Association of Turkish Internet Retailers (ETİD), representing 34 leading online shops, released a statement today with some general metrics of the Turkish e-commerce market. The report analyzes the online spending under the categories of private shopping, deal sites, home improvement, retailers, and C2C shopping. The report holds few surprises, if any: Largest cities consume the most; women tend to seek decoration and clothing, while men tend to seek functionality and gadgets.
According to the data only made available as a press report, e-commerce is growing on the Turkish population. The general dominant bias against shopping without experiencing a product in person has completely turned around; consumers now think that it is unwise to shop without checking the internet first. “People of every profile use e-commerce,” according to the ETİD Chairman Hakan Orhun, “even housewives do their research online during the day, and shop on the computer at night with their husbands.”
The Marmara region is responsible for 48% of all the online shopping in Turkey, followed by Central Anatolia at 16%, the Aegean region at 13%. The top grossing 3 cities follows the regional distribution where İstanbul comes first, followed by Ankara, and İzmir. The 25-35 age bracket is responsible for half of the transactions made online.
According to the report, in the private shopping category, Istanbulites love to splurge on clothing and accessories, whereas Ankarans tend to go for clothing and gifts, and Izmirans prefer shoes and home textiles. Apparently, when home improvement metrics are considered, Istanbulites need bigger houses (they buy wardrobes), it is getting hot in Ankara (people want AC units), and İzmirans enjoy their backyard (garden utensils sell the most). When hunting deals, both Ankarans and İzmirans enjoy travel deals; yet Istanbulites, happy where they are, just want to eat cheaper.
ETİD comprises services like Paypal Turkey, commerce sites such as hepsiburada.com, and virtual shops of chains like Teknosa. The association does not make their raw data available for further analysis.