E-commerce standard through consumers' eyes: 40 percent point to Amazon

According to the data of the Ministry of Commerce, the online shopping sector, which will increase by 52.2 percent and exceed 4.57 trillion TL in 2025, continues to grow rapidly, and consumers' expectations are also taking shape. The results of Turkey's first E-Commerce Standards Index, which was independently conducted by the Data Institute with a representative sample from across Türkiye, have been announced. The research revealed consumers' definition of "good e-commerce", the services they prioritize and the rate at which the industry meets these expectations.

FIVE KEY PRIORITIES FOR "GOOD E-COMMERCE"

According to the research, 84 percent of those who have shopped online in the last six months shop at least two or three times a month. The five basic priorities that shape consumers' expectations of "good e-commerce" are; They were 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, website experience and delivery; Trust, consumer protection, price and transparency drew attention as the areas most open to development.

EVEN LOW PRICE CANNOT OVERCOME TRUST

One of the most striking results of the research was that the element of trust was prioritized even over price. 69 percent of online shoppers stated that they would prefer a place they know and trust over a platform they do not know, even if the same product is 10 percent cheaper. Keeping payment and personal information secure, ensuring that the products are original, and providing support in case of problems were among the factors that strengthened trust the most.

In terms of delivery standards, 81 percent of consumers expect fast delivery within two days at the latest, while the most common expectation is next day delivery with 45 percent. In contrast, 66 percent of respondents reported preferring free three-day delivery over paid next-day delivery.

THE BRAND THAT SETS ARTIFICIAL INTELLIGENCE AND STANDARDS

While it is seen that one in every two consumers is open to artificial intelligence-supported shopping; It has been determined that artificial intelligence is mostly used in areas such as price tracking, product originality and reliable seller warning, finding the product quickly and summarizing customer comments. In this regard, Amazon has made the beta version of its artificial intelligence-supported shopping assistant Alexa for Shopping available to all customers in Türkiye.

According to the index results, 40 percent of consumers cited Amazon as the brand that sets the standard for good e-commerce, while 41 percent stated that the company increased the overall quality of the online shopping experience. Amazon Türkiye Country Manager Burak Erdem stated that they are proud that customers see them in this position and emphasized that they will continue to raise the bar by working with industry stakeholders.