This presentation will look at the Turkish E-Commerce performance in recent years.

I will link E-Commerce to internet usage, demographics, User profile and to user profile.

During the presentation we will cover Demographics Economic Outlook Internet Usage User Profile Digital Advertising E-Commerce International Comparison E-Commerce and Media

Turkey has a population of 73 million. (2012) stanbul has a population of 13 million followed by Ankara 5 million and zmir 4 million population. Turkish population is increasing 1.25 percent each year. So Turkey has a young majority population. Younger population uses internet more than elderly around the world.

ECONOMIC OUTLOOK

12300 US dollars per capita GDP is growing 8.8 percent each year Average for 2011-2017 is 6.7 percent

 24.4 million Internet users. Penetration 41.8 percent (percentage of the population with Internet access) 8.2 million connects to internet with mobile phones

WHAT DO INTERNET USERS DO? %57 Men, %43 Women %57,7 Contacting with their friends, using social networks %56,7 Researching by using search engines or other reference websites %54,9 Sending/Receiving Emails %48,9 Reading newspapers

HOW MUCH MONEY IS SPENT ON INTERNET ADVERTISING?

$375 Million dollars is spent annually For 2009 2010 Digital advertising increased by 29.6% Digital advertising share in total media is 13.9%

In 2012, 10.2 million people in Turkey (42 % of Internet Population) benefited from E-Commerce Total Volume in 2011 is 12 Billion US Dollars Annually there are 118 million transactions 2011

Turkey is the fastest growing second country after India in 2011. IN E-COMMERCE BIGGEST MARKETS ARE; General purchases 21% of total sales. Consumer Electronics is 19.9 percent Private shopping is 16% percent Retailers 14.2 percent, Books 5,2 percent Tickets 3.5 percent Food 2.7 percent Other 20.2 percent

Gittigidiyor, hepsiburada, limango, trendyol, ucuzu and VIP dukkan have sales above 2 billion dollars each. For these representative firms market is growing above 30 %.

E-Commerce market has reached to 22 million TL which is approximately 12.4 billion US dollars in 2011. E-commerce was only 145 thousand dollars in 2003. In brief Turkish e-commerce market is growing exponentially which means increasing at an increasing rate.

This graph shows the comparison of Turkish ecommerce market with USA, UK, GERMANY and FRANCE. E-COMMERCE;
Trade Country USA UK Germany France Turkey Billion 193.4 119.2 37.7 26.1 12.5 Growth 57% 17 % 22 % 8.1 57%

In this section we will examine how media also helps to internet in e-commerce. Citizens became aware of ecommerce largely by different media tools

Amazon Com reached to 36 million, Makrofoni reached to 21 million Ebay reached to 12 million Hepsiburada .com reached to 10 million Yemeksepeti reached to 5 million readers (customers) via newspapers.

Research done shows that

For amazon .com 57 percent positive influenced by e-commerce firm advertisement and 43 % was neutrally influenced. No negative influence was seen. For Makrofoni .com 55 percent positive influenced by e-commerce firm advertisement and 45 % was neutrally influenced. No negative influence was seen. For Ebay.com 46 percent positive influenced by e-commerce firm advertisement and 54 % was neutrally influenced. No negative influence was seen. For Hepsiburada.com 59 percent positive influenced by e-commerce firm advertisement and 38 % was neutrally influenced. 3 percent negative influence was seen. For Yemeksepeti.com 64 percent positive influenced by e-commerce firm advertisement and 36 % was neutrally influenced. No negative influence was seen.

In 2011 Amazon.com has been 7 times on TV news Hepsiburada.com has been 3 times on TV news Biletix.com has been 3 times on TV news Enmoda.com has been 2 times on TV news Ebay.com has been 2 times on TV news

Top slide shows that, Amazon, Ebay, Makrofoni, Hepsiburada and yemekseperi e-commerce portals are using all media companies for promotion. But Doan Group and Demirren Group ranks at the top.

Looking at e-commerce portals in terms of where they advertise, we see that tree channels ranks at the top. These channels area CNN-TURK. Com TRT-TURK.COM CNBC-e These channels are shared by the top ranking e-commerce firms; Hepsiburada.co Amazon.com Biletix.com Ebay.com and

 Enmoda.com.

Looking at consumer satisfaction from e-commerce portals we have the following findings. Foreign sites are mote satisfactory with all criteria sited Turkish sites seem to be more satisfactory in ease of use, savings, privacy and security, ac communication channels and as Brand Image. Areas for improvement can be in the following areas; Customer support, Product assortment, Aesthetics and Information.

We have looked at the e-commerce background and performance of Turkey. We see that although the size of the market is small compared to USA, UK, France and Germany, It is the second fastest growing market in the world. Media is working hand to hand with e-commerce in Turkey. Bu the market is dominated by 4-5 names which are worldwide known. We also looked at the e-commerce portals in terms of their strengths and weaknesses. THANK YOU FOR THE OPPORTUNITY