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The Turkey e-commerce market size was valued at USD 294.30 Billion in 2025 and is forecasted to reach USD 2,065.49 Billion by 2034, growing at a CAGR of 24.17% from 2026 to 2034. This growth is fueled by increasing internet penetration, widespread smartphone adoption, and digital transformation initiatives. The market also benefits from expanding quick commerce, social commerce, and cross-border trade opportunities across European and Middle Eastern regions.

Study Assumption Years

• Base Year: 2025

• Historical Period: 2020-2025

• Forecast Period: 2026-2034

Turkey E-commerce Market Key Takeaways

• The market size was valued at USD 294.30 Billion in 2025.

• The CAGR is 24.17% from 2026 to 2034.

• The forecast period spans 2026-2034.

• Groceries dominate the market with a 23.04% share in 2025, driven by quick commerce platforms offering ultra-fast delivery and growing mobile app usage.

• Business-to-Business transactions lead with a 78.02% market share, supported by digital procurement adoption and government e-export incentives.

• Marmara region holds the largest share at 28.02% in 2025, due to its urban centers, dense digital infrastructure, and logistics hubs.

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Market Growth Factors

Turkey's e-commerce growth is largely driven by the pervasive adoption of smartphones, especially among its young population. Mobile devices serve as the primary gateway to online shopping, with consumers increasingly using dedicated retail apps and mobile-optimized websites. Retailers invest heavily in mobile payment integration, app-based loyalty programs, personalized recommendations, streamlined checkouts, and push notifications, which improve engagement and ease of purchase. This mobile-first ecosystem continues to mature as network infrastructures improve connectivity across urban and rural areas.

Proactive government policies support Turkey's digital economy expansion by enhancing digital infrastructure and promoting technology adoption. Initiatives facilitating cross-border trade provide essential growth catalysts. Financial incentives under e-export support programs enable SMEs to effectively compete internationally. Regulatory frameworks for consumer protection, data security, and electronic transactions foster buyer and seller confidence. Expanded broadband and fiber networks reduce the digital divide, while subsidy programs democratize access to digital commerce opportunities, positioning Turkey as a regional digital trade hub.

The evolution of Turkey's digital payment landscape supports market growth by addressing demands for convenience and security. Domestic card networks expand acceptance, and digital wallets attract millions of users with simplified transactions. Buy-now-pay-later options help consumers manage cash flow during economic pressures. Fintech startups innovate payment products competing with traditional banking. Installment options, mobile payments, and instant fund transfers enhance accessibility and security, reducing barriers to online commerce and increasing trust among hesitant consumers.

Market Segmentation

Type

• Groceries: Holding 23.04% market share in 2025, driven by the rapid growth of quick commerce platforms offering ultra-fast delivery of essentials. Consumer shift towards online grocery shopping is supported by dedicated apps, diverse assortments, strategic farmer partnerships ensuring freshness, and flexible digital payments.

Transaction

• Business-to-Business: Leading the market with 78.02% share due to digital procurement adoption by enterprises, government e-export incentives promoting cross-border trade, integration of supply chain management platforms, and digital trade portals connecting manufacturers, wholesalers, and retailers effectively.

Region

• Marmara: Dominates with a 28.02% market share in 2025, anchored by Istanbul as the commercial and digital hub. The region benefits from dense fiber optic networks, port facilities, courier networks enabling rapid order fulfillment, concentration of e-commerce platform headquarters, venture capital presence, and advanced logistics suitable for quick commerce.

Regional Insights

Marmara region leads Turkey's e-commerce market with a 28.02% share in 2025. Its dominance is driven by Istanbul's role as a commercial and digital center, superior digital infrastructure including dense fiber networks, established logistics and port facilities, and a high concentration of online shoppers and registered merchants. The region's advanced logistics enable ultra-fast delivery services and support cross-border commerce leveraging Turkey's unique geographic position.

Recent Developments & News

In December 2025, Kaspi.kz injected TRY 4.17 Billion (approximately USD 97.6 Million) into Hepsiburada following its earlier acquisition. This capital increase, approved by shareholders at an extraordinary general meeting, aims to accelerate the development of digital tools and services for SMEs and retailers on the platform, signaling Kaspi.kz's long-term commitment to Turkey's e-commerce sector.

Key Players

• Kaspi.kz

• Hepsiburada

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