Assessing strategic positioning of e-Commerce sites: Analysis of Turkish retail market
MetadataShow full item record
CitationPaker, N. (2021). Assessing Strategic Positioning of E-Commerce Sites: Analysis of Turkish Retail Market. Ş. Karabulut (Ed.), Pazarlama ve Organizasyon Perspektifinden Kuramlar ve Tartışmalar içinde (1-18. ss.). Ankara: Gazi Kitabevi.
E-commerce has become a global phenomenon, and its growth has been expected to increase even more due to the shifting behavior of consumers affected by the pandemic. It is estimated that 2 billion people purchased goods or services online in 2020 resulting in a global e-commerce volume of 4.2 trillion US dollars (Statista, 2021). In this sense, Turkey has become a desirable e-commerce market to be invested in by Turkish companies and foreign partnerships due to its population exceeding 80 million (TUİK, 2021) and the accelerating e-commerce volume. According to the most recent industry estimates, Turkey will lead the market with a compound annual growth rate of 14.59 percent from 2020 to 2025 (Statista, 2021). As a result, the rivalry in the Turkish e-commerce market has picked up rapidly in recent years with e-commerce sites competing mainly through sales campaigns. Thus, diversifying and differentiating e-commerce sites have become more crucial than ever to ensure their long-term sustainability.