eCommerce market in Turkey
Turkey is the 18th largest market for eCommerce with a predicted revenue of US$22,983.4 million by 2023, placing it ahead of Thailand. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 14.5%, resulting in a projected market volume of US$39,441.6 million by 2027. With an expected increase of 40.9% in 2023, the Turkish eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Turkey, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Turkish eCommerce market. Electronics & Media is the largest market and accounts for 42.4% of the Turkish eCommerce revenue. It is followed by Fashion with 22.6%, Toys, Hobby & DIY with 16.6%, Furniture & Appliances with 9.8%, and Food & Personal Care with the remaining 8.5%.
Market development
eCommerce revenue development in Turkey
Turkey is the 18th largest market for eCommerce with a predicted revenue of US$22,983.4 million by 2023, placing it ahead of Thailand. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 14.5%, resulting in a projected market volume of US$39,441.6 million by 2027. With an expected increase of 40.9% in 2023, the Turkish eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Turkey, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Turkish eCommerce market. Electronics & Media is the largest market and accounts for 42.4% of the Turkish eCommerce revenue. It is followed by Fashion with 22.6%, Toys, Hobby & DIY with 16.6%, Furniture & Appliances with 9.8%, and Food & Personal Care with the remaining 8.5%.
eCommerce revenue development in Turkey
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 80.9 | 87.3 | 32.0 | 32.4 | 73.6 | 37.7 | 0.1 | 75.1 |
| AOV (in US$) | 71.5 | 30.2 | 45.2 | 66.8 | 82.9 | 13.8 | 23.1 | 31.7 |
| CVR (in %) | 80.9 | 87.3 | 32.0 | 32.4 | 73.6 | 37.7 | 0.1 | 75.1 |
Top stores
Top five online stores in Turkey by net sales 2021
The biggest player in the Turkish eCommerce market is trendyol.com. The store had a revenue of US$3,102.0 million in 2021. trendyol.com is followed by hepsiburada.com and lcwaikiki.com as the second- and third-largest stores with US$1,339.5 million and US$513.6 million, respectively. Altogether, the top three stores account for 50.1% of the top 100 online stores' revenue in Turkey. Store rankings include every store that generates revenue in Turkey. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Turkey was considered.
eCommerce net sales generated in Turkey in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
| Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
| Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
| Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
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