{"id":765,"date":"2020-04-30T15:17:03","date_gmt":"2020-04-30T15:17:03","guid":{"rendered":"https:\/\/www.kategorimagazaciligi.org\/?p=765"},"modified":"2020-04-30T15:18:29","modified_gmt":"2020-04-30T15:18:29","slug":"tubisad-e-ticaret-hacmi-2019da-%39-buyuyerek-831-milyar-tlye-ulasti","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=765","title":{"rendered":"T\u00dcB\u0130SAD: “E-Ticaret Hacmi 2019\u2019da %39 B\u00fcy\u00fcyerek 83,1 Milyar TL\u2019ye Ula\u015ft\u0131”"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Bili\u015fim Sanayicileri Derne\u011fi\u2019nin (T\u00dcB\u0130SAD) y\u0131ll\u0131k olarak yay\u0131nlad\u0131\u011f\u0131 \u201cT\u00fcrkiye\u2019de E-Ticaret Pazar B\u00fcy\u00fckl\u00fc\u011f\u00fc\u201d raporuna g\u00f6re, e-ticaret sekt\u00f6r\u00fc 2019 y\u0131l\u0131nda, T\u00fcrk Liras\u0131 baz\u0131nda y\u00fczde 39 b\u00fcy\u00fcme ile 83,1 milyar liral\u0131k hacme ula\u015ft\u0131. Sekt\u00f6r dolar baz\u0131nda y\u00fczde 18 b\u00fcy\u00fcrken, 2015-2019 y\u0131llar\u0131 aras\u0131nda sekt\u00f6r\u00fcn ortalama y\u0131ll\u0131k b\u00fcy\u00fcme h\u0131z\u0131 y\u00fczde 35 oldu.<\/b><\/p><\/div>

Bili\u015fim Sanayicileri Derne\u011fi (T\u00dcB\u0130SAD) taraf\u0131ndan Deloitte T\u00fcrkiye\u2019nin proje ortakl\u0131\u011f\u0131 ve SimilarWeb ile \u0130nveon\u2019un i\u015f birli\u011fiyle haz\u0131rlanan, T\u00fcrkiye\u2019de e-ticaret pazar\u0131ndaki geli\u015fmeleri uluslararas\u0131 standartlara g\u00f6re \u00f6l\u00e7\u00fcmleyen \u201cT\u00fcrkiye e-Ticaret 2019 Pazar B\u00fcy\u00fckl\u00fc\u011f\u00fc\u201d raporunun bulgular\u0131 online ortamda d\u00fczenlenen bir bas\u0131n toplant\u0131s\u0131 ile a\u00e7\u0131kland\u0131. Rapora g\u00f6re, T\u00fcrkiye\u2019de e-Ticaret sekt\u00f6r\u00fc 2019 y\u0131l\u0131nda b\u00fcy\u00fcmesini s\u00fcrd\u00fcrerek y\u00fczde 39 oran\u0131nda art\u0131\u015fla 83,1 milyar TL\u2019lik hacme ula\u015ft\u0131.<\/p>

\"\"<\/p>

Bili\u015fim Sanayicileri Derne\u011fi (T\u00dcB\u0130SAD) Y\u00f6netim Kurulu Ba\u015fkan\u0131 K\u00fcbra Erman Karaca\u2019n\u0131n a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131 yapt\u0131\u011f\u0131 toplant\u0131da, raporun sunumunu Deloitte T\u00fcrkiye Orta\u011f\u0131 Hakan G\u00f6l ve T\u00dcB\u0130SAD E-Ticaret Komisyonu Ba\u015fkan\u0131 Burak Erta\u015f ger\u00e7ekle\u015ftirdi.<\/p>

Bas\u0131n toplant\u0131s\u0131n\u0131n a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131 yapan T\u00dcB\u0130SAD Y\u00f6netim Kurulu Ba\u015fkan\u0131 K\u00fcbra Erman Karaca, \u015f\u00f6yle konu\u015ftu: \u201cHepimizin yak\u0131ndan takip etti\u011fi \u00fczere, dijital ekonomiye d\u00f6n\u00fc\u015f\u00fcm s\u00fcreci Covid-19 salg\u0131n\u0131 ile birlikte muazzam bir h\u0131z kazand\u0131. T\u00fcm d\u00fcnya bu \u00f6nemli krizi y\u00f6netirken, siyasal, sosyal ve ekonomik faaliyetlerinin s\u00fcrd\u00fcr\u00fclebilirli\u011fi i\u00e7in ilk adres olarak teknolojik ara\u00e7lara ba\u015fvurdu. Bu teknoloji devrimini yakalayabilen sekt\u00f6rler ve \u015firketler a\u00e7\u0131s\u0131ndan g\u00fcn\u00fcm\u00fcz ko\u015fullar\u0131nda sergilenen performans hi\u00e7 \u015fa\u015f\u0131rt\u0131c\u0131 de\u011fil. Bug\u00fcn, krizin ilk g\u00fcnlerinden bu yana d\u00f6n\u00fc\u015f\u00fcm\u00fcn kalbinde yer alan e-ticaret sekt\u00f6r\u00fcm\u00fcz\u00fcn nabz\u0131n\u0131 tutan bir \u00e7al\u0131\u015fmayla kar\u015f\u0131n\u0131zday\u0131z. Bu y\u0131l yedincisini haz\u0131rlad\u0131\u011f\u0131m\u0131z \u201cT\u00fcrkiye E-Ticaret Pazar B\u00fcy\u00fckl\u00fc\u011f\u00fc\u201d raporu hi\u00e7 ku\u015fkusuz, apayr\u0131 bir \u00f6neme sahip. Zira tarihin bu \u00f6nemli d\u00f6n\u00fcm noktas\u0131nda t\u00fcm toplumlar\u0131n, dijital sekt\u00f6rlerinin sa\u011flad\u0131\u011f\u0131 \u00e7arpan etkisiyle b\u00fcy\u00fcyece\u011fini ve geli\u015fece\u011fini d\u00fc\u015f\u00fcn\u00fcyoruz. \u00dclkemizde e-ticaret, 2018\u2019de oldu\u011fu gibi 2019 y\u0131l\u0131nda da b\u00fcy\u00fcmesini s\u00fcrd\u00fcrd\u00fc. T\u00fcm d\u00fcnyada ticaret sava\u015flar\u0131n\u0131n ve k\u00fcresel siyasal konjonkt\u00fcrde nice belirsizlik do\u011furan geli\u015fmelerin ya\u015fand\u0131\u011f\u0131 2019 y\u0131l\u0131nda y\u00fczde 39\u2019luk bir b\u00fcy\u00fcme ile 83,1 milyar TL\u2019lik bir hacim b\u00fcy\u00fckl\u00fc\u011f\u00fcne ula\u015f\u0131lmas\u0131n\u0131 olumlu bir geli\u015fim olarak de\u011ferlendirebiliriz. Ya\u015fad\u0131\u011f\u0131m\u0131z bu ola\u011fan\u00fcst\u00fc d\u00f6nemde, t\u00fcketiciye h\u0131zl\u0131 teslimat tecr\u00fcbesi yaratarak \u00e7ok h\u0131zl\u0131 b\u00fcy\u00fcme g\u00f6steren yeni kategorilere ve e-ticareti hi\u00e7 kullanmayan kesimin de kullan\u0131c\u0131ya d\u00f6n\u00fc\u015fmesine tan\u0131k olduk. Mobil telefonlar\u0131n kullan\u0131m\u0131n\u0131n artmas\u0131 ve gerek mobil internet gerekse mobil uygulamalar\u0131n e-ticaret i\u00e7inde pay\u0131n\u0131n artmas\u0131yla birlikte 2020 y\u0131l\u0131 i\u00e7in daha iyi b\u00fcy\u00fcme rakamlar\u0131 a\u00e7\u0131klamay\u0131 \u00fcmit ediyoruz.\u201d<\/p>

Deloitte T\u00fcrkiye Orta\u011f\u0131 Hakan G\u00f6l, \u201cE-ticaret sekt\u00f6r\u00fc kuvvetli bir b\u00fcy\u00fcme ile perakende sekt\u00f6r\u00fc i\u00e7inde %6,2\u2019lik bir paya ula\u015ft\u0131, fakat bu oran\u0131n \u00fclkemizin potansiyeline g\u00f6re d\u00fc\u015f\u00fck oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyoruz. Covid-19 salg\u0131n\u0131 da g\u00f6sterdi ki e-ticaret art\u0131k alternatif bir kanal de\u011fil. Sekt\u00f6r b\u00fcy\u00fckl\u00fc\u011f\u00fc 80 milyar liray\u0131 a\u015ft\u0131 ve b\u00fcy\u00fcmenin g\u00fc\u00e7lenerek devam etmesini bekliyoruz. \u00d6n\u00fcm\u00fczdeki y\u0131llarda dijital d\u00f6n\u00fc\u015f\u00fcme ve e-ticarete odaklanm\u0131\u015f firmalar\u0131n sadece \u00fclkemizde de\u011fil k\u00fcresel pazarlarda da \u00f6ne \u00e7\u0131kaca\u011f\u0131na inan\u0131yoruz\u201d dedi.
T\u00dcB\u0130SAD E-Ticaret Komisyonu Ba\u015fkan\u0131 Burak Erta\u015f ise rapor sunumunda, raporda \u00f6ne \u00e7\u0131kan bulgular\u0131 payla\u015ft\u0131:
\u2022 83,1 milyar TL b\u00fcy\u00fckl\u00fc\u011f\u00fcne ula\u015fan e-ticaret pazar\u0131nda Online Perakende y\u00fczde 43\u2019l\u00fck b\u00fcy\u00fcme ile 44,9 milyar TL, Online Tatil ve Seyahat y\u00fczde 32 b\u00fcy\u00fcme ile 30,2 milyar TL b\u00fcy\u00fckl\u00fc\u011f\u00fcne ula\u015ft\u0131.
\u2022 Online Perakende kategorisinde Sadece Online Perakende (30,8 Milyar TL) y\u00fczde 48 ile en fazla b\u00fcy\u00fcme g\u00f6steren alan oldu. Burada y\u00fczde 50\u2019lik b\u00fcy\u00fcme ile Pazaryerlerinin etkisi b\u00fcy\u00fck oldu. Pazaryerlerinin hacmi 29,3 milyar TL ye ula\u015ft\u0131.
\u2022 \u00c7ok Kanall\u0131 Online Perakende kategorisinde en y\u00fcksek b\u00fcy\u00fcme oran\u0131 y\u00fczde 40 ile Giyim ve Ayakkab\u0131da g\u00f6r\u00fcld\u00fc, pazar b\u00fcy\u00fckl\u00fc\u011f\u00fc b\u00f6ylece 3,5 milyar TL\u2019ye ula\u015ft\u0131. Y\u00fczde 33\u2019l\u00fck b\u00fcy\u00fcmelerle Ev ve Dekorasyon (1,7 milyar TL,) ve E\u011flence ve K\u00fclt\u00fcr (0,7 milyar TL) Giyim ve Ayakkab\u0131y\u0131 takip etti. Elektronik ise y\u00fczde 18\u2019lik b\u00fcy\u00fcme ile 4,0 milyar TL oldu.
\u2022 Online Tatil ve Seyahat kategorisinde ise Sadece Online Tatil & Seyahat (4,3 milyar TL) y\u00fczde 47 ile \u00c7ok Kanall\u0131 Tatil & Seyahatten (25,9 milyar TL) daha h\u0131zl\u0131 b\u00fcy\u00fcd\u00fc (y\u00fczde30).
\u2022 \u201cT\u00fcrkiye E-Ticaret Pazar B\u00fcy\u00fckl\u00fc\u011f\u00fc\u201d raporuna g\u00f6re 2015 ile 2019 y\u0131llar\u0131 aras\u0131nda en y\u00fcksek oranda y\u0131ll\u0131k b\u00fcy\u00fcme g\u00f6steren e-ticaret kategorilerinde ilk s\u0131ray\u0131 y\u00fczde 38 ile Sadece Online Perakende al\u0131rken, s\u00f6z konusu be\u015f y\u0131ll\u0131k d\u00f6nemde Tatil ve Seyahat y\u0131ll\u0131k y\u00fczde 36, Online Yasal Bahis y\u0131ll\u0131k y\u00fczde 33, \u00c7ok Kanall\u0131 Perakende y\u00fczde 31 oran\u0131nda b\u00fcy\u00fcd\u00fcler.
\u2022 2019 y\u0131l\u0131nda 83,1 milyar TL\u2019lik b\u00fcy\u00fckl\u00fc\u011fe ula\u015fan e-ticaret pazar\u0131nda 306 site ile Sadece Online Perakende toplam sekt\u00f6rde y\u00fczde 37\u2019lik paya sahip olurken, 77 site ile Tatil& Seyahat y\u00fczde 36\u2019l\u0131k, 371 site ile \u00c7ok Kanall\u0131 Perakende y\u00fczde 17\u2019lik, 6 site ile Online Yasal Bahis y\u00fczde 10\u2019luk paya sahip oldu. Ge\u00e7en y\u0131la g\u00f6re Sadece Online Perakende sitelerinde bir art\u0131\u015f g\u00f6r\u00fcl\u00fcrken Tatil & Seyahat sitelerinde de azalma g\u00f6r\u00fcld\u00fc.
\u2022 Mobil telefonlar\u0131n internette kullan\u0131m\u0131n\u0131n artmas\u0131 ile beraber e-ticarette de y\u0131llar i\u00e7erisinde mobil ticaretin pay\u0131 g\u00f6r\u00fcn\u00fcr \u015fekilde artt\u0131. Rapora bu y\u0131l, mobil internet ve mobil uygulamalar \u00fczerinden yap\u0131lan e-ticaret verileri de eklendi. E-ticaret cirolar\u0131 i\u00e7erisinde mobil pay\u0131 yakla\u015f\u0131k y\u00fczde 60\u2019a kadar \u00e7\u0131kt\u0131. Kullan\u0131c\u0131lar\u0131n mobil deneyimlerinin artmas\u0131 ve firmalar\u0131n bu alanlara yat\u0131r\u0131mlar\u0131n\u0131n devam etmesiyle y\u00fczde 60\u2019l\u0131k ciro pay\u0131n\u0131n her sene y\u00fczde 5 ila 10 band\u0131nda artmas\u0131 bekleniyor.
\u2022 Rapora g\u00f6re 2018 y\u0131l\u0131nda T\u00fcrkiye\u2019de y\u00fczde 5,3 olarak \u00f6l\u00e7\u00fclen online perakendenin toplam perakende i\u00e7indeki pay\u0131 2019 y\u0131l\u0131nda a y\u00fczde 6,2\u2019ye y\u00fckseldi. Aralar\u0131nda Polonya, Hindistan, Brezilya ve Rusya\u2019n\u0131n da bulundu\u011fu geli\u015fmekte olan \u00fclkeler i\u00e7in online perakendenin toplam perakende i\u00e7indeki pay ortalamas\u0131 y\u00fczde 6,7 iken geli\u015fmi\u015f \u00fclkeler ortalamas\u0131 y\u00fczde 12,3 olarak \u00f6l\u00e7\u00fcld\u00fc.<\/p>

Raporda \u00f6ne \u00e7\u0131kan g\u00f6zlemler \u015f\u00f6yle:
\u2022 D\u00fcnyada oldu\u011fu gibi T\u00fcrkiye\u2019de de e-ticaret, \u00f6l\u00e7ek rekabetinin oldu\u011fu bir sekt\u00f6rd\u00fcr, bu nedenle b\u00fcy\u00fcmenin b\u00fcy\u00fck bir k\u0131sm\u0131 lider \u015firketlerden gelmektedir. \u00c7al\u0131\u015fma kapsam\u0131ndaki ilk 10 \u015firketin pay\u0131 y\u0131llar i\u00e7erisinde y\u00fczde 40\u2019lar seviyesinden artarak y\u00fczde 55\u2019e gelmi\u015ftir. Yabanc\u0131 oyuncular\u0131n pazara girmesi ve yerli oyuncular\u0131n yat\u0131r\u0131mlar\u0131 ile artan bu trendin gelecek y\u0131llarda da devam etmesini \u00f6ng\u00f6r\u00fcl\u00fcyor.
\u2022 \u00c7al\u0131\u015fman\u0131n ba\u015flad\u0131\u011f\u0131 ilk y\u0131llarda \u00f6zel al\u0131\u015fveri\u015f ve \u00e7ok kategorili gibi i\u015f modellerine sahip firmalar\u0131n bir\u00e7o\u011fu y\u0131llar i\u00e7erisinde pazaryerlerine d\u00f6n\u00fc\u015ft\u00fcler. Art\u0131k i\u015f modellerinin farkl\u0131la\u015ft\u0131\u011f\u0131, silolar halinde rekabetin oldu\u011fu bir pazar yap\u0131s\u0131ndan bir\u00e7ok oyuncunun benzer i\u015f modelleri ile ayn\u0131 m\u00fc\u015fteriye daha fazlas\u0131n\u0131 sunmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131 bir rekabet ortam\u0131na girildi. \u0130\u015f modellerinin bu yak\u0131nsamas\u0131n\u0131 rapora yans\u0131tmak ad\u0131na farkl\u0131 kategoriler \u201cPazaryerleri\u201d ad\u0131 alt\u0131nda birle\u015ftirildi.<\/p>

\"\"<\/p>

Raporun tamam\u0131na ula\u015fmak i\u00e7in t\u0131klay\u0131n\u0131z.<\/a><\/p><\/div>\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":"

Bili\u015fim Sanayicileri Derne\u011fi\u2019nin (T\u00dcB\u0130SAD) y\u0131ll\u0131k olarak yay\u0131nlad\u0131\u011f\u0131 \u201cT\u00fcrkiye\u2019de E-Ticaret Pazar B\u00fcy\u00fckl\u00fc\u011f\u00fc\u201d raporuna g\u00f6re, e-ticaret sekt\u00f6r\u00fc 2019 y\u0131l\u0131nda, T\u00fcrk Liras\u0131 baz\u0131nda y\u00fczde 39 b\u00fcy\u00fcme ile 83,1 milyar liral\u0131k hacme ula\u015ft\u0131. Sekt\u00f6r dolar baz\u0131nda y\u00fczde 18 b\u00fcy\u00fcrken, 2015-2019 y\u0131llar\u0131 aras\u0131nda sekt\u00f6r\u00fcn ortalama y\u0131ll\u0131k b\u00fcy\u00fcme h\u0131z\u0131 y\u00fczde 35 oldu. Bili\u015fim Sanayicileri Derne\u011fi (T\u00dcB\u0130SAD) taraf\u0131ndan Deloitte T\u00fcrkiye\u2019nin proje ortakl\u0131\u011f\u0131 […]<\/p>\n","protected":false},"author":1,"featured_media":767,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-765","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\/765","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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=765"}],"version-history":[{"count":2,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/765\/revisions"}],"predecessor-version":[{"id":770,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/765\/revisions\/770"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/767"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=765"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=765"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=765"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}