Key figures
| Metric | Value | Note |
|---|---|---|
| Online Retail GMV | €75.4 billion | |
| E-commerce Penetration | 58.0% | of total retail |
| Cart Abandonment Rate | 75.0% | |
| Mobile Commerce Share | 52.5% | of e-commerce GMV |
| Average Order Value | €55.80 |
Overview
Turkey's e-commerce market is experiencing rapid expansion, fueled by increasing internet penetration, a young population, and growing consumer trust in online shopping. It represents a significant and fast-growing segment of the retail sector.
Breakdown
- Top E-commerce Categories (2026): Electronics (€20.1B), Fashion (€18.9B), Home Goods (€11.3B), Toys & Hobbies (€7.5B), Beauty & Personal Care (€6.8B)
- Payment Mix (2026): Credit/Debit Cards 40%, Digital Wallets 25%, Bank Transfers 20%, Cash on Delivery 15%
- Cross-Border E-commerce Share: 15%
Outlook
Turkey's e-commerce GMV is expected to continue its strong growth trajectory. Improvements in logistics, wider adoption of digital payment methods, and increasing consumer comfort with online transactions will drive this expansion, with mobile commerce leading the way.
Sources: industry surveys, platform filings, and modeled estimates for 2026