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Ecommerce in Turkey
2018-08-25

Turkey is a transcontinental Eurasian country. Centuries ago Turkey was a major power in Europe and nowadays it’s a democratic and secular constitutional republic. Turkey is a member of the UN, the NATO and the European Community and it has began membership talks about joining the European Union. As of July 2013, there are more than 80 million people living in Turkey, of which 42.7% is between 25 and 54 years old.

 

COUNTRY

TURKEY

Population

76.7 million people

– % internet users

51%

Online sales

€7.95 billion (2016)

Online stores worth mentioning:

Hepsiburada, Araba.com, Trendyol

 

Ecommerce customers in Turkey

Turkey has an internet penetration rate of 51%, which is lower compared with a lot of other countries in Europe. Four in ten Turkish internet users frequently uses a smartphone to access the internet. Based on the results of a survey conducted by the Turkish Statistical Institute, 24.8% of all internet users aged 16-74 in Turkey bought goods and services online.

Almost half of the Turkish people that ordered something online, bought clothes and sports goods. Another popular product category is electronic equipment, followed by household goods and travel arrangements. According to an interview with the CEO of Turkish online payment provider Iyzi Payments, the most common online payment methods are card payments: loyalty cards with payment by installment options, Mastercard and Visa. But also players like PayPal (which ceased operations in Turkey in June, 2016), BKM Express, ipara and Paytogo are gaining ground in Turkey. Internet card payments (for various purposes, not only for ecommerce!) rose about 30% to 10 billion euros in 2012 and this number is expected to more than double by 2015.

The ecommerce market in Turkey

In 2014, ecommerce in Turkey was worth 6.34 billion euros after a 35 percent growth the year before. According to information from ETID and the Ecommerce Foundation, ecommerce in Turkey was worth 8.5 billion euros in 2015. And the Turkish Industry and Business Association reported that the ecommerce industry in Turkey was worth 7.95 billion euros in 2016.

Big online stores in Turkey

The Turkish ecommerce market seems to be dominated by online marketplaces, multi-category retailers and private shopping sites. Huge online stores in Turkey are Gitti Gidiyor, Hepsiburada, Araba.com and Trendyol.