Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 72.1 million | |
| Digital Ad Spend | €19.8 billion | |
| E-commerce Penetration | 58.0% | of total retail |
| Mobile Commerce Share | 52.5% | of e-commerce GMV |
| Average Time Online | 7h 0m | per day |
Overview
Turkey's digital market is characterized by a rapidly expanding internet user base and a growing appetite for e-commerce. Digital advertising is crucial for businesses seeking to capture this dynamic and increasingly online-savvy population.
Breakdown
- Digital Ad Spend by Channel (2026): Social Media Ads €7.9B, Search Ads €6.9B, Video Ads €2.9B, Other €2.1B
- E-commerce GMV (2026): €75.4 billion
Key E-commerce Segments: Electronics (€20.1B), Fashion (€18.9B), Home Goods (€11.3B) Outlook
The Turkish digital market is projected for substantial growth, driven by increasing internet penetration, a young demographic, and a developing e-commerce infrastructure. Mobile will remain a dominant channel for engagement and commerce.
Sources: industry surveys, platform filings, and modeled estimates for 2026
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