Automotive Exports December 2019

Turkish SMEs should focus on
e-exports, expert says
Turkey should look to claim a
larger share of the $1.5-trillion
global e-export market, a digital
communications expert said.
Nabat Garakhanova, the head of
consultancy firm MEZO Digital, said
Turkish small and medium-sized
enterprises (SMEs) should concentrate
on digitalization and target the Asia-
Pacific region, the leader in the
e-export market with $381 billion.
The digitalization rate for Turkey’s
SMEs is currently at only 4%, she
said. Reminding of Turkey’s $10
billion e-commerce target for 2023,
Garakhanova said: “Compared to other
countries, Turkey fell behind three
and a half years in the digitalization
process.” Some 57% of 7.5-billionworld-population
– or 4.4 billion people
– are internet users. On average, they
use the internet for 6.5 hours every day,
she added.
“International trade is becoming easier
and faster thanks to the internet.
People prefer e-commerce due to freeshipping,
secure payment and return
mechanisms. More than 2.8 billion
people use e-commerce channels
today,” she stressed.
The Turkish e-commerce market,
which started in 2010, has reached
an annual volume of $6.7 billion.
E-export’s share in e-commerce, on the
other hand, is only at 10%, Garakhanova
said. Turkey’s SMEs, which constitute
90% of the country’s economy, are
responsible for 55% of its exports.
The digitalization process should be
accelerated so the SMEs can fulfill
their export potential.
“Their digitalization rate can reach
20% by implementing the right
strategy with the support of unions,
chambers and nongovernmental
organizations,” she added.
Garakhanova said Turkish SMEs
are weak in website management
and make certain mistakes, such as
advertising in the wrong languages,
offering payment and shipping
options in the wrong currencies,
miscalculating customs taxes and
other analytical errors.
December 2019
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