Turkey’s $90B E-commerce Growth Creates Digital Winners and Losers

Istanbul Takes Most of The Pie

The Turkish government counted 6 billion online transactions across 600,000 digital businesses in 2024. E-commerce now makes up almost 20% of all retail sales in the country.

The problem is where those sales happen. Istanbul scores 93 points on the government’s digital adaptation scale. Eastern provinces like Hakkari and Bitlis barely reach 30 points. That means businesses there handle three times fewer digital transactions than companies in Istanbul.

Istanbul sold $57 billion worth of goods online while importing only $21 billion. This $36 billion surplus shows how the city dominates Turkey’s digital trade. A few other cities like Kayseri do well – it scored 68 points and sold $1 billion in home products – but most regions lag far behind.

Small Businesses Stuck on Single Platforms

Most of Turkey’s online companies stay small. Four out of five businesses use only one marketplace platform like Trendyol or Hepsiburada. They never branch out to build their own websites or try other sales channels.

This setup gives the big platforms too much control. Small shop owners who used to know their local customers now follow rules set by algorithms. If a platform changes its fees or policies, these businesses have nowhere else to go.

Women run just over one-quarter of e-commerce businesses but often lack the money or technical skills to move beyond these major platforms.

Women Buy Most Things Online

Turkish women make nearly 6 out of 10 online purchases. They buy most of the fashion, makeup, and personal care items sold digitally. The biggest spenders are between 25 and 34 years old – people who grew up with smartphones.

This shift affects the whole economy. Women’s comfort with digital shopping drives growth in consumer sectors. Meanwhile, categories that appeal more to men, like car parts and electronics, haven’t moved online as quickly.

Quick delivery grows but Stays in Cities

Turkey’s quick commerce market nearly doubled to $7.5 billion. Most orders come between 6:30 and 7:00 PM when people want snacks and drinks delivered fast.

Each order contains just 2 or 3 items worth about $10. Companies built huge delivery networks to bring small purchases to people’s doors within hours. But this only works in crowded urban areas where drivers can make multiple stops quickly.

Strange Shopping Habits Show up in Data

Turks buy 53% of their books online but only 4% of their groceries. People seem happy to order discretionary items digitally but still prefer physical stores for everyday necessities.

The secondhand market reached $300 million as people sold used items to each other online. Clothing made up more than half these sales. But 18% of sustainable e-commerce purchases and 20% of fashion orders get returned, pointing to quality problems.

Gaming Dominates Entertainment Spending

Gaming takes more than half of Turkey’s $600 million digital entertainment market. But spending patterns show economic pressure underneath the growth.

Sales spike during March, July, and December promotions, then drop sharply during regular months. Gaming purchases average $11 compared to $5 for streaming services, but people wait for discounts instead of buying at full price.

Payment Methods Improve Across the Board

Two-thirds of e-commerce transactions now use credit cards. Mobile payments keep growing as more people get comfortable buying things on their phones.

But the boom-and-bust spending during sales periods suggests many shoppers stretch their budgets and wait for deals rather than spending steadily throughout the year.

Based on Turkey Today report on Ministry of Trade data