E-Ticaret Sektöründe Güçlükler ve Fırsatların Değerlendirilmesi: Türkiye Örneği

Yıl 2023, Cilt: 38 Sayı: 4, 1138 - 1151, 06.12.2023

Mustafa Bilik

https://doi.org/10.24988/ije.1262286

Öz

Bu çalışma, Türkiye'deki e-ticaret endüstrisine odaklanarak sektörde gerçekleşen son gelişmeleri, büyümeyi ve karşılaşılan güçlükleri analiz etmektedir. Çalışmanın temel amacı, Türkiye'deki e-ticaret pazarının büyüklüğünü ve büyüme hızını değerlendirmek ve sosyal ticaret ve mobil ticaret gibi ana trendleri ve ortaya çıkan iş modellerini belirlemektir. Ayrıca, çalışma COVID-19'un e-ticaret trendleri üzerindeki etkisini değerlendirerek endüstrinin karşılaştığı zorlukları analiz etmektedir. Son olarak, çalışma politika yapıcıları, düzenleyiciler ve endüstri paydaşlarına, büyümeyi teşvik etmek için öneriler sunmaktadır. Bulgular, politika yapıcıları, endüstri paydaşları ve araştırmacılar için Türkiye'deki e-ticaret endüstrisinin dinamiklerini anlamak ve fırsatları değerlendirerek zorlukların üstesinden gelmek için bir dizi öneriler ortaya koymaktadır.

Anahtar Kelimeler

Elektronik ticaret, Online alışveriş, Online pazarlama, Tüketici tercihleri

Analyzing Challenges and Opportunities in the E-Commerce Industry of Turkey

Öz

This study provides an analysis of the e-commerce industry in Turkey, with a focus on recent developments, growth, and challenges. The primary objective of the study is to assess the size and growth rate of the e-commerce market in Turkey and identify key trends and emerging business models, such as social commerce and mobile commerce. Additionally, the study evaluates the impact of COVID-19 on e-commerce trends and analyzes the challenges facing the industry. Finally, the study provides recommendations for policymakers, regulators, and industry stakeholders to address the challenges and promote growth and development. The findings are useful for policymakers, industry stakeholders, and researchers to understand the dynamics of the e-commerce industry in Turkey and to develop effective strategies to leverage the opportunities and overcome the challenges.

Anahtar Kelimeler

Electronic commerce, Online shopping, Online marketing, Shopping preferences.

Kaynakça

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