Text                  The NOAH Conference 2012                             November 6, London                             ...
POWER of hepsiburada.com6 Kasım 12 Salı
TURKEY’S LARGEST E-COMMERCE COMPANY                  Over %35 CAGR over the last 5 years                  Profitable in the...
EVOLUTION of hepsiburada.com             Our business has grown and developed over the last twelve years                  ...
OUR DYNAMIC MARKET and MARKET OPPURTUNITY             • Turkey is a large and growing economy:               • GDP expecte...
OUR TARGET AUDIENCE           • Highest in Europe at monthly hours spent online           • % 47 of connected internet use...
OUR STRENGTH             Uniquely positioned to become the next-generation retail superpower                              ...
OUR AMBITIONS             Uniquely positioned to become the next-generation retail superpower                             ...
TURKEY’S LARGEST SHOPPING MALL6 Kasım 12 Salı
Thank you                          İlker Baydar                          General Manager6 Kasım 12 Salı
BACK UP6 Kasım 12 Salı
Hepsiburada.com UNDISPUTED LEADER          IN TURKISH E-COMMERCE                  • Loyal customer data base              ...
POWER of hepsiburada.com             • Power of hepsiburada.com platform allows in new product categories to enter        ...
The RISE of MOBILE             10% of total traffic and 2% of revenue is generated from mobile                          Vis...
- w . a-o f ec. m w wn hc n r e o      o    en c- wt ro n ac n r c ti . m/o ho f e e   tc    e         en- w .cb o. m/O H ...
- w . a-o f ec. m w wn hc n r e o      o    en c- wt ro n ac n r c ti . m/o ho f e e   tc    e         en- w .cb o. m/O H ...
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Hepisburada - NOAH12 London

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Champion League - Presentation by Ilker Baydar, General Manager of Hepsiburada.com at the NOAH 2012 Conference in London, Old Billingsgate on the 6th of November 2012.

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Hepisburada - NOAH12 London

  1. 1. Text The NOAH Conference 2012 November 6, London İlker Baydar General Manager6 Kasım 12 Salı
  2. 2. POWER of hepsiburada.com6 Kasım 12 Salı
  3. 3. TURKEY’S LARGEST E-COMMERCE COMPANY Over %35 CAGR over the last 5 years Profitable in the net income level over the past 5 years USD 300 mm in revenues with ca. 300 employees Multi-category e-tailer with 32 categories and 350K SKUs Most visited online retailer, 18 mm visits per month 3 mm active customers as of October 2012 600.000 products sold monthly %30 of iPhone users downloaded HB application, ranked number 1 at Apple Store %10 of our traffic comes from mobile6 Kasım 12 Salı
  4. 4. EVOLUTION of hepsiburada.com Our business has grown and developed over the last twelve years Website relaunched as hepsiburada.com Separation of head- office and warehouse/ logistics to different 1st member of infoshop.com.tr 1st newspaper 2nd 1st TV 3rd warehouse 4th warehouse 5th warehouse locations for the first time in 1st desktop computer advertising warehouse advertising Company’s history 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Installment Implementation 1st supplier integration via XML DataWareHouse iPhone payments on of ERP system gateway management application credit cards (SAP) Recommendation engine implemented system launched6 Kasım 12 Salı
  5. 5. OUR DYNAMIC MARKET and MARKET OPPURTUNITY • Turkey is a large and growing economy: • GDP expected growth for 2012-2015 is 5-6% p.a. according to World Bank • Over 75 mm population • Retail market in excess of USD 450 bn value Young Population Consumer spending dynamics Median age %pop between 15 and 45 years old Total consumer spending CAGR 12-15E 28 50% %11,0 29 48% %17,5 36 47% %11,4 37 40% %8,4 39 44% %7,9 39 43% %4,5 40 38% %4,4 40 40% %1,9 45 36% %1,7 TurkStat, IDC New Media Market Model 2H2011, EIU6 Kasım 12 Salı
  6. 6. OUR TARGET AUDIENCE • Highest in Europe at monthly hours spent online • % 47 of connected internet users are below 25 years old Growing Internet Users Growing Internet Buyers Internet users growth Internet users Internet penetration Online buyers growth Online buyers (2011 - 2015E) (mm, 2015E) (%pop., 2015) (2011 - 2015E) (mm, 2015E) 8,8% 46 57% 18,6% 14 6,2% 109 51% 16,2% 195 6,0% 85 62% 15,5% 37 3,8% 535 40% 11,9% 49 3,4% 29 75% 9,1% 16 2,9% 59 89% 5,1% 212 2,3% 275 85% 3,5% 45 1,8% 58 91% 3,3% 40 1,0% 71 88% 1,2% 51 IDC WW New Media Market Model 2H20116 Kasım 12 Salı
  7. 7. OUR STRENGTH Uniquely positioned to become the next-generation retail superpower • 87% of visits from unpaid traffic Market Presence • 50% of the traffic from organic search results • 99% brand recognition within Internet commerce focus groups Supplier • Work with 2,400 active suppliers Relations • Integrate with all critical suppliers for inventory availability via XML gateways – about 60% of the revenue • Have the power to put non-branded suppliers into leading local brands in 2-3 years • High customer loyalty • Over %70 of acquired customers in 2006 still shops from Hepsiburada Customer • More than half of customers are multi category shoppers Engagement • Community built around customer reviews – more than 1 million as well as customer service since inception with unconditional free return upon delivery • Mature, evolving, feature rich technology platform Infrastructure • %70 of orders are shipped within 24 hours • Fully integrated with shipping companies6 Kasım 12 Salı
  8. 8. OUR AMBITIONS Uniquely positioned to become the next-generation retail superpower • Hepsiburada is the most penetrated retailer in Turkey. 65% of shipment is outside of 3 big cities • Turkish retail market is ca. USD 450 mm and growing, but still fragmented – Top 10 retailers control 27% in the US Scalable and 21% in the EU and only 6% in Turkey Retailer • Represents a potential grab of $60 - 80 bn of retail trade to scale players • Our share in certain categories makes us not only the largest online player but a significant player in offline Leader in • Dominant market share of online commerce in all major categories Online Retail • Increasing share in categories where we expand by strategic sourcing – for examples trainers and strollers • Experiment in competitive categories like fashion and shoes • Continue to serve customer needs for selection, service and value Customer • Ability to build long term customer relationships Engagement • Explore vertical opportunities when attractive and applicable Financial • Further develop business model for growth at profitable levels Results • Make smart investments to optimize margins and use marketing investment with full effect6 Kasım 12 Salı
  9. 9. TURKEY’S LARGEST SHOPPING MALL6 Kasım 12 Salı
  10. 10. Thank you İlker Baydar General Manager6 Kasım 12 Salı
  11. 11. BACK UP6 Kasım 12 Salı
  12. 12. Hepsiburada.com UNDISPUTED LEADER IN TURKISH E-COMMERCE • Loyal customer data base • Difficult to replicate business model • Powerful profitable platform • Widest selection and supplier network • Most penetrated retailer of country • Fully integrated to shipping companies6 Kasım 12 Salı
  13. 13. POWER of hepsiburada.com • Power of hepsiburada.com platform allows in new product categories to enter Exp: Sport shoes, diapers, mattresses, wheels • Power to launch new brands. In many categories hepsiburada.com pushes non-branded products Exp: Stroller (7 % market share), treadmill (11 % market share) • Already dominant player in many segments Exp: Smartphones, treadmill, tablets, cosmetics, pet food • No barrier for hepsiburada.com to introduce new product categories • Strong supplier integration. 2400 active suppliers • 350K SKU’s • 600K products delivery per month • Remarkable mobile traffic in Turkish internet market6 Kasım 12 Salı
  14. 14. The RISE of MOBILE 10% of total traffic and 2% of revenue is generated from mobile Visits Revenue Avarage Value 400% 322% 20% 2011 2012 2011 2012 2011 20126 Kasım 12 Salı
  15. 15. - w . a-o f ec. m w wn hc n r e o o en c- wt ro n ac n r c ti . m/o ho f e e tc e en- w .cb o. m/O H o f ec w wf e o k o N A C n r e a c en
  16. 16. - w . a-o f ec. m w wn hc n r e o o en c- wt ro n ac n r c ti . m/o ho f e e tc e en- w .cb o. m/O H o f ec w wf e o k o N A C n r e a c en

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