{"id":2641,"date":"2022-07-14T07:48:22","date_gmt":"2022-07-14T07:48:22","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2641"},"modified":"2022-07-14T07:57:49","modified_gmt":"2022-07-14T07:57:49","slug":"e-ticaretteki-buyume-2022de-he-ulasti","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2641","title":{"rendered":"E-Ticaretteki B\u00fcy\u00fcme, 2022\u2019de %68\u2019e Ula\u015ft\u0131"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2641\" class=\"elementor elementor-2641\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37e494d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"37e494d6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3f48a51d\" data-id=\"3f48a51d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-48cd9dbb elementor-widget elementor-widget-text-editor\" data-id=\"48cd9dbb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>T\u00fcrkiye\u2019de 2021 y\u0131l\u0131nda y\u00fczde 88 b\u00fcy\u00fcyen e-ticaret, 2022\u2019nin ilk 4 ay\u0131nda da y\u00fczde 68\u2019lik b\u00fcy\u00fcme kaydetti. NielsenIQ\u2019nun ara\u015ft\u0131rmas\u0131na g\u00f6re T\u00fcrkiye, h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinin sat\u0131\u015f\u0131n\u0131n online al\u0131\u015fveri\u015fteki pay\u0131nda Avrupa&#8217;da \u00fc\u00e7\u00fcnc\u00fcl\u00fc\u011fe kadar y\u00fckseldi.<\/strong><\/p><p>K\u00fcresel pazar ara\u015ft\u0131rma \u015firketlerinden NielsenIQ\u2019nun ara\u015ft\u0131rmalar\u0131na g\u00f6re; T\u00fcrkiye&#8217;de online harcamalarla birlikte dinamik bir b\u00fcy\u00fcme g\u00f6steren h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri pazar\u0131 toplam sat\u0131\u015flar\u0131n\u0131n y\u00fczde 5.7&#8217;sine ula\u015ft\u0131. Ara\u015ft\u0131rmaya g\u00f6re 2021 y\u0131l\u0131nda, 2020\u2019ye k\u0131yasla y\u00fczde 88 b\u00fcy\u00fcme g\u00f6zlenen e-ticaret, 2022 y\u0131l\u0131n\u0131n ilk 4 ay\u0131nda da ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine k\u0131yasla y\u00fczde 68 b\u00fcy\u00fcme kaydederek g\u00fc\u00e7l\u00fc b\u00fcy\u00fcme trendini s\u00fcrd\u00fcrd\u00fc.<\/p><p>S\u00f6z konusu b\u00fcy\u00fcmede en \u00e7ok \u00f6ne \u00e7\u0131kan kategori bebek bak\u0131m kategorisi oldu. Bunu da at\u0131\u015ft\u0131rmal\u0131klar ve s\u0131cak i\u00e7ecek kategorileri izledi. T\u00fcrkiye\u2019de e-ticaret sekt\u00f6r\u00fcn\u00fcn son 3 y\u0131lda b\u00fcy\u00fcmede adeta bir patlama ya\u015fad\u0131\u011f\u0131na dikkat \u00e7ekilen ara\u015ft\u0131rmada \u015fu tespite yer verildi:<br \/>\u201cCovid-19 d\u00f6nemi, pandemi ve hareketlilik k\u0131s\u0131tlamalar\u0131n\u0131n bir sonucu olarak, bu alanda g\u00fc\u00e7l\u00fc seyreden b\u00fcy\u00fcme trendini \u00f6nemli \u00f6l\u00e7\u00fcde h\u0131zland\u0131rd\u0131. Bu geli\u015fmeler \u0131\u015f\u0131\u011f\u0131nda kar\u015f\u0131m\u0131za \u00e7\u0131kan en can al\u0131c\u0131 soru ise, insanlar\u0131n h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerini (FMCG) internetten sat\u0131n almak isteyip istemedikleri de\u011fil, bunu ne s\u0131kl\u0131kla yapt\u0131klar\u0131 ve her sat\u0131n alma i\u00e7in ne kadar harcad\u0131klar\u0131 oldu.\u201d<\/p><p><strong>Pay Art\u0131\u015f\u0131nda T\u00fcrkiye \u0130lk S\u0131ralarda<\/strong><br \/>NielsenIQ verilerine g\u00f6re, global \u00f6l\u00e7ekte toplam FMCG sat\u0131\u015flar\u0131 i\u00e7inde online sat\u0131\u015f a\u011f\u0131rl\u0131\u011f\u0131n\u0131n t\u00fcm \u00fclkelerde artt\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor. Online sat\u0131\u015flar\u0131n, G\u00fcney Kore ve \u00c7in gibi halihaz\u0131rda online a\u011f\u0131rl\u0131\u011f\u0131 y\u00fcksek olan \u00fclkelerde de geli\u015fim g\u00f6sterdi\u011fine dikkat \u00e7ekilirken; en belirgin pay art\u0131\u015flar\u0131 ABD, Meksika, Brezilya, T\u00fcrkiye ve Rusya&#8217;da ger\u00e7ekle\u015fmi\u015f durumda.<br \/>T\u00fcrkiye, toplam FMCG sat\u0131\u015flar\u0131n\u0131n online pay\u0131 bak\u0131m\u0131ndan Avrupa&#8217;da Birle\u015fik Krall\u0131k ve Fransa&#8217;n\u0131n ard\u0131ndan en y\u00fcksek paya sahip \u00fc\u00e7\u00fcnc\u00fc \u00fclke olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/p><p><strong>Neden Online Al\u0131\u015fveri\u015f?<\/strong><br \/>NielsenIQ T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc ve Orta Do\u011fu ve Afrika Analitik B\u00f6lge Ba\u015fkan Yard\u0131mc\u0131s\u0131 Didem \u015eekerel Erdo\u011fan, T\u00fcrk t\u00fcketicilerin online al\u0131\u015fveri\u015fi tercih etmelerinin en \u00f6nemli nedenlerini \u015f\u00f6yle s\u0131ralad\u0131: \u201c\u0130lk s\u0131rada daha fazla \u00fcr\u00fcn \u00e7e\u015fitlili\u011fi (y\u00fczde 71) geliyor. Bu veriyi; daha ucuz fiyatlar (y\u00fczde 68), zamandan tasarruf (y\u00fczde 67) ve daha h\u0131zl\u0131 al\u0131\u015fveri\u015f (y\u00fczde 58) gibi yan\u0131tlar takip ediyor. Al\u0131\u015fveri\u015f\u00e7iler ayr\u0131ca, yaln\u0131zca online\u2019da sat\u0131\u015f\u0131 bulunan \u00fcr\u00fcnlerin de online al\u0131\u015fveri\u015f yapmada (y\u00fczde 22) ana motivasyon kayna\u011f\u0131 oldu\u011funu belirtiyor.\u201d<br \/>Online al\u0131\u015fveri\u015f penetrasyonu a\u00e7\u0131s\u0131ndan T\u00fcrkiye\u2019nin daha fazla b\u00fcy\u00fcme potansiyeli bar\u0131nd\u0131rd\u0131\u011f\u0131na de\u011finen Didem \u015eekerel Erdo\u011fan, \u201cBu a\u00e7\u0131dan bak\u0131ld\u0131\u011f\u0131nda, genellikle daha fazla b\u00fcy\u00fcme g\u00f6zlemledi\u011fimiz \u00c7in ve Kore gibi toplu pazarlara benzer profil \u00f6zellikleri sergiliyor. Online FMCG al\u0131\u015fveri\u015f penetrasyonu a\u00e7\u0131s\u0131ndan daha da g\u00fc\u00e7l\u00fc olan T\u00fcrkiye, bu alanda d\u00fcnyan\u0131n ilk 5 \u00fclkesi aras\u0131nda yer al\u0131yor\u201d dedi.<\/p><p><strong>\u201c\u00c7oklu Kanal, \u00dcretici ve Perakendeciler \u0130\u00e7in F\u0131rsat\u201d<\/strong><br \/>\u015eekerel Erdo\u011fan, \u015funlar\u0131 s\u00f6yledi: \u201c\u00dcretici ve perakendeciler son birka\u00e7 y\u0131ld\u0131r, \u00e7oklu kanal d\u00fcnyas\u0131n\u0131n ciddi bir b\u00fcy\u00fcme potansiyeli bar\u0131nd\u0131rd\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcp, bu ortam\u0131 geli\u015ftirerek f\u0131rsatlar\u0131 ke\u015ffetmenin tam zaman\u0131 oldu\u011funu \u00f6\u011frenmi\u015f durumdalar. Bununla birlikte, bu f\u0131rsatlar\u0131 etkileyebilecek di\u011fer baz\u0131 fakt\u00f6rler de s\u00f6z konusu. \u00dcretici ve perakendecilerin b\u00fcy\u00fcme potansiyeli i\u00e7in de\u011ferlendirebilecekleri f\u0131rsatlar\u0131 etkileyebilecek en \u00f6nemli fakt\u00f6rler \u2018Al\u0131\u015fveri\u015f\u00e7i Deneyimi\u2019, \u2018Omni Ma\u011fazan\u0131n Rol\u00fc\u2019 ve \u2018Dikkat \u00c7ekmek \u0130\u00e7in Sava\u015fmak\u2019 ba\u015fl\u0131klar\u0131 alt\u0131nda \u00f6zetlenebilir.\u201d<\/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":"<p>T\u00fcrkiye\u2019de 2021 y\u0131l\u0131nda y\u00fczde 88 b\u00fcy\u00fcyen e-ticaret, 2022\u2019nin ilk 4 ay\u0131nda da y\u00fczde 68\u2019lik b\u00fcy\u00fcme kaydetti. NielsenIQ\u2019nun ara\u015ft\u0131rmas\u0131na g\u00f6re T\u00fcrkiye, h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinin sat\u0131\u015f\u0131n\u0131n online al\u0131\u015fveri\u015fteki pay\u0131nda Avrupa&#8217;da \u00fc\u00e7\u00fcnc\u00fcl\u00fc\u011fe kadar y\u00fckseldi. K\u00fcresel pazar ara\u015ft\u0131rma \u015firketlerinden NielsenIQ\u2019nun ara\u015ft\u0131rmalar\u0131na g\u00f6re; T\u00fcrkiye&#8217;de online harcamalarla birlikte dinamik bir b\u00fcy\u00fcme g\u00f6steren h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri pazar\u0131 toplam sat\u0131\u015flar\u0131n\u0131n y\u00fczde 5.7&#8217;sine ula\u015ft\u0131. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2642,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2641","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\/2641","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=2641"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2641\/revisions"}],"predecessor-version":[{"id":2647,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2641\/revisions\/2647"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2642"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2641"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2641"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2641"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}