Trust in E-commerce Survey

About the study

A study of changes over time in online shoppers’ trust in e-commerce, the categories and platforms where they felt secure, and their trust in campaigns and consumer reviews. The title summarises e-commerce’s overcoming of the “trust barrier” within a decade.

Key findings

• At the time of the study, 82.5% said they shopped online with confidence. Among the same respondents, 57.7% said they had trusted online shopping five years earlier and 42.1% ten years earlier.
• The most trusted platforms were Hepsiburada (90.7%) and Trendyol (89.3%), followed by n11 (70.7%), Amazon (61%) and Pazarama (30.7%). E-commerce was the first choice for books.
• Asked whether they would buy the same product from a friend or from Hepsiburada, 57.6% chose Hepsiburada and 42.4% chose the friend.
• Only 39.8% considered campaigns advertised during discount periods credible, while 58.2% trusted consumer reviews. Immediate discounts and “pay later” options were also compared.

Methodology

Conducted through a mobile panel on 4 December 2023, with 655 online shoppers reflecting Türkiye’s population.