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. As of July 2013, there are more than 80 million people living in Turkey, of which 42.7% is between 25 and 54 years old.

Population 76.7 million people
– % internet users 72%
Online sales €10.76 billion (2019)
Online stores worth mentioning: Hepsiburada,, Trendyol


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).

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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 2019, ecommerce in Turkey (including online betting) was worth 10.76 billion euros after a 39 percent growth the year before. That’s quite a different development than what was reported in 2018, when it said the ecommerce industry in Turkey was worth 5.7 billion euros in 2018. Please keep in mind these are different sources and they have different methods of measuring the value of the national ecommerce industry. For example, some sources don’t include online betting when they are measuring the value of the country’s ecommerce industry.

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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, and Trendyol.

Read all our articles about ecommerce in Turkey.

Last update: May 2020