Cover Image

土耳其的B2C 電子商務市場:2016年

Turkey B2C E-Commerce Market 2016

出版商 GmbH & Co. KG 商品編碼 223958
出版日期 內容資訊 英文 60 Pages/Charts
商品交期: 最快1-2個工作天內
Back to Top
土耳其的B2C 電子商務市場:2016年 Turkey B2C E-Commerce Market 2016
出版日期: 2016年04月07日 內容資訊: 英文 60 Pages/Charts

土耳其的B2C 電子商務市場是東歐第二大,兼急速成長的市場之一。

本報告提供土耳其的企業消費者間(B2C)電子商務市場上各種趨勢之相關調查,提供您全球B2C 電子商務市場概要,東歐的網際網路及網路購物利用趨勢和與土耳其的比較,土耳其的使用者主要特徵,B2C 電子商務銷售情況與預測,主要的產品類型,並彙整主要企業的簡介等資訊。

第1章 經營管理摘要

第2章 概要·國際比較

  • B2C 電子商務市場概要與國際比較
  • 歐洲的網際網路觀眾明細:主要5國別
  • B2C 電子商務的銷售額;東歐主要國家別
  • 東歐的網路用戶數·普及率:主要國家別
  • 東歐的智慧型手機用戶數·普及率:主要國家別
  • 土耳其的網際網路普及率:與EU主要國家的比較
  • 土耳其的網路消費者的普及率:與EU主要國家的比較
  • 土耳其的跨境網路消費者的普及率:與EU主要國家的比較
  • 歐洲主要國家的行動消費者的普及率
  • 最快成長的歐洲的電子商務企業排行榜:前五名

第3章 市場趨勢

  • 網際網路連接設備
  • 行動網際網路加入數
  • B2C 電子商務的銷售額整體的行動商務佔有率
  • 跨境網路購物的頻率
  • 跨境網路購物購買的產品類型
  • 透過社群媒體訪問了國際網站的跨境網路消費者的佔有率
  • 受到社群媒體評估和評論等影響的網路消費者的佔有率
  • 購買前用社群媒體進行調查的產品類型
  • 商店購買前在線調查的主要理由

第4章 銷售額·市場佔有率

  • B2C 電子商務的銷售額的變化與預測
  • B2C 電子商務的銷售額的實際成果:各種類
  • B2C 電子商務的佔有率:零售總銷售額比率

第5章 用戶/購買客人

  • 網際網路普及率的轉變
  • 網路消費者的普及率的轉變
  • 網路用戶明細:上次的購買時間別
  • 不利用線上購買的理由

第6章 產品

  • 在線售出的產品類別
  • 多途徑專賣業者的B2C 電子商務的銷售額:各產品類型

第7章 付款方式

  • 網路購物的付款方式明細
  • 銀行卡國內電子商務付款的數量·金額
  • 以銀行卡跨境電子商務付款的數量·金額

第8章 發送

  • 網路購物的問題

第9章 企業

  • B2C 電子商務企業概要
  • 主要的電子商務市場上M&A 概要
  • 透過頁面閱覽的電子商務網站前15名
  • B2C 電子商務企業的市場佔有率
  • 簡介:D-Market Elektronik Hizmetler Ticaret A.S.
  • 簡介:GittiGidiyor A.S.
  • 簡介:Do?u? Planet Elektronik Ticaret ve Bili?im Hizmetleri A.S.


Product Code: 1261

Questions Covered in the report:

  • How fast is B2C E-Commerce growing in Turkey?
  • What are some important growth drivers and challenges for the online retail development in this country?
  • How high is the online shopper penetration in Turkey and how does it compare to other countries in Europe?
  • What do consumers in Turkey buy when they shop online and how do they pay for the purchases?
  • Which are the largest B2C E-Commerce companies in Turkey and which companies in this sector attracted investment during 2015?

Key findings: The growth of B2C E-Commerce in Turkey attracts investors

The B2C E-Commerce market in Turkey, second largest in Eastern Europe, is also among the fastest growing, according to the new market report by In 2015, online retail sales in the country grew by a medium-high double-digit share and are projected to grow still further this year. Despite Turkey being the fifth largest Internet audience in Europe, Internet penetration in this country reached just above 50% of the population in 2015. Furthermore, only around one third of Internet users made purchases online that year, indicating that both Internet and online shopper penetration rates have room for growth, driving B2C E-Commerce sales higher.

Clothing has emerged as a major product category in Turkey's online retail. According to the research findings of, it was popular both among male and female online shoppers in 2015 and was purchased by more than half of online shoppers overall. This trend spurs the popularity of online clothing retailers, such as and, which ranked as some of the most visited online shopping websites in the country in early 2016.

Another major characteristic of the B2C E-Commerce market in Turkey is the rising importance of mobile shopping and social media. The market report by reveals that more than 50% of online shoppers in Turkey admitted that their online buying decision is influenced by what they read on social media, according to a survey cited in the report. M-Commerce development is driven by the increasing penetration of mobile Internet-enabled devices, already the most popular means of accessing the Internet. The major online retail competitors, such as online marketplaces GittiGidiyor and report rapid growth rates in mobile traffic and sales.

The rapid growth of the online shopping market in Turkey has attracted both foreign and domestic investors, according to's research. The country's largest online retailer,, received 100 million U.S. dollars of investment in early 2015, while a major online food ordering service Yemksepeti was acquired by Delivery Hero for more than half a billion U.S. dollars. As the market continues to develop, competition is expected to remain intense.


  • Alibaba
  • Claire's
  • D-Market Elektronik Hizmetler
  • Delivery Hero
  • Elgiganten
  • Hepsiburada
  • Migros
  • Morhipo
  • Teknosa
  • Wikimart




Table of Contents



  • B2C E-Commerce Market Overview and International Comparisons, March 2016
  • Breakdown of Europe's Internet Audience, by Top 5 Countries, incl. Turkey, and Others, in %, May 2015
  • B2C E-Commerce Sales, by Selected Countries in Eastern Europe, incl. Turkey, in EUR billion, 2014
  • Number of Internet Users and Penetration in Eastern Europe, by Selected Countries, incl. Turkey, in millions and in % of Population, 2013 - 2019f
  • Number of Smartphone Users and Penetration in Eastern Europe, by Selected Countries, incl. Turkey, in millions and in % of Mobile Phone Users, 2013 - 2018f
  • Internet Penetration in Turkey, Compared to Selected Countries in the EU, in % of Individuals, 2012 - 2015
  • Online Shopper Penetration in Turkey, Compared to Selected Countries in the EU, in % of Internet Users, 2012 - 2015
  • Cross-Border Online Shopper Penetration in Turkey, Compared to Selected Countries in the EU, in % of Online Shoppers, 2015
  • Mobile Shopper Penetration in Selected Countries in Europe, incl. Turkey, in % of Mobile Device Owners, 2014
  • Ranking of Top 5 Fastest Growing E-Commerce Companies in Europe, by Year-on-Year Growth, in %, incl. Companies Based in Turkey, 2014


  • Devices Used to Connect to the Internet, in % Households with Internet Access, Q1 2014 & Q1 2015
  • Number of Mobile Internet Subscriptions, in millions and in % of Total Internet Subscriptions, Q3 2013 - Q3 2015
  • M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015
  • Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, April 2015
  • Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, April 2015
  • Share of Cross-Border Online Shoppers Using Social Media to Reach an International Website, in %, 12 Months to November 2015
  • Share of Online Shoppers Whose Online Shopping Behavior is Influenced by Reading Reviews, Comments and Feedback on Social Media, in %, February 2016
  • Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015
  • Top Reasons for Online Research Prior to In-Store Purchase, and In-Store Research Prior to Online Purchase, in % of Respondents in the Relevant Group, April 2015


  • B2C E-Commerce Sales, in TRY billion, 2013-2016f
  • B2C E-Commerce Sales, by Segment, in TRY billion, 2013 & 2014
  • B2C E-Commerce Share of Total Retail Sales, in %, 2014 & 2015e


  • Internet Penetration, in % of Individuals, 2011 - 2015
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2015
  • Breakdown of Internet Users by Time of Last Online Purchase, in %, Q1 2014 & Q1 2015
  • Reasons Not to Purchase Products and Services Online, in % of Internet Users Who Do Not Shop Online, by Gender and Total, 12 Months to March 2015


  • Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
  • B2C E-Commerce Sales of Specialized Multichannel Retailers, by Product Category, in TRY million, and in % Year-on-Year Change, 2014


  • Breakdown of Payment Methods Used in Online Shopping, in %, 2014
  • Number and Value of Domestic E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q4 2015
  • Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q4 2015


  • Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12 Months to March 2015


  • B2C E-Commerce Players Overview, March 2016
  • Overview of Selected E-Commerce Mergers and Acquisitions, 2015
  • Top 15 E-Commerce Websites by Page Views, incl. Page Views, in millions, and Real Users, in millions, January 2016
  • Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014
  • Profile of D-Market Elektronik Hizmetler Ticaret A.S., March 2016
  • Profile of GittiGidiyor A.S., March 2016
  • Profile of Doğuş Planet Elektronik Ticaret ve Bilişim Hizmetleri A.S., March 2016
Back to Top