E-commerce in Turkey - statistics & facts

Since the beginning of the 21st century, the rapidly changing demands and needs have led the e-commerce ecosystem to expand day by day worldwide, especially with the unique conditions brought by the coronavirus (COVID-19) pandemic. Turkish market for selling and buying goods and services online was one of the fastest-growing markets globally. Nearly 64 percent of the Turkish population purchased a product or service online in 2022. Accordingly, e-commerce transactions in the country have increased significantly, up by 37 percent in the last quarter of 2022 compared to the same quarter in the previous year.

Leading e-commerce segments

The dynamic between different segments in the e-commerce ecosystem has changed recently, mostly due to the COVID-19 pandemic. The airline industry had the most significant decline in revenue in 2020 compared to before the pandemic. By 2022, with the post-pandemic boom in the hospitality and airlines sectors, they registered the highest growth rate in the country. At the same time, household appliances became the sector generating the highest revenue in Turkey in recent years, recording nearly 97 billion Turkish lira in revenue in 2022.

Shopping behavior of Turkish consumers

In recent years, a strong online shopping culture has emerged in Turkey. With the convenience of digital devices eliminating the need to go to the store and the ability to instantly compare prices and reach the most suitable options for the budget, e-commerce has become an essential component of the consumer's life. Therefore, the ability to get more reasonable prices through online shopping became the main online shopping motivation in the country. Clothing, shoes, and bags&accessories were the most popular online shopping categories among Turkish consumers in 2022. These were followed by books, movies, music, and games.

Future developments

The Turkish e-commerce market, which has recently grown rapidly due to the increasing consumption in line with the frequently changing demands, needs, and the conditions created by the COVID-pandemic, is expected to keep growing based on the Statista Digital Market Outlook forecast. Forecast predicts constant growth both in terms of market revenue and the number of e-commerce users in the near future.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Zeynep Dierks, Jan 10, 2024

Key insights

E-commerce market size
800.7bn TRY
E-commerce share in total retail sales
20.4%
Number of e-commerce transactions in Turkey
656.37m
Get more insights

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Turkey: Top 10 online stores 2023

E-commerce market size in Turkey from 2016 to 2022 (in billion Turkish lira)

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E-commerce market size in Turkey 2016-2022

Number of e-commerce transactions carried out in Turkey from 1st quarter 2015 to 4th quarter 2023 (in millions)

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Number of e-commerce transactions in Turkey 2015-2023, by quarter

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