • Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017 • Top 5 Online Shopping Categories by Average Basket Size, in TRY, 2017 7. Payment • Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018 • Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 2017 • Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018 • Top Payment Methods Accepted in Online Shops of the Top 100 Retailers in Turkey, in % of Top 100 Retailers with an Online Shop, July 2018 • Top 3 Credit Cards Accepted in Online Shops of the Top 100 Retailers in Turkey, in % of Top 100 Retailers Accepting Credit Cards in Their Online Shops, July 2018 8. Delivery • Breakdown of Delivery Operators Preferred in E-Commerce, in % of Orders, 2017 • Barriers to Online Shopping, incl. Delivery-Related, in % of Individuals, 2017 9. Players • B2C E-Commerce Player Overview, August 2018 • Examples of Online Shops by Type and Category, May 2018 • Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and Category, June 2018 • Share of Top 100 Retailers With an Online Shop, in %, July 2018 Appendix: Online Payment Methods Accepted by Top 100 Retailers • Payment Methods Accepted in Online Shops of the Top 100 Retailers in Turkey, incl. Company Name, 2016 Retail Sales and Rank, Online Shop Website, and Product Range, July 2018
  8. 8. 9 1. Management Summary 9 – 11 2. Overview & International Comparisons 12 – 17 3. Trends 18 – 26 4. Sales & Shares 27 – 31 5. Internet Users & Online Shoppers 32 – 36 6. Products 37 – 39 7. Payment 40 – 45 8. Delivery 46 – 48 9. Appendix Players Online Payment Methods Accepted by Top 100 Retailers 49 – 53 54 - 65
  9. 9. Mobile 62,3% Desktop 37,7% OrdersPage Views Mobile 32,8% Desktop 67,2% Online shoppers in Turkey preferred to browse products via mobile (62.3%) but made online purchases via desktop (67%) in 2017. Turkey: Breakdown of Page Views and Orders in Online Stores, by Desktop and Mobile, in %, 2017 Note: based on more than 3 million order forms of more than 6,500 online stores actively using the source’s platform (Ideasoft) the percentage hares of page views and orders are calculated from the numbers reported by the source: the number of views via web was reported as 196,816,382 and via mobile as 325,113,300, while the number of orders via web was 2,086,224 and via mobile 1,017,879 Source: Ideasoft citied by Webrazzi, May 2018 10
  10. 10. “Clothes, sports goods” (62.3%) was the product category most purchased by online shoppers in Turkey in 2017. Turkey: Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017 in % of Online Shoppers 2016 2017 Clothes, sports goods 60.0% 62.3% Household goods (e.g. furniture, toys, excl. consumer electronics) 25.8% 25.3% Travel arrangements (e.g. transport tickets, car rent, etc.) 29.7% 24.1% Food or groceries 19.8% 21.9% Electronic equipment (incl. camera) 21.0% 19.0% Books, magazines, newspapers (including e-books) 19.4% 15.8% Holiday accommodation (hotel etc.) 16.9% 14.5% Tickets for events 14.7% 13.6% Computer hardware 11.4% 11.0% Telecommunication services (e.g. TV, broadband subscriptions, fixed line or mobile phone) 12.4% 10.3% Films, music 6.8% 5.4% Video games software and other computer software and upgrades 6.1% 5.3% Medicine 3.0% 4.3% E-learning material 3.9% 2.7% Other 0.6% 0.3% Note: does not add up to 100% due to multiple answer possible Definition: products and services bought/ordered over the Internet Survey: based on a survey of households and individuals Source: Turkish Statistical Institute, August 2017 11
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