E-commerce market size in Turkey 2016-2024

The market size of e-commerce in Turkey showed a significant increase, especially after 2018. Between 2016 and 2020, the market size showed a ********** inflation-adjusted growth. In 2024, the market size reached ************** Turkish lira, having grown by 61.7 percent from the previous year. According to Ömer Faruk Ergün, Senior E-Commerce Expert at the Turkish Ministry of Trade, the market expanded by roughly ** percent in U.S. dollar terms once adjusted for currency effects.

The rapid growth of e-commerce in the country

The development of modern technologies in line with the widespread use of the internet has widely contributed to the e-commerce market growth. In 2022, e-commerce made up over ** percent of total retail sales, showing an apparent change in people’s shopping behavior. Additionally, the number of e-commerce transactions in the country increased rapidly in the last few years, reaching a record number of ***** million in the third quarter of 2024. 

A significant shift in shopping behavior

Fast consumption practices and the changing demands of the consumers, together with the unique conditions of the coronavirus (COVID-19) pandemic, paved the way for the e-commerce market to grow immensely. The competition among thousands of sellers and their efforts to improve customer experience resulted in more reasonable prices and a time-saving shopping experience, which were the consumers’ main motivations to shop online. Overall, nearly ** percent of the internet users purchased a product or service online, which indicated that Turkish consumers have adapted to shopping online.