e-Commerce Market Analysis

The eCommerce market in Turkey

In Turkey is the 20th largest market for eCommerce with a revenue of US$8 billion in 2019, placing it ahead of Switzerland and behind Poland.

With an increase of 24%, the Turkish eCommerce market contributed to the worldwide growth rate of 17% in 2019. Revenues for eCommerce continue to increase. New markets are emerging, and existing markets also have the potential for further development. Global growth will continue over the next few years. This will be propelled by East and Southeast Asia, with their expanding middle class and lagging offline shopping infrastructure.

The eCommerce market includes online sales of physical goods to a private end user (B2C). Included in this definition are purchases via computer as well as mobile purchases via smartphones and tablets. Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g., travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated to B2B markets, and sales between private individuals (C2C) within the eCommerce market.

The eCommerce market in Turkey

Top online stores

The biggest player in the Turkish eCommerce Market is trendyol.com. The store had a revenue of US$661 million in 2019. It is followed by hepsiburada.com with US$585 million revenue and lcwaikiki.com with US$403 million revenue. Altogether, the top three stores account for 20% of online revenue in in Turkey.

Store rankings are based on every store that generates revenue in 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 in Turkey was considered.

One of the fastest-growing stores in the Turkish market is ciceksepeti.com. The store achieved sales of about US$0.2 billion in 2019. Its revenue growth amounted to 145% in the previous year.

Top online The eCommerce market stores in Turkey by eCommerce net sales 2020 in million US$ The table shows the stores that generate the highest revenue in the Turkish market. For this evaluation, only revenue created in in Turkey was considered. Basis are all shops on eCommerceDB that operate in in Turkey.

# Store
1. hepsiburada.com US$987m
2. trendyol.com US$792m
3. lcwaikiki.com US$460m
4. vatanbilgisayar.com US$319m
5. apple.com US$282m
The eCommerce market in Turkey

Market size and growth rate

Revenue in 2020
CAGR 2020-2024

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Market expansion in in Turkey is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR 19-23) for the next four years will be 28%. Compared to the year-over-year growth of 24%, this increase suggests that the market still has growth potential and is not yet saturated. Another indicator of market saturation is the online penetration of 40% in in Turkey; in other words, 40% of the Turkish population have bought at least one product online in 2019.

Five categories are considered by ecommerceDB. Fashion is the largest segment in in Turkey and accounts for 42% of the eCommerce revenue in in Turkey. This is followed by Electronics & Media with 22%, Toys, Hobby & DIY with 18%, Furniture & Appliances with 11% and Food & Personal Care with the remaining 7%.

The eCommerce market in Turkey

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