Growth of ecommerce




Major ecommerce milestones

1991 – The World Wide Web is created

1994 – Netscape launches Navigator, the first widely-used web browser, and Pizza Hut offers online ordering on their website

1995 –  eBay is founded & Amazon makes its first sale

1996 – Over 40 million people have Internet access, and online sales surpass $1 billion for the year

1998 – PayPal is founded, and changes the way people make payments online

2000 – Revenue from U.S. online shopping totals over $25 billion

2001 – 70% of Internet users make an online purchase during the holiday season

2003 – Apple launches iTunes, the first major digital music store

2005 – The term “Cyber Monday” is coined and becomes one of the biggest online shopping days of the year

2006 – Facebook begins selling advertisements

2008 – Online purchases are made on mobile phones for the first time

2012 – Online B2C sales surpass $1 trillion

The Growth of Ecommerce

Ecommerce Sales in the U.S.

Ecommerce sales have continued to grow steadily, with the total sales increasing 135% from 2009 to 2015.


The Growing Importance of Ecommerce

Ecommerce has not only grown in total revenue, but also continued to make up a larger share of the total retail sales made in the United States.


The Ecommerce Industry Today

There are now more than 800,000 stores online.

78% of US adults have made a purchase online, and 69% of adults with Internet access shop online at least once a month.

Online sales by Product Category

The most commonly purchased items online are electronics (22%) and clothing (17%).


Looking to the Future: Mobile Commerce & Personalization

Ecommerce is continuing to evolve, and two of the most important trends for online retailers today are mobile commerce and personalization.

In 2015, 30% of ecommerce sales took place on a mobile device, and mobile commerce is expected to grow 2.58x faster than total ecommerce sales.

56% of consumers say they would be more included to use a retailer if it offered a personalized experience, and 74% of online shoppers get frustrated when websites show content that has nothing to do with their interests.



Social media account security standards

  • For security reasons, individual administrator rights shall not be available for our Facebook, Twitter and other social media accounts. In other words, administrative rights shall be limited.
  • A shared Agency Facebook corporate account ( shall be created for necessary operations. The account shall fulfill the following requirements:
    • It shall not contain words such as the name of the Agency, as the admin may attract unwanted attention.
    • The access password shall be set on and communicated to the digital team in the format indicated below.
    • It shall be used for the brands owned by The Digital Agency.


  • Passwords for social media (e.g. Twitter) and email accounts shall fulfill the following requirements:


    • Twitter passwords shall be shared with at most two people, who shall perform the necessary updates at the Agency.
    • In order to prevent unauthorized access, accounts associated with the brands must not be authenticated on mobile devices, such as those with iOS.  Mobile devices shall not be used to perform updates.
    • Passwords that can be easily guessed (e.g. trial123456) or weak passwords must be updated.
    • Passwords must be hard to guess, of at least 12 characters (uppercase/lowercase characters, numbers, symbols) in length and changed every 60 days. The URL shall be used to create highly-secure passwords.
    • The employees of the Agency who have access to the password shall be individually liable and the Agency shall be institutionally liable for any damages that may result from changing the passwords, disclosure of passwords due to carelessness and their falling into the possession of third parties as a result of similar causes.
    • The passwords held by the Agency shall not be sent through email.
    • A document that can be shared and accessed on a private basis must be created in Google Docs for all passwords (Facebook, Twitter, etc.), and these passwords must be written on this document through HTTPS only. They shall always be kept up-to-date. The email addresses, to be obtained from the Digital, of relevant employees of the Agency shall be authorized so that they are able to edit Google Docs documents.

Web security standards

  • After the site is opened, with the exclusion of server issues, the Agency that has developed the site shall be responsible for ensuring that the site works flawlessly on the software side, taking action against software-related issues, and handling all areas (FTP, SQL, etc.) to which the Agency has access. The uptime rate must be at least 99.99 percent in combined total, including possible server problems.
  • Hosting and access information (FTP, SQL, etc.) shall be provided by Hosting Company to the Agency. The website shall be hosted on the “virtual server.”
  • Information concerning the capacity and operating system must be communicated and Hosting Company at least 15 days prior to the website going live, and it must be confirmed that such technical requirements can be met.
  • The Agency itself shall perform periodic backups of the website. Daily backups must be performed if a website update agreement exists. If there is no such agreement, backups must be performed monthly.
  • The address to be used for the testing of the website must be hosted on, that is, on Hosting Company’s servers. The website must be hosted on The Digital Agency’s virtual server pool throughout all stages, which include testing and going live.
  • Before the project launch, required features must be checked with the hosting side (Hosting Company).  The Agency shall bear all additional costs and damages, which includes the cost associated with the failure of the brand to go live on time, which are caused by the Agency’s decision to continue development on a different platform without obtaining prior approval.
  • Vulnerabilities identified and communicated by The Digital Agency IT Security must be fixed within the specified time: Following the communication of relevant security reports to the Agency, Critical Bugs must be completely fixed within one (1) week, Severe Bugs in two (2) weeks and Moderate Bugs in one (1) month.  If the Agency identifies any bug that cannot be fixed within the above-mentioned periods or that falls outside its responsibility, it must inform IT that the vulnerability or vulnerabilities cannot be fixed within two (2) weeks after the communication of the report.
  • The website or its source code must not contain any information concerning the platform and application.
  • Login sections must be performed in sections that are used by users to access the website. (It should not only be performed by the client).
  • Information contained in Flash and active script must be checked carefully. It must not contain any information such as username, password, etc.
  • Protective measures must be taken against the hacking methods of Cross Site Scripting (XSS), injection and brute-force; the website must be manually-checked against these during the testing stage.
  • During all stages of the development process, “BS ISO/IEC 18028-4:2005” standards must be adhered to in addition to the in-house standards of the Agency and those that would be required by  IT (This document can be retrieved through a Google search).
  • FTPS shall be used to communicate files, member information, source files, passwords, etc. among the brand, Agency and third parties; these shall be encrypted in at least 10 characters in a .rar file.  Passwords shall be submitted not by email, but by phone. Files containing more sensitive information shall be encrypted in a .rar file, burnt on a DVD and delivered via post or courier.
  • Personal and sensitive information such as credit card information, passwords, user logins, campaign participation information, etc. shall be transferred not through HTTP, but through HTTPS.
  • Directory listings on websites must be closed. Files must not be uploaded to servers that allow public access or servers that are indexed by Google but to those that allow access through an interface and a password.

Dimensions and common specs

  • E-bulletin dimensions:
    • 650×700 (It can be extended at the bottom if needed; however, width may not exceed 650.)
    • A large, distinct call-to-action button shall be on the first 650×650 area, in a different and contrasting color.
  • For testing, it would be greatly appreciated if it is sent in URL form as opposed to an attachment.
  • It needs to arrive, along with the source files (FLA, PSD), in ready-to-publish condition (SWF, GIF/JPG) at least two days prior to the publishing date.


  • Facebook Cover Photograph
    • Cover photographs must be 851 pixel in width and 315 pixel in length. If you upload a visual that is smaller than these dimensions, it will be enlarged to this dimension. You must download a visual with a pixel width of at least 399.
    • In order to obtain the best image quality and the fastest upload time for your page, upload an sRGB JPG file that is 851 pixel in width, 315 pixel in length and less than 100 kilobytes.


    • 300×100, GIF or JPG without animation, maximum 20 kilobytes in size and the URL address it will redirect to when clicked on.

Flash standards

  • This includes all Flash usage on websites, social media applications and Digital projects.
  • In cases when the menu or navigation system contains Flash, there shall be text-based links to the main sections in the footer, which will be created in HTML.  The footer must be in HTML even if the site is built entirely on Flash.
  • In cases when there are pages with different addresses, there must be a site map that can be accessed from all of them, and the site map must include double click-deep links to these pages from the main page (Single click-depth: main parts; double click-depth: subsections or content pages.)
  • A parallel alternative HTML shall be prepared so that mobile and Flash-disabled (Google, blocked, etc.) users can access the text content within the Flash site. Title, Keyword, Description and file name (urun-adi.html) of the page shall contain the most important of the 8-10 keywords related to said page.
  • In cases when the page that opens directly after the domain name is entered needs to be Flash, it shall contain a link similar to the aforementioned Landing Page, of which the text links will be fixed at the bottom of the page.
  • Text links that complete the Flash shall open in a separate page, not as a popup window.
  • The URLs of the windows that open at the bottom pages of Flash must be different as well (Deeplinking).
  • Mouse scroll buttons must work in the scroll areas inside the text boxes in Flash pages. Mouseover must be able to scroll up and down without having to press on the scroll buttons.
  • It should not be necessary to click on the (X) button to close popup windows within Flash. Clicking on an area outside the window or pressing the ESC button should close the the active popup.
  • Google Analytics code must be embedded in appropriate places in different Flash pages/stages in order to accurately track user movements (watching videos, playing games, etc.) inside Flash pages, as well as to track Flash screenings and site viewing times.-  
  • Flash must be coded in compliance with Google guidelines –
  • Video players shall have sound settings as well as mute, full screen, start and stop buttons. HTML 5 must work for mobile devices and Flash version for desktop and other compatible PCs.

Web page standards

  • The page structure shall be developed compliant to modular work such as headers (the upper part that is displayed on all pages) and footers (the lower part that is displayed on all pages).
  • There must be areas on the main page to reach all updated content.
  • Importantly, all areas in the background, including the visuals, of the main page must be clickable.
  • As they get updated, news must be visible on the main page for a certain period of time.
  • In the upper left-hand corner of the header, there must be a logo that directs to the main page.
  • There must be a search button, a Header (Preferably on the upper right-hand side), a “SEARCH” button and and a text input field.
  • There must be a left column login area, right column registration areas and a membership page that is made up of two columns on a single page, which are accessible via a text connection in the Header and only through a text connection in the Footer.
  • Membership access must be available through Facebook Connect, and some information that is required for the membership form should be able to be pulled from Facebook Connect.
  • All pages must have their own unique meta data; original Keyword (2-4 words), Description (2-3 sentences) and Title (2-5 words) must be entered; meta data of all pages must be the same, and this information must be entered by the Agency depending on the content and may be updated by the brand if necessary.
  • All pages shall have unique URLs. Text should not be entered in content pages using technologies such as Javascript, AJAX or Frame; however, they may be used in personal pages such as membership or profile pages. (Search engines are not able to see this type of content.)
  • Alternative text must be entered for any visuals on the pages (For the visually impaired and for search engines).
  • The user site map must be accessible via a text link with an icon in the Header and only through a text link in the Footer.
  • The contact page, which should be able to be reached from the Header main menu and from the Footer, must contain the company name, address, telephone number, central system integrated contact form and Google Maps coordinates (company logo and address must be shown on the map by using GMap API v3), as well as a diagram if there is one. Full email addresses and/or peoples’ names should not be included.
  • The Terms of Use section shall include an Article stating, “The Digital Agency (The Digital Agency or the brand) reserves the right to change the Terms of Use at any time and in any manner.”  
  • The related Google Analytics code obtained shall be used. The Agency should not develop and use its own GA code. The latest version of the code must be obtained to be used according to the following information  
  • Furthermore, using Google Analytics, it must be possible to track the number of video views, MP3 or files downloaded, and/or forms completed.
  • The video player shall have features such as full screen, sound on/off, and seek bar.
  • Also, it should be possible to share the videos on the website through Facebook in video format.  Facebook users shall be able to watch the video content on the website without leaving Facebook. (Domain may have to be authenticated by Facebook)

Website standards

  • HTML 5 shall be used to develop sites.
  • They shall be light, compatible and flexible with sound coding that allows for fast uploading.
  • They shall have a contact section that operates with the The Digital Agency central system and with help from the web service API.
  • In cases of obtaining memberships from the site, they shall be integrated with the The Digital Agency Central Membership API system.
  • They shall have a search function that includes the entire content.
  • They shall have Search Engine-Friendly URLs that contain Turkish keywords but do not contain (?,=,aspx..) for search engine optimization.
  • Javascript shall be used sparingly and Flash shall not be used unless absolutely necessary.
  • The sites shall include a user that encompasses two-click deep content (HTML), which can be read by search engines, as well as newly entered news. The root folder of the site must have sitemap.xml, an error-free and dynamic Google (XML) site map that is obtained from Google Webmaster.
  • The root folder of the sites shall include the robots.txt file, which provides a link to the site map.
  • Flash shall not be used for design and content. In cases when it is used when necessary with special approval from Digital, alternative text and pages that can be seen by search engines must also be added, and they must comply with the Digital Standards articles regarding “Flash Pages.”
  • “Alternate Text” shall be entered for all visuals; “Mouse Over” effects shall be used effectively on clickable areas.
  • There shall be an updatable section such as News, Announcements or similar.
  • CSS-using tags such as H1 or H2 shall be used appropriately in the text. CSS usage must not cause an error at the address.
  • The sites shall be compatible with the standards, as well as with all browsers, operating systems and their versions (IE, Firefox, Opera, Safari, Linux, Mac…). All pages of the sites shall be error-free at the address.
  • At the address, the site shall look exactly the same on the platforms IE, FF, O, Win, Mac and Linux.
  • Addresses written without www in the domain name shall be opened on the condition of directing to a www address.
  • In the case of an unused page on the site, a “Not Found” page shall be displayed, which brings up a 404 header, and includes a site map and search function in its content.
  • RSS 2.0 support shall be available for all updates (News, products, etc.). An RSS connection shall be accessible via an icon at the bottom right-hand side as a Footer.
  • Favicon shall be created from the company/brand logo.
  • The content/code rate of the site shall not be less than 40 percent.
  • Absolutely no pop-ups are allowed on the site; pop-up messages (warning messages with a clickable button) shall be removed.
  • In-site connections shall open in the same window, while connections to external sites shall be opened in a new window.
  • It shall be compatible with Google Webmaster Guidelines (See: Google Webmaster Central –
  • It shall work smoothly with extensions such as non-optimized flashes on low-performance computers.

Retweet standards

  • Each day, one positive consumer tweet shall be retweeted from the brand’s Twitter account upon its written approval. Requirements:
    • It has to be a positive comment.
    • It has be related to the brand, product or advertising.
    • It has to mention the brand, or the tweet has to include the brand name/visual/hashtag.
    • The profile avatar, biography and latest tweets of the consumer that will be retweeted must be free of vulgarity, violence, spam, advertising, insult, aggression or defamation, which may damage the brand.
    • In the event of not being able to find current tweets, old tweets may be retweeted, provided that they are not older than one month and that the hashtag at the bottom is used.
    • In cases when there are hashtags within the user’s tweet, the hashtag is no longer in the trending topic list and/or was created by a competitive brand, these tweets should not be retweeted.
    • It should not contain brand names or visuals that do not belong to The Digital Agency/The Digital Agency or belong to any other competitor.
    • Rather than being in the form of a mention, tweets will be retweeted through a standard retweet that directly includes the avatar of the consumer.
  • Other positive consumer tweets, which comply with the aforementioned standards but have not been published, must be added to the favorites of the official Twitter account of the brand.
  • An approval email must be sent to the brand along with the link and the screen shot. Approvals may also be obtained weekly. For instance, in the event of receiving five tweet approvals, one tweet can be retweeted each day.

Twitter content standards

  • Participation Rules shall be prepared for all Hashtag, retweet and similar Twitter campaigns by using the Digital Standards template as a base. Preferably, it should be shared on Facebook as a note and the link should be provided on the campaign announcement tweets on Twitter.
  • For Twitter campaigns such as retweets, prize winners shall be examined carefully to avoid giving prizes to campaign-hunting accounts that are fake or troll, or that do not contain any personal entries. Real followers and fans of the brand shall be given priority instead.


  • If the tweet will begin with a mention, in order for more people to view it without getting stuck on the (no replies) filter, a period may be used as the first character of the tweet and the mention can begin after the second character.
  • When mirroring Facebook contents to Twitter, they must be changed to retweet from “like,” or to mention/reply from comment and so on.
  • When sending tweets, links and photographs must be sent by checking if they open correctly on mobile applications as well.
  • Links shall be sent by using URL abbreviation services such as, which allow counting the number of clicks.  The number of clicks must be reported to the brand and Digital monthly.
  • Proposed text in the content plan or coming from the brand/Digital must be rechecked for orthographic or spelling mistakes prior to entering.