SME E-Commerce Turnover Grew 80%

IdeaSoft announced the 2019 results of its "SME E-commerce Report" published annually since 2013.According to the report examining over 8,000 virtual stores, 42 million products were sold through 5.1 million orders in the previous year. The total revenue of SMEs in e-commerce grew 80% compared to the previous year, exceeding TRY 1.6 billion. The 2019 results of the "SME E-commerce Report," prepared annually by e-commerce infrastructure provider IdeaSoft to closely monitor the digitalization processes of SMEs, have been released. According to the report, compared to 2018, a total of 42 million products were sold from more than 8,000 virtual stores using IdeaSoft infrastructure, representing a 25% increase. In 2018, orders placed on mobile devices exceeded those from desktop devices for the first time. The growth continued in 2019, with orders from mobile devices reaching 2.9 million with a 30% increase, while desktop orders for online shopping remained close to the previous year at 2.2 million. In the geographic distribution of online shopping across regions, the Marmara Region narrowed while the Eastern Anatolia Region experienced a 114% increase in market share. Consumers again preferred Monday for online shopping in 2019.

Total SME e-commerce revenue exceeded TRY 1.6 billion

Product sales from IdeaSoft-using online stores reached 42 million 37 thousand 694 units in 2019, increasing 25% compared to 2018, reaching 8,125 stores. Thus, the total e-commerce revenue of SMEs increased 80% compared to the previous year, reaching TRY 1 billion 621 million 17 thousand 296. In each online shopping transaction, an average of 8.1 products were ordered, while the average cart value was recorded as TRY 315.38.

Mobile devices lead in traffic, desktop leads in conversion rate

The most striking point in the IdeaSoft "SME E-Commerce Report 2019" results was the proportion of traffic to e-commerce sites from mobile devices. 75.7% of page views were from mobile devices, while the viewing rate from desktop was recorded at 24.3%. While the number of desktop orders remained at 2 million 189 thousand 621, the number of mobile orders reached 2 million 950 thousand 333. When examining the conversion rate of page views to sales, desktop, which maintained its leadership in orders in 2018, showed a similar pattern in 2019. While 5 out of 1,000 desktop views converted to sales, this rate remained at 2 out of 1,000 on mobile.

Eastern Anatolia recorded a 114% record growth in online shopping

The region most preferring online shopping was again Marmara with 42.73%, followed by Central Anatolia with 14.99%, Aegean with 14.23%, Mediterranean with 9.88%, Black Sea with 9.45%, Eastern Anatolia with 4.51%, and Southeast Anatolia with 4.21%. Compared to the previous year, a decline was seen in the market share of the Marmara and Central Anatolia regions among regions, while other regions experienced significant increases in their shares. An 11% increase was recorded in the order shares of the Aegean and Mediterranean regions; 62% in Southeast Anatolia; and 97% in the Black Sea region. The Eastern Anatolia Region set a record expansion with a 114% increase in market share among regions.

Gaps during working hours are being used for online shopping

When online shopping is examined by seasons, online shopping showed a sluggish trend during the 'summer' season. However, autumn emerged as the season with the most orders, particularly with discount days such as Black Friday and Cyber Monday, when online shopping searches increased 24 times. The accelerating pace of daily life directed users toward shopping during short breaks within working hours while meeting their needs. Consumers preferred Monday most for online shopping in 2019 as well, with one-quarter of orders placed between 13:00 and 16:00.

Online stores offering free shipping are in the majority

While 49% of online shopping transactions in 2018 offered free shipping, this rate reached 51% in 2019. Thus, the majority in customer acquisition competition was taken over by online stores that paid for shipping. In cargo company preferences in orders, Aras Kargo ranked first with 34%, Yurtiçi Kargo second with 27%, and MNG Kargo third with 14%. MNG was followed by Sürat Kargo with 11%, PTT Kargo with 4%, and UPS.