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Turkey B2C E-Commerce Market 2015

Turkey B2C E-Commerce Market 2015

yStats.com forecasts B2C E-Commerce market in Turkey to double by 2019

Turkey is one of the largest and fastest growing B2C E-Commerce markets in Eastern Europe. It ranks in the top thirty countries worldwide by logistics development. Payment infrastructure is relatively advanced here, with the dominant online payment method being credit card, while in many other emerging markets it is still cash on delivery. According to yStats.com’s own forecast, by 2019 B2C E-Commerce in Turkey is expected to more than double the 2014 sales value.

In terms of Internet and online shopper penetration, Turkey ranks on the median level among other emerging markets worldwide, but by mobile shopper penetration it tops even some advanced markets and ranks among the leaders. Compared to EU and OECD countries, Turkey is still behind in terms of share of individuals having Internet access and the percentage of Internet users shopping online, indicating plenty of room for growth.

Among the most important trends on the B2C E-Commerce market in Turkey are M-Commerce and cross-border online shopping. With mobile internet accounting for three quarters of all Internet subscriptions, some online merchants report a two-digit percentage share of revenues coming from M-Commerce. Close to one third of online shoppers in Turkey made a purchase from both local and foreign websites last year, with the known international websites such as Alibaba.com and Amazon.com gaining in popularity.

The largest domestic B2C E-Commerce player in Turkey is online mass merchant Hepsiburada.com. This year the company raised a multi-million dollar investment which it plans to spend on expanding logistics capabilities and launching a marketplace for third-party sellers. The marketplace is a popular E-Commerce model in Turkey, with prominent players such as GittiGidiyor.com owned by eBay and n11.com, launched by Turkish Dogus Group and South Korean SK Group. Fashion online stores are among the top players, as clothing is the most purchased product category. These include private shopping club Markafoni.com, fully acquired by South African Naspers in 2014, as well as private shopping clubs Trendyol.com, Morhipo.com and online fashion retailer Limango.com.tr, part of the German Otto Group.


1. Management Summary
2. Overview and International Comparisons
Overview of B2C E-Commerce and International Comparisons, March 2015
Online Shopper Penetration on Internet Users, by Selected Countries in OECD, incl. Turkey, in %, 2013
Share of Smartphone Users Who Make Purchases via Smartphone at Least Once a Week, in %, by Selected Countries Worldwide, incl. Turkey, March 2014
Internet Penetration in Selected Emerging Markets, incl. Turkey, in % of Individuals, 2013
Share of Internet Users Who Made Their Latest Purchase Online, in %, by Selected Emerging Markets, incl. Turkey, Q1 2014
Online Shopper Penetration in Selected EU Countries Compared to Turkey, in % of Internet Users, 2009 – 2013
Internet Penetration in Selected EU Countries Compared to Turkey, in % of Individuals, 2009 – 2013
B2C E-Commerce Sales, by Selected Countries in Eastern Europe, incl. Turkey, in EUR billion, 2013
B2C E-Commerce Sales Growth, by Selected Countries in Eastern Europe, incl. Turkey, in % Year-on-Year Change, 2013
Number of Smartphone Users and Penetration in Selected Countries in Eastern Europe, incl. Turkey, in millions and in % of Mobile Phone Users, 2013 - 2018f
3. Trends
Regulatory B2C E-Commerce Trends, March 2015
Number of Mobile Internet Subscriptions, in millions and in % of Total Internet Subscriptions, Q3 2012 - Q3 2014
Devices Used to Connect to the Internet, in % Households with Internet Access, Q1 2014
Breakdown of Online Spending, by Device, incl. Mobile, in %, 12 Months to October 2014
Breakdown of Last Online Purchase, by Device, in % of Online Shoppers, Q1 2014
Breakdown of Online Shopping Destinations, in % of Online Shoppers, by Local Only, Foreign Only and Both, November 2014
Product Categories Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, 12 Months to November 2014
4. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2012 - 2014e
B2C E-Commerce Sales, in TRY billion, 2013 & 2014e
Breakdown of E-Commerce Sales by Segments, in TRY billion, and Number of Sites in Each Segment, in Units, 2013
B2C E-Commerce Sales Forecast, in TRY billion, 2014 - 2019f
Share of B2C E-Commerce on Total Retail Sales, in %, 2014e
Share of B2C E-Commerce on Total Retail Sales, in % and in USD billion, 2013
5. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 – 2014
Internet Penetration, by Age Group and Gender, in % of Individuals, Q1 2014
Online Shopper Penetration, in % of Individuals, 2010 – 2014
Online Shopper Penetration, by Male and Female, in % of Individuals, 2014
Breakdown of Individuals by Time of Last Online Purchase, in %, 2014
Activities Carried Out Online, in % of Internet Users, Q1 2014
6. Products
Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to Q1 2014
Product Categories Purchased Online, in % of Online Shoppers, 12 Months to Q1 2014 & Q1 2013
7. Payment Methods
Overview of B2C E-Commerce Payment Methods, March 2015
Number and Value of Domestic E-Commerce Transactions with Cards, in millions and in TRY million, Q1 2012 - Q4 2014
Number and Value of Cross-Border E-Commerce Transactions with Cards, in millions and in TRY million, Q1 2012 - Q4 2014
8. Delivery Methods
Overview of B2C E-Commerce Delivery Methods, March 2015
9. Players
Overview of B2C E-Commerce Players, March 2015
Overview of Mergers and Acquisitions on the E-Commerce Market, 2012 - Q1 2015
Top E-Commerce Sites, by Number of Page Views, January 2015
Audience Reach of the Top 15 E-Commerce Websites by Number of Page Views, in % of Unique Internet Users, January 2014 & January 2015
Most Trusted E-Commerce Websites, in % of Respondents, 2012 & 2013
Latest Online Purchase Destination, by Merchant Type, in % of Online Shoppers, Q1 2014
Profile of D-Market Elektronik Hizmetler Ticaret A.S.
Profile of GittiGidiyor A.S.
Profile of Vipindirim Elektronik Hizmetler ve Ticaret A.S.

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