Turkey eCommerce

Insights into the growth of Turkish eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled

Economy

Turkey is home to 79.51 million people with a total GDP of 857.75 billion USD and is ranked as the 13th richest country, according to the World Bank GDP per capita rankings. Turkey's GDP per capita is currently 9,969 USD and expected to reach 11,945 USD by 2021.

Digital User Insights

There are currently 31.39 million eCommerce users in Turkey, with an additional 6.72 million users expected to be shopping online by 2021. Four years from now, these 38.11 million eCommerce users will spend an average of 253.83 USD online.

Dividing internet usage into age groups gives a better picture of the Turkish eCommerce market – 95% of 16-24 year-olds, 91% of 25-34 year-olds and 87% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds showing a 77% daily penetration rate.

Product Categories

Total Turkish eCommerce revenue across all product categories is 5.85 billion USD, and is expected to grow to 9.67 billion USD by 2021. Electronics & Media is currently the leading product category in Turkey, accounting for 2.26 billion USD market share, followed by Furniture & Appliances, which generates 1.18 billion USD in sales.

By 2021, Electronics & Media will still be the most purchased online category, with an estimated value of 3.34 billion USD, and second favorite, Furniture & Appliances, will have an expected worth of 2.11 billion USD.

Logistics

In 2016, Turkey was ranked 34th in the World Bank Logistics ranking.

Preferred Online Payments

43% of Turkish shoppers like to pay with Visa when shopping online, and 43% prefer MasterCard.

Where does Turkey buy from?

China supplies Turkey with 24.4 billion USD in imports – ranging from cars to helicopters. Turkey's other key import partners are Germany (22.5 billion USD), Russia (12.2 billion USD), Italy (10.8 billion USD) and the US (10.4 billion USD).

Internet and Device Usage

Internet penetration in Turkey is currently 64.9%, and should reach 74.3% by 2021. Smartphone penetration is a little less (51.8%), but is projected to grow to 69.5% in the next four years.

76% of online shoppers in Turkey buy via desktop, a stark contrast to the amount of smartphone (16%) and tablet (3%) shoppers.

Marketing

In 2017, total ad spend in Turkey is expected to reach 2.37 billion USD.

Social Media

52% of people in Turkey are monthly mobile social network users, thanks to YouTube, Facebook, Instagram and Twitter, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets. 

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