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E-commerce completes expected growth in 5 years in 2020
E-commerce completes expected growth in 5 years in 2020

Cloud-based enterprise resource planning company Dopigo has released its fifth E - commerce Outlook Survey with more than a thousand e-commerce entrepreneurs across Turkey.

*** This release is originally published in Turkish.
Google Translate Application translates the content you see on this page.***

ISTANBUL (TR) - E-commerce, which has become increasingly widespread in recent years, has improved faster than expected due to the pandemic. It completed its expected growth in the next 5 years in 2020. While wondering what the world expects in e-commerce in 2021, Dopigo, which offers e-commerce solutions and consulting to small and medium-sized businesses engaged in e-commerce, has released the fifth e-commerce outlook Research. According to research results, 46% of respondents said they started e-commerce in 2020. Market expectations continue to increase in 2021. 67% of respondents expect to make the most sales in 2021 from marketplaces, while only 17% think they will generate more revenue from websites.

E-commerce sales channels were the biggest source of revenue

Survey participants say they get the most revenue from e-commerce sales channels. Physical store and wholesale sales suffered a decline due to the pandemic See also he's pulling. In fact, traders can continue to survive thanks to e-commerce it is clearly seen. According to the research, supermarkets are attracting attention as a new player in the most sold categories. As competitors to the “online Sunday” services of large retailers, many marketplaces have started to serve in the supermarket category due to the pandemic. As the time spent at home increases, the interest in decoration increases, it seems that the Home And Life category has risen to the first place, while the electronics category has fallen to the second place.

75% of revenues come from online Sunday places 

The closure of physical stores due to restrictions, or the fact that people do not feel safe when shopping at physical stores, seems to have forced many companies to turn to e-commerce. According to the report, the volume of e-commerce Sunday places in Turkey is increasing as well as all over the world. 75% of sellers ' e-commerce revenue comes from Sunday locations. Only 33% of respondents also have a physical store, while 95% sell from online Sunday locations such as Trendyol, N11, Hepsiburada, Amazon and GittiGidiyor. The Sunday places with the most sales are Trendyol, Hepsiburada and N11. After the Sunday places, the most used channel is the companies ' own commercial websites. 27% of respondents also have their own websites, and 20% of their revenue comes from this channel.

E-commerce orientation will continue 

A founding partner in the evaluation of the results of their research Dopigo M. "Especially those whose only sales channel is physical stores, have had to turn to e-commerce quickly due to the pandemic. Because of the pandemic, street stores, boutiques, stationery, furniture, shops selling hobby supplies and the like decided to move to e-commerce much faster than in recent years. The entry of these companies into the market has also increased competition in existing markets, because they can offer an alternative at a much more affordable price. This competition, along with falling prices, has triggered increased consumption in e-commerce. It is obvious that the orientation towards e-commerce will continue.”

E-commerce continues to be the biggest factor in digitalization of SMEs

The report notes that with the increase of digitalization, tools that will increase e-commerce efficiency are also beginning to diversify. Alternatives such as Online accounting software can even eliminate the need for an accountant for SMEs. E-commerce integrations, which allow SMEs that sell multichannel to manage operational processes from a single panel, are the most preferred tool, followed by e-invoice in second place. The third most preferred tool is pre-accounting software. 

SMEs and major retailers compete in branding and digital marketing

Along with growth expectations, 93.1% of respondents expect to earn at least as much as they will invest in 2021. The areas where the most investment is planned are branding, product purchasing and digital marketing. While branding has not been a prominent item in recent surveys, SMEs now seem to have realized the importance of the issue. The increase in the trend towards digital marketing is explained by the fact that physical advertising applications cannot be used effectively enough with the pandemic. 

Operational problems of E-commerce entrepreneurs

According to participants, the most time consuming topic in e-commerce in 2020 is product pricing. Due to fluctuations in foreign currency, product pricing has been in the top three on the list of operational problems since 2018. This is followed by product packaging and product research titles. The fact that product packaging is still among the most time-consuming items also shows how much the services of warehouse and cargo companies are actually needed. Since 87% of respondents work with an e-commerce integrator, issues such as inventory tracking and billing, which entered the list in 2018, no longer seem to be an operational problem. Product research ranks fourth in the most time-consuming transactions.

Despite everything, 2020 meets economic expectations

46% of respondents said that they met their expectations for 2020, while 30% said that he says he abstains on the issue.  The most challenging issues for the surveyed vendors in 2020 are the increased indirect costs in e-commerce (cargo prices, sales commissions and payment commissions) and the future risk caused by falling profitability rates.

51% of respondents expect economic growth

The research conducted by Dopigo also sheds light on the prospects for the Turkish economy. According to the report, 51% of survey participants expect growth in the Turkish economy in 2021, while 14.4% predict it will remain the same. 40% of respondents are undecided about whether to invest in 2021. 48.3% of respondents believe that the investment they will make will have more than 3 times the return, while 44.6% believe that they will make as much profit as the investment they will make.

The effects of the pandemic on e-commerce are expected to be permanent

89% of e-commerce entrepreneurs surveyed believe that e-commerce sales channels will continue to be the channels where they will generate the most revenue. Sunday's expectations are even higher in 2021. 67% of respondents expect to make the most sales Sunday in 2021, while only 17% think they will make the most profit from websites.

Contact: Tülay Genç | [email protected] | +31 30 799 6022

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