As with the rest of the world, online shopping in Turkey has seen significant growth in recent years. Factors such as the widespread use of the internet, increased mobile device usage, and the development of e-commerce platforms have contributed to this rise. Online shopping has quickly become a rapidly growing sector both globally and in Turkey. The increase in internet usage, users’ pursuit of convenience and comfort, the expansion of e-commerce platforms, and various promotional campaigns have all supported this growth.
Globally, the COVID-19 pandemic led to a rapid increase in online shopping as physical stores were closed or had limited access. During the pandemic, many people preferred online shopping while working from home or spending more time at home. Almost everything, from electronics to clothing and food, became available for purchase online.
E-commerce volume in Turkey
When we look at the current state of online shopping in Turkey, we can see that many factors have contributed to its growth. The number of internet users in Turkey is increasing every year. Numerous local (such as Trendyol, Hepsiburada) and international (such as Amazon) e-commerce platforms operate in Turkey. These platforms offer users a wide range of products and secure payment options. In addition, the well-developed shipping and delivery services in Turkey have also contributed to the preference for online shopping.
According to the 2022 data from the Electronic Commerce Information System (ETBİS), the e-commerce volume in Turkey reached 800.7 billion TL in 2022, marking a 109% increase compared to the previous year. The number of online orders rose from 3.347 billion to 4.787 billion, a 43% increase, while the retail e-commerce volume amounted to 458 billion TL in 2022.
In terms of sector-specific e-commerce volume, white goods and small home appliances held the largest share with approximately 96.7 billion TL. Following that, clothing, footwear, and accessories reached 54 billion TL, electronics 45.9 billion TL, and airlines 45.1 billion TL. These sectors were followed by food and supermarkets, travel transportation and storage, food delivery, and accommodation.
E-commerce platforms particularly offer various campaigns and discounts during special occasions and holiday periods, encouraging consumers to shop online.
November Campaigns in E-commerce
November is the period when the most shopping is done worldwide in the e-commerce world. During this time, brands offer ambitious campaigns and discount opportunities in both online and physical stores. Globally and in Turkey, the discounts, promotions, and campaign opportunities offered to consumers on e-commerce marketplaces and brands’ own websites turn into long-awaited opportunities for consumers throughout the year. Leading the ambitious campaigns offered to consumers every November are Singles’ Day (11.11), Black Friday, and Cyber Monday campaigns.
11.11 Singles’ Day
Singles’ Day, which started in China and is celebrated worldwide, is a special shopping event. In the 1990s, university students began celebrating November 11th as Singles’ Day in response to Valentine’s Day. Since 2009, it has become a major shopping event for consumers worldwide. Singles’ Day is held every year on November 11th and is known for offering large discounts, campaigns, and promotions, especially in online shopping.
This event became especially popular in China, led by Alibaba Group’s e-commerce platform, Taobao. The date 11.11 is known as “Singles’ Day” because when written as 11/11, the numbers repeat, symbolizing the number “1,” which represents being single. Therefore, this day has been embraced by single people as both a celebration and a shopping opportunity.
During the event, many retailers and e-commerce platforms offer large discounts and various campaigns. Consumers can purchase electronics, clothing, makeup, toys, and many other products at lower prices.
Black Friday
Black Friday is a major shopping event held annually in the United States on the first Friday following Thanksgiving. It marks the beginning of the holiday shopping season and is known for its significant discounts, campaigns, and promotions. Retailers and e-commerce platforms typically offer attractive deals to consumers. On Black Friday, which is considered a marketing strategy, there is a high level of supply and demand.
The name “Black Friday” originates from the idea that, due to the heavy shopping, it marks the period when retailers start to turn a profit for the year. Discounts span many product categories, including electronics, clothing, toys, household goods, cosmetics, and more.
Although Black Friday started in the U.S., it has since spread globally, with many countries hosting similar discount events on this date. For consumers, Black Friday offers substantial savings, while for retailers, it represents an important sales period. The deals and promotions attract consumers to both physical stores and online platforms, making it a noteworthy shopping event for both buyers and sellers.
Cyber Monday
Cyber Monday is an e-commerce campaign that takes place on the Monday following Black Friday, typically focusing on online shopping. It originated in the United States on the last Monday of November each year but has since grown into a global shopping festival, much like other major campaigns.
The event aims to attract consumers by offering shopping deals through e-commerce businesses and marketplaces. The origins of Cyber Monday date back to 2005. As the internet became more widespread, consumers started shopping more online. Cyber Monday was introduced to promote this online shopping trend and to mark the start of the holiday shopping season. It provides consumers with the chance to buy items online at more attractive prices, particularly for products they may have missed during Black Friday.
Cyber Monday features discounts and special promotions in various product categories, especially electronics, computers, phones, clothing, and accessories. Retailers and e-commerce platforms offer significant discounts and promotions during this period to attract consumers and encourage online shopping. As a result, Cyber Monday is considered a major opportunity for consumers looking to make online purchases.
November 2022 Campaign Data
Each year, retail and e-commerce platforms break sales records with the Singles’ Day (11.11), Black Friday, and Cyber Monday campaigns held in November. In November 2022, marketplaces such as Trendyol and Hepsiburada received millions of visits, with millions of products sold through these platforms.
When we talk about the results of the November 2022 campaign for marketplaces;
Trendyol November 2022 Campaign Data
Trendyol, one of Turkey’s leading and the world’s prominent e-commerce platforms, participated in the global shopping festivals 11.11 Singles’ Day and Black Friday, held annually on the last Friday of November, through its campaigns “Super Discount Days (8-11 November)” and “Legendary Friday Discount Days (23-26 November).” According to the data from these campaigns, 11 million people shopped via the Trendyol platform in November 2022. The daily active customer count reached 25.6 million. A total of 127,000 sellers made at least one sale, and businesses saw a fourfold increase in sales compared to regular periods. Over 71 million products were sold.
Hepsiburada November 2022 Campaign Data
After Trendyol, Hepsiburada was the second most visited marketplace during the November campaigns. With its promotional activities, Hepsiburada increased its order volume by 1.7 times compared to the previous year, selling 30 million products and achieving its highest-ever daily order count and revenue.
How should e-commerce companies prepare for November campaigns?
There are several key factors that e-commerce companies need to consider when preparing for November campaigns. In particular, major shopping events like 11.11 Singles’ Day, Black Friday, and Cyber Monday make a big impact during November.
Some strategies that e-commerce companies should consider when preparing for this period include:
Stock and Supply Chain Preparation:
- Increase your product inventory and strengthen your supply chain. It is important to have sufficient stock available to meet high demand.
Campaign Planning:
- Plan which campaigns you will run throughout November. Create special discounts and promotions for specific days like 11.11, Black Friday, and Cyber Monday.
- Plan a Free Shipping campaign for these promotions based on a certain cart value. Offering free shipping is an attractive option for customers and can help you sell more products.
Website and Infrastructure Preparation:
- Strengthen your website’s infrastructure to handle high traffic. Fast loading times and smooth transaction capabilities are essential.
- Place banners highlighting your campaigns prominently on your homepage and product browsing pages to attract attention to your offers.
Mobile-Friendly Design:
- Improve the user experience on mobile devices. As the importance of mobile shopping grows daily, having a mobile-friendly website is crucial.
Email Marketing:
- Send emails containing special offers and campaigns to your customer base. Strengthen your email marketing strategy and personalize it using segmentation.
Social Media Strategy:
- Promote your campaigns using your social media platforms. Attract customers through ads and organic content.
SEO and SEM Optimization:
- Update your search engine optimization (SEO) and search engine marketing (SEM) strategies. Target relevant keywords to attract more customers
Customer Service and Support:
- Enhance your customer service by responding quickly to customer inquiries and requests. Offer live chat, email, and phone support.
Analysis and Monitoring:
- Regularly monitor and analyze the impact of your campaigns. Identify which campaigns are driving the most sales and which ones are not performing well..
Monitoring Competition:
- Keep a close eye on your competitors and analyze their campaigns. Develop competitive pricing and strategies.
Activity on Marketplaces
- If you have a store on marketplaces, take advantage of the platform’s visitor traffic by participating in their marketing campaigns.
- Also, create special discount campaigns for your store, such as Follow and Win coupons or In-Cart Discounts, tailored to these special shopping days.
When preparing for November campaigns, it’s crucial to offer special deals and promotions by taking customer needs and preferences into account. Additionally, don’t forget to continuously monitor and improve your campaigns to ensure they are running efficiently.
With fiCommerce e-commerce solutions, we provide end-to-end e-logistics services for your e-commerce business in both domestic and international marketplaces. We handle marketplace integrations and manage your online store. Throughout the year, we manage essential processes such as inventory, storage, shipping, post-sale support, and returns, offering you a seamless e-commerce experience both at home and abroad. For more information about our fulfillment services and other e-commerce solutions, feel free to contact us.
