The global e-learning market is expected to reach $375 billion by 2025 and grow at 14.6% annually. While Turkey's e-learning market size is unclear due to a lack of data, some platforms have increased users and revenue during the pandemic by offering language lessons or partnering with educational institutions. E-learning is utilized more by companies than individuals to reduce costs and increase employee skills, though usage is still below 10% compared to 40% in the US. The Turkey market features strong competition among platforms for users, content, and consumers who often expect free lessons.

1. Turkey E-Learning Market & Competitor Analysis

2. Market Analysis
● will reach $375 billion by 2025.
● to grow at a compound annual growth rate (CAGR) of USD 14.6% from 2019 to
2026.
● has grown 900% worldwide in the last 20 years.
● in the mobile learning market size is $38 billion in 2020.
The global e-learning market
● expectation that market size reaches $200 million by 2023.
● user numbers will increase from 300 thousand to 3 million over the next seven
years.
● size has been as double digit growth between 2013-2018.
Turkey’s e-learning market

3. Turkey Market Insights
There are insufficient data in terms of the user numbers and the
sale. The big reason is that individual users put the online
learning platform on the same page with social media apps or
reading blogs. Because the consumer does not tend to
purchase e-learning, E-learning platforms aim to add tangible
value to consumers, such as give a valid certificate.
On the other hand, Turkish people tend to purchase a lesson to
learn a new language, particularly for English. Therefore some
platform (konuşarak öğren, educall, cambly) has increased
income and user numbers in Turkey, especially throughout the
pandemic.
Some platforms also have partnerships with education institutes
such as universities and high schools for supporting education
during the pandemic. (morpakampüs, campusonline)

4. Turkey Market Insights
The situation is a bit different for companies. The companies in
Turkey utilize e-learning platforms because online learning
reduces the cost and time, practically over traditional education.
For example, IBM global saved $200 million after switching the
e-learnings.
The companies mainly utilize this platform's prepared content or
create their learning center to increase employees' motivation.
However, e-learning usage statistics still are insufficient. For
example, 40% of education provided in the e-education
institutions in the United States skidded, while in Turkey, this rate
is still below 10%.
It seems that the e-learning market has
similarity of the Perfect Competition
market type.

5. Enocta
Vedubox
Vidobu
Anzera
Gmply
Advancity
Bilgi Kurdu
Sakai
Moodle
Blackboard
MorpaKampus
Cambly
Konuşarak Öğren
Dualingo
Engoo
Educall
Code Academy
Pluralsight
Udacity
Udemy
Linkedin Learning
Youtube
Turkcell Akademi
Coursera
Edx
Campusonline
Khan Academy
Competitors in Turkey Market

6. Competitors Value
Udemy - Dream Up - Learn the latest skills for your goals.
Linkedin Learning - Keep learning in the moments that matter.
Konuşarak Öğren - English courses are outdated; e-learning time now.
Enocta -Presents the future of e-learning with New Generation Learning
Experience.
Vedubox - Remove limits from education.
Morpakampüs - Platform with thousands of content, prepared to support primary
and secondary school students and teachers.
Gmply - The most modern video LMS designed for today and tomorrow.

7. Business & Revenue Model
The platforms in the e-learning have SaaS business model.
● Selling own content or creates private content as subscription-based per user.
● Getting commission on the purchase; by making a partnership with a university
or education institution to sell their lessons on the platform.
● Getting commission on the purchased lesson, which is prepared by a third-party
on the platform.
● Freemium model, getting revenue when the user pays for the get certificate.
● Pay as you go monthly subscription.

8. Risks & Opportunities
● Difficulties create and maintain contents.
( an hour of eLearning costs ~$10,000 to
produce.)
● Unwillingness to pay. The individual
consumer tends to get free lessons.
● Strong Competitors about the users,
consumer, and contents amounts.
(Perfect Competition Market)
● E-learning has been expanding rapidly, especially
pandemic has been shifted the learning shape.
● The average training budget of ₺2.5 million per
company in Turkey and ₺462 per user.
● 72% of organizations believe that e-learning puts
them at a competitive advantage.
● Turkey has a young population, and it increases the
adaptation of technology. Internet penetration stood
at 74% in January 2020. Also, the employment rate
of approximately 56,4 % in the 15–64 age range.
● Cost-saving for companies. For every dollar spent
on e-learning, companies make back $30 in
productivity. Also e-learning takes 40% to 60% less
employee time than traditional education.

9. Thank you!
Cihan Babataş
cihanbabatas@gmail.com