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The market size of e-commerce in Turkey showed a significant increase, especially after 2018. Between 2016 and 2024, the market size showed a inflation-adjusted growth. In 2025, the market size reached ** Turkish lira, having grown by 52.2 percent from the previous year. 

The rapid growth of e-commerce in the country

The development of modern technologies in line with the widespread use of the internet has widely contributed to the e-commerce market growth. In 2022, e-commerce made up over **** percent of total retail sales, showing an apparent change in people’s shopping behavior. Additionally, the number of e-commerce transactions in the country increased rapidly in the last few years.

A significant shift in shopping behavior

Fast consumption practices and the changing demands of the consumers, together with the unique conditions of the coronavirus (COVID-19) pandemic, paved the way for the e-commerce market to grow immensely. The competition among thousands of sellers and their efforts to improve customer experience resulted in more reasonable prices and a time-saving shopping experience, which were the consumers’ main motivations to shop online. Overall, nearly ** percent of the internet users purchased a product or service online, which indicated that Turkish consumers have adapted to shopping online.