Turkey E-commerce - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The turkey e-commerce market size is expected to increase from USD 93.71 billion in 2025 to USD 102.63 billion in 2026 and reach USD 159.69 billion by 2031, growing at a CAGR of 9.24% over 2026-2031. This report is Segmented by Business Model (B2C, and B2B), Device Type (Smartphone/Mobile, Desktop and Laptop, and More), Payment Method (Credit and Debit Cards, Digital Wallets, BNPL, and More), Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, Furniture and Home, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

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. 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. Resulting cross-border volume cushions the Turkey E-commerce Market against local macro shocks.

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.

Other drivers and restraints analyzed in the detailed report include:

• Expansion of On-Demand Quick-Commerce Platforms in Urban Centers
• Rising Adoption of BNPL Installment Solutions by Millennials amid High Inflation
• Cybersecurity Skill Shortage Leading to Increased Fraud Risk on Mid-Tier Marketplaces

Segment Analysis

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. 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. 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.

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.

Complete Report Scope:

• By Business Model
  • B2C
  • B2B
• By Device Type (B2C)
  • Smartphone / Mobile
  • Desktop and Laptop
  • Other Device Types
• By Payment Method (B2C)
  • Credit and Debit Cards
  • Digital Wallets
  • Buy Now Pay Later (BNPL)
  • Other Payment Methods
• By Product Category (B2C)
  • Beauty and Personal Care
  • Consumer Electronics
  • Fashion and Apparel
  • Food and Beverages
  • Furniture and Home
  • Toys, DIY and Media
  • Other Product Categories

List of Companies Covered in this Report:

• Trendyol Group
• D-Market Elektronik (Hepsiburada)
• Amazon Turkey
• Doğuş Planet (n11)
• Sahibinden Bilgi Teknolojileri
• Getir Perakende Lojistik
• Yemeksepeti Elektronik
• Migros Ticaret
• LC Waikiki Mağazacılık
• FLO Mağazacılık
• PttAVM
• Aliexpress Turkey (Alibaba Group)
• Boyner Büyük Mağazacılık
• Vivense Home and Living
• Teknosa İç ve Dış Ticaret
• Morhipo
• EasyCep
• Aradolu
• Koçtaş Yapı Marketleri
• A101 Kapıda

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support