The development of online marketplaces in turkey and its effect on the economy in the COVID – 19 pandemic period

The Covid-19 pandemic has caused significant transformations in global economies and the world of commerce. During this process, due to the closure of physical stores and social distancing measures, consumers have turned to online shopping. The e-commerce sector has shown great growth during this period. While it was 226 billion TL in 2020, it was realized as 381 billion TL in 2021, 800 billion TL in 2022, and 1.855 trillion TL in 2023. The forecast estimate expected to be realized by the end of 2024 is 3.395 trillion TL. (Ticaret bakanlığı E-ticaret raporu 2024, P,19) Consumers' interest and trust in online shopping has increased, and they have started to prefer online shopping due to advantages such as a wide product range, easy price comparison, and home delivery. This change has also transformed the operational strategies of companies, and investments in e-commerce platforms have increased. The growth provided by e-commerce during the pandemic has also had positive effects on the general economy. Factors such as the emergence of new business opportunities and employment areas, the access of small and medium-sized companies to a wider customer base, and increased productivity have contributed to the economy. In addition, increased consumer safety and satisfaction have reinforced consumer loyalty. This research aims to comprehensively analyze the development of e-commerce during and after the pandemic period, changes in consumer behavior, and the effects of these changes on the general economy. The rapid growth of e-commerce and the change in consumer habits during the pandemic show that this area has great potential in the future. Countries that make strategic investments in the field of e-commerce, support digital transformation, and provide solutions for consumer needs will increase their success in this area. This study aims to contribute to the determination of future strategies by scientifically and academically addressing the economic effects of e-commerce.