{"id":4292,"date":"2025-11-03T09:57:32","date_gmt":"2025-11-03T09:57:32","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=4292"},"modified":"2025-11-03T09:58:40","modified_gmt":"2025-11-03T09:58:40","slug":"yapay-zeka-surdurulebilirlik-ve-esit-rekabet-2025-avrupa-e-ticaret-raporunun-anahtarlari","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=4292","title":{"rendered":"Yapay Zek\u00e2, S\u00fcrd\u00fcr\u00fclebilirlik ve E\u015fit Rekabet: 2025 Avrupa E-Ticaret Raporu’nun Anahtarlar\u0131"},"content":{"rendered":"\t\t
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Ecommerce Europe ve EuroCommerce\u2019in ortak \u00e7al\u0131\u015fmas\u0131yla yay\u0131mlanan 2025 Avrupa E-Ticaret Raporu, ge\u00e7ti\u011fimiz g\u00fcnlerde yay\u0131nland\u0131. 38 Avrupa \u00fclkesinden elde edilen verilerle haz\u0131rlanan rapor; e-ticaretin ekonomik katk\u0131s\u0131n\u0131, t\u00fcketici davran\u0131\u015flar\u0131n\u0131 ve teknolojik d\u00f6n\u00fc\u015f\u00fcm trendlerini bir araya getiriyor. Bulgular, Avrupa\u2019da \u00e7evrimi\u00e7i al\u0131\u015fveri\u015fin yeniden ivme kazand\u0131\u011f\u0131n\u0131, yapay zek\u00e2, s\u00fcrd\u00fcr\u00fclebilirlik ve reg\u00fclasyonlar\u0131n sekt\u00f6r\u00fcn gelece\u011fini \u015fekillendiren \u00fc\u00e7 temel eksen haline geldi\u011fini g\u00f6steriyor.<\/strong><\/span><\/p>

2025 Avrupa E-Ticaret Raporu verilerine g\u00f6re Avrupa\u2019da B2C e-ticaret hacmi 842 milyar avroya ula\u015f\u0131rken, yapay zek\u00e2 destekli \u00e7\u00f6z\u00fcmler, s\u00fcrd\u00fcr\u00fclebilirlik uygulamalar\u0131 ve yeni d\u00fczenlemeler, sekt\u00f6r\u00fcn gelece\u011fini \u015fekillendiren \u00fc\u00e7 temel eksen olarak \u00f6ne \u00e7\u0131k\u0131yor. Bu tablo, yaln\u0131zca dijitalle\u015fmenin de\u011fil; veri, g\u00fcven ve sorumlu b\u00fcy\u00fcme ekseninde yeniden tan\u0131mlanan bir perakende modelinin de y\u00fckseli\u015fine i\u015faret ediyor.<\/p>

Avrupa Genelinde G\u00f6r\u00fcn\u00fcm<\/strong>
Rapor, 38 Avrupa \u00fclkesini kapsayan B2C e-ticaret verilerine odaklan\u0131yor.
\u2022 Toplam B2C Avrupa E-ticaret Cirosu: 784 milyar \u20ac’dan 842 milyar \u20ac’ya y\u00fckselerek %7 art\u0131\u015f g\u00f6stermi\u015ftir.
\u2022 Do\u011fu Avrupa, %18 ile b\u00fcy\u00fcmede lider konumda.
\u2022 Bat\u0131 Avrupa ise %6 b\u00fcy\u00fcme kaydetti.
\u2022 Dijitalle\u015fme oran\u0131 y\u00fcksek olmas\u0131na ra\u011fmen, KOB\u0130\u2019lerin sadece %6\u2019s\u0131 Avrupa Komisyonu\u2019nun \u201cy\u00fcksek dijital yo\u011funluk\u201d e\u015fi\u011fini kar\u015f\u0131l\u0131yor; bu da dijital u\u00e7urumun halen \u00f6nemli bir mesele oldu\u011funu g\u00f6steriyor.
\u2022 Avrupa genelinde 2024 internet kullan\u0131c\u0131 oran\u0131, %93 (2025 tahmini %94).
\u2022 Avrupa genelinde 2024 e-t\u00fcketici oran\u0131, %73 (2025 tahmini %75).<\/p>

Teknoloji ve Yapay Zek\u00e2 D\u00f6n\u00fc\u015f\u00fcm\u00fc<\/strong>
\u2022 Yapay zek\u00e2 (AI), b\u00fcy\u00fck veri (big data), artt\u0131r\u0131lm\u0131\u015f ger\u00e7eklik (AR) ve otomasyon \u00e7\u00f6z\u00fcmleri e-ticaretin t\u00fcm de\u011fer zincirini yeniden \u015fekillendiriyor.
\u2022 Almanya ve \u0130rlanda gibi \u00fclkelerde AI kullan\u0131m\u0131 ikiye katlanm\u0131\u015f durumda; ki\u015fiselle\u015ftirme, dinamik fiyatlama ve m\u00fc\u015fteri hizmetleri chatbot\u2019lar\u0131nda yayg\u0131n olarak kullan\u0131l\u0131yor.
\u2022 \u0130talya ve Portekiz gibi G\u00fcney Avrupa \u00fclkelerinde ise AR\/VR tabanl\u0131 deneyimler (\u00f6rne\u011fin sanal denemeler) h\u0131zla yayg\u0131nla\u015f\u0131yor.
\u2022 Bulgaristan ve Polonya \u00f6rneklerinde ise, AI yaln\u0131zca m\u00fc\u015fteri deneyiminde de\u011fil, operasyonel optimizasyon ve lojistik s\u00fcre\u00e7lerinde otomasyon amac\u0131yla da kullan\u0131l\u0131yor<\/p>

S\u00fcrd\u00fcr\u00fclebilirlik ve D\u00f6ng\u00fcsel E-ticaret<\/strong>
Raporda s\u00fcrd\u00fcr\u00fclebilirlik art\u0131k sadece bir yan trend de\u011fil, b\u00fcy\u00fcmenin merkezinde konumlan\u0131yor.
\u2022 Almanya, Avusturya ve Portekiz gibi \u00fclkelerde d\u00f6ng\u00fcsel ekonomi stratejileri, \u00fcr\u00fcn \u00f6mr\u00fcn\u00fc uzatma, yeniden kullan\u0131m ve geri d\u00f6n\u00fc\u015f\u00fcm odakl\u0131 politikalarla destekleniyor.
\u2022 T\u00fcketiciler giderek daha fazla ikinci el ve yeniden i\u015flenmi\u015f \u00fcr\u00fcnlere y\u00f6neliyor; bu da \u201cre-commerce\u201d (yeniden ticaret) kavram\u0131n\u0131 \u00f6ne \u00e7\u0131kar\u0131yor.
\u2022 \u00d6zellikle Polonya ve Avusturya\u2019da, \u00e7evreci ambalaj ve konsolide teslimatlar i\u00e7in t\u00fcketici talebi y\u00fckseliyor.<\/p>

D\u00fczenleyici G\u00fcndem ve Yeni Politikalar<\/strong>
E-ticaret oyuncular\u0131n\u0131n s\u0131kl\u0131kla dile getirdi\u011fi \u201ce\u015fit rekabet ortam\u0131\u201d ihtiyac\u0131, AB d\u00fczeyinde somut kar\u015f\u0131l\u0131k bulmaya ba\u015flad\u0131.
\u2022 2024\u2019te ba\u015flat\u0131lan #Compliance4All kampanyas\u0131, AB d\u0131\u015f\u0131 akt\u00f6rlerin de ayn\u0131 kurallara tabi olmas\u0131n\u0131 talep ediyor.
\u2022 Birlik G\u00fcmr\u00fck Kodu\u2019nun revizyonu ve \u201cOmnibus\u201d paketleriyle birlikte, mevzuat\u0131n sadele\u015fmesi ve dijital uyumun kolayla\u015ft\u0131r\u0131lmas\u0131 hedefleniyor.
\u2022 Ancak rapor, \u00f6zellikle KOB\u0130\u2019ler i\u00e7in uyum s\u00fcre\u00e7lerinin h\u00e2l\u00e2 karma\u015f\u0131k ve maliyetli oldu\u011funu vurguluyor.<\/p>

T\u00fcketici Davran\u0131\u015flar\u0131ndaki De\u011fi\u015fim<\/strong>
\u2022 Avrupa genelinde e-ticaret kullan\u0131c\u0131 oran\u0131 2025\u2019te %74\u2019e ula\u015facak.
\u2022 Kolay iade, \u015feffaf kargo takibi ve dijital \u00f6deme g\u00fcvenli\u011fi t\u00fcketici kararlar\u0131nda belirleyici fakt\u00f6rler olarak \u00f6ne \u00e7\u0131k\u0131yor.
\u2022 Sosyal ticaret (\u00f6zellikle TikTok ve Instagram \u00fczerinden sat\u0131\u015f), Almanya, \u0130rlanda ve \u0130talya gibi pazarlarda yeni b\u00fcy\u00fcme alanlar\u0131 yarat\u0131yor.<\/p>

\u00d6nemli E-ticaret E\u011filimleri ve G\u00fcndem Maddeleri<\/strong>
Haks\u0131z Rekabet:<\/strong> AB ve AB d\u0131\u015f\u0131 oyuncular aras\u0131ndaki haks\u0131z rekabet, ulusal ve AB d\u00fczeyinde en \u00f6nemli g\u00fcndem maddelerinden biri olmaya devam ediyor. \u00c7in merkezli pazar yerlerinden gelen haks\u0131z rekabet endi\u015fe yarat\u0131yor.
Yapay Zeka (AI):<\/strong> Yapay Zeka, e-ticaret sekt\u00f6r\u00fcnde en \u00e7ok odaklan\u0131lan teknoloji olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Almanya’da pazarlama ve m\u00fc\u015fteri hizmetleri i\u00e7in yayg\u0131nla\u015f\u0131rken Fransa’da e-t\u00fcccarlar\u0131n %82’si kullan\u0131yor.
Dairesel Ekonomi (Circular Economy):<\/strong> \u0130kinci el \u00fcr\u00fcn pazarlar\u0131 ve onar\u0131m te\u015fvikleri (Bel\u00e7ika’da onar\u0131labilirlik endeksi gibi) bu alandaki \u00f6nemli geli\u015fmelerden.
\u00d6deme ve Teslimat Tercihleri:<\/strong> Mobil \u00f6demeler, dijital c\u00fczdanlar, \u015eimdi Al Sonra \u00d6de modelleri pop\u00fclerlik kazan\u0131yor. Parcel\/Paket otomatlar\u0131 (locker’lar) \u00c7ek Cumhuriyeti, Polonya ve Finlandiya gibi \u00fclkelerde en \u00e7ok tercih edilen teslimat y\u00f6ntemleri aras\u0131nda yer al\u0131yor.
Yasal D\u00fczenleme:<\/strong> AB G\u00fcmr\u00fck Kodu’nun revizyonu ve 150 \u20ac alt\u0131ndaki g\u00fcmr\u00fck muafiyetinin kald\u0131r\u0131lmas\u0131, rekabet ko\u015fullar\u0131n\u0131 e\u015fitleme \u00e7abas\u0131 olarak g\u00f6r\u00fcl\u00fcyor.<\/p>

Raporun tamam\u0131 i\u00e7in t\u0131klay\u0131n\u0131z.<\/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":"

Ecommerce Europe ve EuroCommerce\u2019in ortak \u00e7al\u0131\u015fmas\u0131yla yay\u0131mlanan 2025 Avrupa E-Ticaret Raporu, ge\u00e7ti\u011fimiz g\u00fcnlerde yay\u0131nland\u0131. 38 Avrupa \u00fclkesinden elde edilen verilerle haz\u0131rlanan rapor; e-ticaretin ekonomik katk\u0131s\u0131n\u0131, t\u00fcketici davran\u0131\u015flar\u0131n\u0131 ve teknolojik d\u00f6n\u00fc\u015f\u00fcm trendlerini bir araya getiriyor. Bulgular, Avrupa\u2019da \u00e7evrimi\u00e7i al\u0131\u015fveri\u015fin yeniden ivme kazand\u0131\u011f\u0131n\u0131, yapay zek\u00e2, s\u00fcrd\u00fcr\u00fclebilirlik ve reg\u00fclasyonlar\u0131n sekt\u00f6r\u00fcn gelece\u011fini \u015fekillendiren \u00fc\u00e7 temel eksen haline geldi\u011fini g\u00f6steriyor. […]<\/p>\n","protected":false},"author":2,"featured_media":4293,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-4292","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\/4292","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=4292"}],"version-history":[{"count":4,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4292\/revisions"}],"predecessor-version":[{"id":4297,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4292\/revisions\/4297"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/4293"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4292"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4292"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4292"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}