Finance & Economics

E-commerce in Turkey: how Turkish consumers shop online

E-commerce in Turkey was worth €5.7 billion in 2018

E-commerce in Turkey: how Turkish consumers shop online. Source:

E-commerce in Turkey was worth about 5.74 billion euros in 2018, after it grew 38% compared to the year before, Ecommerce News reports. The Turkish online retail industry now accounts for 5% of the country’s total retail sales.

These numbers come from an e-commerce report by Nielsen. This study also shows that in Turkey almost 160 euros was spent online per capita, whereas the world average is about 735 euros.

When it comes to e-commerce in Turkey, the most popular product categories are shoes & clothes (68% of consumers buy these online), followed by consumer electronics (58%), personal care & cosmetic products (49%), and books, movies & games. Ordering food from restaurants is also popular (47%). On average, Turkish consumers order from restaurants four times a month.

When Turkish consumers shop online, they mostly do this by using their smartphones (75%). About 60 million people in Turkey own a mobile phone. The laptop is another popular way to browse ecommerce sites and place orders (52%). And according to the report, people in Turkey spend some seven hours a day online.

Consumers also got the question of how often they shop online. It seems that 4% of Turkish consumers shop online every day, while 46% go online for shopping a few times per month.

The Nielsen reports also shows that there were 59 million internet users in Turkey last year. And taking into account there are currently living about 82 million people in Turkey, this means the internet usage in this country has a penetration rate of 72%. That’s well above the worldwide average of 57%.

SEE ALSO: M-commerce: all you need to know about it

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