eCommerce market in Turkey

Turkey is the 19th largest market for eCommerce with a predicted revenue of US$26,569.7 million by 2024, placing it ahead of the Netherlands. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 9.3%, resulting in a projected market volume of US$37,865.9 million by 2028. With an expected increase of 10.5% in 2024, the Turkish eCommerce market contributed to the worldwide growth rate of 10.1% in 2024. Like in Turkey, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Turkish eCommerce market. Hobby & Leisure is the largest market and accounts for 26.0% of the Turkish eCommerce revenue. It is followed by Electronics with 21.0%, Fashion with 16.9%, Furniture & Homeware with 11.8%, Care Products with 9.3%, DIY with 8.6%, and Grocery with the remaining 6.5%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Turkish retail market, the online share is 7.0% and will increase by an average of 1.2% to 7.4% by 2028.

The biggest player in the Turkish eCommerce market is trendyol.com. The store had a revenue of US$4,088.6 million in 2023. Store rankings include every store that generates revenue in Turkey. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Turkey was considered.

The Turkish eCommerce market in 2023 in terms of offered payment methods is fragmented and dominated by a few providers with VISA (Cards) covering the largest share with 87.1% of all online stores checked. Other offered payment methods in the Turkish eCommerce market in 2023 are Mastercard (Cards) with 87.1%, Invoice (unknown) with 59.8%, and Bank transfer/cash in advance (Bank transfer) with 48.5%. With 39.7% Cash on delivery (Cash on delivery) has already a significantly smaller coverage compared to VISA (Cards).

Despite Yurtiçi Kargo's dominant position with 47.7% of online stores opting for its services, the Turkish eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Aras Kargo, MNG Kargo, UPS (United Parcel Service), and PTT Kargo, hold smaller but significant shares, contributing to a dynamic and fragmented market.