Turkey’s e-commerce volume rose 61.7 percent to 3.16 trillion lira ($89.6 billion) in 2024, with transactions reaching 5.91 billion.
Data from Turkey’s Trade Ministry, based on the Electronic Commerce Information System (ETBIS), showed that the retail e-commerce volume rose 63.7 percent to 1.62 trillion lira, while retail e-commerce transactions increased 10.1 percent to 1.85 billion. The sector accounted for 6.5 percent of gross domestic product.
E-commerce made up 19.1 percent of total trade, reflecting the growing role of digital sales channels in the economy.
The sector has experienced significant growth in recent years as more consumers have turned to online shopping. Inflation and declining purchasing power have pushed shoppers to compare prices more often, driving demand for digital platforms.
Artificial intelligence is also changing consumer behavior, with users relying more on AI tools for product searches and purchasing decisions.
Turkey’s e-commerce market is dominated by a few major platforms, led by Trendyol and Hepsiburada, while Amazon has expanded its presence in recent years.
Other players such as n11 and ÇiçekSepeti operate mainly as marketplaces, while grocery and rapid delivery services such as Getir and major supermarket chains have gained ground in the food segment.
Company data support the broader growth trend. Public disclosures by Hepsiburada show that the platform processed 87.5 million orders in 2025, serving around 11.8 million active customers and more than 100,000 merchants.
Trendyol says it has reached more than 40 million customers and about 250,000 sellers, showing the scale of Turkey’s leading platforms.