An empirical study on the positioning of electronic marketplaces in Turkey by ultimate consumers

The blessings of technology putting into practice with rational solutions is the main strength of e-commerce, is to provide success at trade with the works mostly thinking over digital object based and digital applications. In this direction, this method is becoming more common day by day, is now appearing in front of us as a necessity with providing an upper-hand to the firms on competition. In spite of holding several disadvantages and the extensity is not on the desired level yet, either from the lack of background or lack of information, especially in major cities both individual and firm-based usage is increasing each day. From the point of firms, this method provides superiority in the competition and is becoming a must to the firms which still not have it in their agenda. The usage of e-commerce which is still in progress in our country, to determine the effective elements of customers' shopping choices; we had a main audience consist of approximately 350 people in the range of middle income divided in three homogenised groups and by using the survey method, it is intended to emphasize the necessary factor to the commerce in order to have a more effective market with the acquired data. With the results of our research it is confirmed that, people who are shopping from e-commerce portals, the choice of site is based on it being branded as well as it being safe to shop is also important. It has a great importance that the shopping sites have to keep safety a priority. Also showing the true items, payment options, the product delivery time, support after delivery and conditions of return are other topics that are important to the customers. It is clear that with the political authorities' making various legal regulations and inspections, shopping through internet will be a more advantageous and common method in people's lives in the future.