Turkey: 55.8 million of 59 million internet users are in e-commerce

Speaking at Webrazzi E-Commerce 2021, Gemius Country Manager Idil Kesten explained which companies stood out in digital user data and e-commerce in 2020.

Idil Kesten, who manages the Turkey and Middle East offices of Gemius, made a presentation titled “Digital User Preferences in 2020: Who are the Champions in E-commerce?” within the scope of Webrazzi E-Commerce 2021. Kesten, at the beginning of her speech, revealed striking and interesting information by explaining the internet user data for the fourth quarter of 2020.

She stated that the Turkish e-commerce industry has reached a certain saturation in terms of the number of digital users and that 95 out of every 100 internet users visited an e-commerce site in the last quarter of 2020. Idil Kesten said that the number of internet users reached 59 million during this period and 55.8 million people visited an e-commerce site. According to Gemius Turkey data, users spend an average of 9.5 hours on e-commerce sites within a month.

Kesten stated the monthly access figures as follows: “52 million people visited an e-commerce website in October, 52.3 million in November, and 52.2 million in December. November is important here because this month we see e-commerce numbers that are not over the 52 million mark despite the huge shopping campaigns. This shows that circulation and saturation have been reached in e-commerce in terms of access. The main difference here is the time spent per person. There was a total of 14 hours and more than 16 hours in mobile applications. The more sites you visit and the site searches, the more comparisons it reveals.”

Favorite apps of e-commerce users

According to the research, favorite apps of e-commerce users include YouTube, Instagram, Facebook, TikTok, Twitter, Snapchat, Netflix, and PUBG. In the fourth quarter, Netflix was the highest platform of the density map in line with personal behavior. In other words, 77 of 100 Netflix users were determined to be an e-commerce user. Twitter and TikTok come right after this platform.

Turkey: 55.8 million of 59 million internet users are in e-commerce 2

E-commerce users by category, news, banking, sports, games, and music. Most e-commerce visitors were in the sports category.

Saying that Trendyol is at the top of the e-commerce marketplace category in 2020, Kesten says that this platform has been at the top for many years. Trendyol reached 36.1 million people in its mobile application. When the website is included in this number, it is observed that the total number of real people accessed reaches 47.9 million users.

Turkey: 55.8 million of 59 million internet users are in e-commerce 3

Amazon: Is the sleeping giant waking up?

In a separate title, she explains why Amazon disclosed its information as follows: “Two years ago, we announced data about Amazon for the first time on Webrazzi. We stated that we expect this platform to grow. We saw that the number of users reached 7.1 million in December 2020. When we look at the platform’s campaign reach in mobile applications, we see that the number that reached 29.4 million increased the number from 4 million to 7.1 million. Even though we complain about the campaigns of e-commerce brands, we respond to the campaigns as consumers. We are expanding these sites in terms of access.”

When they evaluated the online market and food order together, Idil Kesten shared the following: “At the leadership point, Yemeksepeti follows with 24 million visitors, Getir with 14 million visitors. The number of people who visit the two platforms is 10.5 million. These users are not content with just one of the online markets, they also examine the others and shop from there.” According to the research, it is revealed that the online market preferences vary according to the age of the users. It is observed that users between the ages of 18-24 prefer Yemeksepeti, 25-34 Getir, 35-44 Migros Hemen, and 44-45, IsteGelsin.”

Source: Webrazzi / Translated by Irem Yildiz

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