Sector figures with registered sources
Data reviewed · 2026-09-12A source URL and its record-review date do not verify a figure or its applicability to any project. This is sector context only; reliance requires checking the original document, period and methodology, plus actual project quotations and contracts.
Why this sector?
A E-commerce & Digital Export study starts with the investor objective, horizon and liquidity needs before selecting a specific asset. E-commerce is driven by product margin, CAC, conversion, returns, inventory, logistics, marketplace fees, repeat purchase and exportability; high revenue is not the same as high profit. The sector index shows a planning entry level of roughly USD 50,000; it is not a fixed market price or a recommendation. The decision must connect capital to location, scale, legal structure, operating model and exit plan, then replace every assumption with evidence from the actual opportunity.
Best regions
Market work must prove demand rather than repeat phrases such as ‘strong demand’ or ‘promising sector’. Identify the end customer/user, real substitutes, achieved pricing and reachable demand in the relevant micro-market or value chain. Reference locations include Istanbul · Izmir · Ankara · Remote, but a strong city does not make every project within it investable.
Costs
The cost model for this sector does not use a universal CAPEX/OPEX list. The relevant inputs are: inventory/sourcing, content/creative, marketplace and payment fees, storage/fulfilment, shipping and returns, marketing/CAC, customer service and working capital. One-off expenditure, recurring cost, working capital and contingency should be separated, with a source and date for each material figure.
Revenue & feasibility
The sector-specific revenue model is built from: orders × AOV × gross margin, less returns, discounts, platform/payment fees, logistics and customer acquisition; inventory turns must be measured. JUANA uses conservative, base and upside cases, but the base case is accepted only when unit, price and volume can be reviewed. Library ROI ranges are planning variables for comparison, not forecasts for a particular deal.
Risks
The reference risk for this sector is High, but it is not inherited automatically by a project. Risk moves with evidence on demand depth, customer/supplier concentration, financing and currency, licences, execution, management, liquidity and data quality. Risk Score therefore remains separate from Investment Score so a theoretical return cannot hide a material documentation or operating weakness.
Potential support
Incentives and exemptions are not included as base-case income and are never treated as an entitlement. Only the official sources linked below are shown for this sector; eligibility remains potential until the activity, location, investment size and current programme rules are verified by the relevant authority and professional advisers.
Due Diligence
Due diligence tests the legal rights on which the project depends, licences that actually apply, tax/finance obligations, material contracts, insurance and the source data behind cost and revenue. For an existing business, claims must reconcile to financial/bank records and contracts; for a new project, assumptions must reconcile to quotations, permits and the implementation schedule without inventing missing documents.
Exit Calculator
Exit analysis identifies the likely buyer, transferability of licences/contracts/rights, realistic time to sell and net proceeds after tax, commissions and debt. If the secondary market is thin or value depends on one operator, liquidity should score lower even when the operating case looks attractive.
Deal Room
This study is a decision framework, not a substitute for deal-specific feasibility. Once an actual opportunity is selected, its assumptions move into JUANA tools and the Deal Room so every conclusion points to a document, source or scenario: compare the sector, enter real project data, stress-test break-even, verify documents and then decide with the appropriate specialist.
Additional analysis
[JUANA-INV-20260918-S21-en] Assess customer acquisition cost, conversion, returns, marketplace fees, fulfilment and inventory before estimating contribution margin. Separate gross merchandise value from net sales, stress-test advertising costs and settlement delays, and verify consumer and data obligations. These are due-diligence questions, not live market data or guaranteed returns; date and source each deal-specific assumption.
[JUANA-EN-20-20260918-S21] E-commerce and digital exports: calculate contribution margin per order after returns, fulfillment, payment processing, platform commissions and customer acquisition. Validate demand with repeat purchases and cohort retention rather than gross sales alone. Assess cross-border customs, tax, product conformity and data-handling obligations for each destination. Stress-test exchange-rate movements, advertising-cost increases and delivery disruptions before scaling inventory.