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||51%|
|Online sales||€7.95 billion (2016)|
|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 51%, which is lower compared with a lot of other countries in Europe. Four in ten Turkish internet users frequently uses a smartphone to access the internet. Based on the results of a survey conducted by the Turkish Statistical Institute, 24.8% of all internet users aged 16-74 in Turkey bought goods and services online.
Almost half of the Turkish people that ordered something online, bought clothes and sports goods. Another popular product category is electronic equipment, followed by household goods and travel arrangements. 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 PayPal (which ceased operations in Turkey in June, 2016), BKM Express, ipara and Paytogo are gaining ground in Turkey. 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 2014, ecommerce in Turkey was worth 6.34 billion euros after a 35 percent growth the year before. According to information from ETID and the Ecommerce Foundation, ecommerce in Turkey was worth 8.5 billion euros in 2015. And the Turkish Industry and Business Association reported that the ecommerce industry in Turkey was worth 7.95 billion euros in 2016.
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
The Turkish government wants to make global ecommerce companies liable for taxes on goods that are sold directly to Turkish customers. The government has proposed a draw law for this, the Turkish Minister of Finance said today.
Hepsiburada, the biggest ecommerce company in Turkey, has introduced a new program, which will help 1,000 women entrepreneurs to grow their businesses through ecommerce. The Technology Power for Entrepreneur Women Program offers free online stores, but also gives assistance with sales, operations, marketing and logistics.
Amazon Germany has discovered its Turkish customers. Buyers from that country can get their goods delivered for free. In addition, the website of Amazon Germany and its catalogue has been translated into Turkish. Customer service via email and phone is also available in Turkish.
PayPal has ceased operations in Turkey after the company was unable to get a new license from Turkish financial regulator BDDK. A new Turkish policy requires IT systems to be housed within the country, but that’s something PayPal doesn’t follow.
Last update: May 2017