Enhancing e-commerce competitiveness: A comprehensive analysis of customer experiences and strategies in the Turkish market

Abstract

The study provides a comprehensive innovation analysis of the e-commerce strategies implemented by leading online retailers, focusing specifically on the Turkish market. The main goal of this research is to explore the effectiveness of various types of innovation adopted by major e-commerce platforms in Turkey, with particular emphasis on well-established brand names such as Amazon (Nasdaq: AMZN), Trendyol (Alibaba), and Hepsiburada (Nasdaq: Heps). To achieve this, the study uses the “ten types of innovation” framework to dissect the different facets of innovation in the e-commerce domain. Based on the research, we show the reasons behind Amazon's failure to establish a strong foothold in the Turkish market upon its entrance. The research seeks to identify potential innovative opportunities that can aid in the adoption of blue ocean strategies.

Keywords

• E-commerce
• Oligopolistic market
• Turkey
• Innovation
• Blue ocean
• Amazon