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$9,683USD, 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 are male.

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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.

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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.
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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).

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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 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.

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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.
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For more market insights, check out the eShopWorld series of blogs covering a range of emerging ecommerce markets. 

*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.