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7/29/2019 This Presentation Will Look at the Turkish E
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This presentation will look at the Turkish E-Commerceperformance in recent years. I will link E-Commerce to
internet usage, demographics, User profile and to user
profile.
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During the presentation we will cover
Demographics Economic Outlook Internet Usage User Profile Digital Advertising E-Commerce International Comparison E-Commerce and Media
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Turkey has a population of 73 million. (2012)
stanbul has a population of 13 million followed by
Ankara 5 million and zmir 4 million population.
Turkish population is increasing 1.25 percent each year.
So Turkey has a young majority population.
Younger population uses internet more than elderly
around the world.
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ECONOMIC OUTLOOK
12300 US dollars per capita
GDP is growing 8.8 percent each year
Average for 2011-2017 is 6.7 percent
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24.4 million Internet users.
Penetration 41.8 percent (percentage of thepopulation with Internet access)
8.2 million connects to internet with mobile phones
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WHAT DO INTERNET USERS DO?
%57 Men, %43 Women%57,7 Contacting with their friends, using social
networks
%56,7 Researching by using search engines orother reference websites
%54,9 Sending/Receiving Emails%48,9 Reading newspapers
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HOW MUCH MONEY IS SPENT ON INTERNETADVERTISING?
$375 Million dollars is spent annually
For 20092010 Digital advertising increased by 29.6%
Digital advertising share in total media is 13.9%
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In 2012, 10.2 million people in Turkey (42 % of Internet
Population) benefited from E-Commerce
Total Volume in 2011 is 12 Billion US Dollars
Annually there are 118 million transactions 2011
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Gittigidiyor, hepsiburada, limango, trendyol, ucuzu and
VIP dukkan have sales above 2 billion dollars each.
For these representative firms market is growing above
30 %.
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E-Commerce market has reached to 22 million TL which
is approximately 12.4 billion US dollars in 2011.
E-commerce was only 145 thousand dollars in 2003.
In brief Turkish e-commerce market is growing
exponentially which means increasing at an increasing
rate.
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This graph shows the comparison of Turkish e-
commerce market with USA, UK, GERMANY and
FRANCE.
E-COMMERCE;
Country
Trade
Billion Growth
USA 193.4 57%
UK 119.2 17 %
Germany 37.7 22 %
France 26.1 8.1
Turkey 12.5 57%
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In this section we will examine how media also helps to
internet in e-commerce. Citizens became aware of e-
commerce largely by different media tools
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Amazon Com reached to 36 million,
Makrofoni reached to 21 million
Ebay reached to 12 million
Hepsiburada .com reached to 10 million
Yemeksepeti reached to 5 million readers (customers)
via newspapers.
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Research done shows that
For amazon .com 57 percent positive influenced by e-commerce firm
advertisement and 43 % was neutrally influenced. No negative influence was
seen.
For Makrofoni .com 55 percent positive influenced by e-commerce firm
advertisement and 45 % was neutrally influenced. No negative influence was
seen.
For Ebay.com 46 percent positive influenced by e-commerce firm advertisement
and 54 % was neutrally influenced. No negative influence was seen.
For Hepsiburada.com 59 percent positive influenced by e-commerce firm
advertisement and 38 % was neutrally influenced. 3 percent negative influence
was seen.
For Yemeksepeti.com 64 percent positive influenced by e-commerce firm
advertisement and 36 % was neutrally influenced. No negative influence was
seen.
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In 2011
Amazon.com has been 7 times on TV news Hepsiburada.com has been 3 times on TV news Biletix.com has been 3 times on TV news Enmoda.com has been 2 times on TV news Ebay.com has been 2 times on TV news
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Top slide shows that, Amazon, Ebay, Makrofoni, Hepsiburada and
yemekseperi e-commerce portals are using all media companies for
promotion. But Doan Group and Demirren Group ranks at the top.
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Looking at e-commerce portals in terms of where they advertise, we see
that tree channels ranks at the top. These channels area
CNN-TURK. Com TRT-TURK.COM CNBC-e
These channels are shared by the top ranking e-commerce firms;
Hepsiburada.co Amazon.com Biletix.com Ebay.com and
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Enmoda.com.
Looking at consumer satisfaction from e-commerce portals we have the
following findings.
Foreign sites are mote satisfactory with all criteria sited Turkish sites seem to be more satisfactory in ease of use, savings,
privacy and security, ac communication channels and as Brand
Image. Areas for improvement can be in the following areas; Customer
support, Product assortment, Aesthetics and Information.
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We have looked at the e-commerce background and performance of
Turkey.
We see that although the size of the market is small compared to USA,
UK, France and Germany, It is the second fastest growing market in the
world.
Media is working hand to hand with e-commerce in Turkey. Bu the
market is dominated by 4-5 names which are worldwide known.
We also looked at the e-commerce portals in terms of their strengths
and weaknesses.
THANK YOU FOR THE OPPORTUNITY