The E Commerce Sector Reached A Size Of 801 Billion Turkish Lira In 2022 (1)

The E-commerce sector reached a size of 801 billion Turkish Lira in 2022

According to the Turkey E-Commerce Ecosystem Report prepared by iyzico, ETİD, and Dogma Alares, the e-commerce sector constitutes approximately 6% of the Gross Domestic Product (GDP).

According to the report, the size of the e-commerce sector reached an economic magnitude of 801 billion Turkish Lira, equivalent to approximately 6% of the Gross Domestic Product (GDP) in 2022. This figure was determined based on the report prepared by iyzico, ETİD, and Dogma Alares. Furthermore, the number of e-commerce transactions increased to 4.8 billion, which is twice the value recorded in 2020.

According to the report, there was also an increase in the average basket value from 2020 to 2021, amounting to 13 Turkish Lira, and from 2021 to 2022, amounting to 79 Turkish Lira. The report suggests that in the future, in addition to traditional payment methods such as credit cards, debit cards, and cash on delivery, alternative payment methods such as prepaid cards, account-to-account (A2A) payments, digital wallets, shopping loans, payments made with cryptocurrencies, and Buy Now Pay Later (BNPL) options are expected to gain a larger share.

iyzico, in collaboration with Dogma Alares and the Electronic Commerce Operators Association (ETİD), has announced the results of the “2022 Turkey E-Commerce Ecosystem Report.” The report reveals that the e-commerce volume and transaction numbers in Turkey continue to grow each year. Turkey, which is currently the 18th largest e-commerce market in the world, is experiencing an impressive upward trend both locally and internationally.

The E-commerce sector reached a size of 801 billion Turkish Lira in 2022 (2)

Although the growth momentum in e-commerce has somewhat slowed during the pandemic period, the report demonstrates that it has managed to maintain its strength both in Turkey and globally. The report emphasizes that the pandemic has created a lasting change in consumer shopping habits. In 2022, e-commerce achieved a market share worth 5.7 trillion US dollars globally, representing 5.7% of the global gross domestic product, which is valued at 100.2 trillion US dollars. E-commerce’s share in global retail sales reached 22%.

According to the report, in Turkey, the size of the e-commerce sector reached an economic volume of 801 billion Turkish Lira in 2022, which is approximately 6% of the Gross Domestic Product (GDP). Looking at the data from the past 5 years, the share of e-commerce in the GDP has steadily increased to 2.8%. This increase is attributed to the growth recorded since 2019 due to the impact of the pandemic, accounting for 1.6% of the increase.

While e-commerce activities in Turkey account for 16.5% of the total retail market, indicating a larger weight in terms of market dynamics compared to similar countries, the report highlights significant growth potential in the sector.

According to the results revealed in the report:

In Turkey, there was an increase in the average basket value in e-commerce from 2020 to 2021 by 13 Turkish Lira, and from 2021 to 2022 by 79 Turkish Lira. The highest monthly volume increase occurred in July and August, reaching around 200%.

The busiest period for shopping is during Black Friday. The back-to-school season and special campaign periods like Black Friday and Cyber Monday lead to the highest level of shopping between autumn and New Year’s. The period with the highest daily transaction numbers, which is 1.3 times higher than the average, is the “Back-to-School” period, followed by the “Black Friday week.”

The E-commerce sector reached a size of 801 billion Turkish Lira in 2022 (3)

The report indicates a 2.2% increase in the number of users using e-commerce platforms compared to the previous year. As of 2022, the ratio of female to male users was recorded as 58% and 42%, respectively, with an increase of 10% in the female share compared to 2021.

In terms of sales volume and transaction numbers in e-commerce, the top product categories in 2022 were fashion and accessories, electronics and technology, cosmetics and personal care, services, and travel and tourism, respectively. These five sectors accounted for 63% of the sales volume and 66% of the transactions in the e-commerce sector. The most remarkable growth was observed in the cosmetics and personal care category. In global e-commerce, two-thirds of the transactions in 2022 were made using alternative payment methods. In Turkey, traditional methods were preferred, exceeding the global average by two-fold. While credit cards were the most preferred payment method, debit cards were the second most preferred method for all businesses except micro-enterprises.

The three geographical regions with the highest concentration of sellers are Marmara, Central Anatolia, and Aegean, while it was noted that the Eastern and Southeastern Anatolia regions, which accommodate the highest number of sellers, did not have the highest share in regional volume.

Furthermore, the share of completed transactions using iyzico’s product, Secure Shopping, which provides payment security to e-commerce customers and facilitates access to after-sales services, increased from 1.5% in 2021 to 1.7% in 2022. iyzico Secure Shopping, which has been used by more than 5 million consumers to date, is particularly preferred in transactions made with iyzico Pay and bank transfers, especially EFT methods.

Orkun Saitoğlu, the CEO of iyzico, stated that the e-commerce volume in Turkey continues to show an upward trend according to the Turkey E-Commerce Ecosystem Report. Saitoğlu mentioned that although the global growth of the e-commerce sector has slowed down with the end of the pandemic, it is observed that online shopping has become a permanent behavior among consumers due to the acceleration of digitalization and the improvement of consumer experiences. He also emphasized that Turkey continues to maintain a significant share in both domestic and global trade. Saitoğlu said, “The e-commerce sector in Turkey reached a sales volume of 801 billion Turkish Lira, representing a 110% increase from 2021 to 2022, following a 69% increase from 2020 to 2021. With iyzico’s secure payment infrastructure, we provide a democratic ecosystem around shopping, and with our developed solution ‘iyzico Secure Shopping,’ we bring secure payment infrastructure to users, becoming a symbol of trust for lesser-known brands. With the option ‘Pay with iyzico,’ we offer our users the opportunity to make transactions quickly, easily, and securely. We also provide online shopping opportunities for millions of users who do not have access to banking services. With the influence of e-commerce and payment systems trends, the share of ‘Pay with iyzico’ and other alternative payment methods will increase compared to credit and debit card expenses in the coming years.”

Erdal Güner, Co-Founder of Dogma Alares, stated the following: “E-commerce has become an important shopping channel not only for the retail sector but also for the service sector, bringing convenience worldwide. Turkey, with its dynamic population and inclination towards digital solutions, witnesses a continuous increase in e-commerce volumes and transaction numbers year after year. As a bridge and logistics hub for global trade due to its geographical location, Turkey allows sellers and marketplaces in the sector to participate in global competition through e-export incentives. Artificial intelligence is effectively utilized to enhance the e-commerce experience of today. Cost and time management play an even more important role in e-commerce. This report we have published will serve as an important resource to understand the present and future of e-commerce activities in Turkey, based on local and global statistics and trends.”

Emre Ekmekçi, President of the Electronic Commerce Operators Association (ETİD), also stated that the share of e-commerce in Turkey’s total exports should be increased from 1% to 4%. Ekmekçi said, “Now, how we can sell products to foreign customers and diversify markets should be the topics we discuss the most in the sector.” He added, “It is stated that there has been a 7-fold increase in the number of businesses operating in e-commerce during the pandemic period, while there has been a slowdown in SMEs entering e-commerce this year. Ekmekçi expressed their expectation that the announced support decisions for the sector will pave the way for new business models. He continued, “At the same time, we anticipate that these supports will create intermediary, aggregator, and e-exporter models. From now on, it is our responsibility to make proper use of the support and increase exports. Within the scope of the supports, market entry report support, digital marketplace promotion support, e-export promotion support, order fulfillment service, warehouse rent support, international marketplace integration support, online store support, and service support from target country e-commerce stakeholders, as well as marketplace commission expense support, are valuable for the sector.”

You can access the full report from the link below:

https://media.iyzico.com/b/2023/07/2022-e-commerce-ecosystem-report.pdf


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