The results of Türkiye's first E-Commerce Standards Index, independently conducted by the Data Institute for Amazon Türkiye, were announced today. The Index, which was conducted with a sample of 2,530 people representing Türkiye, aims to reveal how consumers define "good e-commerce", which services they prioritize in online shopping, and to what extent the sector meets these expectations.
According to the report of the Ministry of Commerce, online shopping, which will increase by 52.2 percent and exceed 4.57 trillion TL in 2025, is gaining more and more place in the daily lives of consumers.
The E-Commerce Standards Index is a reference source for the entire e-commerce world that wants to understand changing consumer behaviors and expectations. According to the research, 69 percent of consumers have shopped online in the last six months. 84 percent of these consumers shop at least two or three times a month.
The research reveals five key priorities that shape consumers' expectations of "good e-commerce". These; They are listed as safe shopping experience (48 percent), fast and reliable delivery (45 percent), wide product variety (41 percent), easy returns (40 percent) and competitive prices (37 percent).
While the sector exhibits its strongest performance in the areas of application and website experience (72 percent) and delivery (68 percent), trust and consumer protection (57 percent), which are most important to consumers, and price and transparency (56 percent) stand out as the areas most open to improvement.
According to the research, trust is at the heart of everything consumers expect today. Throughout Turkey, trust and consumer protection rank first both as a basic standard that every e-commerce brand must offer (48 percent) and as the most determining factor in choosing a place to shop (39 percent). According to consumers, keeping payment and personal information safe (48 percent), being able to be sure that the products purchased are original (40 percent) and the platform's support in case of a problem (38 percent) are among the factors that strengthen trust the most.
The research strikingly reveals how decisive trust is. According to the results, trust now even surpasses the price. 69 percent of online shoppers say that they would prefer a place they know and trust over a platform they do not know, even if the same product is sold for 10 percent cheaper.
According to the research, a good delivery experience for consumers is not only about the highest possible speed, but reliability and predictability are just as important as speed. The majority of online shoppers, 81 percent, expect fast delivery within two days at the latest. The most common expectation among consumers is next day delivery, with 45 percent.
The research also reveals that one in every two consumers who shop online are open to artificial intelligence-supported shopping. The prominent expectation from artificial intelligence is not to offer more product suggestions, but to make the purchasing experience easier and safer.
The index also reveals which brand consumers who shop online see as the brand that sets the standards. According to the research, 40 percent of consumers point to Amazon as the brand that sets the standard for good e-commerce, while 41 percent state that Amazon improves the overall quality of the online shopping experience.
Amazon has made the beta version of its artificial intelligence-supported shopping assistant Alexa for Shopping available to all its customers in Türkiye. Customers can research products, compare options and get recommendations tailored to their needs in a natural conversation flow with Alexa via the Amazon Türkiye mobile application and amazon.com.tr.
Making a statement on the subject, Amazon Turkey Country Manager Burak Erdem said, "We are proud that our customers see Amazon as the brand that sets the standards of e-commerce in Türkiye. Reaching this point in only the eighth year of our journey in Turkey confirms what we have heard from our customers on social media for years and our consistently high customer satisfaction scores." he said.
