Aided by the impact of the pandemic, restrictions on the operations of physical stores (including the temporary closure of non-essential brick-and-mortar outlets) and consumers’ reluctance to leave their homes, 2021 was another year of rapid e-commerce growth. Over the review period, e-commerce was already growing fast but, with the onset of COVID-19, as consumers spent more time at home and shied away from brick-and-mortar stores, they ended up not only increasing the frequency of their online purchases and but also shopping for product categories which they normally did not purchase through e-commerce.
Throughout 2020 and 2021, companies in and around retailing carried on with investments to strengthen their capacity for e-commerce. Retailing brands not only focused on developing their own branded websites for online sales, but they increasingly opened vendors on marketplaces to increase the number of customers they could reach.
3rd party merchants maintained their collective top place in e-commerce in 2021, with the leading single player being DSM Grup Danismanlik Iletisim ve Satis Tic AS, with its Trendyol apparel and footwear online platform. However, the player’s shares are insignificant and the rest of the category remains highly fragmented.
The share of total retailing sales for which e-commerce accounts will continue to grow over the forecast period. The channel will build on the gains made in 2020 and 2021 throughout the forecast period.
Retailers will be increasing their warehouse capacities, setting up dedicated dark stores, developing their omnichannel strategies, and setting up their own logistics networks, while logistics companies expand their capacities, to better deal with increased demand for e-commerce during the forecast period. In December 2021, Hepsiburada reached a definitive agreement to acquire the Turkish consumer finance company, Doruk Finansman AS, in line with its strategy to add incremental fintech capabilities to HepsiPay Wallet and its embedded value offerings.
As the e-commerce landscape matures, it is becoming increasingly consolidated. The largest marketplaces already make up a majority of e-commerce sales in Turkey.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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