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Pandemi yasağı kararı sonrası, bu yılı evlerinde geçirmek zorunda kalan tüketici yılbaşı alışverişlerini ağırlıklı olarak internet üzerinden yapınca e-ticaret kanalı, yılın son ayını da satış artışlarıyla kapattı. Tüketici başta gıda ve giyim olmak üzere en fazla elektronik, hediyelik ve ev eşyası satın aldı.
2020'DE REKOR GELDİ, HEDEF 400 MİLYAR TL Elektronik Ticaret İşletmecileri Derneği (ETİD) Başkanı Emre Ekmek çi, geçen yılı 136 milyar liralık ciroyla kapatan sektörün bu yıl rakamı 250 milyar liraya çıkardığını söyledi. Yüzde 85'lik büyümenin sektör için bir rekor olduğunu dile getiren Ekmekçi, "Pandemi sonrası da sektördeki büyümenin ve yatırımların aynı şekilde devam edeceğini düşünüyoruz. Tüketicinin değişen taleplerine yönelik olarak yapılacak yatırımlarla 2021 yılında satış hacminin 400 milyar lirayı geçmesini öngörüyoruz" dedi.
LOJİSTİKTE BU YIL SORUN YAŞANMADI Yılbaşı alışverişinde yüzde 50'lik artış hedefine ulaşıldığının altını çizen Ekmekçi, 31 Aralık Perşembe gününden, 4 Ocak Pazartesi'ne kadar kesintisiz sokağa çıkma kısıtlaması nedeniyle yılbaşının evde geçtiğini söyledi. Buna paralel olarak e-ticaret siteleri üzerinden yapılan alışverişlerde ev eşyaları, temel gıda, giyim, hediyelik eşyalar ve elektronik alet satışlarında artış yaşandığını dile getiren Ekmekçi, geçen yıl yaşanan lojistik ve kargo sorunlarının ise alınan önlemlerle bu yıl yaşanmadığını ifade etti. Ekmekçi, "Sektör, bu yıl indirim kampanyalarına daha hazırlıklıydı. O nedenle lojistik ve kargo konularında şikâyetler de azaldı. Saat 16.00'ya kadar verilen siparişler, aynı gün teslimat ile evlere ulaştı. Sokağa çıkma kısıtlamalarının olduğu günlerde kargolar çalıştı, planlı bir şekilde tüketicilere siparişleri sorunsuzca ulaştırıldı" ifadelerini kullandı.
DEKORATİF ÜRÜN SATIŞI İKİYE KATLANDI Gittigidiyor Pazarlama Direktörü Feyza Dereli Fedar ise, bu yıl evde geçen yılbaşı kutlamalarının satışlara da doğrudan yansıdığını ve dekorasyon kategorisinde dikkat çekici bir yükseliş olduğunu söyledi. Aralıkta dekorasyon kategorisinin satışlarında geçen yılın aynı dönemine göre iki kat artış yaşandığını belirten Fedar, şu bilgileri verdi:
"Yılbaşı ağaçları, dekorasyon kategorisinin en çok büyüyen ürünü oldu. Satışlar geçen yıla oranla üç kat arttı. Satışı en hızlı artan diğer ürünler ise sırasıyla yılbaşı süsleri, mumlar, yapay çiçekler, kapı süsü, tablolar ve biblolar oldu."
ONLİNE TARAFTA SIÇRAMA YAŞANDI Boyner Büyük Mağazacılık Pazarlama ve Genel Müdür Yardımcısı Nurçin Koçoğlu, satış ve ziyaretçi trafiğinin mağazalardan online alışverişe doğru yöneldiğini söyledi. Mağazalardaki yoğunluğun ise hafta sonu kapalı olduğu için hafta içine kaydığını dile getiren Koçoğlu, "Mağaza trafiklerinde aralık ayının ilk haftasına oranla yüzde 27 artış yaşadık. Online alışverişte ise ciddi bir sıçrama yaşandı. Boyner. com.tr'nin, Boyner'in genel operasyonunun içindeki payı yüzde 21'e, Morhipo. com ile birlikte yüzde 33'e çıktı. Bu oranın bir yılda yüzde 40'lar seviyesinde olacağını öngörüyoruz" diye konuştu. Koçoğlu, bir yandan da hediye kartı satışlarında da ciddi artışlar gözlemlediklerini kaydetti.