Ecommerce in Turkey

Turkey is located in both Europe and Asia. Compared to other countries, Turkey is in the middle ground in terms of ecommerce. With a young population, growing economy and increasing ecommerce penetration, it is seen as a promising market.

Population 85.82 million (2023)
Internet users (% of population) 83%
Online sales €26.92 billion (2023)
Online stores worth mentioning: Trendyol, Hepsiburada, Icwaikiki


The turkish ecommerce market saw double digit growth the past few years

Ecommerce customers in Turkey

Turkey has an internet penetration rate of 83 percent. In 2022, half of internet users in Turkey partake in ecommerce. The Turkish market for selling and buying goods and services online was one of the fastest-growing markets globally.

The Turkish population is among the youngest in Europe.

Notably, the Turkish population is among the youngest in Europe: half of the population is younger than 30 years old. Therefore it is no surprise that most Turkish shoppers use their mobile phone. In 2022, nearly 64 percent of the population purchased a product or service online. By phone or other devices.

Online share ecommerce

Top product categories in Turkey by revenue share (2022):

  1. Electronics and media (42.3%)
  2. Toys, Hobby and DIY (18.5%)
  3. Fashion (18.4%)
  4. Furniture and Appliances (11.3%)
  5. Food and Personal Care (9.6%)

Data from DB shows that the Electronics & Media sector emerges as the largest, constituting 42.3 percent of Turkey’s ecommerce earnings. This is trailed by Toys, Hobby & DIY, making up 18.5 percent of the revenue. Fashion represents 18.4 percent, Furniture & Applicances 11.3 percent en 9.6 is accounted for the Food & Personal Care sector.

These product categories contrasts with the largest markets in Europe, reflecting different consumer preferences. While Electronics & Media dominates the ecommerce scene in Turkey, Fashion is the prevailing sector in European markets such as the UK, Germany, France, and Italy.

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Payment methods in Turkey

For payment, debit credit cards are the most popular method in online stores in Turkey: they represent nearly 60 percent of payments according to payment provider Pay. Also cash is still popular, even in ecommerce. In 2023, cash on delivery makes up 7 percent of transactions. Bank transfers account for approximately 11 percent of online payments. Digital wallets represent roughly 11 percent of all online transactions.

The majority of online purchases in Turkey are done on mobile phones

The ecommerce market in Turkey

In recent years, a stronger online shopping culture has emerged in Turkey. Even though Turkey is dealing with inflation, ecommerce transactions have increased. The country has a strategic position near areas like Europe, the Middle East, and Central Asia. Besides that, it is catching up with digital trends.

Turkey is catching up with digital trends.

According to EcommerceDB, ecommerce transactions have increased up by 37 percent in the last quarter of 2022 compared to the same quarter in 2021. Household appliances became the sector generating the highest revenue in Turkey in recent years, recording more than 3 billion euros in revenue in 2022.

Up until 2021, the online share in Turkey had experienced a gradual increase since 2017. The increase in 2020 was particularly significant (reaching 6.7 percent), likely influenced by the Covid-19 pandemic, which boosted online shopping. Following a brief rise to 7.4 percent in 2021, the online share dipped to 5.9 percent last in 2022.

Ecommerce is growing in Turkey

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Leading online stores in Turkey

The Turkish ecommerce market seems to be dominated by online marketplaces, multi-category retailers and private shopping sites. Popular online stores in Turkey are Trendyol, Hepsiburada and lcwaikiki.

Marketplaces are popular in Turkey

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