{"id":9021,"date":"2022-04-26T14:53:00","date_gmt":"2022-04-26T11:53:00","guid":{"rendered":"https:\/\/old.lexist.com.tr\/?p=9021"},"modified":"2026-01-22T17:03:40","modified_gmt":"2026-01-22T14:03:40","slug":"rekabet-kurumunun-e-pazaryeri-platformlari-sektor-incelemesi-nihai-rapor-15-nisan-2022-tarihinde-yayimlandi","status":"publish","type":"post","link":"https:\/\/lexist.com.tr\/tr\/yayinlar\/rekabet-kurumunun-e-pazaryeri-platformlari-sektor-incelemesi-nihai-rapor-15-nisan-2022-tarihinde-yayimlandi\/","title":{"rendered":"Rekabet Kurumunun \u201cE-Pazaryeri Platformlar\u0131 Sekt\u00f6r \u0130ncelemesi Nihai Rapor\u201d 15 Nisan 2022 Tarihinde Yay\u0131mland\u0131"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:104%;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p><strong>Rekabet Kurumunun E-Pazaryeri Platformlar\u0131 Sekt\u00f6r \u0130ncelemesi Nihai Rapor\u2019u 15 Nisan 2022 Tarihinde Yay\u0131mland\u0131.<\/strong><\/p>\n<p><!-- \/wp:post-content --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Rekabet Kurumunun (\u201cKurum\u201d) 11.06.2020 tarihinde ba\u015flatm\u0131\u015f oldu\u011fu E-Pazaryeri Platformlar\u0131 Sekt\u00f6r \u0130ncelemesi kapsam\u0131nda haz\u0131rlanan Nihai Rapor tamamlanarak 15 Nisan 2022 tarihinde kamuoyu ile Kurum\u2019un resmi internet sitesinde payla\u015f\u0131lm\u0131\u015ft\u0131r.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Bilindi\u011fi \u00fczere \u201cE-Pazaryeri Platformlar\u0131 Sekt\u00f6r \u0130ncelemesi \u00d6n Rapor\u201du 07.05.2021 tarihinde yay\u0131mlanarak kamuoyunun g\u00f6r\u00fc\u015f\u00fcne sunulmu\u015ftu. \u00d6n Rapor\u2019un yay\u0131mlanmas\u0131 akabinde sunulan kamuoyu g\u00f6r\u00fc\u015fleri, pazarda ya\u015fanan geli\u015fmeler, Rekabet Kurumu b\u00fcnyesinde s\u00fcren mevzuat \u00e7al\u0131\u015fmas\u0131 ve di\u011fer kurumlarla y\u00fcr\u00fct\u00fclen m\u00fczakereler dikkate al\u0131narak \u00d6n Rapor\u2019da yer alan politika \u00f6nerileri g\u00f6zden ge\u00e7irilerek nihai hale getirilmi\u015ftir.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Nihai Rapor\u2019un ilk b\u00f6l\u00fcm\u00fcnde, e-pazaryerlerinin de bir par\u00e7as\u0131n\u0131 te\u015fkil etti\u011fi perakende e-ticaret faaliyetlerine ili\u015fkin genel bir resim \u00e7izilerek \u00f6ncelikle perakende e-ticaret kavram\u0131na de\u011finilmi\u015f, devam\u0131nda ise perakende e-ticaretin geli\u015fimi ve geli\u015fimine etki eden fakt\u00f6rler incelenmi\u015ftir. Akabinde, COVID-19 salg\u0131n\u0131n\u0131n perakende e-ticaret \u00fczerindeki etkisi ile birlikte perakende e-ticaretin T\u00fcrkiye\u2019deki b\u00fcy\u00fckl\u00fc\u011f\u00fc ve geli\u015fimine sekt\u00f6rel da\u011f\u0131t\u0131m ile yer verilmi\u015ftir. Bu kapsamda, perakende e-ticaretin \u00fclkemizdeki y\u00fckseli\u015finin, COVID-19 salg\u0131n\u0131 ko\u015fullar\u0131ndan ba\u011f\u0131ms\u0131z bir \u015fekilde, s\u00fcrd\u00fc\u011f\u00fc ve bu geli\u015fimde e-pazaryerlerinin katk\u0131s\u0131n\u0131n \u00f6nemini korudu\u011fu de\u011ferlendirilmi\u015ftir. \u0130kinci b\u00f6l\u00fcmde, e-pazaryerlerinin k\u00fcresel geli\u015fimi a\u00e7\u0131klanm\u0131\u015f bu \u00e7er\u00e7evede e-pazaryerlerinin d\u00fcnyada en bilinen iki \u00f6rne\u011fi olan Amazon ile Alibaba\u2019n\u0131n i\u015f modelleri ile takip ettikleri b\u00fcy\u00fcme ve geli\u015fme stratejilerine yer verilmi\u015ftir. Nihai Rapor\u2019un \u00fc\u00e7\u00fcnc\u00fc b\u00f6l\u00fcm\u00fcnde ise, e-pazaryerlerinin T\u00fcrkiye\u2019deki mevcut durumu ve g\u00f6r\u00fcn\u00fcm\u00fc \u00fczerinde durulmu\u015ftur. D\u00f6rd\u00fcnc\u00fc b\u00f6l\u00fcm\u00fcnde ise pazardaki s\u00f6z konusu rekabet ko\u015fullar\u0131 ve rekabet d\u00fczeyine etkisi nedeniyle, e-pazaryerlerinin temel iktisadi \u00f6zellikleri \u00fczerinde durulmu\u015ftur. Bu ba\u011flamda a\u011f d\u0131\u015fsall\u0131klar\u0131, \u00e7oklu eri\u015fim, \u00f6l\u00e7ek ve kapsam ekonomileri, \u00e7ok tarafl\u0131l\u0131k ve veri temellilik gibi e-pazaryerlerinin pazar g\u00fcc\u00fcne katk\u0131 sunan pazar yap\u0131s\u0131 ve i\u015fleyi\u015f \u00f6zellikleri ile bu pazar \u00f6zellikleri ve i\u015fleyi\u015fin besledi\u011fi; y\u00fcksek giri\u015f ve geni\u015fleme engelleri ve tek pazara evrilme e\u011filimi \u015feklinde vuku bulan pazar aksakl\u0131klar\u0131 tespit ve analiz edilmi\u015ftir. Tek pazara evrilme hususunda dijital platformlar bak\u0131m\u0131ndan pazardaki evrilme ve geri besleme d\u00f6ng\u00fcs\u00fcn\u00fcn, bir kez devreye girmesi akabinde, geri d\u00f6nd\u00fcr\u00fclmesinin olduk\u00e7a g\u00fc\u00e7 oldu\u011fu ifade edilmi\u015f ve bu evrilmenin ilk i\u015faretleri g\u00f6r\u00fcld\u00fc\u011f\u00fcnde rekabeti ve adil piyasa yap\u0131s\u0131n\u0131 korumak bak\u0131m\u0131ndan proaktif davran\u0131lmas\u0131n\u0131n \u00f6nemi vurgulanm\u0131\u015ft\u0131r. Bu bak\u0131mdan Rekabet Kurumunun ex-ante d\u00fczenlemeler platformlar\u0131 hangi eylemin ihlal oldu\u011fu konusunda a\u00e7\u0131k, net ve kesin bir \u015fekilde \u00f6nceden uyar\u0131r d\u00fczenlemeler getirece\u011fi g\u00f6r\u00fclmektedir.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>E-pazaryerlerinin i\u015fleyi\u015fine, geli\u015fimine ve pazardaki mevcut rekabet yap\u0131s\u0131na ili\u015fkin s\u00f6z konusu de\u011ferlendirmelerin akabinde i\u015fbu raporun be\u015finci b\u00f6l\u00fcmde e-pazaryerlerinin davran\u0131\u015flar\u0131ndan kaynaklanan olas\u0131 rekabet sorunlar\u0131 incelenmi\u015ftir. Bu kapsamda Nihai Rapor \u00e7er\u00e7evesinde \u00fc\u00e7 temel ba\u015fl\u0131k alt\u0131nda; platformlar aras\u0131 rekabeti aksatabilecek sorunlar, platform i\u00e7i rekabeti aksatabilecek sorunlar ve t\u00fcketicilere y\u00f6nelik endi\u015feler ayr\u0131 ayr\u0131 de\u011ferlendirilmi\u015ftir. Platformlar aras\u0131 rekabeti aksatabilecek sorunlar; (i) en \u00e7ok kayr\u0131lan m\u00fc\u015fteri ko\u015fulu, (ii) m\u00fcnhas\u0131rl\u0131k ve (iii) t\u00fcketici ve sat\u0131c\u0131 taraf\u0131nda \u00e7oklu eri\u015fimi s\u0131n\u0131rland\u0131ran uygulamalar ana ba\u015fl\u0131klar\u0131 alt\u0131nda; platform i\u00e7i rekabeti aksatan sorunlar ise; (i) pazaryerinde faaliyet g\u00f6steren sat\u0131c\u0131lar aras\u0131nda ayr\u0131mc\u0131l\u0131k, (ii) haks\u0131z ticari uygulamalar ve (iii) pazaryeri ve sat\u0131c\u0131lar\u0131n topla \u2013 da\u011f\u0131t (hub and spoke) tipi kartellere e\u011filimi ana ba\u015fl\u0131klar\u0131 alt\u0131nda incelenmi\u015ftir. Akabinde ise (i) fiyat temelli endi\u015feler, (ii) t\u00fcketici ba\u011f\u0131ml\u0131l\u0131\u011f\u0131 ve sadakat uygulamalar\u0131, (iii) veri temelli endi\u015felerile (iv) inovasyonun azalmas\u0131 ba\u015fl\u0131klar\u0131 alt\u0131nda t\u00fcketicilere y\u00f6nelik endi\u015felere yer verilerek olas\u0131 riskler de\u011ferlendirilmi\u015ftir.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Nihai Rapor\u2019un \u201c\u00d6n Rapor\u2019da Yer Alan Politika \u00d6nerilerinin G\u00f6zden Ge\u00e7irilmesi ve Nihai Politika \u00d6nerileri\u201d ba\u015fl\u0131kl\u0131 b\u00f6l\u00fcm\u00fcnde ise a\u015fa\u011f\u0131da yer alan \u00fc\u00e7 politika \u00f6nerisinin hayata ge\u00e7irilmesinin uygun olaca\u011f\u0131 de\u011ferlendirilmi\u015ftir:<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u00d6nemli Pazar G\u00fcc\u00fcne Sahip Te\u015febb\u00fcslere Y\u00f6nelik Mevzuat \u00c7al\u0131\u015fmas\u0131: Dijital pazarlara y\u00f6nelik olarak Rekabet Kurumu taraf\u0131ndan devam eden mevzuat \u00e7al\u0131\u015fmas\u0131 kapsam\u0131nda; \u201cGe\u00e7it Bek\u00e7isi D\u00fczenlemesi\u201d \u00f6nerisi alt\u0131nda say\u0131lan \u00f6neri niteli\u011findeki y\u00fck\u00fcml\u00fcl\u00fcklere ek olarak, \u00f6nemli pazar g\u00fcc\u00fcne sahip te\u015febb\u00fcslerin, ticari kullan\u0131c\u0131lar\u0131n, ilgili temel platform hizmetlerini sunan rakip te\u015febb\u00fcsler ile \u00e7al\u0131\u015fmalar\u0131n\u0131, ayn\u0131 \u00fcr\u00fcn veya hizmetler bak\u0131m\u0131ndan kendi veya farkl\u0131 \u00e7evrim i\u00e7i eri\u015fim kanallar\u0131 \u00fczerinden son kullan\u0131c\u0131lara teklif vermelerini ve son kullan\u0131c\u0131larla s\u00f6zle\u015fme yapmalar\u0131n\u0131, bu kanallar arac\u0131l\u0131\u011f\u0131yla kendi mal veya hizmetlerinin reklam\u0131n\u0131 yapmalar\u0131n\u0131 k\u0131s\u0131tlamas\u0131n\u0131 veya zorla\u015ft\u0131rmas\u0131n\u0131, rakip te\u015febb\u00fcsler ile \u00e7al\u0131\u015f\u0131rken belirli bir mal veya hizmet i\u00e7in farkl\u0131 fiyat veya ko\u015fullar sunmalar\u0131n\u0131 engellemesini, e\u015f deyi\u015fle \u00f6nemli pazar g\u00fcc\u00fcne sahip te\u015febb\u00fcs\u00fcn en \u00e7ok kayr\u0131lan m\u00fc\u015fteri \u015fart\u0131 ve m\u00fcnhas\u0131rl\u0131k uygulamalar\u0131na ba\u015fvurmas\u0131n\u0131 \u00f6nleyici y\u00fck\u00fcml\u00fcl\u00fckler getirilmesi ayr\u0131ca ticari kullan\u0131c\u0131lara, temel platform hizmetleri ve yan hizmetlerin kapsam\u0131, kalitesi ve performans\u0131 ile \u00fccretlendirme esaslar\u0131 hakk\u0131nda yeterli bilgi sa\u011flayarak platform \u015feffafl\u0131\u011f\u0131n\u0131n sa\u011flanmas\u0131na y\u00f6nelik y\u00fck\u00fcml\u00fcl\u00fckler getirilmesi de\u011ferlendirilmi\u015ftir.<\/p>\n<p>Platform Davran\u0131\u015f Kodu D\u00fczenlemesi: 4054 say\u0131l\u0131 Kanun\u2019un \u201ch\u00e2kim durumda olma\u201d e\u015fi\u011fi dikkate al\u0131nd\u0131\u011f\u0131nda ikili ili\u015fkilerde referans te\u015fkil etmek \u00fczere \u2018objektiflik\u2019, \u2018\u015feffafl\u0131k\u2019, \u2018a\u00e7\u0131kl\u0131k\u2019 ve \u2018\u00f6ng\u00f6r\u00fclebilirlik\u2019 kriterlerini bar\u0131nd\u0131ran Platform Davran\u0131\u015f Kodu \u00f6nerisinin h\u00e2kim durumda olmayan e-pazaryerlerini de i\u00e7erecek \u015fekilde daha geni\u015f bir \u00f6l\u00e7ekte uygulanmas\u0131n\u0131n gerekebilece\u011fi ve bu nedenle ilgili Bakanl\u0131klarca hayata ge\u00e7irilmesinin uygun oldu\u011fu de\u011ferlendirilmi\u015ftir.<\/p>\n<p>\u0130kincil Mevzuat\u0131n\u0131n G\u00fc\u00e7lendirilmesi: Rekabet Kurumu b\u00fcnyesinde y\u00fcr\u00fct\u00fclmekte olan mevzuat \u00e7al\u0131\u015fmas\u0131 kapsam\u0131nda \u00f6nemli pazar g\u00fcc\u00fcne sahip te\u015febb\u00fcslerin tespitine ve bu te\u015febb\u00fcslere getirilmesi beklenen y\u00fck\u00fcml\u00fcl\u00fcklere a\u00e7\u0131kl\u0131k kazand\u0131rmak ve ilgili mevzuat\u0131n uygulama ko\u015fullar\u0131n\u0131 netle\u015ftirmek ad\u0131na ek bir ikincil mevzuat \u00e7al\u0131\u015fmas\u0131na ihtiya\u00e7 duyulabilece\u011fi de\u011ferlendirilmi\u015f ve bu ikincil mevzuat\u0131n da, gerek \u00f6nemli pazar g\u00fcc\u00fcne sahip te\u015febb\u00fcslere y\u00f6nelik mevzuat \u00e7al\u0131\u015fmas\u0131 gerekse de rekabet hukuku ikincil mevzuat\u0131n\u0131n g\u00fc\u00e7lendirilmesi bak\u0131m\u0131ndan tamamlay\u0131c\u0131 bir nitelik ta\u015f\u0131yaca\u011f\u0131 ifade edilmi\u015ftir.<\/p>\n<p>Kaynak: E-Pazaryeri Platformlar\u0131 Sekt\u00f6r \u0130ncelemesi Nihai Rapor Tablo 49 sayfa 373<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Bilindi\u011fi \u00fczere 24 Mart 2022 tarihinde Avrupa Birli\u011fi taraf\u0131ndan, Dijital Pazarlar Yasas\u0131\u2019n\u0131n (\u201cDMA\u201d \u2013 Digital Markets Act) nihai metnini a\u00e7\u0131klanm\u0131\u015ft\u0131r. Dijital pazar i\u00e7in adil bir rekabet d\u00fczeyi olu\u015fturmay\u0131 ve yeni giri\u015fimciler ile start-up\u2019lar\u0131n dijital pazarlara girme \u015fans\u0131na sahip olmalar\u0131n\u0131 sa\u011flamay\u0131 ama\u00e7lamaktad\u0131r, bu kapsamda DMA ile t\u00fcketiciler i\u00e7in potansiyel olarak daha geni\u015f bir \u00fcr\u00fcn yelpazesine ve rekabet\u00e7i fiyatlara ula\u015fma ile sonu\u00e7lanmas\u0131 hedeflenmektedir. Rekabet Kurumu\u2019nun Avrupa Birli\u011fi d\u00fczenlemelerini mehaz ald\u0131\u011f\u0131 g\u00f6z \u00f6n\u00fcnde bulunduruldu\u011funda yak\u0131n zamanda dijital pazarlar a\u00e7\u0131s\u0131ndan yeni rekabet hukuku d\u00fczenlemeleri ile kar\u015f\u0131la\u015f\u0131laca\u011f\u0131 \u00f6ng\u00f6r\u00fclmektedir.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>E-Pazaryeri Platformlar\u0131 Sekt\u00f6r \u0130ncelemesi Nihai Raporu\u2019na buradan ula\u015fabilirsiniz.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":26900,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[111],"class_list":["post-9021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-yayinlar","tag-rekabet"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Rekabet Kurumu E-Pazaryeri Platformlar\u0131 Sekt\u00f6r \u0130ncelemesi (2022)<\/title>\n<meta name=\"description\" content=\"Rekabet Kurumu&#039;nun (2022) E-Pazaryeri Platformlar\u0131 Sekt\u00f6r \u0130ncelemesi Nihai Raporu&#039;nun hukuki analizi. 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