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Turkey B2C E-Commerce Market 2016

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
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
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

Turkey B2C E-Commerce Market 2016

"Investors lured by online retail opportunities in Turkey

Turkey’s B2C E-Commerce market is the second largest in Eastern Europe, and is also among the fastest growing, according to the new market report by yStats.com. Internet penetration in the country was barely at 50% of the population last year, and just a third of Internet users made purchases online, so increased connectivity and online shopping engagement will boost B2C E-Commerce sales further.

The recent history of rapid growth in B2C E-Commerce in Turkey, along with its remaining potential for continued expansion make this market attractive for foreign as well as domestic investors. The yStats.com report reveals that Hepsiburada.com, Turkey’s largest online retailer, got an infusion of 100 million USD in investment last year.

The most popular product category for B2C E-Commerce in Turkey is clothing. Both male and female shoppers make fashion purchases online, according to the research findings of yStats.com. The websites of online clothing retailers, such as Trendyol.com and Markafoni.com, are among the most visited online shopping destinations.

Another distinguishing characteristic of the B2C E-Commerce market in Turkey is the use of mobile shopping and social media. The yStats.com report divulges that over half of online shoppers say that their online buying behavior is influenced by social media. M-Commerce is driven by the increasing spread of Internet-enabled phones and tablets. Major online shopping platforms, such as online marketplaces GittiGidiyor and n11.com report rapid growth rates in mobile traffic and sales.


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