The “Overview of E-Commerce in Türkiye” report, which includes many significant data points regarding Türkiye’s e-commerce ecosystem, was shared with the public. Prepared by the Ministry of Trade, the report reveals the development of e-commerce in the country in 2024. The report was announced during a press conference attended by Türkiye’s Minister of Trade Ömer Bolat and highlights that the e-commerce sector continues to strengthen in parallel with digitalization.
E-Commerce Volume in Türkiye Increased by 61.7%
According to the Overview of E-Commerce in Türkiye Report, as of 2024, the e-commerce volume in Türkiye increased by 61.7% compared to the previous year, reaching 3.162 trillion Turkish Liras ($89.58 billion). The number of e-commerce transactions was recorded at 5 billion 910 million. The retail e-commerce volume in Türkiye increased by 63.7% compared to the previous year, reaching 1.619 trillion liras in 2024.
The number of retail e-commerce transactions increased by 10.1% compared to the previous year, reaching 1 billion 850 million. Between 2019 and 2024, the compound annual growth rate (CAGR) of total e-commerce volume reached 85.66%, while the CAGR of retail e-commerce volume during the same period reached 90.82%.
E-Commerce Volume Increased by 274% in Dollar Terms Between 2019-2024
The e-commerce volume in Türkiye in 2019 was $23.940 billion. It increased to $77.89 billion in 2023 and reached $89.58 billion in 2024 with a 15% increase compared to the previous year. The growth rate in dollar terms between 2019 and 2024 was recorded at 274%. The share of Türkiye’s domestic e-commerce volume in the country’s gross domestic product (GDP), which was announced as 43 trillion 410 billion 514 million TL by the Turkish Statistical Institute (TÜİK) in 2024, was 6.5%.
Striking Figures from Türkiye’s E-Commerce Report
Other notable figures from the report, which contains detailed information on Türkiye’s e-commerce ecosystem, are as follows:
- The share of e-commerce in total trade was 19.1%.
- The share of cross-border e-commerce (e-export) in total exports increased to 2.9%.
- The annual volume of cross-border e-commerce reached $8 billion.
- The number of e-commerce businesses in Türkiye reached 600,800.
- 58% of e-commerce spending was made by women, and 42% by men.
- The age group that made the most e-commerce purchases was 30-34.
- According to the e-commerce adaptation index, the city most adapted to e-commerce was Istanbul.
- The most online shopping was done during the November campaign period.
- The most popular shopping day was Saturday.
- Quick commerce (Q-Commerce) grew by 98.1% in 2024 compared to the previous year, reaching 249.8 billion TL.
- In consumer-to-consumer (C2C) sales, the transaction volume reached 9.8 billion TL, with 17.5 million transactions.
Provinces with the Highest Number of E-Commerce Businesses
- Istanbul
- Ankara
- Izmir
- Bursa
- Antalya
Distribution of E-Commerce Businesses by Sector
- Food (21.63%)
- Clothing, shoes, and accessories (15.64%)
- Electronics (12.24%)
- Home, garden, furniture, and decoration (11.12%)
Sectors with the Largest Share in E-Commerce Volume
- Clothing, shoes, and accessories (301.340 billion TL)
- Airlines (208.900 billion TL)
- Travel, transportation, and storage (180.230 billion TL)
- Electronics (176.920 billion TL)
Most Preferred Products in E-Commerce
- Shoes, t-shirts, dresses, jackets, trousers
- Vacuum cleaners, laptops, mobile phones
- Books
Most Preferred Payment Methods in E-Commerce
- Card payments (66%)
- Wire transfer/EFT (26%)
- Cash on delivery (3%)
- Other payment types (5%)
In the foreword of the report, Minister of Trade Ömer Bolat stated: “Türkiye’s young and digitally competent population offers great potential in the field of e-commerce. Thanks to its developed logistics infrastructure and fast delivery options, businesses can operate more effectively in digital environments and gain a competitive advantage. The digitalization process provides significant opportunities not only for major brands but also for SMEs and entrepreneurs, contributing to economic development.”
CLICK HERE FOR THE REPORT!
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