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Turkey B2C E-Commerce Market 2018

Turkey B2C E-Commerce Market 2018

B2C E-Commerce in Turkey expanding, says yStats.com report

Germany-based global online retail research firm yStats.com has released a new publication, “Turkey B2C E-Commerce Market 2018,” detailing the trends and sales data in this country. The report indicates that online retail sales in Turkey are prepared for rapid expansion.

Mobile and social media shopping contribute to growth of online retail in Turkey
Growth rates in the double digits are forecast for continued expansion of online retail in Turkey, where the current share of total retail sales is less than 5%, well below the online to total retail ratio of leading European markets. The yStats.com report points to mobile commerce as a factor in the expansion, as over half of Turkish online shoppers bought through a handheld device last year. A similar share of online buyers placed orders through social media. Growing Internet and online shopper penetration rates help drive expected increase in B2C E-Commerce in Turkey.

Expansion of online retail fuels competition among merchants
The expansion of Turkey’s online commerce has attracted the attention of international players. Alibaba reached an agreement to acquire local online seller Trendyol and Amazon reportedly plans operations in the nation for 2018. The leading online merchants in Turkey in 2017 included Hepsiburada and N11, though these and other online specialists face competition from the increasing multichannel offerings of established retailers, helping overcome the barriers of concern over online payments and preference of in-person shopping cited in the yStats.com report.

Other details of online sales included in yStats.com report
The yStats.com publication includes details on the payment methods accepted in online shops of the top 100 retailers in Turkey plus data on shopper preferences, indicating for example that apparel is the top product category in online shopping, followed by household goods.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Overview and International Comparisons, August 2018
B2C E-Commerce Share of Total Retail Sales in Turkey, Compared to Selected Countries Worldwide, in %, 2017
Internet Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 - 2017
Online Shopper Penetration in Turkey, Compared to Selected Countries in Europe, in % of Individuals, 2012 - 2017
Internet Penetration, Mobile Penetration, Social Media Penetration and Social Media Usage via Mobile in Turkey, Compared to the Global Average, in % of Individuals, 2017
3. Trends
Devices Used in Online Shopping, by Computer and Smartphone, in % of Online Shoppers, 2017
Breakdown of Page Views and Orders in Online Stores, by Desktop and Mobile, in %, 2017
Breakdown of Payments Made in E-Commerce by Desktop and Mobile, by Orders of Above TRY 500 and Orders of Below TRY 500, in %, 2017
Online Shoppers Who Research on Social Networks Before Making a Purchase and Who Are Encouraged to Purchase by Seeing That a Product/Service is Praised on Social Media, in % of Online Shoppers, 2017
Social Commerce Shopper Penetration, in % of Online Shoppers, 2017
Social Media Platforms Used for Online Shopping, in % of Online Shoppers Who Bought through Social Media, 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2012 - 2017
Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
4. Sales & Shares
Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2017
E-Commerce Sales by Segment, in TRY billion, 2015 – 2017
Retail E-Commerce Sales by Segment, by Pure Online Retail and Multichannel Retail, in TRY billion, and Year-on-Year Change, in %, 2016 & 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2017
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2016 & 2017
Breakdown of the Time of Last Online Purchase, in % of Individuals, 2016 & 2017
Online Shopper Penetration, in % of Individuals, by Gender, Q1 2017
6. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
Top 5 Online Shopping Categories by Average Basket Size, in TRY, 2017
7. Payment
Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018
Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 2017
Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
Top Payment Methods Accepted in Online Shops of the Top 100 Retailers in Turkey, in % of Top 100 Retailers with an Online Shop, July 2018
Top 3 Credit Cards Accepted in Online Shops of the Top 100 Retailers in Turkey, in % of Top 100 Retailers Accepting Credit Cards in Their Online Shops, July 2018
8. Delivery
Breakdown of Delivery Operators Preferred in E-Commerce, in % of Orders, 2017
Barriers to Online Shopping, incl. Delivery-Related, in % of Individuals, 2017
9. Players
B2C E-Commerce Player Overview, August 2018
Examples of Online Shops by Type and Category, May 2018
Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and Category, June 2018
Share of Top 100 Retailers With an Online Shop, in %, July 2018
Appendix: Online Payment Methods Accepted by Top 100 Retailers
Payment Methods Accepted in Online Shops of the Top 100 Retailers in Turkey, incl. Company Name, 2016 Retail Sales and Rank, Online Shop Website, and Product Range, July 2018

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