{"id":3797,"date":"2021-09-10T09:18:10","date_gmt":"2021-09-10T09:18:10","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=3797"},"modified":"2021-09-10T09:20:07","modified_gmt":"2021-09-10T09:20:07","slug":"e-ticaret-tuketici-beklentilerine-gore-gelisiyor","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=3797","title":{"rendered":"E-Ticaret T\u00fcketici Beklentilerine G\u00f6re Geli\u015fiyor"},"content":{"rendered":"\t\t
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E-ticaret sekt\u00f6r\u00fcn\u00fcn neden ve nas\u0131l b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc yak\u0131ndan takip eden ara\u015ft\u0131rma \u015firketlerinden biri olan Twentify, 18 ya\u015f \u00fcst\u00fc T\u00fcrkiye temsili 2597 kat\u0131l\u0131mc\u0131 ile ger\u00e7ekle\u015ftirdi\u011fi Twentify E-Ticaret 2021 Raporu V2\u2019yi yay\u0131mlad\u0131. Rapora g\u00f6re online al\u0131\u015fveri\u015fte rekabetin en y\u00fcksek oldu\u011fu kategoriler giyim, kozmetik, elektronik ve m\u00fczik oldu. Ayr\u0131ca influencer\u2019lar\u0131n t\u00fcketici \u00fczerindeki etkisi de raporun \u00f6ne \u00e7\u0131kan ba\u015fl\u0131klar\u0131ndan biri.<\/strong><\/span><\/h3>

H\u0131zla b\u00fcy\u00fcyen e-ticaret pazar\u0131nda pandemiyle birlikte t\u00fcketici tercihleri de de\u011fi\u015fmeye ba\u015flad\u0131. Twentify\u2019\u0131n yapt\u0131\u011f\u0131 ara\u015ft\u0131rma, bu de\u011fi\u015fimi orta koyuyor. Ara\u015ft\u0131rmaya g\u00f6re \u00f6zellikle belirli kargo \u015firketleri t\u00fcketicilerin tercih sebebi haline gelmeye ba\u015fl\u0131yor ve sat\u0131c\u0131\/platform se\u00e7imlerinde rol oynuyor. \u00d6zellikle indirim kampanyalar\u0131n\u0131n duyurulmas\u0131 konusunda influencer’lar\u0131n etkisi her ge\u00e7en g\u00fcn art\u0131yor. Online al\u0131\u015fveri\u015fte rekabetin en y\u00fcksek oldu\u011fu kategoriler giyim, kozmetik, elektronik ve m\u00fczik oldu.<\/span><\/p>

E-ticaret sekt\u00f6r\u00fcn\u00fcn neden ve nas\u0131l b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc yak\u0131ndan takip eden ara\u015ft\u0131rma \u015firketlerinden biri olan Twentify, h\u0131zla b\u00fcy\u00fcyen sekt\u00f6r\u00fcn t\u00fcketiciye sundu\u011fu deneyimi ve bu deneyimden t\u00fcketicinin duydu\u011fu memnuniyeti ve memnuniyetsizli\u011fi \u00f6l\u00e7mek amac\u0131yla bir ara\u015ft\u0131rma ger\u00e7ekle\u015ftirdi. Ara\u015ft\u0131rma, 18 ya\u015f \u00fcst\u00fc T\u00fcrkiye temsili 2597 kat\u0131l\u0131mc\u0131 ile ger\u00e7ekle\u015ftirildi. Haziran 2021\u2019de veri toplama s\u00fcreci ger\u00e7ekle\u015ftirilen \u00e7al\u0131\u015fmada son bir y\u0131l i\u00e7inde en \u00e7ok tercih edilen \u00fc\u00e7 e-ticaret sitesinden al\u0131\u015fveri\u015f yapm\u0131\u015f 2123 ki\u015fiden toplanan veriler analiz edildi.<\/span><\/p>

Ara\u015ft\u0131rmada, genel memnuniyetin yan\u0131 s\u0131ra, deneyimin \u00f6nemli noktalar\u0131ndan biri olan kargo \u015firketleri de ele al\u0131nd\u0131. Her ne kadar online al\u0131\u015fveri\u015f t\u00fcketiciye keyif veriyor olsa da \u00fcr\u00fcne ula\u015f\u0131lan an, en \u00f6nemlisi. \u00c7al\u0131\u015fma kapsam\u0131na al\u0131nan bir di\u011fer konu ise yine h\u0131zla b\u00fcy\u00fcyece\u011fi tahmin edilen, sosyal ticaret. Son olarak sosyal ticaretle yak\u0131ndan ilgili olan influencer etkisi, kampanya ileti\u015fimleri ve bunlar\u0131n etkileri de Twentify E-Ticaret 2021 Raporu V2\u2019de yer al\u0131yor.<\/span><\/p>

\u00c7al\u0131\u015fmada tespit edilen en \u00f6nemli \u00e7\u0131kt\u0131lardan biri kargo \u015firketlerinin \u00f6nemli bir tercih kriteri olmaya ba\u015flamas\u0131. \u00d6zellikle belirli kargo \u015firketleri, t\u00fcketicilerin tercih sebebi haline gelmeye ba\u015fl\u0131yor ve sat\u0131c\u0131\/platform se\u00e7imlerinde rol oynayabiliyor. T\u00fcketici gruplar\u0131 aras\u0131nda kargo \u015firketi tercihlerinde \u00f6zellikle gen\u00e7lerin, AB ses grubunun ve kad\u0131nlar\u0131n kargo \u015firketi tercihlerinin farkl\u0131 nedenlerle birbirlerinden farkl\u0131la\u015ft\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor. AB ses grubunun ve kad\u0131nlar\u0131n tercih konusunda bulu\u015ftu\u011fu ortak noktalardan biri ise \u00e7al\u0131\u015fanlardan duyduklar\u0131 memnuniyet. Genel olarak g\u00f6r\u00fclen tercih etmeme sebebinin ise teslimattaki yava\u015fl\u0131k ve gecikmeler oldu\u011fu g\u00f6r\u00fcl\u00fcyor.<\/span><\/p>

Influencer\u2019lar TV\u2019leri Ge\u00e7ti<\/span><\/strong>
T\u00fcketiciler, \u00fcr\u00fcn sat\u0131n almasalar da influencer\u2019lar\u0131n etkisiyle \u00fcr\u00fcn sayfalar\u0131n\u0131 ziyaret ediyorlar. \u00d6zellikle indirim kampanyalar\u0131n\u0131n duyurulmas\u0131 konusunda influencer\u2019lar\u0131n ne kadar etkili oldu\u011funu, ara\u015ft\u0131rmada her iki ki\u015fiden birinin bu kampanyalar\u0131 influencer\u2019lardan duyduklar\u0131n\u0131 s\u00f6ylemesi g\u00f6steriyor. Sosyal medya kullan\u0131m s\u00fcresinin TV izleme s\u00fcresini \u00e7oktan ge\u00e7ti\u011fi bu d\u00f6nemlerde TV\u2019nin influencer\u2019lardan sonra ikinci etkili mecra olarak \u00e7\u0131kmas\u0131 pek de s\u00fcrpriz bir sonu\u00e7 de\u011fil.<\/span><\/p>

Gen\u00e7lerin influencer etkisiyle ger\u00e7ekle\u015ftirdikleri ziyaretler sonras\u0131 \u00fcr\u00fcn alma oran\u0131 daha y\u00fcksek. Her 3 ki\u015fiden 1\u2019i sosyal medyada \u00fcr\u00fcn tan\u0131t\u0131m\u0131 yapan bir influencer\u2019dan etkilenip \u00fcr\u00fcn sat\u0131n ald\u0131klar\u0131n\u0131 belirtiyor. En \u00e7ok etkilenen kesim ise kad\u0131nlar. Fakat \u00f6zel indirim d\u00f6nemleriyle ilgili genel d\u00fc\u015f\u00fcnce \u015fu ki, yap\u0131lan kampanyalar\u0131 \u00e7o\u011fu ki\u015fi \u00e7ok yetersiz ve k\u0131s\u0131tl\u0131 buldu\u011funu belirtiyor.<\/span><\/p>

Sosyal al\u0131\u015fveri\u015fin \u00f6nc\u00fcs\u00fc kad\u0131nlar, bu durum kendini tercih edilen kategorilerde de g\u00f6steriyor: Giyim, aksesuar ve kozmetik. Sosyal al\u0131\u015fveri\u015fin yeni ak\u0131mlar\u0131ndan olan canl\u0131 yay\u0131n al\u0131\u015fveri\u015flerinde ise t\u00fcketici kendi gibi insanlar\u0131n \u00fcr\u00fcnler hakk\u0131ndaki yorumlar\u0131n\u0131 de\u011ferli buluyor. Sosyal medyan\u0131n en \u00f6nemli etki fakt\u00f6r\u00fc oldu\u011funu g\u00f6steren ara\u015ft\u0131rma, ayr\u0131ca memnuniyet d\u00fczeyi ile online al\u0131\u015fveri\u015f platformlar\u0131n\u0131n tercih edilme oranlar\u0131 aras\u0131ndaki paralelli\u011fi de ortaya koyuyor.<\/span><\/p>

H\u0131zl\u0131 Teslimat \u00d6nemli<\/span><\/strong>
H\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri i\u00e7in en \u00f6nemli tercih kriteri h\u0131zl\u0131 teslimat; memnuniyet de yine bu eksende \u015fekilleniyor. \u0130ndirimlerle ve \u00f6deme ile ilgili konular ise yine m\u00fc\u015fteri memnuniyetinde b\u00fcy\u00fck bir \u00f6nem ta\u015f\u0131yor. Elektronik kategorisinde ak\u0131llarda belli markalar olsa da son karar b\u00fcy\u00fck \u00f6l\u00e7\u00fcde e-ticaret platformlar\u0131nda gezerken veriliyor. Ve platform tercihleri bu kategoride de teslimatlar\u0131n zaman\u0131nda yap\u0131lmas\u0131 y\u00f6n\u00fcnde ger\u00e7ekle\u015fiyor.<\/span><\/p>

En B\u00fcy\u00fck Rekabet Giyimde<\/span><\/strong>
2020 y\u0131l\u0131nda konvansiyonel ve online al\u0131\u015fveri\u015f aras\u0131ndaki en b\u00fcy\u00fck rekabetlerden biri, giyim kategorisinde ya\u015fand\u0131. \u00d6zellikle ayakkab\u0131 ve d\u0131\u015f giyim, en \u00e7ok sat\u0131n al\u0131nan \u00fcr\u00fcnler olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re giyim kategorisinde de al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131 art\u0131yor ve her ay t\u00fcketici ba\u015f\u0131na 2,4 al\u0131\u015fveri\u015f ger\u00e7ekle\u015fiyor. Sat\u0131n almadan \u00f6nce yap\u0131lan ara\u015ft\u0131rma say\u0131s\u0131 ise ayda ortalama 12 ile t\u00fcm kategorilerden daha fazla bir frekans ile kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Bu say\u0131 kad\u0131nlarda biraz daha artarak neredeyse her iki g\u00fcnde bir, giyim kategorisinde \u00fcr\u00fcn ara\u015ft\u0131rmas\u0131 yap\u0131lmas\u0131 \u015feklinde kendini g\u00f6steriyor.<\/span><\/p>

\u0130kinci S\u0131rada Kozmetik Var<\/span><\/strong>
T\u00fcrkiye\u2019de online al\u0131\u015fveri\u015fte ikinci b\u00fcy\u00fck kategori, kozmetik ve ki\u015fisel bak\u0131m kategorisi olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Alt kategori detaylar\u0131nda il 3 \u015f\u00f6yle: Cilt ve v\u00fccut bak\u0131m \u00fcr\u00fcnleri (%54), sa\u00e7 bak\u0131m \u00fcr\u00fcnleri (%52) ve deodorant (%50). Tabii ki bu sat\u0131n alma davran\u0131\u015f\u0131 cinsiyete g\u00f6re farkl\u0131l\u0131klar g\u00f6steriyor. Uygun fiyat, \u00fcr\u00fcn \u00e7e\u015fitlili\u011fi ve vakit kazand\u0131rmas\u0131 genel olarak online al\u0131\u015fveri\u015f yapman\u0131n ana sebepleri olarak kar\u015f\u0131m\u0131za \u00e7\u0131karken erkeklerde vakit kazanma motivasyonunun ayr\u0131\u015ft\u0131\u011f\u0131 s\u00f6ylenebilir.<\/span><\/p>

Elektronik kategorisinde t\u00fcketiciler \u00fcr\u00fcnleri daha \u00e7ok fiziksel ma\u011fazalarda g\u00f6rerek sat\u0131n alma tercihinde olsalar da pandemi d\u00f6neminin getirdi\u011fi yeni davran\u0131\u015flar bu e\u011filimin de y\u00f6n\u00fcn\u00fc de\u011fi\u015ftirmi\u015fe benziyor. T\u00fcketici sat\u0131n almay\u0131 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fc \u00fcr\u00fcn\u00fc fiziksel olarak g\u00f6rmek istese de al\u0131\u015fveri\u015fi art\u0131k online platformlar \u00fczerinden tamamlamay\u0131 tercih ediyor. Fiziksel ma\u011fazalar\u0131 olan platformlar bilinirlik konusunda \u00fcst s\u0131ralarda yer alsa da buradaki performanslar\u0131n\u0131 sat\u0131\u015fa d\u00f6n\u00fc\u015ft\u00fcrmede ayn\u0131 ilgiyi yakalayam\u0131yorlar.<\/span><\/p>

Kediler, Evcil Hayvan Kategorisini Ele Ge\u00e7irdi<\/span><\/strong>
Evcil hayvan kategorisi online al\u0131\u015fveri\u015fin en \u00e7ok tercih edildi\u011fi kategorilerin ba\u015f s\u0131ralar\u0131nda. Kat\u0131l\u0131mc\u0131lar\u0131n %86\u2019s\u0131 bu kategori ile ilgili ihtiya\u00e7lar\u0131n\u0131 internetten sat\u0131n almay\u0131 tercih ediyor. Kategorinin internetten en \u00e7ok sat\u0131n al\u0131nan \u00fcr\u00fcn\u00fc ise %57 ile kedi mamas\u0131. Bu kategori dikeyinde hizmet veren e-ticaret platformlar\u0131 olsa da temel motivasyon uygun fiyat oldu\u011fu i\u00e7in b\u00fcy\u00fck e-ticaret platformlar\u0131n\u0131n kategorideki performanslar\u0131 daha y\u00fcksek g\u00f6r\u00fcn\u00fcyor.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

E-ticaret sekt\u00f6r\u00fcn\u00fcn neden ve nas\u0131l b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc yak\u0131ndan takip eden ara\u015ft\u0131rma \u015firketlerinden biri olan Twentify, 18 ya\u015f \u00fcst\u00fc T\u00fcrkiye temsili 2597 kat\u0131l\u0131mc\u0131 ile ger\u00e7ekle\u015ftirdi\u011fi Twentify E-Ticaret 2021 Raporu V2\u2019yi yay\u0131mlad\u0131. Rapora g\u00f6re online al\u0131\u015fveri\u015fte rekabetin en y\u00fcksek oldu\u011fu kategoriler giyim, kozmetik, elektronik ve m\u00fczik oldu. Ayr\u0131ca influencer\u2019lar\u0131n t\u00fcketici \u00fczerindeki etkisi de raporun \u00f6ne \u00e7\u0131kan ba\u015fl\u0131klar\u0131ndan biri. 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