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By 2022, the size of Turkey's e-commerce market will reach 6.726 billion. More than 82 million people; more than 16,000 local e-commerce websites; more than 10,000 daily imported packages, 70% -90% of which come from China; ... these data indicate the huge temptation of the Turkish cross-border e-commerce market.

Recently, the International Monetary Fund has raised expectations for Turkey's future economic growth.Turkey's economy is expected to grow by 0.2% in 2019, previously forecasting a negative growth of 2.5%; by 2020, it will grow by 3.0%, previously forecasting at 2.5%.The Turkish cross-border e-commerce market is a visible blue ocean market. It is estimated that the annual growth rate of the Turkish e-commerce market will be 3.1%, and it will reach 6.726 billion by 2022.

Visible Blue Ocean Market

Turkey crosses Eurasia and is a crossroads connecting Eurasia. Its capital is Ankara. It is one of the world's emerging economies and one of the fastest growing countries in the world. Turkey has a population of more than 82 million (2018 data), ranking 19th in the world, of which 72.1% of the urban population, with an average age of 30 years. It is expected that by 2021, its per capita GDP will reach 11945 dollars.

According to Runner Express’ survey, Internet penetration in Turkey is growing rapidly, and smartphone penetration is higher than the global average.By 2021, Turkey’s Internet coverage is expected to reach 74.3%; smartphone penetration will reach 51.8%, and it is expected to grow to 69.5% in the next four years. Currently, online shopping is mainly concentrated in the domestic market. Only 1/5 of consumers have considered cross-border online shopping, but there will be a lot of room for development in the future. Among them, 76% of online shopping users make purchases on their PCs, while 16% use smartphones. It is worth mentioning that the return rate of online shopping in Turkey is 22%, which is far below the global average.

In 2017, the total revenue of various e-commerce products in Turkey was 5.85 billion, and it is expected to increase to 9.67 billion by 2021. 3C and media (online intangible goods such as paid music downloads, e-books, etc.) are Turkey The current main product category has a market share of 2.26 billion, followed by furniture and appliances with sales of 1.18 billion. By 2021, 3C and electronic media will continue to be the most popular online categories with an estimated value of 3.34 billion, while the second most popular furniture and appliances are expected to be worth 2.11 billion.

Credit card payments for e-commerce orders in Turkey account for up to 90%, which is the most commonly used payment method; approximately 5% of users use cash on delivery (COD) and electronic coupons. These figures indicate that Turks are not conservative at all in terms of consumer attitudes and that payment habits are often European users. Third-party payments such as e-wallets gradually increased in 2013, but have not yet become mainstream.

As of now, Turkey is still a country mainly dominated by imports, and China is its largest source of imports. Food, automobiles, electronics, financial services, information and communications technology, chemical products and household toys are all heavily consumed in Turkey. Among the most popular electronics brands are Huawei, Xiaomi, Meizu, etc. In addition, Turkish female consumers pay more attention to fashion, and Chinese textiles are also very popular.

Turkish e-commerce platform
There are many e-commerce sites in Turkey. The largest e-commerce platform, Hepsiburda, only accounts for 13.57% of the market, and the remaining e-commerce accounts for less than 10%. This also shows that the Turkish e-commerce market has not yet formed a dominant position. The mainstream e-commerce platforms are (in no particular order):

Amazon Turkey officially launched on September 19, 2018.On the first day of the launch, more than 1,200 sellers settled in, all from Turkey. The sales categories mainly include books, household goods, consumer electronics and office supplies. Chinese sellers want to settle in Amazon Turkey. At this stage, a Turkish company must be registered to settle as a local Turkish seller.

Hepsiburada is Turkey's largest B2B online retailer, with more than 5,000 suppliers and 500,000 products. It is the "Amazon of Turkey" and sells 1 million items a month. Product categories include books, cosmetics, furniture, household appliances, and more. In addition, it has 4 large warehouses, and 70% of customers can receive the goods within 1 day after ordering.

Trendyol,founded in 2010, is currently the second largest e-commerce platform in Turkey and an online clothing retailer that uses social networking sites to do business. In 2018, Alibaba acquired technology and functions in the e-commerce market, mobile payment, and logistics for $ 7.5 billion, helping Trendyol gain more development.

The core idea of Trendyol is to sell quickly, that is, to sell the most popular clothing at a very low price. The company uses the Facebook page of its 500,000 followers as a customer service tool. On its website and mobile terminal, it can buy fashion brands such as Gucci, Prada, Zara and Trendyol. In addition, the company will expand markets in the Middle East and North Africa.

Ciceksepeti was founded in 2006. Amazon is one of its shareholders. It sells flowers, jewelry, food, toys, and other gifts to consumers across Turkey. It also provides same-day delivery in most major cities.

GittiGidiyor is a famous auction site in Turkey. It has now been acquired by eBay. Its products are similar to those on the eBay website.

N11,founded in 2012, is a Turkish emerging e-commerce platform established in cooperation with South Korea's SK Group, and is developing rapidly. The platform's main product categories are electronics, textiles, furniture and traditional Turkish crafts.

Cross-border logistics has methods

According to Runner Express, Turkey's transportation industry is very developed, and the biggest headache for cross-border sellers may be changing tariffs. For domestic industrial protection purposes, Turkey's tariff payment rules will change frequently, and tax rates will also change frequently. For example, this year Turkey announced the abolition of personal duty-free tariffs, that is, products that enter Turkey with a price of less than 22 euros are also subject to tariffs, 18% in Europe and 20% in other countries; in addition, private monthly products can only be purchased from abroad through post offices and courier Second, this covers new customs policies for personal items such as books and samples. As a result, cross-border sellers can always follow changes in Turkish tariff rules and respond as they please.

Runner Express said that China's "Haitao" products sold to Turkey are mainly sold through postal channels. In addition, cross-border e-commerce can also choose to focus on China-Turkey international express logistics, to provide guarantee for cross-border logistics. The Turkish special line departs from Hong Kong, China, providing ultra-fast customs clearance services. Delivery time is 6-8 days. The scope of supply covers the entire territory of Turkey. In addition to providing complete online tracking, it also provides free home delivery services; can send 0.1-30KG common items, including charged items (excluding communication functions); In addition, low transportation costs, such as less than 15 pieces weighing less than 100g The lowest package price, the price of packages below 800g is more favorable than other logistics methods, and cash on delivery is also accepted.

At present, the delivery location of the Turkish international express line is Shenzhen, and it will also cover Guangzhou, Shanghai, Yiwu, Ningbo and other places in the future. At the same time, it can provide customers with cargo consolidation, packaging, and loading services.