A guide to the Turkey ecommerce market including payment methods, logistics, digital users, social media and growth projections
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.
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.
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?
Internet and Device Usage
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 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.
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.