VAT Rate Changes: Digital Shelf Analysis ??

?????? ???????? ?????????????? ??

???????????? ??????????, ?????????? ??????????, ?????????????????? & ?????????????? ?????????????? ?????????? ????????????????

With the change in VAT rates, how did price increases reflect on the digital shelves? What do these analyses tell us about consumer habits?

The new VAT rates, which were published on July 7th and took effect on July 10th, led to changes in the stocked products on e-commerce digital shelves. In particular, toilet paper, paper towel, and detergent-cleaning and shampoo categories, which had the discounted VAT rate, saw a 12-point increase due to the new decision.

We analyzed Hepsiburada and Trendyol between June 30th - July 2nd and July 7th - 9th, comparing the two specific periods. ?? Let's take a look at the fresh insights derived from the analysis of the first 24 products with Datadot:

???????????? ?????????? ??- ????-???????? ?????????? ?????????? ?????? ?????????? ???????? ?? ????% ??????????

?? The maximum price range in Trendyol is 540?, the shopper who feels the need to stock up due to the increase in VAT raises the maximum price range to 660?. The share of products priced above 300? increases from 28% to 32%.

??On the other hand, in Hepsiburada, the maximum price range was within the 420? range in the previous period, but after the VAT increase, it expands to the 840? range. The share of products priced above 300? increases from 12% to 16%.

??Solo lost its 9% share to Familia on Trendyol. Selpak and Teno experienced a 4% loss of shares. And among the newly introduced brands, we see Sas Haus, Flodex, Mavi Beyaz, and Zipy.

??On Hepsiburada, Solo increased its share from 12.5% to 20.8%; Selpak and Familia's share remained the same. Papia experienced a 4% share loss. And new entrant brands include Focus, Sofia, Wex, and Saten. As for the brands leaving the shelf, we see Viking, Only Evobeyond, and Akal?n Professionel.

??Sponsored product investments decreased by 5% on Trendyol while increased by 11% on Hepsiburada.

??On Trendyol, the share of 48-pack rolls decreased from 30% to 8%, while the share of 32-pack rolls doubled compared to the previous week. We see the entry of dispenser towels with a 21% share on the shelf. On Hepsiburada, the share of 48-pack rolls decreased from 12.5% to 4.2%, while the share of 32-pack rolls entered the shelf with a 50% share and 12 products.

??The average price increased by 122% on Trendyol, rising from 179? to 398?, while on Hepsiburada, it decreased by 11% from 191? to 170?.

?????????? ???????????? ?? - ?????? ?????????? ???? ??-???????? ?????????? ???? ???????????????????? ???? ???? ?????? ??????????

??In the paper towel category on Trendyol, the share of products priced at 240? and above increased from 36% to 40%. On Hepsiburada, the price range increased by 20% compared to the previous week, rising from an average of 500? to 600?. The share of products priced at 240? and above on the shelf increased from 21% to 42%.

??On Trendyol, Solo increased its market share from 12.5% to 16.7%, while Lily increased its share from 4.2% to 8.3%; Selpak and Silen's market share remained stable. Familia lost a 4% share. Among the newly introduced brands on the shelf, we can see Senso, Usin, and Pelin. Among the brands leaving the shelf, we can see Aksoft, Teno, Megasil, and Carpex.?

??On Hepsiburada, Solo increased its market share from 16.7% to 20.8%; Selpak, Teno, Papia, and Familia's market share remained stable. Among the newly introduced brands on the shelf, we can see Lara, Violta, and Focus. Among the brands leaving the shelf, we can see Sofia, Silen, and BB Cosmetics. ??Sponsored product investments decreased by 8% on Trendyol and 3% on Hepsiburada.

??On Trendyol, while the market share of 12-pack rolls remained at 25%, the market share of 6-pack rolls increased x5 compared to the previous week. On Hepsiburada, the market share of 12-pack rolls increased from 33% to 37%, while we see that 6-pack rolls -which didn't have a share in the previous week- entered the shelf with a 12.5% share.

??The average price on Trendyol increased by 14%, from 176? to 201?, while on Hepsiburada, it increased by 67%, from 239? to 400?.

??????????????????- ???????????????? ????- ?????? ?????????? ???????????????? ?????????? ?????????? ???? ????.??%

?? Products ranging from 120-160?, which account for 37.5% of the digital shelf on Trendyol, increased by 4% compared to the previous period. The share of products ranging from 40-80? decreased by 12.5% and was replaced by products ranging from 280-320? and 320-360?.

?? At Hepsiburada, the weight of products in the 40-80? and 80-120? range decreased, while the share of products in the 160-200? range increased by 150% compared to the previous period.

?? The average price of product categories on Trendyol increased by 30%, rising from 131? to 170?, while on Hepsiburada, it increased by 25%, rising from 149? to 186?.

?? Wet wipes on Trendyol took their digital shelf share from 4.2% to 25%, becoming the leader in the digital shelf in terms of category. Moreover, LimeScale Preventers and Paper Towels were categories that gained a share. Set products were preferred over single products.

?? Price changes by category on Trendyol: Laundry Detergents (44%), Air Fresheners (15%), Wet Wipes (21%), and Surface Cleaning products (8%) experienced an average price increase.?

?? In the previous period, the top 3 categories that dominated the digital shelf on Trendyol were 1- Surface Cleaning Products with 33.3%, 2- Insecticides with 25%, and 3- Laundry Detergents with 12.5%. On the other hand, on Hepsiburada, 1- Surface Cleaning products accounted for 50%, 2- Laundry Detergents accounted for 37.5%, and 3- Limescale Preventers accounted for 8.3%.

?? After the price increase, we observe that on Trendyol, 1- Wet Wipes account for 25%, 2- Surface Cleaning Products account for 16.7%, and 3- Dishwashing Products account for 12.5% on the shelf. On the other hand, on Hepsiburada, 1- Surface Cleaning Products account for 50%, 2- Laundry Detergents account for 41.7%, and 3- Limescale Preventers account for 8.3%, maintaining their place on the shelf.

?? As for the brand diversity on the shelf, Trendyol's brand diversity decreased by 23% to 16 brands, while Hepsiburada maintains its diversity with 18 different brands in both periods.

?? New brands entering the shelf on Trendyol include Pure Baby, Finish, Solo, Calgon, Familia, Pell by Erwa, Sofia, Uni Baby, and Yumo?, while brands losing their place on the shelf are ?lbay’s, Air Wick, Bayer, Dopar, Kulsan ?la?, Oithox, Pella, Profit Home, Raid, Rs Clean, Selpak, Silen, Siveno, and Vanish.

?? New brands gaining share on the shelf at Hepsiburada are Wiby, Domestos, Tursil Toz, ABC, Afarex, and Vanish, while brands losing their share on the shelf are Amway, Brixe, Titiz, Lime, and Homm Bitkisel.

?? Sponsored product investments increased by 4% on Trendyol and 9% on Hepsiburada.

?????????????? ??- ?????????? ?????????????????? ?????????????????? ???? ????%

??We see that the availability of products between 40-320? is higher on Trendyol, while it shifts to the range of 40-200?. On the other hand, on Hepsiburada, the availability of products between 0-360? is higher, with a shift to the range of 0-120? and 360-540?.

??On Trendyol, the average prices of shampoo products on the digital shelf are more affordable compared to Hepsiburada, with an average price increase of 3% to 277?. However, on Hepsiburada, even though it is relatively more expensive than Trendyol, it increased by 14% to 495?.

??Regarding sponsored products, both Trendyol and Hepsiburada had an equal increase of 29% in the usage of sponsored products before the price increase announcement. On Trendyol, this percentage increased by 13%, while Hepsiburada continued at the same rate.

??In terms of brand diversity on the shelf, Trendyol experienced a 29% increase, reaching 18 brands, while Hepsiburada saw a 23% decrease, ending up with 10 brands.

??Bundle product rates increased by 13% on Hepsiburada, while it decreased by 21% on Trendyol.

??The maximum price range of products increased from 520? to 1000? on Trendyol, while it went from 720? to 780? on Hepsiburada*.

?????? ?????? ?????? ???????? ?????????????? ???? ?????? ?????? ?????????? ???????????????????????? ?????????????

Trendyol witnessed a user increase of 15%, while Hepsiburada showed an impressive growth of 21%. Visits on Trendyol saw a 16% boost, totaling 65M, whereas Hepsiburada experienced a notable 24% increase, amounting to 19M visits. During this period, Trendyol attracted 63% (23M) of the total e-commerce user pool of 36M, while Hepsiburada garnered visits from 31% (11M) of the users.*

*Source: Datadot E-Commerce, June 30th - July 2nd vs. July 7th - 9th

*Source: gemiusAudience - Real Users (June 30th - July 2nd & July 7th - 9th)