Ecommerce in Turkey
Turkey is a transcontinental Eurasian country. Centuries ago Turkey was a major power in Europe and nowadays it’s a democratic and secular constitutional republic. Turkey is a member of the UN, the NATO and the European Community and it has began membership talks about joining the European Union.
|Population||76.7 million people|
|– % internet users||72%|
|Online sales||€5.7 billion (2018)|
|Online stores worth mentioning:||Hepsiburada, Araba.com, Trendyol|
- Ecommerce customers in Turkey
- The ecommerce market in Turkey
- Big online stores in Turkey
- Latest ecommerce news from or about Turkey
Ecommerce customers in Turkey
Turkey has an internet penetration rate of 72%, a study from Nielsen in 2018 shows. This report also shows that 4 percent of Turkish consumers shop online every day, while 46 percent order products and services online just a few times per month. In Turkey, almost 160 euros are spent online per capita. For comparison: the world average is about 735 euros.
The most popular product categories are shoes & clothes (68 percent of consumers buy these online), followed by consumer electronics (58 percent), personal care & cosmetic products (49 percent), and books, movies & games. Ordering food from restaurants is also popular (47 percent).
According to an interview with the CEO of Turkish online payment provider Iyzi Payments, the most common online payment methods are card payments: loyalty cards with payment by installment options, Mastercard and Visa. But also players like BKM Express, ipara and Paytogo are gaining ground in Turkey (PayPal ceased operations in Turkey in June, 2016). Internet card payments (for various purposes, not only for ecommerce!) rose about 30% to 10 billion euros in 2012 and this number is expected to more than double by 2015.
The ecommerce market in Turkey
In 2018, ecommerce in Turkey was worth 5.7 billion euros after a 38 percent growth the year before. That’s quite a different development than what the Turkish Industry and Business Association reported in 2016, when it said the ecommerce industry in Turkey was worth 7.95 billion euros in 2016. Please keep in mind these are different sources and they have different methods of measuring the value of the national ecommerce industry.
Big online stores in Turkey
The Turkish ecommerce market seems to be dominated by online marketplaces, multi-category retailers and private shopping sites. Huge online stores in Turkey are Gitti Gidiyor, Hepsiburada, Araba.com and Trendyol.
Latest news about Turkey
Ecommerce in Turkey was worth about 5.74 billion euros in 2018, after it grew 38 percent compared to the year before. The Turkish online retail industry now accounts for 5 percent of the country’s total retail sales.
AliExpress has opened its marketplace to welcome non-Chinese sellers. The Alibaba-owned business-to-consumer marketplace has changed its business model to better compete with Amazon. Online retailers from Spain, Italy, Turkey and Russia now have access to the Chinese platform.
DHL has plans to concentrate more on ecommerce in Turkey. The German logistics player considers Turkey as an important regional hub which could fuel growth in the Middle Eastern and European markets. DHL is setting up an operations center at Istanbul Airport as first step of this plan.
Amazon has launched Amazon Turkey today. The dedicated local marketplace offers products from 15 different categories to Turkish customers. Consumers in Turkey could already order at Amazon, but that happened via a translated version of the German Amazon. Now, they have their own dedicated Amazon website with Amazon Turkey.
Read all our articles about ecommerce in Turkey.
Last update: June 2019