Local Turkey

Record 2021 targets in Turkish e-commerce

The coronavirus epidemic transformed consumer behaviour, companies focused on hygienic delivery and customer support in order to ensure consumer confidence, and increased their investments in digitalization with the understanding of the importance of e-commerce. While shopping traffic gradually decreased in physical sales channels such as stores and shopping malls, the share of e-commerce in total retail sales increased.

According to the Presidential Annual Program of 2021, it is aimed to make Turkey one of the most important trade centres, where trade is easy & safe and consumer rights are observed, with Turkey’s focus on quality, innovative approaches and practices.

Considering the developments in the agriculture and manufacturing industry sectors and the benefits of consumers, the problems that may be encountered in the market operation in the wholesale and retail trade sector will be eliminated. In this context, the Software Processes of the Retail Information System (PERBIS) will be completed and the PERBIS Regulation will be prepared and implemented.

Legislative work will be completed in order to modernize wholesale markets and similar structures in order to improve wholesale trade. Secondary legislation arrangements will be made regarding wholesalers.

Cross-border e-commerce will facilitate the retrieval of products

Studies on ensuring confidence in e-commerce will be completed. Market shares will be increased in regions with competitive advantage especially due to geographical and cultural proximity.

In order to increase exports through e-commerce channel, domestic companies will be supported to be in electronic marketplaces and the membership expenses of companies will continue to be supported for e-commerce sites approved by the Ministry of Commerce.

Retrieval of products in cross-border e-commerce will facilitate the process. If the goods sent abroad with the Customs Declaration or Electronic Commerce Customs Declaration come back, it will be ensured that correspondences between customs offices and tax offices are made electronically in order for tax exemption. “Draft Regulation on Compliance of Products, Market Surveillance and Inspection” that includes the reliability audits of e-commerce products will be completed and put into effect.

Service satisfaction index will be created for consumers

In order to protect the consumer, the legislation will be reviewed in accordance with current developments, and the efficiency of market surveillance and control activities will be increased. Legislative changes will be made, especially the Regulation on Distance Contracts.

Promotion and awareness activities will be carried out to promote conscious consumption. In this context, educational materials such as posters, brochures, public service announcements and web sites and research reports will be prepared, consumer trainings will be held with consumer organizations and other stakeholders.

The index will be prepared by creating a service satisfaction index for consumers, with the research to be done every year by the determined university and research institution.

240 billion TL of e-commerce transaction volume target

Within the framework of these studies, it is aimed to increase the number of licensed warehouses to 120 this year and to 130 in 2021. Next year, the rate of e-commerce in the retail market is expected to increase from 7 percent to 8 percent, and the number of e-commerce sites with a stamp of trust from 25 to 100. The e-commerce volume, which was 190 billion liras last year, is expected to rise to a record 213 billion liras this year and to 240 billion lira next year.

It is also estimated that the rate of online shoppers, which is 36.5 percent this year, will increase to 38 percent in 2021. Those goals will go down as the highest figures reached in Turkish e-commerce.

source: AA / translated by Melisa Karayusufoglu

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