The volume of e-commerce in Turkey is 800 billion dollars!

SHAFAQNA TURKEY. According to the report, the volume of e-commerce and the number of transactions in Turkey continue to grow every year.

Turkey, which is currently the 18th largest e-commerce market in the world, is showing an impressive growth trend both internationally and locally.

The report shows that although the pace of e-commerce growth, which increased during the pandemic, has partially slowed down, it continues to hold its strength both in Turkey and the world.

According to the report, which highlights that the pandemic period has led to irreversible changes in consumer buying habits; E-commerce, which reached $5.7 trillion in global market share in 2022, accounts for 5.7 percent of the $100.2 trillion global gross product. The share of e-commerce in global retail sales was 22 percent.

Pandemic doping in e-commerce

According to the report; Looking at the numbers in Turkey; The size of the e-commerce sector has reached an economic volume of 801 billion Turkish lira, which corresponds to about 6 percent of gross domestic product (GDP) in 2022.

Looking at the data of the last 5 years, it was noted that the share of e-commerce in GDP has regularly increased to 2.8 percent. 1.6 percent of this increase comes from the growth recorded due to the impact of the pandemic since 2019.

While e-commerce activity in Turkey carries more weight than peers in terms of market dynamics with a 16.5% share of total retail, the report highlights that there is significant growth potential in the sector.

Report Highlights:

– E-commerce in Turkey saw an increase in the average basket amount of 13 TL from 2020 to 2021 and 79 TL from 2021 to 2022. The largest annual volume increase month-on-month was in July and August, at 200 percent.

Most shopping occurs on Black Friday. The fall period, which starts with the school period, and special campaign periods such as Black Friday and Cyber ​​Monday ensure that shopping peaks between the fall and the New Year. In terms of the average number of daily transactions, the “Back to School” period is in first place, with 1.3 times the average number of transactions, followed by the “Black Friday week”.

– The number of users using e-commerce platforms increased by 2.2 percent compared to the previous year. As of 2022, the ratio of female to male users was 58 percent and 42 percent, respectively, and the proportion of women increased by 10 percent compared to 2021.

Featured Industries

The product categories with the largest e-commerce market share in terms of sales volume and number of transactions in 2022 were fashion and accessories, electronics and technology, cosmetics and personal care products, services, tourism and travel, respectively. These five sectors account for 63 percent of the e-commerce sector and 66 percent of transactions in terms of sales volume.

“The most notable growth was in the cosmetics and personal care category. Two thirds of transactions made in 2022 in global e-commerce were made using alternative payment methods. On the other hand, in Turkey, traditional methods were preferred twice as often as the world average. While the credit card was the most preferred payment method, the debit card became the second most preferred payment method for all businesses except micro-enterprises.

– Although the three geographic regions with the highest concentration of sellers are the Sea of ​​Marmara, Central Anatolia and the Aegean, it was noted that the provinces with the largest number of sellers in the East and Southeast Anatolia regions did not receive the largest share of the regional volume. .

“The share in exports should increase to 4%”

Emre Ekmekci, president of ETID, said that Turkey’s e-commerce share of total exports should be increased from 1 percent to 4 percent.

Ekmekci said, “Now how we can sell products to foreign customers and market diversification should be the topics we need to talk about the most in this sector.”

Although it was stated that the number of e-commerce enterprises increased 7 times during the pandemic, it was noted that since this year there has been a slowdown in the growth of e-commerce SMEs.

Expressing that they expect the support solutions announced for the sector to pave the way for new business models, Ekmekci continued as follows: “At the same time, we expect this support to open up the mediation, aggregator and e-export models. From now on, it is our duty to use the props properly and increase exports. Within the scope of support, support for market entry reports, support for digital market promotion, support for e-export promotion, order fulfillment service, support for warehouse rental, support for overseas market integration, support for online store and services from e-commerce stakeholders and marketplace of the target country . support for fee and commission costs is of great importance to the industry.”