The Ministry of Commerce published the E-Commerce Outlook report in Turkey today. Important data was shared within the scope of this report.
It’s all here In the summary statement made by the Ministry of Commerce about the report, the following was stated: “With the transformation in technology, the importance of e-commerce and its share in total trade is increasing day by day in Turkey, as in the whole world. The “Appearance of E-Commerce Report in Turkey”, which supports the developments in the field of e-commerce with important statistics and aims to be a guide that all actors in this field will benefit from effectively, was published by the Ministry of Commerce. While e-commerce statistics are followed meticulously in the report, from rising trends to expert opinions; Various outputs were examined, ranging from analysis of the situation of e-commerce in gross domestic product (GDP), general trade and retail trade.
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TURKEY’S E-COMMERCE VOLUME IN 2023 REACHED 1.85 TRILLION TURKISH LIRAS
E-commerce volume increased by 115.15 percent in 2023 compared to the previous year, reaching 1.85 trillion lira. The number of transactions increased by 22.25 percent compared to the previous year and reached 5.87 billion units. In 2024, it is predicted that the e-commerce volume will be 3.4 trillion lira and the number of transactions will be 6.67 billion.
While the ratio of e-commerce volume to general trade volume was 10.1 percent in 2019, it increased significantly over the years and reached 20.3 percent in 2023. In 2023, the share of e-commerce volume in gross domestic product (GDP) (E-GDP) increased by 33.3 percent compared to the previous year, reaching 6.8 percent. The compound annual growth rate of e-GDP between 2019 and 2023 was 26 percent.
51 percent of e-commerce volume consists of goods trade and 49 percent consists of service trade. In addition, 63 percent of the card transaction volume consists of goods trade, while 37 percent consists of services trade. The first of the three sectors with the largest share in e-commerce volume is white goods and small household appliances with 233 billion lira, followed by the electronics sector with 135 billion lira and the clothing, shoes and accessories sectors with 127 billion lira.
ACCORDING TO THE E-COMMERCE COMPLIANCE INDEX, OUR CITY WITH THE HIGHEST COMPLIANCE IS ISTANBUL
Thanks to the methodology developed by the Ministry of Commerce, an index regarding the compliance of provinces with e-commerce in our country was created. The criteria included in this methodology are; The ratio of the province’s e-commerce sales to the gross domestic product (e-GDP), the ratio of the number of businesses engaged in e-commerce activities in the province to the total number of businesses in that province, that is, the integration of businesses in the province into e-commerce, the ratio of e-commerce sales on a provincial basis to meet e-commerce purchases in the province. , is the e-commerce sales volume per e-commerce business operating in the province.
When we look at the e-commerce adaptation scores created by evaluating these indicators, the provinces with the highest compliance with e-commerce stand out as Istanbul, Kayseri, Çorum, Izmir and Kocaeli, respectively. In 2023, the number of businesses engaged in e-commerce across Türkiye reached 559 thousand 412. The number of businesses conducting e-commerce activities in marketplaces approached 540 thousand. The number of businesses registered with ETBİS that carry out e-commerce activities from their own website or mobile application exceeded 35 thousand.
In our country, 76 percent of e-commerce businesses are sole proprietorships, 21 percent are limited companies and 3 percent are joint stock companies. Istanbul, Ankara, Izmir, Bursa and Antalya stood out as the top 5 cities with the highest number of businesses engaged in e-commerce activities. 70.5 percent of tradesman business owners operating in e-commerce are men and 29.5 percent are women. When we look at the distribution of tradesman business owners according to their ages, it is seen that the majority are between the ages of 25-44. The busiest period in terms of transaction volume in 2023 was November due to the influence of campaigns.
In November, e-commerce volume was 50 percent above the monthly averages throughout the year. The days with the highest transactions in 2023 were November 11, due to the effect of November campaigns, and November 24, which is Teachers’ Day. In the distribution of e-commerce expenditures by age, the 25-36 age range stands out. Looking at the age distribution of e-commerce shopping amounts, 29-year-old consumers spent the most, while more than half of the e-commerce volume was made up of purchases made by consumers between the ages of 25-36.
MOBILE APPLICATIONS HAVE A HIGH PREFERENCE RATE
When we look at the distribution of the number of transactions and transaction volume according to sales channels, purchases made from mobile applications stand out. 91 percent in terms of number of transactions among order platforms classified as web, mobile web and mobile application; In terms of transaction amount, 80 percent of the mobile application was used. When we look at the distribution of e-commerce expenditures according to time intervals, the highest number of transactions with 43 percent were carried out in the 6-hour period between 18.00 and 00.00.
AVERAGE CARGO DELIVERY TIME ACROSS Türkiye IS 46.2 HOURS
When we look at undeliverable cargo shipments, the first reason was the customer not accepting the shipment with 34.13 percent, while not being able to find the address took the second place with 26.43 percent. The least common reason was damaged cargo with 1.2 percent. The city with the highest number of cargo shipments was Istanbul with 55.27 percent. Kocaeli, Ankara, Izmir, Bursa and Kayseri provinces followed Istanbul, respectively. When we look at the districts that send the most cargo, Bağcılar district of Istanbul province ranked first. The city that received the highest number of cargoes was Istanbul again with 29.74 percent. Ankara, Izmir, Bursa, Antalya and Kocaeli followed Istanbul. The district that received the highest number of cargoes was Çankaya district of Ankara province.
The following products drew attention as the best-selling products on a sector basis: In the clothing, shoes and accessories sector, shoes, shirts, coats and jackets, trousers and dresses. In the electronics industry, mobile phones, laptops, televisions, network systems, desktop computers. In the white goods and small household appliances sector, airfryer and fryer, air conditioner, kitchen and dining appliances, washing machine, refrigerator. In the food and supermarket industry, fruit and vegetables, tea and brewed beverages, meat, seafood and eggs, coffee. In the food industry, hamburgers, kebabs, pizza, pita, döner, desserts, ice cream.”