{"id":3957,"date":"2025-06-23T17:51:47","date_gmt":"2025-06-23T17:51:47","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=3957"},"modified":"2025-06-23T17:55:15","modified_gmt":"2025-06-23T17:55:15","slug":"e-ticarette-donusum-suruyor-dijital-cuzdanlar-yukseliste","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=3957","title":{"rendered":"E-Ticarette D\u00f6n\u00fc\u015f\u00fcm S\u00fcr\u00fcyor: Dijital C\u00fczdanlar Y\u00fckseli\u015fte"},"content":{"rendered":"\t\t
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iyzico\u2019nun ET\u0130D ve Dogma Alares i\u015f birli\u011fiyle haz\u0131rlad\u0131\u011f\u0131 T\u00fcrkiye E-Ticaret Ekosistemi Raporu yay\u0131nland\u0131. Rapora g\u00f6re e-ticaret \u00fczerinden yap\u0131lan al\u0131\u015fveri\u015flerde yayg\u0131n olarak kart kullan\u0131m\u0131 tercih edilse de dijital c\u00fczdanlar\u0131n da ivme kazand\u0131\u011f\u0131 bir d\u00f6neme girildi\u011fi g\u00f6r\u00fcl\u00fcyor. <\/strong><\/span><\/p>

iyzico\u2019nun, Dogma Alares ve ET\u0130D i\u015f birli\u011fiyle haz\u0131rlad\u0131\u011f\u0131 T\u00fcrkiye E-Ticaret Ekosistemi 2024 Raporu yay\u0131mland\u0131. Bu y\u0131l d\u00f6rd\u00fcnc\u00fcs\u00fc yay\u0131mlanan ve sekt\u00f6r profesyonelleri i\u00e7in referans niteli\u011fi ta\u015f\u0131yan rapor, T\u00fcrkiye e-ticaret pazar\u0131n\u0131n istikrarl\u0131 b\u00fcy\u00fcmesini s\u00fcrd\u00fcrmesine ra\u011fmen h\u00e2l\u00e2 \u00f6nemli bir b\u00fcy\u00fcme potansiyeli bar\u0131nd\u0131rd\u0131\u011f\u0131na dikkat \u00e7ekiyor. Yapay zek\u00e2, hiper h\u0131zl\u0131 teslimat sistemleri ve alternatif \u00f6deme \u00e7\u00f6z\u00fcmleri gibi yeni teknolojilerin sekt\u00f6re y\u00f6n verdi\u011fi bu d\u00f6nemde, iyzico verilerinden yararlan\u0131larak t\u00fcketici al\u0131\u015fkanl\u0131klar\u0131ndaki de\u011fi\u015fim, \u00f6deme y\u00f6ntemlerindeki d\u00f6n\u00fc\u015f\u00fcm ve e-ihracat\u0131n y\u00fckseli\u015fi mercek alt\u0131na al\u0131n\u0131yor. Dijitalle\u015fme, gen\u00e7 n\u00fcfusun al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131ndaki evrim ve alternatif \u00f6deme sistemlerindeki geli\u015fmelerin, e-ticaretin b\u00fcy\u00fcmesine etkisi \u00f6zellikle vurgulan\u0131yor.<\/span><\/p>

T.C. Ticaret Bakanl\u0131\u011f\u0131 verilerine g\u00f6re, pandemi sonras\u0131 d\u00f6nemde dijitalle\u015fmenin ivme kazanmas\u0131yla birlikte T\u00fcrkiye\u2019nin e-ticaret sat\u0131\u015f hacmi 2022 y\u0131l\u0131nda %111 artt\u0131 ve 2023 y\u0131l\u0131nda ise bu oran %133\u2019e \u00e7\u0131karak 1,9 trilyon TL\u2019lik bir b\u00fcy\u00fckl\u00fc\u011fe ula\u015ft\u0131. 2024 y\u0131l\u0131nda da bu y\u00fckseli\u015f s\u00fcrd\u00fc ve pazar %61,7\u2019lik art\u0131\u015fla 3 trilyon TL seviyesine ta\u015f\u0131nd\u0131. Bu hacim, T\u00fcrkiye Gayri Safi Yurt \u0130\u00e7i Has\u0131la\u2019n\u0131n %6,5\u2019ine kar\u015f\u0131l\u0131k geliyor.<\/p>

165 bin \u00fcye i\u015fyeri ile 40\u2019tan fazla sekt\u00f6r, 6,5 milyon dijital c\u00fczdan kullan\u0131c\u0131 davran\u0131\u015f\u0131n\u0131n analiz edilmesiyle olu\u015fan iyzico\u2019ya ait verilere g\u00f6re, 2023 y\u0131l\u0131nda bir \u00f6nceki y\u0131la g\u00f6re %87 oran\u0131nda b\u00fcy\u00fcme g\u00f6steren ortalama sepet tutar\u0131, 2024 y\u0131l\u0131nda b\u00fcy\u00fcme h\u0131z\u0131 yava\u015flam\u0131\u015f olsa da %47\u2019lik kayda de\u011fer bir art\u0131\u015f g\u00f6sterdi. Online al\u0131\u015fveri\u015fte en \u00e7ok kullan\u0131lan \u00f6deme y\u00f6ntemi ise kredi kartlar\u0131 oldu; i\u015flem baz\u0131nda %51,4, toplam sat\u0131\u015f hacminde ise %65,2 pay ald\u0131.<\/p>

En Y\u00fcksek Sepet B\u00fcy\u00fckl\u00fc\u011f\u00fc Kas\u0131m\u2019da, En Fazla \u0130\u015flem Pay\u0131 Temmuz\u2019da Ger\u00e7ekle\u015fti<\/strong>
2024 y\u0131l\u0131n\u0131n iyzico e-ticaret i\u015flem say\u0131lar\u0131n\u0131n ayl\u0131k da\u011f\u0131l\u0131m\u0131na bak\u0131ld\u0131\u011f\u0131nda, e-ticaretin d\u00f6nemsellik g\u00f6sterdi\u011fi g\u00f6r\u00fcl\u00fcrken, en b\u00fcy\u00fck pay\u0131 alan ay, %9,4 i\u015flem oran\u0131yla temmuz oldu. Y\u0131l\u0131n tamam\u0131 de\u011ferlendirildi\u011finde ise y\u0131l sonu ve sonbahar aylar\u0131 y\u00fcksek, yaz aylar\u0131 ise orta seviyede sepet b\u00fcy\u00fckl\u00fckleriyle karakterize olurken, y\u0131l\u0131n ilk yar\u0131s\u0131 daha d\u00fc\u015f\u00fck seviyelerde kald\u0131. 2021 y\u0131l\u0131nda %9 olarak ger\u00e7ekle\u015fen ortalama sepet tutar\u0131 b\u00fcy\u00fcmesi, takip eden y\u0131llarda \u00f6nemli bir ivme kazanarak, 2024 y\u0131l\u0131nda %47 seviyesinde ger\u00e7ekle\u015fti.
Rapora g\u00f6re, Kas\u0131m F\u0131rsatlar\u0131 indirimlerinin etkisiyle 2024 y\u0131l\u0131n\u0131n aylara g\u00f6re ortalama en b\u00fcy\u00fck sepet b\u00fcy\u00fckl\u00fc\u011f\u00fc 1.137 TL ile kas\u0131m ay\u0131nda ya\u015fand\u0131. Y\u0131l\u0131n son \u00e7eyre\u011fi genel olarak y\u00fcksek ortalama sepet b\u00fcy\u00fckl\u00fc\u011f\u00fc ile dikkat \u00e7ekerken, aral\u0131k ay\u0131 da 984 TL ile kas\u0131m ay\u0131n\u0131 izledi. Sezon sonu al\u0131\u015fveri\u015fleri ve okula d\u00f6n\u00fc\u015f\u00fcn etkisiyle, eyl\u00fcl ve ekim aylar\u0131nda ise sepet b\u00fcy\u00fckl\u00fc\u011f\u00fc 900 TL seviyesinin \u00fczerinde seyrederken, yaz aylar\u0131nda daha \u0131l\u0131ml\u0131 bir seyir g\u00f6zlemlendi.<\/p>

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Rapordan \u00d6ne \u00c7\u0131kan Ba\u015fl\u0131klar<\/strong>
Sepet B\u00fcy\u00fckl\u00fc\u011f\u00fc ve Sat\u0131\u015f D\u00f6nemleri:<\/strong> Turizm ve seyahat kategorisi, yaz sezonuna yakla\u015ft\u0131k\u00e7a artan taleple eyl\u00fcl ay\u0131nda 7.137 TL ile zirveye ula\u015ft\u0131. Elektronik ve teknoloji al\u0131\u015fveri\u015flerinde kas\u0131m ay\u0131 kampanyalar\u0131n\u0131n etkisiyle en y\u00fcksek sepet tutar\u0131 3.797 TL olarak ger\u00e7ekle\u015fti. Moda ve aksesuar kategorisinde en y\u00fcksek sepet b\u00fcy\u00fckl\u00fc\u011f\u00fc kas\u0131m ay\u0131nda 2.388 TL, ikinci en y\u00fcksek sepet b\u00fcy\u00fckl\u00fc\u011f\u00fc aral\u0131k ay\u0131nda 2.240 TL oldu. Kozmetik ve ki\u015fisel bak\u0131m kategorisinde de benzer bir trend g\u00f6zlemlendi; kas\u0131m ay\u0131nda 1.112 TL ile zirve yapan sepet b\u00fcy\u00fckl\u00fc\u011f\u00fc, aral\u0131k ay\u0131nda 1.031 TL ile ikinci s\u0131rada yer ald\u0131.<\/p>

E-Ticaretin Y\u00fckselen Sekt\u00f6rleri:<\/strong> Moda ve aksesuar sekt\u00f6r\u00fc pazar pay\u0131n\u0131 %26,6\u2019ya \u00e7\u0131kar\u0131rken, i\u015flem pay\u0131 %11,6\u2019ya geriledi. Elektronik ve teknoloji sekt\u00f6r\u00fcnde pazar pay\u0131 3,5 puan d\u00fc\u015ferek %11,5\u2019e indi, bu da talepte k\u0131smi bir d\u00fc\u015f\u00fc\u015fe i\u015faret etti. Kozmetik ve ki\u015fisel bak\u0131m kategorisinde pazar pay\u0131 %6,2\u2019ye geriledi. Spor ve outdoor kategorisi 2023\u2019te en h\u0131zl\u0131 b\u00fcy\u00fcyen segmentlerden biri olmas\u0131na ra\u011fmen 2024\u2019te ilk be\u015f i\u00e7inde yer almad\u0131. Yiyecek ve i\u00e7ecek sekt\u00f6r\u00fc %106\u2019l\u0131k b\u00fcy\u00fcme ile liderli\u011fe y\u00fckselirken, k\u00fclt\u00fcr-sanat, hobi ve oyun kategorisi %105\u2019lik art\u0131\u015fla dikkat \u00e7ekti.<\/p>

Sat\u0131c\u0131 Profili ve E-Ticaret Ekosistemi:<\/strong> Mikro \u00f6l\u00e7ekli i\u015fletmeler toplam sat\u0131c\u0131lar\u0131n %90,9\u2019unu olu\u015fturmas\u0131na ra\u011fmen, sat\u0131\u015f hacmindeki paylar\u0131 %2,7 ile s\u0131n\u0131rl\u0131 kald\u0131. B\u00fcy\u00fck \u00f6l\u00e7ekli i\u015fletmeler, toplam sat\u0131\u015f hacminin %81,7\u2019sini domine ederek sekt\u00f6r\u00fcn en g\u00fc\u00e7l\u00fc akt\u00f6rleri olmaya devam etti. Toplam sat\u0131c\u0131lar\u0131n %51,9\u2019u \u0130stanbul\u2019da yo\u011funla\u015f\u0131rken; bu ili Ankara (%8,2) ve \u0130zmir (%6,8) takip etti. Sekt\u00f6r baz\u0131nda de\u011ferlendirildi\u011finde ise sat\u0131c\u0131lar\u0131n %27,8\u2019nin moda ve aksesuar sekt\u00f6r\u00fcnde yo\u011funla\u015ft\u0131\u011f\u0131 g\u00f6zlemlendi. Elektronik ve teknoloji sekt\u00f6r\u00fc %11,3 ile ikinci s\u0131rada yer al\u0131rken, onu %9,6 oran ile yiyecek ve i\u00e7ecek sekt\u00f6r\u00fc takip etti.<\/p>

Bu y\u0131l bir yenilik olarak, iyzico\u2019nun \u00fcye i\u015f yerlerinin kat\u0131l\u0131m\u0131yla sat\u0131c\u0131lar\u0131n profilleri, \u00f6ncelikleri ve b\u00fcy\u00fcme f\u0131rsatlar\u0131n\u0131 anlamaya y\u00f6nelik bir anket \u00e7al\u0131\u015fmas\u0131 rapora dahil edildi. \u00c7o\u011funlu\u011fu KOB\u0130\u2019lerden olu\u015fan i\u015fletmeler, dijitalle\u015fme, m\u00fc\u015fteri kazan\u0131m\u0131 ve yurt d\u0131\u015f\u0131na a\u00e7\u0131lma gibi konularda \u00f6nemli potansiyel ta\u015f\u0131d\u0131klar\u0131n\u0131 ortaya koyarken, finansal y\u00f6netim ve lojistik alanlar\u0131nda iyile\u015ftirme f\u0131rsatlar\u0131na dikkat \u00e7ekti. Bu \u00e7al\u0131\u015fma, e-ticaret ekosistemine y\u00f6n veren dinamiklerin daha iyi anla\u015f\u0131lmas\u0131n\u0131 sa\u011flarken, sekt\u00f6r\u00fcn geli\u015fim alanlar\u0131na da \u0131\u015f\u0131k tutuyor.<\/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":"

iyzico\u2019nun ET\u0130D ve Dogma Alares i\u015f birli\u011fiyle haz\u0131rlad\u0131\u011f\u0131 T\u00fcrkiye E-Ticaret Ekosistemi Raporu yay\u0131nland\u0131. Rapora g\u00f6re e-ticaret \u00fczerinden yap\u0131lan al\u0131\u015fveri\u015flerde yayg\u0131n olarak kart kullan\u0131m\u0131 tercih edilse de dijital c\u00fczdanlar\u0131n da ivme kazand\u0131\u011f\u0131 bir d\u00f6neme girildi\u011fi g\u00f6r\u00fcl\u00fcyor. iyzico\u2019nun, Dogma Alares ve ET\u0130D i\u015f birli\u011fiyle haz\u0131rlad\u0131\u011f\u0131 T\u00fcrkiye E-Ticaret Ekosistemi 2024 Raporu yay\u0131mland\u0131. Bu y\u0131l d\u00f6rd\u00fcnc\u00fcs\u00fc yay\u0131mlanan ve sekt\u00f6r […]<\/p>\n","protected":false},"author":2,"featured_media":3958,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-3957","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\/3957","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=3957"}],"version-history":[{"count":8,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3957\/revisions"}],"predecessor-version":[{"id":3968,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/3957\/revisions\/3968"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/3958"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3957"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3957"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3957"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}