Should you grow your online store in Asia or Europe? What about both? With the launch of Amazon.tr, internet businesses now have access to the Middle East’s most Western nation.
With an estimated value of $12.76 billion (€10.76 billion) in 2019, Turkey’s eCommerce sector is a sizable fish to capture. Turkey is a regional eCommerce leader and more than just a lucrative new market; in fact, in July 2020 it launched a strong campaign to expand eCommerce in the Middle East-North Africa region, which was supported by 23 of Turkey’s largest online retail giants.
But are you the ideal fit for this lucrative eCommerce market? Will revenues cover the costs of expansion? What is the best method to promote yourself in this unique culture? We’ll go over all you need to know about eCommerce in Turkey in this article so you can make an informed decision.
Turkish eCommerce: Market Situation and Top Sellers
Turkey, which is the world’s 13th-richest nation, is a hub for both offline and online trade. If we focus on eCommerce users, we find that 31.39 million people, or about half the nation’s population, make online purchases with an average revenue per user (ARPU) of $253.83.
You must be aware of the competition if you hope to succeed in the Turkish eCommerce business. Unsurprisingly, Turkish brands dominate Turkish eCommerce, with Amazon being a relatively new participant who is still trying to find its place. Turkish eCommerce market leaders in particular are (in no particular order):
- Trendyol.com
- Hepsiburada
- Araba.com
- GittiGidiyor (a subsidiary of eBay)
These eCommerce industry leaders can teach you a lot about Turkish shoppers’ shopping tastes, even though you might need some translation assistance.
Turkey’s Top Five Selling Product Categories
- Clothing & Fashion
- Media & Electronics
- Toys, hobbies, and DIY
- Appliances & Furniture
- Personal Care & Food
Selling on Amazon Turkey could be a wise investment if your online retail firm focuses a lot on these markets. If not, you might always think about include these kinds of goods in advance of entering the Turkish market.
Turkey’s Online Shopping Habits
Turkey, which serves as a bridge between the Western and Eastern worlds, has a very distinctive culture. We observe that particular culture manifesting itself not just in what people buy, but also in how they shop online.
For starters, younger consumers are more likely to purchase online, much like in the majority of other nations; 95% of those between the ages of 16 and 24 lead online transactions, compared to only 77% of those between the ages of 45 and 54. Your marketing efforts should therefore be focused on attracting younger customers, but don’t ignore the still-profitable older demographics.
Despite being at the forefront of eCommerce, Turkey nevertheless lags behind other nations in terms of mobile buying. Only 16% of online purchases in Turkey are made on smartphones, and only 3% are made on tablets, according to Statista.
Turkish consumers also don’t hesitate to purchase foreign items, with $202 billion in imports recorded in 2018. Although US items rank fourth on the list after those from Germany, China, and Russia, foreign products are still welcome.
Regarding payment options, the vast majority of Turks (88%) favor credit cards, with 45% choosing Visa and 43% choosing Mastercard. Shoppers favor alternative e-wallets more than PayPal, which is preferred by just 6% of consumers.
Turkish digital marketing
You will need to modify your marketing strategies because Turkey is still very much a traditionally Muslim country even if it is thought to be the most Westernized of the Middle Eastern nations. You should be cautious when using media like product photographs and social media posts, avoiding anything overly suggestive or explicit.
In terms of social media, YouTube is without a doubt in the lead, followed by Instagram. The remaining social media networks descend to a new plateau below WhatsApp, Facebook, and Twitter. This implies that a video-centric approach to digital marketing could make you stand out from the competition.
Getting Started
We now have a distinct understanding of the Turkish eCommerce business as a whole, but what about Amazon in particular? Here are a few things to take into account if you intend to sell on Amazon Turkey.
The language comes first. Although there are many native English speakers in Turkey, if you’re selling online, all of your sales material should be in Turkish. A translator may be needed, so plan your expenditures appropriately.
Although there are alternative 3PL possibilities, like with most foreign expansions, we advise employing a fulfillment provider like Fulfillment by Amazon (FBA). It is better to ship all of your products to a storage facility within of Turkey utilizing less expensive freight transportation, and then let Amazon or a 3PL manage the fulfillment from there. Transcontinental shipping prices can destroy your revenues.
Understanding The Algorithm
Let’s take a look at what makes a product rank well on Amazon before we get into the tips. “What is Amazon’s marketing strategy?” you’ve probably wondered. “How do they rank and promote product listings?” you might ask.
It may appear to be a difficult code to understand at first, but it’s actually rather simple. Amazon’s A10 Algorithm holds the key.
The Amazon A10 Algorithm is the company’s own search engine. It displays how Amazon’s product listings are ranked in search results. Although the algorithms of Google and Amazon are similar in certain aspects, they are not identical.
For starters, Amazon does not intend to become a search engine. They just use their algorithm to assist shoppers in finding an item. The majority of the results are based on relevancy and popularity.
The Amazon A10 Algorithm is influenced by three metrics. These measurements can aid in your understanding of the algorithm. Read on to learn more about each detail:
- Sales Velocity – The rate at which you sell your products on Amazon is referred to as sales velocity. The faster you sell, the higher you’ll appear in Amazon’s search results.
- CTR (Click-Through-Rate) – CTR is the percentage of customers who see your product and click on it. The CTR is crucial for determining the relevance of your product listing to viewers. Your product listing will be more relevant if your CTR is higher. This is the point at which customers decide whether or not to buy the product.
- Conversion Rate – The percentage of customers that actually buy your product is known as the conversion rate. The higher your conversion rate, the more money you’ll make.
These three indicators will aid you in the launch of your product.
Make The Most Of Your Brand’s Content.
You must first review your product listing before focusing on advertising your product. Brands are frequently anxious to launch their items, but they neglect to review their content. To hook customers and maximise conversion, you must provide high-quality content.
If you have a poor sales volume, your advertising expenditure will be wasted. As a result, creating high-quality content is critical for generating leads and converting them.
Using relevant keywords in your product titles and descriptions is one method to improve your product listing. Consider all of the relevant phrases and search terms that apply to your product when selecting keywords.
To find out more about a keyword, you can use an online keyword tool. The tool calculates the volume and tags of Amazon searches. Knowing the statistics on a keyword can assist you in deciding which ones to employ.
Make Product Titles That Stand Out
Your product names will have a big impact on your customers’ first impressions. Creating a dull and boring product title with no description will almost always result in a low conversion rate.
Customers enjoy product titles that give them a sense of what the item is about. If relevant keywords are included, it will also be easier to find the product.
Take High-Definition Product Photographs
Customers are well-known for looking at product images before reading a product description. The visuals are visual representations of the product that customers can use to decide whether or not to buy it. They’ll most likely click the exit button and go to another seller’s product listing if they encounter a product listing with low-quality photographs.
It’s easy to see why businesses on Instagram employ a visually pleasing feed to get visitors into their locations. Many went so far as to hire photographers to generate outstanding product photography.
Create a thorough product description.
One of the most common mistakes merchants make is writing a poor product description. Anyone should realise that product descriptions are necessary for customers to comprehend the features.
Your product descriptions should be enticing as well as accurate. Instead of overwhelming potential consumers with technical and useless facts, tell the audience about the product’s benefits and applications. Give customers a sense of what to expect from your goods.
Try putting yourself in the shoes of the customer to make things easier for yourself. Include all of the conceivable questions they might have regarding the product in the description. You’ll be able to write a detailed and interesting product description that will help you generate leads in this manner.
Offer Competitive Product Discounts And Offers.
If you want to get things started, you’ll need to make an offer that customers won’t be able to refuse.
Reduced Prices
The simplest strategy to persuade clients to buy and increase early demand is to provide product discounts. Discounts, when combined with winning deals, might make people feel like they’re getting more bang for their buck with your products.
To drive traffic to their products and gain fresh buyer feedback, most product launches provide coupons and discounts. Try to provide product discounts and packages when introducing a new product.
Giveaways are a fantastic approach to create leads and get people to visit your product page. Most product launches include giveaways in order to increase traffic and generate leads. Customers will be guided through a number of actions, including watching a video, inviting friends, and signing up for an email list.
These procedures will help you get the word out about your product and build an email list. After obtaining and utilizing the product, the winner can give a review, while the other participants can take advantage of product discounts.
You can use Amazon Giveaway to promote your new product. Amazon Giveaway is a tool that allows sellers to run sweepstakes campaigns on their websites. These adverts have the potential to generate interest in your goods and attract new clients. You can register through Seller Central.
You must choose 30 physical prizes and 50 digital rewards to start your giveaway. The entrance requirements and awards will be determined by the parameters you establish. A private or public giveaway is possible. After that, Amazon will take care of the rest.
Use an existing Amazon product to upsell.
Connect your new product to one of your store’s existing and successful Amazon products. Giving discounts isn’t enough; you also need to give exceptional deals. Your product should be priced depending on its cost and quality. To select your offer, conduct market research and competitor analysis.
Make a bundle and promote it with your best-selling item. Create a discount structure where purchasers can get a discount if they buy both, for example.
Track Your Account
After you’ve finished setting everything up and released your product, it’s time to keep an eye on your account. It’s not a good idea to set it up and then forget about it. You must keep an eye on your conversion rate and metrics. Check to see if your keywords and promotions are still effective. You can also utilize a product ranking feature on Amazon. You may keep an eye on your product listing and make changes as needed.
Conclusion
Essentially, this covers everything you need to know to sell on Amazon Turkey, but the learning doesn’t end there. Because Amazon is a dynamic eCommerce marketplace, seller policies are always changing. For merchants to be successful on Amazon.de (or any other Amazon marketplace, for that matter), they must stay current on all things Amazon.
Turkey is undoubtedly not the easiest Amazon Marketplace, but it is also highly promising.
Take issues like product compliance seriously. Do your homework and verify with a seasoned specialist at AiHello to get personalised guidance.