Türkiye's e-commerce market grew to 4.57 trillion TRY in 2025, up 52.2% year-on-year. Within this total, the retail segment—meaning goods rather than services and B2B—accounted for 2.46 trillion TRY.
In US dollar terms, the growth appears far more modest: 93.5–93.7 billion USD in 2025. The gap between lira-denominated growth and foreign currency growth is the first reality encountered by anyone assessing the Turkish market based on headlines. Local dynamics are fueled by inflation and currency depreciation, not solely by organic demand.
Annual transaction volume reached 5.94 billion across total e-commerce, with approximately 2 billion in retail.
Pace
Independent analytical agencies converge on a forecast range of 10–11% annualized growth in foreign currency terms through 2030, with the market expected to expand from the current 93–94 billion to 150–160 billion USD. This is not venture-driven hype, but sustainable structural momentum.
Penetration
E-commerce's share of total Turkish retail rose to 21% in 2025, compared to 17.4% in 2023. Internet penetration across the country stands at 90.9%, while 50.7% of the population shops online, representing approximately 32 million active buyers.
Average Order Value
The average basket size in 2025 reached 1,278 TRY, reflecting a 52% increase year-on-year. The rise in ticket size almost directly mirrors inflation rather than consumption growth, a factor that must be taken into account when evaluating the true scale of the opportunity.
Türkiye ranks among the fastest-growing online retail markets across Europe and the Middle East, driven not by a one-off spike, but by a sustained growth trajectory backed by increasing internet penetration, expanding online retail share, and institutional state support via ETBİS.
Sources: Ministry of Trade of Türkiye (ETBİS, "Türkiye'de E-Ticaretin Görünümü Raporu 2025" report), US International Trade Administration, Mordor Intelligence, TÜİK.