Online Payment Landscape in Turkey, MPE2015, Berlin
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Turkey has a diversified payment ecosystem with many moving parts such as bank loyalty cards, installment options, reward points, bank campaigns, and alternative payment methods. Some of these are unique to Turkey such as installment options. For merchants this complex payment ecosystem can create challenges especially in the checkout flow. To navigate through this complex payment world its important that we track and analyse consumer behavior every step of the way.
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Online Payment Landscape in Turkey, MPE2015, Berlin
- 1. Merchant Payments Ecosystem, February 18-20, Berlin! Consumer! Payment! Behavior! Cihan Demir! Payment Product Owner/Sr.BA! in Marketplace! ecommerce model! in Turkey! @cidemirr!
- 2. Opened ! in 2013 April! Nearly! 4 million! members! 21.000 registered stores! 24.5 million! Registered! product! In 2014,! e-commerce grew! 20-25%! n11.com grew! %200! In 2014,! ! 351M $ ! Annual! Trade Volume!
- 3. Mobile Payment! ! Credit, Debit cards and all Turkish loyalty cards! Auto cancellation/refund / partial refund cycles! Settlement throughout payment lifecycle ! Proactive Monitoring, Smart Fraud Detection! Payment! Module! Alternative Payment Systems, ! One Click Payment ! Installment, loyalty point and campaigns ! CANCEL!
- 4. Key Figures! Turkey’s! Credit Card! Internet User! Debit Card! e-Commerce! User! 56.8 M! 100.2 M! 35 M! 16.8 M! Source: BKM.!
- 5. Online Credit! Card Usage! In Turkey! %86! Credit Cards! ! Cash on Delivery! ! Debit Cards! ! Electronic Fund! Transfer / Wire Transfer! ! Others! Source: BKM.! %2!
- 6. Why!Credit Card! in Turkey?! Source: Webrazzi.!
- 7. • Pay Later, Divide Repayment! • Pay 3, 6, 9 months, installment charge! Installment!
- 9. • Loyalty Points, Merchant Based Loyalty Point! • Bank Campaigns & Promotions! Moreover!
- 10. ! • Installment ?! • Installment Campaigns ?! • Loyalty Cards ?! • Loyalty Point ?! • Point Campaigns ?! • Promotions ?! Complexity!
- 13. Detail!Product!
- 14. Checkout!Flow!
- 15. Distribution! Payment! %52! Number of Installment Transactions! ! Non-Installment Transactions! ! ! %9! Number of Cash Transactions! ! Loyalty Point Transactions! ! ! n11.com case!
- 16. Effects!to Sales! Loyalty Cards(campaign owner)! Avg.Basket Size! %55! Overall! Avg. Basket Size! %11! Conversion! Increasing! %9! Source: n11.com bank campaign avg.!
- 17. Summarize! Simplicity,! Consumer! Expectation! Rising! Complexity,! 3rd Party! Steakholders! 18+! Persuasion! for Sales! with payment ! items! to!
- 18. www.n11.com " "cihan.demir@n11.com " " @cidemirr" " tr.linkedin.com/in/cidemir "! Thank You! Cihan Demir!