A guide to the Turkey ecommerce market including payment methods, logistics, digital users, social media and growth projections
Economy
Turkey is home to a large population of 82 million people who are becoming increasingly digitally savvy and urbanized. Total GDP is US$2.3 billion. GDP per capita is currently US$9,683, and should reach US$12,489 by 2024.
Digital User Insights
There are currently 37.2 million ecommerce users in Turkey, estimated to reach 58 million by 2025. The average user spends US$303.7 online, which will reach US$442.36 by 2025. In 2020, 53.9% of online ecommerce users were male.
Product Categories
Total ecommerce revenue across all product categories is US$11.3 billion, expected to reach US$25.6 billion by 2025. Fashion leads, generating US$4.7 billion market share. Electronics and Media follow, accounting for US$2.4 billion market share.
By 2025, Fashion will remain the leading product category, valued at US$10.8 billion, more than double Electronics and Media at US$5 billion.
Logistics
In 2018, Turkey ranked 47 in the World Bank Logistics ranking.
Preferred Online Payments
The leading online payment type is cash on delivery. Electronic fund transfers, wire transfers, eWallets and prepaid/debit cards all account for a small share of payments made.
Where does Turkey buy from?
Turkey’s key import partners are Germany (US$22.1 billion), China (US$19.2 billion), Russia (US$15.9 billion), United States ($10.6 billion), and Italy (US$10.4 billion).
Internet and Device Usage
Internet penetration in Turkey is currently at 70.6%, and should reach 80.6% by 2024. Smartphone penetration is 66.8% and is projected to grow to 73.7% by 2025.
76% of online shoppers used a desktop/laptop to make their most recent purchase, with 16% using a smartphone and just 3% using a smartphone.
Marketing
Marketing spend in Turkey has grown steadily since 2007, current spend is over US$1 billion. Television leads the charge, accounting for US$489 million of the market spend. Internet marketing accounts for the second-largest market spend at US$300 million.
Social Media
Turkey’s Social Media usage has grown consistently in recent years, and is expected to reach 82.4% user penetration by 2025. Popular networks include YouTube, WhatsApp and Twitter.
For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets.
*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.
