Turkey E-Commerce Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Turkey E-Commerce Market Trends and Insights

Proliferation of Domestic Digital Wallet Troy and Bank Installment Campaigns Driving Checkout Conversion

Troy, Turkey’s domestic card-payment scheme, counted 67 million cards and 20% market share by August 2025, allowing merchants to bypass higher interchange fees levied by global networks and giving consumers a seamless one-click wallet enriched with loyalty features. Banks simultaneously promote zero-interest installment campaigns tied to Troy-branded cards, which stimulate big-ticket purchases in consumer electronics and home appliances. The blended proposition has trimmed cart-abandonment rates that hovered near 74% in 2024 and accelerated repeat purchases as shoppers remain locked into bank-merchant ecosystems. Turkcell’s Paycell logged TRY 38.7 billion (USD 1.3 billion) in transaction value and 7.2 million active users during Q1 2025, underscoring wallet traction.^{[1]Turkcell, “Investor Presentation Q1 2025,” turkcell.com.tr} As platforms such as Trendyol and Hepsiburada integrate Troy rails, digital-wallet share is poised to outpace cards during the forecast window.

Government Incentives for Cross-Border E-export via e-İhracat Tax Rebate Program

The Ministry of Trade reimburses 50-75% of qualified international marketplace fees, logistics costs, and digital advertising spend, lowering entry barriers for small and medium manufacturers targeting European and Middle Eastern buyers. Textile and home-goods sellers, already competitive on labor and proximity, leverage the rebate to hedge against domestic demand swings and Lira depreciation. Mandatory quarterly reporting through the e-export portal ensures transparency and data-driven policy refinement. This fiscal support accelerates seller onboarding on Amazon, eBay, and Alibaba, reinforcing Turkey’s strategic role as a Eurasian trade corridor.^{[2]Anadolu Agency, “Türkiye Launches First E-Commerce Week,” aa.com.tr} Resulting cross-border volume cushions the Turkey e-commerce market against local macro shocks.

Expansion of On-Demand Quick-Commerce Platforms in Urban Centers

Getir pioneered 10-to-15-minute grocery delivery through dense micro-fulfillment centers, and after a USD 250 million recapitalization in June 2024 refocused on domestic growth. Competitors Yemeksepeti, Migros, and Trendyol’s grocery arm followed suit, propelled by smartphone penetration above 88% in 2025. Promotions, subscription tiers, and electric-bike fleets lift order frequency while algorithmic routing keeps delivery costs in check. Quick commerce is driving food and beverage’s 10.34% CAGR and pushing traditional grocers to launch rival services. Regulatory oversight remains limited to food safety and courier standards, allowing rapid footprint expansion.

Rising Adoption of BNPL Installment Solutions by Millennials amid High Inflation

High inflation erodes purchasing power, prompting millennials to favor buy-now-pay-later (BNPL) plans that stretch costs over two to six months without revolving credit fees. Paycell’s Pay Later handled TRY 3.7 billion (USD 125 million) in non-group volume in Q1 2025. Marketplaces embed BNPL options at checkout, lifting conversion and average order values while partnering banks underwrite short-term credit. Regulatory supervision by the Banking Regulation and Supervision Agency enforces transparent fee disclosure, safeguarding consumer trust. BNPL is expected to underpin the 12.34% digital-wallet CAGR and accelerate credit inclusion.

Persistent Lira Volatility Elevating Cross-Border Settlement Costs

Sharp Lira swings raise import invoice values and inflate payment-processor fees, compressing merchant margins and discouraging long-term inventory planning. Many small sellers lack access to affordable hedging tools, pushing them toward dynamic pricing that passes exchange-rate risk to consumers. Presidential Decree No. 10813, effective January 2026, abolished simplified customs entries for B2C imports, lengthening clearance times and compounding cost pressures on inbound goods. As a result, consumers gravitate toward local platforms pricing in Lira, while export-oriented sellers lean more heavily on the e-İhracat rebate to offset currency risk.

Cybersecurity Skill Shortage Leading to Increased Fraud Risk on Mid-Tier Marketplaces

Turkey’s pool of cybersecurity professionals remains insufficient to meet demand, leaving smaller platforms exposed to phishing, payment fraud, and data breaches. Although regulations mandate Personal Data Protection Law No. 6698 and PCI-DSS compliance, enforcement and technical support lag for budget-constrained operators. Larger players invest in machine-learning fraud engines and dedicated security operations centers, widening the trust gap. Elevated salaries for skilled engineers inflate opex, and reputational damage from breaches can throttle customer acquisition. Joint training initiatives between universities, industry groups, and the Ministry of Trade aim to close the talent gap but will take several years to yield results.

Segment Analysis

By Business Model: B2B Procurement Platforms Gather Momentum

B2C transactions dominated with 80.37% share in 2025, yet B2B portals are expanding at an 11.46% CAGR, outpacing every other segment in the Turkey e-commerce market. Proemtia surpassed USD 250 million in gross merchandise value and links more than 20,000 buyers with 600 suppliers via deferred-payment cards valid up to 150 days.^{[3]Proemtia, “Proemtia – Türkiye’s Leading B2B Marketplace,” proemtia.com} ZerGO, launched by KoçZer in 2024, already hosts 600 merchants and over 300,000 stock-keeping units, offering integrated logistics and real-time bid comparisons.^{[4]Spryker, “KoçZer’s ZerGO Marketplace Case Study,” spryker.com} Buyers cut tender cycles from weeks to days, and sellers gain nationwide reach without building field sales teams.

Corporate digitization and cost-transparency imperatives will keep B2B momentum high. KoçZer’s long-term target of migrating 40% of revenue to digital platforms signals structural commitment. Meanwhile, B2C giants continue investing in AI-powered personalization and subscription tiers, ensuring that absolute B2C volume grows even if share slips. The convergence of embedded finance, e-invoicing, and electronic tendering tools positions the Turkey e-commerce market for deeper enterprise penetration.

By Device Type (B2C): Mobile Retains Primacy as Lean-Back Screens Rise

Smartphones held 71.06% of device-level orders in 2025, affirming Turkey’s status as a top-three global mobile-shopping nation. Hepsiburada’s November 2025 campaign alone drove 600 million visits, 90% of which originated on mobile apps. Tablets and smart televisions, while still niche, are projected to record a 12.27% CAGR, boosted by app-optimized interfaces and living-room voice assistants that encourage relaxed browsing.

Retailers prioritize app-exclusive deals and push notifications to lock in daily engagement. Enhanced biometric log-ins, location data, and camera-based AR features refine personalization algorithms. As connected-home ecosystems mature, smart-TV commerce will steadily chip away at desktop share, giving rise to multi-screen strategies that let users research on mobile during commutes, compare on desktop at work, and finalize purchases via tablet or TV at home.

Note: Segment shares of all individual segments available upon report purchase

By Payment Method (B2C): Digital Wallets and BNPL Redefine Checkout

Cards remained dominant at 53.12% in 2025, reflecting Turkey’s ingrained installment culture where 65% of shoppers split payments. Yet wallet-based payments are scaling at a 12.34% CAGR, powered by Troy, Paycell, and marketplace-branded wallets. Paycell’s 7.2 million active users and USD 1.3 billion quarterly volume underscore how loyalty points, bill-pay, and peer-to-peer transfers cultivate habitual app usage.

BNPL, nested within wallet functionality, appeals to millennials seeking transparent, short-term credit. Regulatory clarity fosters trust and drives merchant adoption. Cash on delivery still surfaces in rural areas but faces gradual decline as broadband and trust levels improve. Embedded finance partnerships, such as Trendyol’s fintech MOU with ADQ and Ant International, illustrate the next frontier where marketplaces monetize interchange and cross-sell deposits, insurance, and investments.

By Product Category (B2C): Quick-Commerce Elevates Food and Beverages

Fashion and apparel own 26.46% of 2025 turnover, but food and beverages are advancing fastest at a 10.34% CAGR, buoyed by 10-minute delivery models. Getir’s dense micro-fulfillment networks and Migros’ competing service convert habitual grocery trips into recurring online orders. Electronics remain pivotal as product-launch cycles and trade-in programs spur repeat spending. Beauty and personal care leverage AR try-ons and influencer content, while furniture sales depend on 3D visualization and white-glove assembly that lift entry barriers for smaller rivals.

Specialty marketplaces fill long-tail niches. Teknosa recorded USD 450 million in e-commerce gross merchandise value during 2024 and supports 1,605 third-party merchants, highlighting the viability of category-focused hybrids.^{[5]Teknosa, “Integrated Report 2024,” teknosa.com} The food-and-beverage surge pressures traditional grocers to digitize assortments and adopt subscription baskets, broadening overall spend in the Turkey e-commerce market.

Note: Segment shares of all individual segments available upon report purchase

Geography Analysis

Istanbul, Ankara, and Izmir account for the lion’s share of Turkey e-commerce market activity, benefiting from higher incomes, dense logistics corridors, and near-universal 4.5G coverage. Istanbul alone hosts the bulk of dark stores and fulfillment hubs used by Trendyol, Getir, and Yemeksepeti, enabling sub-hour delivery on high-frequency orders. The Marmara region, encompassing Bursa and Kocaeli, adds industrial purchasing power that funnels through B2B portals like Proemtia.

Aegean cities such as Izmir blend tourism-driven retail with agricultural exports that leverage the e-İhracat subsidy to reach European buyers. Central Anatolia, led by Ankara, shows steady but slower penetration due to lower disposable income and a larger public-sector workforce. Eastern Anatolia and parts of the Black Sea region lag, hampered by patchy broadband and sparse courier coverage, keeping cash-on-delivery relevant.

Government fiber-optic investments aim to narrow the digital divide, and private cargo firms are trialing drone drops for hard-to-reach villages. Platforms tailor fulfillment promises accordingly: same-day in metros, next-day in secondary cities, and 48-hour windows in rural zones. Cross-border sellers concentrate on Germany, France, and the Netherlands, exploiting customs-union advantages, while Middle Eastern corridors to Saudi Arabia and the United Arab Emirates capture demand for affordable fashion. Decree No. 10813 complicates inbound parcels from AliExpress and Amazon Global, potentially re-routing demand toward domestic merchants who stock internationally sourced goods locally, thus insulating shoppers from customs delays.