According to the compilation made from the 2022 data of the “Electronic Trade Information System (ETBIS)” of the Ministry of Commerce, there are 548 thousand 688 enterprises engaged in e-commerce activities in Turkey.
While 31 thousand 320 of these enterprises are registered to ETBIS, 533 thousand 19 enterprises operate in e-commerce marketplaces. In addition, the number of sites registered to ETBIS reached 37 thousand 256. In addition to e-commerce activities on its own site, 15,651 businesses also sell in e-commerce marketplaces.
As of 2022, the domestic e-commerce volume reached 800.7 billion liras with an increase of 109 percent compared to the previous year. In the same period, the number of orders increased by 43 percent from 3 billion 347 million to 4 billion 787 million. Retail e-commerce volume in this period amounted to TL 458 billion.
While the ratio of e-commerce to general commerce was 17.7 percent in 2021, this rate increased to 18.6 percent last year.
In 2022, 61 percent of the total e-commerce volume on the basis of payment methods consisted of card transactions with 486.7 billion liras. This was followed by money order/EFT and other payments with 36 percent and 287 billion liras, and cash on delivery with 3 percent and 27 billion liras.
While 80 percent of the enterprises preferred to sell in only 1 market place, 12.6 percent preferred 2 market places, 4 percent preferred 3, 1.9 percent 4, 1.5 percent 5 and above.
The province with the highest number of businesses carrying out e-commerce activities was Istanbul with 37.7 percent. This province was followed by Ankara with 8.5 percent, Izmir with 7.1 percent, Bursa with 4.6 percent, Antalya with 3.4 percent, Konya with 2.4 percent and Kocaeli with 2.4 percent.
Other countries made 33.8 billion liras worth of shopping from Turkey
In the said period, the share of domestic e-commerce expenditures was 91.3 percent, amounting to 731 billion liras, while the rate of expenditures made by other countries from Turkey’s e-commerce sites was calculated as 4.2 percent and 33.8 billion liras. The rate of purchases made by citizens from abroad was 4.5 percent, and the amount was recorded as 35.9 billion liras.
Looking at the distribution of e-commerce volume by sectors, white goods and small household appliances ranked first with approximately 96.7 billion liras. This volume was 54 billion liras in clothing, shoes and accessories, 45.9 billion liras in electronics, and 45.1 billion liras in airlines. These sectors were followed by food and supermarket with 26.5 billion liras, travel transportation and storage with 24 billion liras, food with 19.6 billion liras and accommodation with 11.5 billion liras.
Considering the change in e-commerce volume by sectors in 2022 compared to the previous year, there was a 222 percent increase in the accommodation sector. This was followed by airlines with an increase of 156 percent, travel, transportation and storage sectors with an increase of 132 percent, clothing, shoes and accessories with an increase of 129 percent, electronics with an increase of 122 percent, food and supermarkets with an increase of 95 percent, white goods and small household appliances with an increase of 88 percent, and 39 percent. food industries increased.
Average basket amount was 167 liras
Women made up 58 percent and men made up 42 percent of shoppers through electronic commerce intermediary service providers.
People living in Istanbul made 36%, Ankara 9%, and İzmir 6% of the shopping made through electronic commerce. These provinces were followed by Bursa and Antalya with 4 percent and Kocaeli with 2.5 percent.
While the average basket amount in e-Commerce was 167 TL, this amount differed according to the payment methods. The aforementioned amount was calculated as 273 liras for card payments, 199 liras for door-to-door payments, and 99 liras for money order/EFT.
Sectoral average basket amount is 9 thousand 425 liras in accommodation sector, 3 thousand 804 liras in home, garden, furniture and decoration, 2 thousand 928 liras in airlines, 451 liras in white goods and small household appliances, 447 liras in clothing, shoes and accessories sector in 2022. and in electronics it amounted to 292 liras.
85% of payments made in advance
85% of e-commerce expenditures were made by making cash payments and 15% by using the installment payment option.
In terms of sectors, installments were preferred at a rate of 77 percent in home and decoration, 34 percent in white goods, 29 percent in electronics, 31 percent in clothing, 10 percent in travel, 15 percent in accommodation, 15 percent in airlines, and 6.5 percent in books and magazines.