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

in million US$, in %

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
AOV: Average Order Value CVR: Conversion Rate

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

in million US$

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