Transformation from Traditional Retailer to Electronic Retailer (E-Retail): An Assessment on Online Marketers

Abstract

Depending on the developments in technology and especially with the development of the internet, the paradigms of doing business are radically transformed. One of the most striking changes is taking place in the retail industry. Although non-store retailing existed with applications such as catalogues, telephones and direct sales in previous periods, it has never had the current volume and speed of change. Today, the volume of e-retailing has exceeded one-fifth of the total retail volume and is advancing rapidly. This change is not only quantitative, but takes place in all concepts of retailing. While some of the factors that were very important before become unimportant, the unimportant ones become important, and some important factors maintain their importance. In this study, it was conceptually examined how the basic marketing concepts of product, place, price and promotion activities changed in terms of retailers and consumers in the transition from traditional retailing to e-retailing. In the study, Hepsiburada, which is the most established e-retailer operating in Turkey, Trendyol, which is currently the most popular, and Amazon marketplace, which is predicted to carry the leadership in the world to Turkey, are examined and compared in terms of related concepts. Within the framework of the evaluations put forward in the study, it was tried to present a foresight to the sector stakeholders by presenting a perspective on the present and the future