Brochure & Order Form_Turkey B2C E-Commerce Report 2011

Turkey B2C E-Commerce Report 2011

November 2011

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RESEARCH ON INTERNATIONAL MARKETS
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November 2011

Publication Date
November 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
44
Covered Countries
Turkey

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Key Findings
Covering Trends, Sales, Shares, Products, Users / Shoppers and Players
• ore than 40% of Turkey‘s population used the Internet in 2010. Furthermore, in terms of the number of
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broadband subscribers per 100 inhabitants, Turkey ranked far below Germany and the USA.
• Only 1% of Turkish individuals accessed the Internet with their mobile in 2010, which was far below the EU
average.
• Individuals in Turkey mostly use the Internet for reading or downloading online news/newspapers/news
magazines.
• „Clothes, Sports Goods“ are the most popular product category among online shoppers in Turkey, followed by
„Electronic Equipment“ and „Household Goods“.
• ahibinden.com was the leading E-Commerce player in Turkey in September 2011 in terms of unique visitors
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from Turkey, followed by auction web site Gittigidiyor.com and generalist Hepsiburada.com.

Company and Product Information
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Table of Contents
1. Management Summary 6. Users / Shoppers

2. Trends • Total Internet Users by Country, incl. Turkey; Europe,
Age 15+, Home & Work Locations, August 2011
• Internet and B2C E-Commerce Trends in Turkey, 2011 • Internet Users (millions) and its Percentage of
• Top 10 Web Sites in Turkey by Total Minutes (million), Country Population, 2005-2010
August 2011 • Number of Internet Users in Turkey, in millions,
• Problems and Challenges associated with B2C 2010-2014f
E-Commerce in Turkey, in %, 2010
• Internet Penetration among Households in Turkey,
• Internet Activities of Individuals in Turkey, in %,
in %, 2007-2010
January-March 2011
• Type of Internet Connection used in Turkey, in % of
• Group Shopping Trends in Turkey, 2011
Households with Internet Access,

• Mobile Internet Access Penetration in Europe, by
April 2010-March 2011
Country, in %, 2010
• Internet Users by Age Group and Gender in Turkey,
in %, 2010
• Total Broadband Subscribers in Turkey, compared to
Germany, USA and the OECD Average, 2006-2010
3. Sales
• Broadband Subscribers per 100 Inhabitants in

• E-Commerce Sales in Turkey, in TRY billion, Turkey, compared to Germany, USA and the OECD
2006-2010 Average, 2006-2010
• Monthly E-Commerce Sales with Credit/Debit Cards in • Broadband Subscribers in Turkey, by Access
Turkey, in TRY million, 2010 Technology, compared to the OECD Average in %,
• Monthly E-Commerce Sales with Credit/Debit Cards in 2010
Turkey, in TRY million, Q1-Q3 2011 • Online Shoppers in Turkey, in % of Internet Users,
• Monthly E-Commerce Transactions with Credit/Debit 2008-2011
Cards in Turkey, 2010
• Monthly E-Commerce Transactions with Credit/Debit
Cards in Turkey, Q1-Q3 2011
7. Players

• Leading B2C E-Commerce Players in Turkey; by
Unique Visitors and Audience Reach, September 2011
4. Shares
• Facts about Sahibinden.com
• Facts about Gittigidiyor.com
• E-Commerce Share of Total Retail Sales in Turkey,
in %, 2006-2010 • Facts about Hepsiburada.com
• Facts about Araba.com
• Facts about Trendyol.com
5. Products • Facts about Arabam.com
• Facts about Markafoni.com
• B2C E-Commerce Product Categories, by Purchases of
Online Shoppers, in %, April 2010-March 2011 • Facts about Limango.com.tr



Samples


Trends Sales Shares Products Users / Shoppers Players

“Clothes, Sports Goods” (29%) were the most popular product category
among online shoppers in Turkey between April 2010 and March 2011.
B2C E-Commerce Product Categories, by Purchases of Online Shoppers, in %, April 2010-March 2011

Clothes, Sports Goods 28,8%
Electronic Equipment 27,8%
Household Goods 19,8%
Books, Magazines, New spapers 17,6%
Food or Groceries 17,3%
Other Travel Arrangements 15,2%
Computer Hardw are 10,7%
Holiday Accommodation 7,3%
Tickets for Events 7,1%
Medicine 6,4%
Films, Music 5,2%
Video Games Softw are and Upgrades 3,6%
E-Learning Material 2,5%
Other Computer Softw are and Upgrades 2,4%
Telecommunication Services 1,6%
Share Purchase, Insurance Policies and other financial Services 1,5%
Other 2,6%

0% 5% 10% 15% 20% 25% 30% 35%
Source: Turk Stat, August 2011

22


Trends Sales Shares Products Users / Shoppers Players

Trendyol.com, a private shopping retailer with 2 million members,
offers 1,000 different fashion products among seven brands.
Facts about Trendyol.com

Name of Company Trendyol.com

Homepage www.trendyol.com

Business Model Private Shopping

Product Range Fashion

USD 34 million (2010)
Revenue/ Financials
B2C E-Commerce Revenue

• Trendyol has announced that it has raised $26
million from Kleiner Perkins Caufield & Byers and
existing investor, Tiger Global, to fuel continued
growth and scale operations.
Others
• In January 2011, Trendyol had 2 million registered
members.
• 1,000 different products among seven brands. Rank
100 among highest traffic websites in Turkey.

Source: Company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations

40



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Brochure & Order Form_Turkey B2C E-Commerce Report 2011