The document discusses the growth of the e-commerce sector in Turkey, highlighting the significant rise in online payments, particularly through credit and debit cards. It emphasizes the complexities within the merchant payment ecosystem and the importance of customer-oriented strategies such as installment payments and loyalty programs. The case study of n11.com demonstrates the positive impact of these strategies on sales and consumer behavior.

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!

8. Loyalty!
Cards!

9. • Loyalty Points, Merchant Based Loyalty Point!
• Bank Campaigns & Promotions!
Moreover!

10. !
• Installment ?!
• Installment Campaigns ?!
• Loyalty Cards ?!
• Loyalty Point ?!
• Point Campaigns ?!
• Promotions ?!
Complexity!

11. This!
Complexity?!
How to simplify!

12. Start with Communication!

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!