Customers' Approach and Improvement Suggestions for Electronic Commerce Applications in Turkey

Nowadays in globally e-commerce applications have grown dramatically and it has become the commonly preferred shopping medium by the end customers. Despite the fact that the high volume of B2C retailing e commerce rate in developed and emerging countries, Turkey does not show that performance. Therefore, the aim of this study is to develop the suggestions and identify the reasons for the unrealized market potential of Turkish e-commerce sector. In that context, some sector related market studies have been investigated and then based on these studies’ results a structured questionnaire form has been generated. Later, this survey has been conducted to sampling which includes 312 respondents, who are identified as potential e-commerce customers in Istanbul. The collected data show that people, who included sampling, are not into spending their shopping budget and their spare time for e-commerce implementations. According to the results, the operational performance of e-commerce firms was determined by respondents as "post-sales service quality" and "appropriate lead-time". The crucial problem for the Turkish customers about e-commerce applications is the security issue. To overcome this issue the solving efforts should be handled on the macro level, instead of individual strives of each e commerce companies at the micro level. For that purpose, Turkey should develop its own national cybersecurity protection and also should regulate the Turkish e-commerce sector structure based on the firm's competencies