Turkey’s E-Commerce Market Reaches 4.57 Trillion Lira
Turkey’s e-commerce volume reached 4.57 trillion Turkish lira in 2025. According to the Ministry of Trade’s report based on ETBİS registry data, that represents a 52.2 per cent increase year on year. In dollar terms the market stands at 115.43 billion — measured against 23.94 billion in 2019, a rise of roughly 382 per cent over six years. 📈
For anyone selling into this market, the headline figure is not the most useful number. The count of businesses conducting e-commerce reached 634,611, up from 600,800 the year before. Tens of thousands of new competitors enter annually, and a growing market does not mean a growing share.
The Headline Figures
- Total volume: 4.57 trillion TRY (+52.2%)
- In dollars: 115.43 billion (+28.9%)
- Retail e-commerce: 2.46 trillion TRY (+51.8%)
- Transactions: 5.94 billion
- Share of GDP: 6.9%
- Share of total trade: 19.3%
That last line is the significant one. Close to one in five lira of trade in Turkey now moves online. 🛒 Five years ago, staying offline was a choice; today it means withdrawing from a fifth of the market.
Where the Volume Sits
By volume, clothing, footwear and accessories lead with 428.70 billion TRY. By number of businesses, food service ranks first. Two different leaderships describe two different realities: many small operators in food, fewer and larger operators in apparel.
The Ministry also reports that 75 per cent of e-commerce businesses use artificial intelligence. 🤖 That is three in four — meaning AI adoption has passed from early advantage to baseline expectation.
Second-hand trade is notable too: consumer-to-consumer sales produced roughly 22 billion TRY across 23.6 million transactions. Used goods are now a distinct channel rather than a hobby market.
What This Means for an Operator
Three practical conclusions. 🎯
First, competition is growing in number. Among 634,000 businesses, differentiation comes from being findable rather than from cutting price.
Second, the age profile sets the target. Spending concentrates in the 25-34 bracket — a mobile-native audience. Every touchpoint from product description to checkout must be built accordingly.
Third, AI is now standard rather than an edge. If three-quarters of your competitors use it, not using it is a delay rather than a decision.
Frequently Asked Questions
Sık Sorulan Sorular
From the Turkish Ministry of Trade’s e-commerce outlook report for 2025, based on the ETBİS registry system. It covers the full 2025 calendar year.
19.3 per cent — close to one in five lira of trade in the country.
634,611 as of 2025, compared with 600,800 the previous year.
Source: Republic of Türkiye Ministry of Trade — e-commerce outlook report 2025 (ETBİS data). Figures are reported as published.