EVYAP EYES GLOBAL MARKET
TURKEY-BASED personal hygiene products manufacturer Evyap has set it sights on becoming a global player through online sales after establishing production centers in Turkey, Egypt, and Malaysia and making exports to 100 countries. The company opened online stores two years ago, doubling its e-commerce sales during the first year, according to •mer Evyap, Chairman of Evyap Holding. Now, the company is working with AliExpress and Amazon on foreign sales and launched a new subscription system for large families.
While the share of online sales among total sales for fast-moving consumer goods is only two percent , according to independent research group Nielsen, Evyap increased its share to 6 percent after launching the website. The outbreak and high demand for online consumption increased the turnover share of online sales, according to Evyap. “Think about it: we have gone from a warehouse where sales were made with trucks for the past 93 years to distributing packages one by one,” said Evyap, adding that the company is ready for the new period.
The nearly century-old company, operates in the personal hygiene and cleaning market with 13 brands. All these are either market leaders or in the top three of their respective markets. “So this brings us the responsibility to become active in every wing of retail,” said Evyap. The high demand for online sales led Evyap to launch its own website, www.evyapshop.com, in 2019. The number of members on the website reached 500,000 after its launch, and the total monthly traffic increased to 750,000. The website offers over 500 products for online shopping in every product category, Evyap said.
TWO̞FOLD SHARE IN A YEAR
The share of online shares among the total in fast-moving consumer goods in Turkey also stands at percent percent, according to Nielsen. However, Evyap’s online sales among total sales reached four percent in 2019. “We completed 2019 with a two fold share of the market, and that is a very satisfying number for a newly-established department. We aim to increase this rate to 6 percent at the end of 2020,” Evyap said.
75,000̞PRODUCT CAPACITY
The Turkish e-commerce market’s value had reached TRY 83 billion, according to the TUBISAD (Informatics Industry Association) data, published just before the coronavirus outbreak with retail products constituting TRY 45 billion of the total. Sales of cleaning and hygiene products increased during the outbreak.
The company is working on increasing its capacity to match the high demand. Evyap established an E-Commerce •peration Center in the Tuzla region to serve its customers with same-day shipments. The department can currently handle 75,000 monthly orders but is in the process of expanding its capacity.
“From making shipments with loaded trucks to single shipments, that’s a huge transformation for us,” Evyap said, adding that the company quickly adapted to the new process and is preparing to ship its millionth product soon.
Evyap’s new system allows customers to subscribe to some products and arrange their shipment. The subscription is renewed automatically, unless the customer cancels it. The company launched the subscription system, popular in the U.S., especially for large families.
ALIEXPRESS AND AMAZON
The company’s production chain extends to Malaysia and Egypt. Exporting to over 100 countries, Evyap is a global company, and that’s why it aims to be a successful e-commerce actor not only in Turkey but also in the world, according to Evyap. “We’ve launched cross-border operations with AliExpress, and we aim to establish similar structures in countries such as Russia and Ukraine,” he said, adding that the company has launched initiatives to fulfill online sales in the U.S. and Europe through Amazon.
We completed 2019 with a two fold share of the market, and that is a very satisfying number for a newly-established department. We aim to increase this rate to 6 percent at the end of 2020