The volume of online shopping sales in Turkey increased by no less than 115% over the past year 2023 to 1.85 trillion liras (around €53 billion), according to a recent report presented by the Eurasian country’s Ministry of Commerce, which further forecasts that by 2024 these record figures will be surpassed to almost double, reaching 3.4 trillion liras (€97 billion) and a total of 6.67 billion online transactions.
E-commerce‘s share of total trade in Turkey has risen from 10.1% in 2019 to 20.3% in 2023, the ministerial report – titled ‘E-Commerce Prospects in Turkey’ – underlines. In 2023, online commerce generated 6.8% of the country’s GDP (33% more than in 2022), and there are already almost 560,000 companies in Turkey working in this sector, of which 35,000 carry out their activity through their own websites and apps, and the rest through online platforms.
The Turkish provinces with the highest number of companies operating in the e-commerce sector are – in this order – Istanbul, Ankara, Izmir, Bursa and Antalya, while the sectors with the highest online sales volume in 2023 were household appliances (6.66 billion euros), electronics (3.859 billion euros), and clothing, footwear and accessories (3.63 billion euros).
While in the electronics sector the most sold products were air fryers, air conditioners, small kitchen appliances, washing machines and refrigerators, in the clothing, footwear and accessories sector the most sold products were shoes, T-shirts, coats, jackets, trousers and dresses.
The report on e-commerce in Turkey also highlights that November was the month with the highest volume of online transactions in 2023 due to the discounts offered by many retailers and large chains (such as Black Friday), increasing by up to 50% compared to the monthly average for the whole year. By age, consumers aged 25-36 spend the most on online shopping in Turkey, with the 29-year-old group standing out.
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Edited and reviewed by:
Pablo Gómez is a specialist in Turkey and has been editor-in-chief of Hispanatolia since 2011. He has been analysing current affairs and geopolitics in Turkey and the surrounding region since 2006.
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