e-Commerce Market Analytics

The eCommerce market in Turkey

Turkey is the 18th largest market for eCommerce with a revenue of US$16.3 billion in 2021, placing it ahead of Sweden and behind the Netherlands.

With an increase of 38%, the Turkish eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Turkey, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 15% between 2021 and 2025, Turkey is even expected to outperform the global average of 6%.

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$3.2 billion in 2021. trendyol.com is followed by hepsiburada.com and lcwaikiki.com as the second- and third largest stores with US$1.3 billion and US$514 million, respectively. Altogether, the top three stores account for 30% of online 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.

One of the fastest-growing stores in the Turkish market is vans.com.tr. The store achieved online net sales of about US$11.9 million in 2021. Its revenue growth amounted to 260% in the previous year.

More information on the top 100 online stores in Turkey can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Turkey by eCommerce net sales 2021 in million US$

# Store
1. trendyol.com
2. hepsiburada.com
3. lcwaikiki.com
4. amazon.com.tr
5. ciceksepeti.com

The eCommerce market in Turkey

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
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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The eCommerce market in Turkey is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 15%. Compared to the year-over-year growth of 38% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 40% in Turkey; in other words, 40% of the Turkish population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Turkey and accounts for 42% of the eCommerce revenue in Turkey. It is followed by Electronics & Media with 21%, Toys, Hobby & DIY with 19%, Furniture & Appliances with 11%, and Food & Personal Care with the remaining 7%.

The eCommerce market in Turkey

Top shipping service providers

In Turkey, Yurtiçi Kargo is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 43% cited Yurtiçi Kargo as one of their providers. Moreover, MNG Kargo and UPS are among the top three shipping service companies offered by online retailers in Turkey, at rates of 24% and 15%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Turkey than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Turkey

# Shipping service provider
1. Yurtiçi Kargo
2. MNG Kargo
3. UPS