{"id":2304,"date":"2022-02-10T20:24:38","date_gmt":"2022-02-10T20:24:38","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2304"},"modified":"2022-02-10T20:26:23","modified_gmt":"2022-02-10T20:26:23","slug":"tusiad-e-ticaret-raporu-yayinlandi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2304","title":{"rendered":"T\u00dcS\u0130AD E-Ticaret Raporu Yay\u0131nland\u0131"},"content":{"rendered":"\t\t
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T\u00dcS\u0130AD, Deloitte i\u015f birli\u011fi ile kapsaml\u0131 bir E-Ticaret Raporu yay\u0131nlad\u0131. Dijital T\u00fcrkiye Yuvarlak Masas\u0131 b\u00fcnyesindeki E-ticaret \u00c7al\u0131\u015fma Grubu faaliyetleri \u00e7er\u00e7evesinde haz\u0131rlanan rapora g\u00f6re T\u00fcrkiye\u2019de 2016-2020 y\u0131llar\u0131 aras\u0131nda ger\u00e7ekle\u015fen e-ticaret harcamalar\u0131 enflasyon etkisinden ar\u0131nd\u0131r\u0131ld\u0131\u011f\u0131nda, yakla\u015f\u0131k 3,2 kat art\u0131\u015f g\u00f6sterdi. Ki\u015fi ba\u015f\u0131na d\u00fc\u015fen e-ticaret harcamas\u0131n\u0131n ki\u015fi ba\u015f\u0131na d\u00fc\u015fen GSYH\u2019ye oran\u0131 incelendi\u011finde, T\u00fcrkiye 94 \u00fclke i\u00e7inde 23\u2019\u00fcnc\u00fc s\u0131raya yerle\u015fti.<\/strong><\/p>

Raporun tan\u0131t\u0131m etkinli\u011finde, dijitalle\u015fme s\u00fcrecinde e-ticaretin olmazsa olmaz oldu\u011funu belirten T\u00dcS\u0130AD Y\u00f6netim Kurulu \u00dcyesi ve Dijital T\u00fcrkiye Yuvarlak Masas\u0131 Ba\u015fkan\u0131 Serkan Sevim, 2020 y\u0131l\u0131 s\u0131n\u0131r \u00f6tesi e-ticaret hacminin 1,5 trilyon dolara ula\u015ft\u0131\u011f\u0131n\u0131 ve bu seviyenin 2026’ya kadar 4,82 trilyon dolara \u00e7\u0131kmas\u0131n\u0131n \u00f6ng\u00f6r\u00fcld\u00fc\u011f\u00fcn\u00fc s\u00f6yledi.<\/p>

2,9 Milyar Dolarl\u0131k E-Ticaret Yat\u0131r\u0131m\u0131<\/strong>
Dijital ekonominin \u00f6nemli bir boyutunu e-ticaretin olu\u015fturdu\u011funu hat\u0131rlatan T\u00dcS\u0130AD Ba\u015fkan\u0131 Simone Kaslowski ise \u015funlar\u0131 anlatt\u0131: \u201c%70\u2019i ge\u00e7en bireysel internet penetrasyonu, mobil geni\u015f bant aboneliklerindeki art\u0131\u015f ve co\u011frafi konumun getirdi\u011fi b\u00f6lgesellik avantaj\u0131m\u0131z e-ticarette ulusal ve uluslararas\u0131 anlamda \u00f6n\u00fcm\u00fcz\u00fc a\u00e7an belli ba\u015fl\u0131 unsurlar\u0131 olu\u015fturuyor. Bu \u00e7er\u00e7evede, e-ticaret ile ilgili ataca\u011f\u0131m\u0131z ad\u0131mlarda amac\u0131m\u0131z, marka ve \u00fcr\u00fcnlerimizin d\u00fcnya \u00e7ap\u0131nda bilinirli\u011fini, pazar pay\u0131n\u0131 ve e-ihracat\u0131n\u0131 art\u0131rmak olmal\u0131.\u201d<\/p>

E-Ticaretin \u00d6ne \u00c7\u0131kan Ba\u015far\u0131s\u0131, T\u00fcketici Davran\u0131\u015flar\u0131nda De\u011fi\u015fim ve Dijitalle\u015fme ba\u015fl\u0131\u011f\u0131yla yay\u0131nlanan raporu tan\u0131tan Deloitte T\u00fcrkiye Dan\u0131\u015fmanl\u0131k Hizmetleri Lideri Hakan G\u00f6l, 2019’da haz\u0131rlad\u0131klar\u0131 bir \u00f6nceki raporda e-ticaretin bar\u0131nd\u0131rd\u0131\u011f\u0131 f\u0131rsatlara dikkat \u00e7ektiklerini; \u015fimdi ise e-ticaret ve KOB\u0130’ler perspektifinde bir rapor haz\u0131rlad\u0131klar\u0131n\u0131; bunun da e-ticaretin h\u0131zla y\u00fckseldi\u011fi anlam\u0131na geldi\u011fini s\u00f6yledi. Rapora g\u00f6re, 2021 y\u0131l\u0131nda ger\u00e7ekle\u015fen 390 adet yat\u0131r\u0131m ve sat\u0131n alman\u0131n 17’si e-ticaret alan\u0131nda. Bu 17 i\u015flemin hacmi 2,886 milyon dolar de\u011ferinde ger\u00e7ekle\u015firken, i\u015flem say\u0131s\u0131 bak\u0131m\u0131ndan ise e-ticaret ilk 10\u2019da yer ald\u0131.<\/p>

Geli\u015fmi\u015f \u00dclkelerde %90 Olan \u0130nternet Kullan\u0131m\u0131, \u00dclkemizde %78<\/strong>
Her ge\u00e7en g\u00fcn artan internet kullan\u0131m\u0131, geli\u015fmi\u015f \u00fclkelerde %90 civar\u0131nda, \u00fclkemizde ise %78 oran\u0131nda. Bir ba\u015fka etken de mobil cihazlara olan eri\u015fimin artm\u0131\u015f olmas\u0131. T\u00fcrkiye’de 2015 ve 2020 y\u0131llar\u0131 aras\u0131nda hanehalk\u0131 cihaz sahiplik oranlar\u0131na bak\u0131ld\u0131\u011f\u0131nda en b\u00fcy\u00fck s\u0131\u00e7ray\u0131\u015f\u0131n ak\u0131ll\u0131 telefonlarda ve tabletlerde oldu\u011fu g\u00f6r\u00fcl\u00fcyor. Ge\u00e7ti\u011fimiz 5 y\u0131lda hanehalk\u0131 i\u00e7erisinde ak\u0131ll\u0131 telefon sahiplik oran\u0131 %57 art\u0131\u015f g\u00f6sterdi, tabletlerdeki art\u0131\u015f da 2 kat\u0131n \u00fczerine \u00e7\u0131kt\u0131.<\/p>

Sosyal Medya Kullan\u0131m\u0131n\u0131n Artmas\u0131 E-Ticareti Etkiliyor<\/strong>
Sosyal medya kullan\u0131m\u0131n\u0131n artm\u0131\u015f olmas\u0131 da e-ticareti etkiliyor. 2020 y\u0131l\u0131nda globalde sosyal medya kullan\u0131c\u0131s\u0131 3.6 milyar iken bu say\u0131n\u0131n 2025 y\u0131l\u0131na kadar 4.4 milyara ula\u015faca\u011f\u0131 d\u00fc\u015f\u00fcn\u00fcl\u00fcyor. T\u00fcrkiye’de sosyal medya kullan\u0131c\u0131 penetrasyonunun ise 2022’de %78’e \u00e7\u0131kaca\u011f\u0131 tahmin ediliyor. Bir ba\u015fka etken de finansal \u00fcr\u00fcnlerin kullan\u0131m\u0131n\u0131n artm\u0131\u015f olmas\u0131. 2020 y\u0131l\u0131nda d\u00fcnya genelinde yap\u0131lan e-ticaret \u00f6demelerinin %44.5’i dijital c\u00fczdan\/mobil c\u00fczdan ile yap\u0131ld\u0131. 2024 y\u0131l\u0131na gelindi\u011finde bu \u00f6demelerin %51.7’ye ula\u015faca\u011f\u0131 d\u00fc\u015f\u00fcn\u00fcl\u00fcyor.
BKM verilerine g\u00f6re T\u00fcrkiye’de mobil temass\u0131z \u00f6deme i\u015flem adedi 2020 y\u0131l\u0131nda 10 milyon 281 bin iken 2021 y\u0131l\u0131nda Aral\u0131k ay\u0131na kadar olan 11 ayl\u0131k d\u00f6nemde bu rakam 18 milyon 701 bin olarak a\u00e7\u0131klan\u0131yor.<\/p>

2021 Y\u0131l\u0131n\u0131n \u0130lk Yar\u0131s\u0131nda \u00dclkemizde E-Ticaret Hacmi 161 Milyar TL Oldu<\/strong>
2021 y\u0131l\u0131n\u0131n ilk yar\u0131s\u0131nda \u00fclkemizde e-ticaret hacmi 161 milyar TL olarak ger\u00e7ekle\u015fti. Ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re %49 oran\u0131nda b\u00fcy\u00fcme ya\u015fand\u0131. 2019’dan 2020 y\u0131l\u0131na ge\u00e7erken en fazla art\u0131\u015f g\u00f6steren kategori, %283’l\u00fck art\u0131\u015fla g\u0131da ve s\u00fcpermarkette ya\u015fand\u0131.
T\u00fcketicilerin internet \u00fczerinden al\u0131\u015fveri\u015f yapma motivasyonlar\u0131 uygun fiyat\/fiyat odakl\u0131l\u0131k, zaman tasarrufu, \u00fcr\u00fcn \u00e7e\u015fitlili\u011fi, g\u00fcvenilirlik, ma\u011fazaya gitmek istememe ve fiyat kar\u015f\u0131la\u015ft\u0131rmas\u0131 yapabilmek olarak belirtiliyor.<\/p>

Yeni E-Ticaret Modelleri: QCommerce, C2C, DTC<\/strong>
Yeni modellere bakt\u0131\u011f\u0131m\u0131zda h\u0131zl\u0131 ticaret (QCommerce), k\u00fcresel pazarda ve \u00fclkemizde h\u0131zla yayg\u0131nla\u015f\u0131yor. Bu modelde sipari\u015f edilen \u00fcr\u00fcn dakikalar i\u00e7inde t\u00fcketiciye ula\u015ft\u0131r\u0131l\u0131yor. Bu modelin y\u00fckselmesinin en b\u00fcy\u00fck nedeni ise g\u0131da sat\u0131\u015f\u0131 yapan yeni oyuncular\u0131n e-ticaret pazar\u0131na girmesi. T\u00fcketiciden t\u00fcketiciye sat\u0131\u015f (C2C) ise T\u00fcrkiye’de telefon, tablet, ayakkab\u0131, k\u0131yafet kategorilerinde \u00f6ne \u00e7\u0131k\u0131yor. \u00dclkemizde bu trendin daha da yayg\u0131nla\u015faca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor.
DTC, yani do\u011frudan t\u00fcketiciye sat\u0131\u015f modelinde \u00f6zellikle yurt i\u00e7inde g\u0131da alan\u0131nda faaliyet g\u00f6steren firmalar ile ki\u015fisel bak\u0131m \u00fcr\u00fcnleri ve kozmetik alan\u0131nda faaliyet g\u00f6steren oyuncular taraf\u0131ndan yat\u0131r\u0131mlar\u0131n oldu\u011funu g\u00f6r\u00fcyoruz. 2023 y\u0131l\u0131nda Amerika’da e-ticaret kanal\u0131 \u00fczerinden ger\u00e7ekle\u015fen DTC ticaret hacminin 175 milyar dolara y\u00fckselmesi bekleniyor.<\/p>

K\u00fcresel E-Ticaret Lojistik Pazar\u0131, 2020’de %27.3 Oran\u0131nda B\u00fcy\u00fcd\u00fc<\/strong>
E-ticaret operasyonlar\u0131nda lojistik ve ta\u015f\u0131mac\u0131l\u0131k da ele al\u0131nan bir ba\u015fka konu. K\u00fcresel e-ticaret lojistik pazar\u0131, 2020’de %27.3 oran\u0131nda b\u00fcy\u00fcd\u00fc. Bu pazar\u0131n 2020-2025 y\u0131llar\u0131 aras\u0131nda %8.6 oran\u0131nda birle\u015fik b\u00fcy\u00fcme g\u00f6stermesi bekleniyor. Piyasan\u0131n ayn\u0131 zamanda 2025 y\u0131l\u0131na kadar 557 milyar Euroya ula\u015faca\u011f\u0131 d\u00fc\u015f\u00fcn\u00fcl\u00fcyor.<\/p>

Influencer Marketing, 2020 Y\u0131l\u0131nda 9.7 Milyar Dolara Ula\u015ft\u0131<\/strong>
2016 y\u0131l\u0131nda 1.7 milyar dolar olan influencer marketing pazar b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fcn 2020 y\u0131l\u0131nda 9.7 milyar dolara ula\u015ft\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor. Influencer pazarlaman\u0131n en pop\u00fcler platformu olan Instagram’da, 2020 y\u0131l\u0131nda d\u00fcnya genelindeki influencer’lar\u0131n kategori bazl\u0131 da\u011f\u0131l\u0131m\u0131nda ilk s\u0131rada %11.59 ile ya\u015fam tarz\u0131 kategorisi yer al\u0131yor. Onu %6.52 ile m\u00fczik, %5.58 ile foto\u011fraf\u00e7\u0131l\u0131k, %5.22 ile g\u00fczellik, %4.34 ile aile, %4.24 ile mizah, e\u011flence ve mutluluk, %3.28 ile modellik ve %2.85 ile fitness ve spor salonu izliyor. T\u00fcrkiye pazar\u0131nda 25-34 ya\u015f grubunun bu alanda potansiyelinin y\u00fcksek oldu\u011funu alt\u0131 \u00e7iziliyor.<\/p>

E-\u0130hracata 4 \u00c7\u00f6z\u00fcm \u00d6nerisi<\/strong>
\u00c7in, s\u0131n\u0131r \u00f6tesi e-ticaret i\u015flemlerinde 2020 y\u0131l\u0131nda 261 milyar dolar ile birinci olurken, ard\u0131ndan s\u0131ras\u0131yla ABD, \u0130ngiltere ve Almanya geliyor. AB\u2019de s\u0131n\u0131r \u00f6tesi e-ticaret i\u015flemleri 2020\u2019de 146 milyar Euro ile e-ticaret hacminin %25,5\u2019ini olu\u015fturdu. Ticaret Bakanl\u0131\u011f\u0131\u2019n\u0131n verilerine g\u00f6re, 2020 y\u0131l\u0131n\u0131n son yar\u0131s\u0131nda T\u00fcrkiye\u2019nin e-ihracat\u0131 1,42 milyar dolar seviyesindeydi. T\u00fcrkiye mikro ihracat\u0131nda en \u00e7ok sat\u0131\u015f yap\u0131lan \u00fcr\u00fcn kategorileri ise haz\u0131r giyim, ev e\u015fyalar\u0131, s\u00fcsler, ayd\u0131nlatma cihazlar\u0131 ve otomotiv \u00fcr\u00fcnleri\u2026 S\u0131n\u0131r \u00f6tesi ticarette ise T\u00fcrkiye en \u00e7ok Almanya, ABD ve \u0130ngiltere ile ticaret yapt\u0131. 2022 y\u0131l\u0131 i\u00e7inde pazara giri\u015fte destekleyici \u00e7\u00f6z\u00fcmlerin artmas\u0131 bekleniyor. D\u00fcnya \u00e7ap\u0131nda e-ihracat i\u00e7inde ortaya \u00e7\u0131kan sorunlar T\u00fcrkiye\u2019de de g\u00f6r\u00fcl\u00fcyor.
Raporda 4 ana ba\u015fl\u0131kta \u00e7\u00f6z\u00fcm \u00f6nerileri bulunuyor:
1. E-ihracat stratejisi, g\u00fcmr\u00fck s\u00fcre\u00e7leri ve mevzuat, tebli\u011f iyile\u015ftirmeleri.
2. Lojistik ve ta\u015f\u0131ma konular\u0131nda at\u0131labilecek ad\u0131mlar.
3. Markala\u015fma \u00fczerine \u00e7al\u0131\u015fmalar ve dijital pazarlaman\u0131n \u00f6nemi.
4. Organizasyon yap\u0131s\u0131 ve m\u00fc\u015fteri deneyimine odaklanma.<\/p>

\u00d6n\u00fcm\u00fczdeki D\u00f6nemde Perakende Sekt\u00f6r\u00fcn\u00fc Bekleyenler<\/strong>
Orta ve uzun vadede perakende sekt\u00f6r\u00fcn\u00fc bekleyenler de raporda 5 ba\u015fl\u0131k alt\u0131nda yer al\u0131yor.
1. T\u00fcketicilerin online platformlara kal\u0131c\u0131 bir \u015fekilde ge\u00e7i\u015fi ve e-ticaretin b\u00fcy\u00fcmesi.
2. G\u00fcvenlik endi\u015feleriyle temass\u0131z al\u0131\u015fveri\u015fe y\u00f6nelme
3. Sosyal medyan\u0131n artan \u00f6nemi
4. Fiyat indirimleri ve eri\u015filebilir l\u00fcks\u00fcn artan \u00f6nemi
5. Kurumsal b\u00fct\u00fcnl\u00fck ve sosyal sorumluluk<\/p>

Raporun tamam\u0131 i\u00e7in>> www.eticaretraporu.org<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

T\u00dcS\u0130AD, Deloitte i\u015f birli\u011fi ile kapsaml\u0131 bir E-Ticaret Raporu yay\u0131nlad\u0131. Dijital T\u00fcrkiye Yuvarlak Masas\u0131 b\u00fcnyesindeki E-ticaret \u00c7al\u0131\u015fma Grubu faaliyetleri \u00e7er\u00e7evesinde haz\u0131rlanan rapora g\u00f6re T\u00fcrkiye\u2019de 2016-2020 y\u0131llar\u0131 aras\u0131nda ger\u00e7ekle\u015fen e-ticaret harcamalar\u0131 enflasyon etkisinden ar\u0131nd\u0131r\u0131ld\u0131\u011f\u0131nda, yakla\u015f\u0131k 3,2 kat art\u0131\u015f g\u00f6sterdi. Ki\u015fi ba\u015f\u0131na d\u00fc\u015fen e-ticaret harcamas\u0131n\u0131n ki\u015fi ba\u015f\u0131na d\u00fc\u015fen GSYH\u2019ye oran\u0131 incelendi\u011finde, T\u00fcrkiye 94 \u00fclke i\u00e7inde 23\u2019\u00fcnc\u00fc s\u0131raya […]<\/p>\n","protected":false},"author":2,"featured_media":2305,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2304","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2304","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2304"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2304\/revisions"}],"predecessor-version":[{"id":2310,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2304\/revisions\/2310"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2305"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2304"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2304"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2304"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}