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.
ChannelAdvisor’s 2022 Online Behaviour Global Report
In the fast-paced world of ecommerce, a pause to review the latest consumer data can yield insights to identify the best way forward. Read the report and discover the latest trends in online consumer behaviour.
|Population||84.34 million (2020)|
|Internet users (% of population)||77.7%|
|Online sales||€10.76 billion (2019)|
|Online stores worth mentioning:||Trendyol, Hepsiburada, Icwaikiki|
- 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 77.7 percent. According to the Europe E-commerce Report 2022, 37 percent of Turkish people purchased online at least once in the past three months. In addition, the far majority of online purchases are made with national sellers, namely 98 percent.
The Turkish population is among the youngest in Europe.
Notably, the Turkish population is among the youngest in Europe: over 15 percent of the population is between 15 and 24 years old, the Turkish Statistical Institute states. Therefore it is no surprise that most Turkish shoppers use their mobile phone (83.6 percent), according to the Turkish Competition Authority in 2021. In addition, as much as 79 percent of mobile shoppers will use mobile apps instead of websites.
Top product categories in Hungary by revenue share (2021):
- Fashion (42%)
- Electronics and media (21%)
- Toys, Hobby and DIY (19%)
- Furniture and Appliances (11%)
- Food and Personal Care (7%)
The most popular product category in Turkey is fashion, according to EcommerceDB, representing over 40 percent of ecommerce revenue. This segment is later followed by electronics, accounting for 21 percent, and toys and hobby items with 19 percent.
Payment methods in Turkey
For payment, credit cards are the most popular method in online stores in Turkey: these represent 58 percent of payments according to payment provider dLocal. Local debit cards take second place with 19 percent of payments. To compare, cash (9 percent), ewallets (7 percent) and bank transfers (5 percent) are less prevalent.
The ecommerce market in Turkey
In the past couple of years, online retail in Turkey has seen double digit growth. In 2021, Turkey’s ecommerce volume increased by a whopping 79 percent. Turkish online retail saw a revenue of 16.3 billion dollars. That year, ecommerce transactions made up almost 18 percent of all trade.
In 2021, the ecommerce revenue was 16.3 billion dollars.
Between 2022 and 2025, Turkish ecommerce is said to have a compound annual growth rate of over 20 percent, Statista reports. By 2025, the market is expected to have a volume of 46.37 billion dollars.
Leading 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
Read all our articles about ecommerce in Turkey.
Last update: September 2022