Ecommerce 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, precisely 98% .
Notably, over 15 percent of the population is between 15 and 24 years old, the Turkish Statistical Institute states. Therefore most Turkish shoppers use their mobile phone (83.6%), according to the Turkish Competition Authority in 2021. In addition, as much as 79% of mobile shoppers use mobile apps instead of websites.
Top product categories in Turkey 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.
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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 years, online retail in Turkey has seen a great growth. In 2021, Turkey’s ecommerce volume increased by 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.
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.
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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. Huge online stores in Turkey are Trendyol, N11, Gitti Gidiyor, Hepsiburada, Sahibinden, and Araba.com .
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