Value-oriented model proposal for e-commerce companies transition to e-marketlace in Türkiye

This thesis aims to develop a value-oriented model to guide e-commerce companies in Turkey through their transition to marketplace models and the strategic management of this transition. The rapidly growing e-commerce sector, driven by digitalization, offers significant advantages to companies through the marketplace model, such as reaching a large customer base, reducing operational costs, and increasing market share. However, this transition also involves various challenges and risks. For the case study, one of Turkey's leading e-commerce companies, Idefix, was selected. The transition process of Idefix to a marketplace model provides valuable insights into strategic decisions and implementations in this area. The research was conducted using qualitative research methods, specifically the interview technique, with in-depth interviews with Idefix executives and other industry experts, detailing the challenges faced, strategies implemented, and outcomes achieved during the transition process. Data obtained from the interviews identified critical factors that e-commerce companies need to consider during their transition to the marketplace model. These factors include customer satisfaction, supply chain management, technology infrastructure, marketing strategies, and competitive analysis. The thesis offers recommendations on how to manage these factors and details the steps companies should follow to successfully transition to the marketplace model. The research findings highlight the challenges e-commerce companies face during the transition to the marketplace model and how they overcome these challenges. Issues such as inadequate technology infrastructure, disruptions in the supply chain, and challenges in ensuring customer satisfaction are key considerations in the transition process. Additionally, the strategies companies use to differentiate themselves in a highly competitive marketplace ecosystem are analyzed. In conclusion, a practical and value-oriented model is proposed to guide e-commerce companies in Turkey in making strategic decisions during their transition to the marketplace model. This model aims to help companies achieve a competitive advantage, improve operational efficiency, and ensure customer satisfaction within the marketplace ecosystem. Keywords: Competitive Strategies, Customer Satisfaction, E-Commerce, Marketplace, Supply Chain Management, Value-Based Model.