Until recent years, mobile e-commerce was still responsible for only a small proportion of the payments ecosystem, as consumers preferred to do their research on the phone and pay through other means. However, by 2019, familiarity with and trust in the channel, increasing penetration of smartphones, and ease of payment options via smartphones propelled mobile e-commerce into the mainstream.
In 2021, smartphone use was still growing in Turkey. Coupled with demographic factors, including a young population that is tech-savvy, have been yielding the fast paced adoption of mobile e-commerce.
As a result of the increasing consumer preference for mobile e-commerce, many of the leading players within e-commerce, both pure and multichannel, already offer mobile apps, with mobile payment options enabled for some. The leaders are seeking to differentiate themselves by investing in the interfaces of their mobile apps to make them more user-friendly.
Over the forecast period, mobile e-commerce will continue to expand in line with an increasing number of consumers becoming comfortable with the system and using it as their preferred way to make online payments, due to its ease and convenience. In turn, it is expected that computers and laptops will lose relevance as a payment platform and mobile e-commerce will continue to show strong growth over the forecast period.
The performance of mobile e-commerce will be supported by new advances and technological add-ons to apps developed by both pure and multichannel players within the industry. This will attract a larger number of consumers due to the ease of online browsing, checking reviews, and making payments all through an integrated system on mobile apps.
It is expected that the strongest players within e-commerce will emerge as the strongest players in mobile e-commerce, as they switch their solutions from computer-based systems to mobile apps in order to keep up with the trajectory of the trend. Whilst players such as Migros and Boyner hold much smaller shares than 3rd party merchants in e-commerce, competition will become strong between the companies holding small shares and this will further inspire the ongoing innovation in emerging apps.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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