In the new era that will be entered with the removal of third-party cookies, Hepsiburada, one of the leaders of the rapidly growing e-commerce sector in Europe and Turkey, explains how it has integrated artificial intelligence into its processes.
E-commerce market revenue in Europe is expected to grow significantly to over $2025 billion by 939. Statista estimates that e-commerce revenue in Europe will exceed one trillion by 2027. A similar trend is observed in Turkey as well. In 2022, the e-commerce volume in our country increased by 109 percent compared to the previous year and amounted to TL 800,7 billion. While the number of orders increased by 2022 percent from 43 billion 3 million to 347 billion 4 million in 787, the ratio of e-commerce to general trade increased by 2022 percent in 5 to 18,6 percent.
In addition to the growth figures in the market, there are also important developments concerning the sector. In particular, the preparation for the new period that will be entered with the removal of third-party cookies and the active use of artificial intelligence tools encourage e-commerce sector players to make new plans. Alper Boyer, Marketing Director of Hepsiburada, one of the leaders of the sector, summarized how they follow the developments in these areas and what they do as follows; “Only the most resilient and fast-moving brands will see and take full advantage of the opportunities that will arise with the removal of cookies. As Hepsiburada, we started our work and we have been preparing for digital marketing processes where cookies are not used for about 2-3 years. We invested in finding the most accurate ways to analyze data for forecasting or modeling work. As Hepsiburada, we can say that data-driven performance marketing management is our main strategy focus this year.”
Artificial intelligence has become a necessity in e-commerce
Stating that performance marketing is all about the ability to interpret data, Alper Boyer stated that only artificial intelligence has this ability to create actionable insights. Boyer said, “Currently, our technology departments are using different AI-based applications both in process management and in some components on the site. In the marketing field, we started using artificial intelligence-based solutions for visual content production last year, and we aim to start testing on segmentation and scoring models with the help of machine learning algorithms. Our main goal is to create more micro segments and to achieve higher performance by offering the most suitable product groups for these segments. Artificial intelligence is the most fundamental element of this,” he said.
Add agility to campaigns with deep learning
Mentioning that in order to be at the top of the competitive sector, it is necessary to choose business partners among those who can adapt to new developments, Boyer said, “In general, the most important factor to stand out in the ever-changing world of digital commerce is agility. The role of business partners in this agile, which offers new solutions according to the changing environment, is huge. Working with partners like RTB House, who add extra agility to our performance campaigns with their Deep Learning powered solutions, is an integral part of our strategy going forward. Choose your companions carefully and choose companies that can best assist you in your brand's journey into the exciting future of e-commerce.”