Cilt 1 Sayı 1 (2026): Sociavera: Review of Social Studies and Culture
Makaleler

Perakende E-Ticaret Pazar Yerlerinde Rekabet: Malezya ve Türkiye’nin Düzenleyici Karşılaştırması

PDF (İngilizce)
  • Nurul Nabilah Binti Zamri
Nurul Nabilah Binti Zamri e - Phd student, Erciyes University, Kayseri, Türkiye - Erciyes Üniversitesi image/svg+xml

Yayınlanmış 2026-06-28

Anahtar Kelimeler

  • Çevrimiçi Perakende Pazarları, Dijital Perakende Pazarları, E-Ticaret Pazar Yerleri, Malezya, Platform Rekabeti, Porter’ın Beş Güç Modeli, Türkiye

Telif Hakkı (c) 2026 Nurul Nabilah Binti Zamri (Yazar)

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Öz

Bu çalışma Malezya ve Türkiye’deki çevrimiçi perakende pazar yerlerindeki rekabeti, uyarlanmış Porter’ın Beş Güç Modeli çerçevesinde incelemektedir. Çalışma rekabet kurumlarının ve ticaret kuruluşlarının resmi raporlarına dayanmaktadır. Araştırmanın odak noktası bireysel firmalar veya tüketici görüşleri değil; pazar yapısı, platform kontrolü, lojistik hizmetleri ve düzenlemelerdir. Her iki ülkede de birkaç büyük platform pazara hâkimdir ve teslimat, ödeme sistemleriyle ürün görünürlüğünü kontrol etmektedir. Bu nedenle rekabet, büyük ölçüde platformların pazarı nasıl yönettiğiyle şekillenmektedir. Malezya’da sınır ötesi ticaretin ve yabancı satıcıların fazla olması fiyat rekabetini artırmaktadır. Bu durum tüketicilere fayda sağlarken satıcıların kâr marjlarını azaltmaktadır. Türkiye’de ise rekabet daha çok yerel platformlar etrafında şekillenmektedir. Büyük platformların kendi lojistik sistemlerine sahip olması pazara girişleri zorlaştırmaktadır. Ayrıca rekabet düşük fiyattan çok hizmet kalitesine yönelmektedir. Sonuç olarak, dijital perakende pazarlarındaki rekabet yalnızca teknolojiye değil. Fakat aynı zamanda kurumlara, platform kontrolüne ve ticaret yapısına bağlı olduğu görülmektedir.

PDF (İngilizce)

İndirmeler

İndirme verileri henüz mevcut değil.

Referanslar

  1. Alam, F., et. al. (2022). Let's buy with social commerce platforms through social media influencers: An Indian consumer perspective. Frontiers in Psychology, 13, 1-13. doi:https://doi.org/10.3389/fpsyg.2022.853168
  2. Amofah, D. O., & Chai, J. (2022). Sustaining consumer e-commerce adoption in Sub-Saharan Africa: Do trust and payment method matter? Sustainability, 14(14), 1-20. doi:https://doi.org/10.3390/su14148466
  3. Amornkitvikai, Y., et. al. (2022). Barriers and factors affecting the e-commerce sustainability of Thai Micro-, Small- and Medium-Sized Enterprises (MSMEs). Sustainability, 14(14), 1-28. doi:https://doi.org/10.3390/su14148476
  4. Aparicio, D., et. al. (2023). The pricing strategies of online grocery retailers. Quantitative Marketing and Economics, 22, 1-21. doi:https://doi.org/10.1007/s11129-023-09273-w
  5. Avcioglu, M. (6 March, 2025). Anadolu Ajansı. Retrieved from Türkiye's E-Exports Hit $6.4B in 2024: https://www.aa.com.tr/en/economy/turkiyes-e-exports-hit-64b-in-2024/3501343
  6. Balkaya, E., et. al. (2023). Determinants of demand in digital platform-mediated service work in Turkey: An empirical study. Sustainability, 15(13), 1-18. doi:https://doi.org/10.3390/su151310521
  7. Batool, K., et. al. (2023). Assessing the competitiveness of Indian solar power industry using the extended Five Forces Model: A green innovation perspective. Environmental Science and Pollution Research, 30, 82045–82067. doi:https://doi.org/10.1007/s11356-023-28140-5
  8. Cennamo, C., et. al. (2023). Digital platforms regulation: An innovation-centric view of the EU's Digital Markets Act. Journal of European Competition Law and Practice, 14(1), 44-51. doi:https://doi.org/10.1093/jeclap/lpac043
  9. Crémer, J., et. al. (2019). Competition policy for the digital era. European Commission. Luxembourg: European Union.
  10. Degen, K., & Gleiss, A. (2025). Time to break up? The case for tailor-made digital platform regulation based on platform-governance standard types. Electronic Markets, 35(5), 1-23. doi:https://doi.org/10.1007/s12525-024-00747-7
  11. Dobbs, M. E. (2014). Guidelines for applying Porter's Five Forces Framework: A set of industry analysis templates. Competitiveness Review, 24(1), 32-45. doi:http://dx.doi.org/10.1108/CR-06-2013-0059
  12. DOSM. (29 July, 2025). Ministry of Economy Department of Statistics Malaysia official portal. Retrieved from Malaysia External Trade Statistics: https://www.dosm.gov.my/portal-main/release-content/external-trade-statistics-malaysia-2024
  13. Etro, F. (2024). E-commerce platforms and self-preferencing. Journal of Economic Surveys, Wiley Blackwell, 38(4), 1516-1543. doi:10.1111/joes.12594
  14. Fang, J., et. al. (2022). Omni-channel retailing on platforms: Disentangling the effects of channel integration and inter-platform function usage difference. Journal of Operations Management, 69, 197-216. doi:https://doi.org/10.1002/joom.1186
  15. Fedoseev, V., & Fedoseeva, S. (2022). Same DNA, same location, same price? Price differences across distribution e-channels of a single online retailer. Agribusiness, 38(4), 874-884. doi:https://doi.org/10.1002/agr.21758
  16. Franco, S. F., et. al. (2024). Dependency in the digital age? The experience of Mercado Libre in Latin America. Institute of Social Studies, 55(3), 429–464. doi:10.1111/dech.12839
  17. Global Trade Insights. (25 September, 2025). TradeInt. Retrieved from Turkey Import Products List from Trade Partners: Top 10 with highest Value 2024-2025: https://tradeint.com/insights/turkey-import-product-list-top-10-trade-partners-2024-2025/
  18. Goyal, A. (2020). A critical analysis of Porter's 5 Forces Model of competitive advantage. Journal of Emerging Technologies and Innovative Research, 7(7), 149-152. doi:https://doi.org/10.1729/Journal.25126
  19. Gratton, P. (25 November, 2025). Investopedia. Retrieved from Porter's Five Forces Explained and How to Use the Model: https://www.investopedia.com/terms/p/porter.asp
  20. Gupta, A. S., et. al. (2025). Difficulties with competition law in e-commerce, with particular reference to digital economy regulation. International Journal of Scientific Research in Engineering and Management, 9(9), 1-9. doi:https://doi.org/10.55041/IJSREM52770
  21. IMD. (31 August, 2025). International Institute for Management Development. Retrieved from Improve Your Marketing Strategy with Porter's Five Forces: https://www.imd.org/blog/marketing/porters-five-forces
  22. Isabelle, D., et. al. (2020). Is Porter's Five Forces Framework still relevant? A study of the capital/labour intensity continuum via mining and IT industries. Technology Innovation Management Review, 10(6), 28-41. doi:http://doi.org/10.22215/timreview/13
  23. Jenaa, S. K., & Meena, P. (2025). Strategic adaptation for online platform retailers in government-regulated digital marketplaces. Journal of Innovation and Knowledge, 10, 1-15. doi:https://doi.org/10.1016/j.jik.2025.100717
  24. Jurevicius, O. (1 December, 2023). Strategic management insight. Retrieved from Porter's Five Forces: https://strategicmanagementinsight.com/tools/porters-five-forces/
  25. Jürgensmeier, L., et. al. (2024). Opportunities for self-preferencing in international online marketplaces. International Marketing Review, 41(5), 1118–1132. doi:https://doi.org/10.1108/IMR-03-2024-0094
  26. Just, N. (2022). Which Is to be master? Competition law or regulation in platform markets. International Journal of Communication, 16, 504-524. Retrieved from https://ijoc.org/index.php/ijoc/article/view/13095
  27. Karahan, O., et. al. (2025). Adapting Porter's Five Forces Model to digital streaming platforms: A framework for the audiovisual ecosystem. Connectist: Istanbul University Journal of Communication Sciences, 68, 143-158. doi:https://doi.org/10.26650/CONNECTIST2025-1690969
  28. Kenney, M., & Zysman, J. (2020). The platform economy: Restructuring the space of capitalist accumulation. Cambridge Journal of Regions, Economy and Society, 13(1), 55-76. doi:https://doi.org/10.1093/cjres/rsaa001
  29. Khan, L. M. (2017). Amazon's antitrust paradox. The Yale Law Journal, 126, 710-805. Retrieved from https://yalelawjournal.org/note/amazons-antitrust-paradox
  30. Li, L., & Li, G. (2023). Integrating logistics service or not? The role of platform entry strategy in an online marketplace. Transportation Research Part E: Logistics and Transportation Review, 170, 1-17. doi:https://doi.org/10.1016/j.tre.2022.102991
  31. Li, W., et. al. (2024). Effects of business to business e-commerce platform-governance mechanisms on seller firms' performance. Research in International Business and Finance, 67, 1-12. doi:https://doi.org/10.1016/j.ribaf.2023.102121
  32. Liu, W., et. al. (2022). Channel competition and collaboration in the presence of hybrid retailing. Transportation Research Part E: Logistics and Transportation Review, 160, 1-16. doi:https://doi.org/10.1016/j.tre.2022.102658
  33. Maier, E., & Wieringa, J. (2021). Acquiring customers through online marketplaces? The effect of marketplace sales on sales in a retailer's own channels. International Journal of Research in Marketing, 38(2), 311-328. doi:https://doi.org/10.1016/j.ijresmar.2020.09.007
  34. MFA. (31 October, 2025). Republic of Türkiye Ministry of Foreign Affairs. Retrieved from Türkiye-Malaysia Economic and Trade Relations: https://www.mfa.gov.tr/turkiye_s-commercial-and-economic-relations-with-malaysia.en.mfa
  35. Ministry of Trade Türkiye. (2025). E-commerce outlook in Türkiye. Department of Electronic Commerce. Ankara: Republic of Türkiye Ministry of Trade General Directorate of Domestic Trade.
  36. Mussayeva, D., et. al. (2025). The global digital economy market development through the prism of Porter's Five Forces Model. Problems and Perspectives in Management, 23(4), 384-397. doi:https://doi.org/10.21511/ppm.23(4).2025.28
  37. MyCC. (2025). Market review on the digital economy ecosystem under the Competition Act 2010. Kuala Lumpur: Malaysia Competition Commission.
  38. Okwara, M. N., & Kihara, A. (2023). Relationship between e-commerce strategies and customer loyalty among multinational enterprises in Kenya: A case of Jumia. Journal of Business and Strategic Management, 8(5), 48-70. doi:10.47941/jbsm.1472
  39. Paksoy, T., et. al. (2023). Overall competitiveness efficiency: A quantitative approach to the Five Forces Model. Computers and Industrial Engineering, 182, 1-18. doi:https://doi.org/10.1016/j.cie.2023.109422
  40. Porter, M. E. (1980). Competitive strategy: Techniques for analysing industries and competitors. New York: Free Press.
  41. Porter, M. E. (2008). The Five Competitive Forces that shape strategy. Harvard Business Review, 86(1), 78-93. Retrieved from https://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy
  42. Rietveld, J., et. al. (2021). Platform competition: A systematic and interdisciplinary review of the literature. Journal of Management, 47(6), 1528-1563. doi:https://doi.org/10.1177/0149206320969791
  43. Schenk, B., & Fischer, J. (2022). Local online marketplaces – Expectations of retailers and service providers. CEEeGov '22: Proceedings of the Central and Eastern European eDem and eGov Days (pp. 54-59). Hungary: Association for Computing Machinery. doi:https://doi.org/10.1145/3551504.3551518
  44. Sumba-Bustamante, R. Y., et. al. (2024). Strategic model for strengthening SMEs: An empirical study based on Porter's Five Forces. Journal of Infrastructure, Policy and Development, 8(10), 1-22. doi:https://doi.org/10.24294/jipd.v8i10.6435
  45. Suuronen, S., et. al. (2024). The implications of multi-sided platforms in managing digital business ecosystems. Journal of Business Research, 175, 1-14. doi:https://doi.org/10.1016/j.jbusres.2024.114544
  46. Tong, Z., & Bai, X. (2025). Commission and promotion: How does the e-commerce marketplace develop a resale platform? Managerial and Decision Economics, 47, 244-257. doi:https://doi.org/10.1002/mde.70037
  47. Trading Economics. (31 December, 2025). Trading Economics. Retrieved from Malaysia Exports by Category: https://tr.tradingeconomics.com/malaysia/exports-by-category
  48. Trading Economics. (31 December, 2025). Trading Economics. Retrieved from Turkey Exports By Category: https://tr.tradingeconomics.com/turkey/exports-by-category
  49. Trendonify. (31 December, 2025). Trendonify. Retrieved from Turkey Annual Exports: https://trendonify.com/exports/turkey
  50. Turkish Competition Authority. (2022). E-pazaryeri platformlari sektör incelemesi nihai raporu. Ankara: Rekabet Kurumu.
  51. Umoh, V. A., et. al. (2023). Porter's Five Forces and competitive advantage of telecommunications firms in Nigeria. European Journal of Logistics, Purchasing and Supply Chain Management, 11(1), 43-55. doi:https://doi.org/10.37745/ejlpscm.2013/vol11n14355
  52. Wang, Y., et. al. (2022). How live streaming changes shopping decisions in e-commerce: A study of live streaming commerce. Computer Supported Cooperative Work, 31, 701-729. doi:https://doi.org/10.1007/s10606-022-09439-2
  53. Wei, J., et. al. (2020). How to choose online sales formats for competitive e-tailers. International Transactions in Operational Research, 28(4), 2055-2080. doi:https://doi.org/10.1111/itor.12777
  54. Wellner, S., & Lakotta, J. (2020). Porter's Five Forces in the German railway industry. Journal of Rail Transport Planning and Management, 14, 1-11. doi:https://doi.org/10.1016/j.jrtpm.2020.100181
  55. Wulfert, T., et. al. (2024). Follow the flow: An exploratory multi-case study of value creation in e-commerce ecosystems. Information and Management, 61(8), 1-28. doi:https://doi.org/10.1016/j.im.2024.104035
  56. Xi, X., & Zhang, Y. (2023). The interplay between marketplace channel addition and pricing strategy in an e-commerce supply chain. International Journal of Production Economics, 258, 1-21. doi:https://doi.org/10.1016/j.ijpe.2023.108807
  57. Zeng, B., et. al. (2023). Assessing the sustainability of natural resources using the Five Forces and value chain combined models: The influence of solar energy development. Resources Policy, 86, 1-13. doi:https://doi.org/10.1016/j.resourpol.2023.104079
  58. Zheng, K., & Philipsen, N. (2025). Regulation of digital markets with Competition Soft Law—A law and economics perpective. Journal of Competition Law and Economics, 21, 433–458. doi:https://doi.org/10.1093/joclec/nhaf010