The rapidly changing demands and needs have led the e-commerce ecosystem to expand day by day in Turkey, especially with the unique conditions brought by the coronavirus (COVID-19) pandemic. In fact, the proportion of people selling and buying goods and services online continued to increase even after the pandemic. Nearly 65 percent of the Turkish population
in 2023. Accordingly,
in the country have increased continuously, up by 16.5 percent in the last quarter of 2023 compared to the same quarter in the previous year.
Leading e-commerce segments
The dynamic between different segments in the e-commerce ecosystem has changed recently, mostly due to the COVID-19 pandemic. The airline industry had the
most significant decline in revenue in 2020 compared to before the pandemic. By 2022, with the post-pandemic boom in the hospitality and airlines sectors, they registered the
highest growth rate in the country. At the same time, household appliances became the
sector generating the highest revenue in Turkey in recent years, recording nearly 97 billion Turkish lira in revenue in 2022.
Shopping behavior of Turkish consumers
In recent years, a strong online shopping culture has emerged in Turkey. With the convenience of digital devices eliminating the need to go to the store and the ability to instantly compare prices and reach the most suitable options for the budget, e-commerce has become an essential component of the consumer's life. Therefore, the ability to reach more product variety and the ease of shopping experience through online stores became the
main online shopping motivation in the country. Clothing, shoes, bags, and accessories were the
most popular online shopping categories among Turkish consumers in 2022. These were followed by books, movies, music, and games.
Future developments
The Turkish e-commerce market, which has recently grown rapidly due to the increasing consumption and changing demands, is expected to keep expanding. Constant growth is projected both in terms for the
market revenue and the
number of e-commerce users in the near future. Additionally,
based on the estimated compound annual growth rate in retail e-commerce market, the country is expected to rank seventh globally between 2024 and 2028, with a growth rate of nearly 10 percent.
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