SECTOR CAPSULE: E-COMMERCE IN TURKEY

19 March 2021

KEY DATA FINDINGS

E-commerce is the star performer in 2020, due to myriad COVID-19 factors enhancing channel popularity and
development
E-commerce shows 165% current value growth in 2020, to reach TRY119.2 billion
3rd party merchants maintain their collec ve top place in e-commerce in 2020, with 50% company value share
E-commerce is expected to see 24% current value CAGR (14% at constant 2020 value) over the forecast period, to
reach TRY345 billion in 2025

Market size E-Commerce

Retail Value RSP excl Sales Tax - TRY million - 2006-2025
119,208
Forecast
250000

200000

150000

100000

50000

0
2006 2020 2025
Source: Passport by Euromonitor Interna onal

Sales Performance E-Commerce

%Y-O-Y Retail Value RSP excl Sales Tax-Growth 2006-2025
165.2%
Forecast
200%

100%

0%

-100%

-200% 2006 2020 2025

Source: Passport by Euromonitor Interna onal

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2020 IMPACT
E-commerce was the star performer of 2020, seeing triple-digit growth. Over the review period, e-commerce was
already growing fast but, in 2020, as consumers spent more me at home and shied away from brick-and-mortar stores,
they ended up increasing the frequency of online purchases and also the product categories which they normally did not
purchase through e-commerce. E-commerce penetra on jumped from 6.1% in 2019 to 13.2% in 2020, with a boost to its
trajectory coming from the catalyst of the event of COVID-19. Without the event of the pandemic, this level of
development would normally have taken three years to achieve, thus the speed at which it happened was
unprecedented.
In terms of consumer demand, e-commerce could have grown much more, but the supply side bo lenecks
determined the extent of growth. Company stock sizes based on warehouses was one bo leneck. The fact that almost the
en re retail industry relies on logis c company partnerships and does not have individual integrated logis c providers was
the other bo leneck. Many companies, in terms of stocks and delivery and in terms of capacity, could not deal with the
highest points of demand when full lockdowns were in place and the strain on the delivery capabili es resulted in a
higher number of faulty deliveries, broken deliveries, and delayed deliveries, to the extent that, months a er the retail
outlets were open, retailers were s ll dealing with a backlog of online delivery issues from March.

Company Shares of E-Commerce

% Share (NBO) - Retail Value RSP excl Sales Tax - 2020

3rd Party Merchants 49.54%

DSM Grup Danismanlik Ilet... 4.29%
D-Market Elektronik Hizme... 3.3%
Boyner Holding AS 2.06%
Migros Tic AS 1.07%
LC Waikiki Magazacilik Hi... 0.91%
Teknosa Ic ve Dis Ticaret... 0.72%
Others 38.11%

Increasing share Decreasing share No change

Source: Passport by Euromonitor Interna onal

NATIONAL BRAND OWNERS TABLE

Company Name (NBO) Brand (GBO)
3rd Party Merchants (eBay Inc), 3rd Party Merchants (eBay Inc), 3rd Party Merchants
3rd Party Merchants
(eBay Inc), 3rd Party Merchants (eBay Inc)
Amazon.com Inc Amazon (Amazon.com Inc)
Apple Inc App Store (Apple Inc)
Arçelik AS Arçelik (Koç Holding AS), Beko (Koç Holding AS)
Boyner Buyuk Magazacilik AS boyner.com.tr (Boyner Holding AS)
Boyner Holding AS Morhipo (Boyner Holding AS)
Carrefour SA Carrefour Sabançi
Sen-Al Market (Carrefour SA)
Ticaret Merkezi AS
Cicek Sepe Internet Hizmetleri AS CicekSepe (Cicek Sepe Internet Hizmetleri AS)
D&R AS D&R (D&R AS)
D-Market Elektronik Hizmetler Tic
Hepsiburada (D-Market Elektronik Hizmetler Tic AS)
AS
Defacto Perakende Tic AS Defacto (Defacto Perakende Tic AS)
DSM Grup Danismanlik Ile sim ve
Trendyol (Alibaba Group Holding Ltd)
Sa s Tic AS
Enucuz Pazarlama Turizm Reklam
Ebebek (Enucuz Pazarlama Turizm Reklam Ve Telekomunikasyon Tic Ltd S )
Ve Telekomunikasyon Tic Ltd S

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 Ereyon Elektronik Ticaret ve Sanal Ereyon (Ereyon Elektronik Ticaret ve Sanal Magazacilik Hizmetleri AS)
Magazacilik Hizmetleri AS
Genpa Telekomunikasyon ve
Genpa (Genpa Telekomunikasyon ve Ile sim Hizmetleri San Tic AS)
Ile sim Hizmetleri San Tic AS
H&M Hennes & Mauritz AB H&M (H&M Hennes & Mauritz AB)
Istanbul Bilisim AS Istanbul Bilisim (Istanbul Bilisim AS)
Koçtas Yapi Marketleri Ticaret AS Koçtaş (Kingfisher Plc)
Koton Magazacilik Teks l San ve Tic
Koton (Koton Magazacilik Teks l San ve Tic AS)
AS
LC Waikiki Magazacilik Hizmetleri
LC Waikiki (LC Waikiki Magazacilik Hizmetleri Tic AS)
Tic AS
Mango Turkiye Teks l ve Ticaret Ltd
Mango (Punto Fa SL (Mango))
S
MAPA Mobilya ve Aksesuar AS IKEA (Inter IKEA Systems BV)
Mavi Giyim San ve Tic AS Mavi (Mavi Giyim San ve Tic AS)
Mayhoola for Investments LLC Beymen (Mayhoola for Investments LLC)
Media Saturn Holding Media Markt/Saturn (Ceconomy AG)
Migros Tic AS Migros Sanal Market (Migros Tic AS)
Netsa Internet Hizmetleri Ltd S 444cicek.com (Netsa Internet Hizmetleri Ltd S )
Pen Giyim Ticaret As Pen (Pen Giyim Ticaret As)
Repar Tani m Ile sim Matbaaciilik
kitapyurdu.com (Repar Tani m Ile sim Matbaaciilik Ltd S )
Ltd S
Teknosa Ic ve Dis Ticaret AS Teknosa (Teknosa Ic ve Dis Ticaret AS)
Tekzen Pazarlama Ithalat Ihracat
Tekzen (Tekzen Pazarlama Ithalat Ihracat Ticaret AS)
Ticaret AS
Vatan Bilgisayar San ve Tic AS Vatan Bilgisayar (Vatan Bilgisayar San ve Tic AS)
Vestel Dayanikli Tuke m Mallari
Vestel (Vestel Dayanikli Tuke m Mallari Pazarlama AS)
Pazarlama AS
Source: Passport by Euromonitor Interna onal

DEFINITIONS AND METHODOLOGY

E-COMMERCE
Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones
and tablets. Internet retailing includes sales generated through pure e-commerce web sites and through sites operated by
store-based retailers. Sales data is a ributed to the country where the consumer is based, rather than where the retailer
is based. Also includes orders placed through the web for which payment is then made through a storecard, an online
credit account subsequent to delivery or on delivery of the product. This payment may be by any mode of payment
including postal cheque, direct debit, standing order or other banking tools. Includes orders paid for cash on delivery.
Includes m-commerce: where consumers use smart phones or tablets to connect to Internet and purchase the goods
online. Internet retailing excludes sales of: (a) Products generated over consumer-to-consumer sales sites, such as eBay.
B2C propor on of sites such as eBay will be captured. (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) Quick delivery services of food, magazines, household goods and DVD rentals, for example:
MaxDelivery.com, LicketyShip.com, Ne lix.com, LoveFilm (g) Returned products/unpaid invoices. (h) click and collect
orders in stores where the payment is made in the store. Example brands include Amazon.com, Zappos.com, Apple.com,
iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, Americanas 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
summa on of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba).
Marketplaces are websites that allow mul ple merchants to sell on the marketplace website and the marketplace
operator processes the transac on, however many provide 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 a ributed to the marketplace brand operator.
METHODOLOGY
This report is derived from Euromonitor Interna onal’s Passport informa on system. Industry research is carried out by a
global team of more than 600 in-country analysts and is based on a core set of research techniques:

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 Na onal-level desk research, company research and analysis, store checking, trade interviewing with na onal
players and market analysis
Interna onal-level desk research, mul na onal company research and analysis, trade interviewing with
interna onal players and market analysis

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