The race to expand online retail in developing markets has already begun for both international and home-grown retailers. E-commerce and multichannel integration in emerging markets offer tremendous opportunities—at potentially lower risk and investment than building bricks-and-mortar stores. The best path to online retail success is the one that creates an immediate impact in developing markets and builds a growing, long-term advantage.Turkey features a strong logistical infrastructure that allows consumers to make online purchases and receive their products within one or two days. In fact, most online purchases made within 350 miles of Istanbul arrive within 24 hours. The country also boasts an engaged base of Internet users who spend an average of 30 hours online per month; half of all users make purchases online. The Turkish government has also aided the e-commerce boom by enacting digital laws that protect online consumers and oversee e-commerce companies.
Turkey's $1.3 billion online market has already drawn interest from many retailers and investors. For example, Turkey-based Dogan Online, which operates hepsiburada.com, has recently purchased evmanya.com (a Turkish home decorating site), and is in talks with as many as four other online retailers. In 2011, Naspers, the South African media conglomerate, acquired 70 percent of Markafoni, one of Turkey's largest private online shopping sites. Source: AT Kearney