Product Brochure: Turkey B2C E-Commerce Market 2016

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TURKEY B2C E-COMMERCE MARKET 2016
PUBLICATION DATE: APRIL 2016
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 - 5 TABLE OF CONTENTS I PAGE 6 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 7 METHODOLOGY I PAGE 8 RELATED REPORTS I PAGE 9 CLIENTS I PAGE 10-11 FREQUENTLY ASKED QUESTIONS
PAGE 12 ORDER FORM I PAGE 13 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:
Type of Product:
Category:
Covered Regions:
Covered Countries:
Language:
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Turkey B2C E-Commerce Market 2016
Market Report
B2C E-Commerce
Eastern Europe
Turkey
English
PDF & PowerPoint
60
PRICES* Single User License:
Site License:
Global Site License:
€ 950 (exc. VAT)
€ 1425 (exc. VAT)
€ 1900 (exc. VAT)
QUESTIONS
ANSWERED
IN THIS REPORT
How fast is B2C E-Commerce growing in Turkey?
What are some important growth drivers and challenges for the online retail development in this
country?
How high is the online shopper penetration in Turkey and how does it compare to other countries
in Europe?
What do consumers in Turkey buy when they shop online and how do they pay for the purchases?
Which are the largest B2C E-Commerce companies in Turkey and which companies in this sector
attracted investment during 2015?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions

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THE GROWTH OF B2C E-COMMERCE IN TURKEY ATTRACTS INVESTORS
The B2C E-Commerce market in Turkey, second largest in Eastern Europe, is also among
the fastest growing, according to the new market report by yStats.com. In 2015, online retail sales
in the country grew by a medium-high double-digit share and are projected to grow still further
this year. Despite Turkey being the fifth largest Internet audience in Europe, Internet penetration
in this country reached just above 50% of the population in 2015. Furthermore, only around one
third of Internet users made purchases online that year, indicating that both Internet and online
shopper penetration rates have room for growth, driving B2C E-Commerce sales higher.
Clothing has emerged as a major product category in Turkey’s online retail. According to
the research findings of yStats.com, it was popular both among male and female online shoppers
in 2015 and was purchased by more than half of online shoppers overall. This trend spurs the
popularity of online clothing retailers, such as Trendyol.com and Markafoni.com, which ranked as
some of the most visited online shopping websites in the country in early 2016.
Another major characteristic of the B2C E-Commerce market in Turkey is the rising
importance of mobile shopping and social media. The market report by yStats.com reveals that
more than 50% of online shoppers in Turkey admitted that their online buying decision is
influenced by what they read on social media, according to a survey cited in the report. M-
Commerce development is driven by the increasing penetration of mobile Internet-enabled
devices, already the most popular means of accessing the Internet. The major online retail
competitors, such as online marketplaces GittiGidiyor and n11.com report rapid growth rates in
mobile traffic and sales.
The rapid growth of the online shopping market in Turkey has attracted both foreign and
domestic investors, according to yStats.com’s research. The country’s largest online retailer,
Hepsiburada.com, received 100 million U.S. dollars of investment in early 2015, while major
online food ordering service Yemksepeti was acquired by Delivery Hero for more than half a
billion U.S. dollars. As the market continues to develop, competition is expected to remain
intense.

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MANAGEMENT SUMMARY
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
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
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
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TABLE OF CONTENTS (1 OF 2)
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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
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
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
DELIVERY
 Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12
Months to March 2015
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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TABLE OF CONTENTS (2 OF 2)
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REPORT-SPECIFIC SAMPLE CHARTS

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GENERAL METHODOLOGY OF OUR 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.
METHODOLOGY OF OUR TURKEY B2C E-COMMERCE MARKET 2016 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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UPCOMING RELATED REPORTS
Europe Online Payment Methods: Full Year 2015 March 2016 € 1,950
Europe B2C E-Commerce Market 2016 February 2016 € 2,950
Europe Online Payment Methods: Second Half 2015 January 2016 € 750
Eastern Europe B2C E-Commerce Market 2015 January 2016 € 1,950
Europe B2C E-Commerce Delivery 2015 October 2015 € 1,950
Europe Cross-Border B2C E-Commerce 2015 August 2015 € 1,950
BRIC B2C E-Commerce Market 2015 March 2016 € 1,950
Poland B2C E-Commerce Market 2015 January 2016 € 750
Russia B2C E-Commerce Market 2015 December 2015 € 950
Latin America B2C E-Commerce Market 2016 March 2016 € 1,950
Asia-Pacific B2C E-Commerce Market 2015 October 2015 € 3,450
CIS B2C E-Commerce Market 2015 January 2016 € 2,450
North America B2C E-Commerce Market 2015 November 2015 € 950
Central Asia & Caucasus B2C E-Commerce Market 2015 November 2015 € 1,450
Southeast Asia B2C E-Commerce Market 2015 September 2015 € 1,950
REPORT PUBLICATION
DATE
PRICE*
Global B2C E-Commerce Market 2016
Global Clothing B2C E-Commerce Market 2016
Quarter 2 2016
Quarter 2 2016
€ 4,950
€ 2,950

Product Brochure: Turkey B2C E-Commerce Market 2016

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Product Brochure: Turkey B2C E-Commerce Market 2016