Turkey, a country bridging Europe and Asia, has a developing retail delivery market that is adapting to the changing consumer behavior.
Customer preferences: Turkish consumers have been increasingly turning to online shopping, which has led to a rise in demand for retail delivery services. With the convenience of shopping from home, customers expect fast and reliable delivery services. Moreover, the pandemic has accelerated the shift towards e-commerce, with many consumers preferring contactless delivery options.
Trends in the market: One of the trends in the retail delivery market in Turkey is the emergence of same-day delivery services. Companies are investing in technology and logistics to enable faster delivery times, meeting the growing demand for instant gratification. Another trend is the use of mobile applications to track delivery status and communicate with customers. This has become a crucial aspect of the customer experience, enhancing transparency and building trust.
Local special circumstances: Turkey's geographical location has made it a strategic hub for e-commerce companies looking to expand their operations in Europe, Asia, and the Middle East. This has led to increased competition in the retail delivery market, with companies investing in technology and logistics to gain a competitive edge. Additionally, Turkey has a young population that is tech-savvy and open to new technologies, making it an attractive market for e-commerce companies.
Underlying macroeconomic factors: Turkey's economy has been growing steadily over the past decade, with a growing middle class that has more disposable income to spend on retail goods. Moreover, the government has been investing in infrastructure and technology, creating an enabling environment for e-commerce and retail delivery companies. However, the country also faces challenges such as inflation and political instability, which can impact consumer confidence and spending habits.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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