The e-commerce technics in the world and recommendations to Turkey

This study deals with e-commerce, which is the latest stage in the evolution of trade with digitalisation. In the study, the definition, evolution and differences of the concept of e-commerce from traditional trade are detailed and different approaches to the definition of e-commerce are presented. The functioning of all e-commerce models, especially B2B, B2C, C2C, is discussed. The legal framework of e-commerce in Turkey is regulated within the framework of the Law No. 6563 on the Regulation of Electronic Commerce and developments in the sector have accelerated since the 1990s in Turkey. In particular, the COVID-19 process has enabled e-commerce to grow much faster all over the world, including Turkey. In this period, the habits of consumers turned into digital habits and supported the development of e-commerce. The growing global volume of e-commerce is directly related to the increase in internet usage and digital transformation. The global e-commerce volume of USD 5.8 trillion in 2023 is expected to reach USD 7.6 trillion in 2024 and USD 21 trillion by 2032. It is observed that e-commerce varies according to socio-economic, population and development levels among the continents of Africa, America, Asia and Europe. While the volume of e-commerce is higher in developed countries, this volume is lower in the countries which are less developed and being developed. While China is the leader in global e-commerce volume, the USA ranks second. They are followed by developed economies such as the United Kingdom, Japan and South Korea. Other major economies such as Germany and France are represented with lower shares. In the study, the data of e-commerce in Turkey were analysed and it was stated that it has a share of 0.48% of the global e-commerce volume. It is stated that Turkey's e-commerce volume has grown from 800 billion TL in 2022 to 1.85 trillion TL in 2023. Thanks to these rapid growths, Turkey is expected to gain an even bigger place in the global e-commerce market. In addition, the share of e-commerce in general trade in Turkey has increased over the years, reaching 20 per cent in 2023. Leading e-marketplaces such as Trendyol, Hepsiburada, N11 and Amazon have played a major role in this growth. These applications have enabled the growth of e-commerce in Turkey by providing a wide range of products and easy accessibility. The study analyses the most important e-commerce applications in Turkey, especially the aforementioned applications. In the research section, the effects of demographic characteristics such as gender, age and education level of e-commerce users in Turkey on their e-commerce experiences are analysed. A survey of 301 participants measured the effects of e-commerce users on satisfaction, trust, after-sales service quality, e-commerce advertisements, and online grocery and food orders. The hypotheses identified in the study were formulated to understand how the demographic characteristics of the users have an impact on their e-commerce experiences. According to the research results, demographic characteristics of e-commerce users affect e-commerce customer experiences. The study provides recommendations for the development of e-commerce in Turkey and shows the characteristics of an ideal e-commerce website.