eCommerce market in Turkey

Turkey is the 18th largest market for eCommerce with a predicted revenue of US$31,265.6 million by 2025, placing it ahead of Poland. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 13.1%, resulting in a projected market volume of US$51,115.5 million by 2029. With an expected increase of 14.3% in 2025, the Turkish eCommerce market contributed to the worldwide growth rate of 9.8% in 2025. 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. Electronics is the largest market and accounts for 42.5% of the Turkish eCommerce revenue. It is followed by Fashion with 25.5%, Care Products with 12.2%, Hobby & Leisure with 7.2%, Grocery with 5.5%, DIY with 4.0%, and Furniture & Homeware with the remaining 3.2%.

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 7.6% and will decrease by an average of 0.3% to 7.5% by 2029.

The biggest player in the Turkish eCommerce market is trendyol.com. The store had a revenue of US$4,909.4 million in 2024. 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.

With 64.6% VISA the most commonly offered payment method of all online stores in the Turkish eCommerce market in 2024. Like VISA Mastercard with a penetration of 63.0%, Axess card with a share of 31.1%, and Maximum Card with a share of 31.1% the payment type Cards is the most common used by online retailers in in the Turkish eCommerce market in 2024. With a share 35.4% Bank transfer/cash in advance is the most common used payment method offered to the clients of type Bank transfer.

Despite Yurtiçi Kargo's dominant position with 46.9% of online stores opting for its services, the Turkish eCommerce market in 2024 remains diverse and competitive. Several other shipping service providers, including MNG Kargo, Aras Kargo, hepsiJET, and UPS (United Parcel Service), hold smaller but significant shares, contributing to a dynamic and fragmented market.

In the Turkish eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2024. None of the major shop software solution, including T-Soft, IdeaSoft, and Ticimax, have been able to secure a market share exceeding 12.1%, suggesting a diversified market with numerous players holding smaller stakes.