Published on
October 30, 2025
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6
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Türkiye is entering a defining moment in its digital commerce journey. In 2024 alone, the country’s e-commerce market surged by 61.7%, surpassing ₺3 trillion in transaction volume.
There is a clear signal that online and hybrid shopping have become central to everyday life.
And the momentum isn’t slowing down. By 2026, Türkiye’s digital commerce market is projected to reach USD 93.54 billion, growing at a compound annual rate of 10.61%.
From small local retailers embracing online marketplaces to traditional giants reimagining their customer experience with BNPL, omnichannel, and digital loyalty tools, Türkiye’s retail landscape is undergoing its most rapid evolution yet.
Growth now depends on trust, technology, and Turkish consumer culture, merging the country’s deep-rooted personalised service traditions with fast digital innovation. Let’s examine the landscape and see where it leads us!
Türkiye’s rise in digital commerce is no coincidence; it’s the result of a rare mix of economic momentum, geography, and consumer culture.
With over 88% internet penetration and one of the youngest, most tech-savvy populations in the region, Türkiye offers an ideal environment for online growth.
Positioned between Europe and Asia, the country also benefits from its logistical strength and cross-border trade potential, giving local sellers a global edge.
Meanwhile, rising trust in digital payments, BNPL models, and secure marketplaces is transforming how Turkish consumers shop, blending long-standing habits of trust-based commerce with the speed and accessibility of digital retail.
Supported by pro-ecommerce regulations and infrastructure investments, Türkiye stands not just as a fast-growing market, but as a strategic hub shaping the future of digital commerce in its region.
1) Rising Technologies & the New Shopping Experience
AI-driven shopping and the rise of agentic commerce are transforming how Turkish consumers interact with brands. Platforms that can anticipate user preferences through machine learning and personalised recommendations are gaining traction fast.
In fashion and retail, VR and AR technologies (such as virtual try-ons and immersive product visualisations) are already enhancing customer confidence and satisfaction. As seen in leading fashion cases reported by Vogue Business,
Türkiye’s tech-forward consumers are embracing these innovations, turning online shopping into an interactive, trust-based experience.
With 72% of all commerce transactions in Türkiye occurring via mobile devices, mobile-first design is no longer optional; it’s the rule.
Social commerce, primarily through Instagram and TikTok, continues to grow as young shoppers seek seamless, entertaining, and authentic buying experiences.
Influencer-driven sales, live shopping streams, and in-app checkout features are driving a new wave of impulse and community-based purchasing, redefining what “window shopping” means for the digital generation.
Türkiye is investing heavily in these areas, evident in the growth of influencer marketing and loyalty app integration in businesses. Commerce is done everywhere!
Türkiye’s payment landscape is undergoing a significant shift toward speed, security, and simplicity.
Biometric verification and QR-based payments are becoming mainstream, offering consumers faster and safer ways to complete transactions.
Meanwhile, cryptocurrencies and digital wallets are emerging as credible alternatives, appealing to a tech-savvy audience that values flexibility.
This growing ecosystem of digital payment options reflects a market eager to innovate and ready to trust new financial technologies.
Speed has become a key differentiator in Türkiye’s e-commerce ecosystem. The strategic partnership between Horoz Lojistik and Temu marks a significant step toward optimising high-volume product delivery nationwide.
Similarly, Uber’s acquisition of Trendyol Go highlights the acceleration of digital transformation in food and grocery delivery.
These acquisitions and partnerships around logistics aim to leverage technology and operational expertise to improve delivery speed, customer experience, and market reach, further reshaping Türkiye’s delivery landscape.
Türkiye is one of the countries influenced by the global green wave, responding to both growing Gen Z expectations for sustainable practices and new European Union regulations on eco-friendly operations.
Consumers are increasingly valuing brands that offer environmentally responsible packaging, carbon-neutral delivery, and ethical sourcing, making sustainability a key factor in purchase decisions.
Türkiye has shown that it can adapt quickly to these trends, integrating green practices not only as a compliance measure but as a strategic advantage that strengthens brand reputation and aligns with global commerce standards.
This shift signals that Türkiye’s digital commerce ecosystem is ready to embrace sustainability as a practical, market-driven priority.
E-export refers to selling goods and services to international customers through online channels, bypassing traditional export barriers.
Türkiye’s e-export market has witnessed exponential growth, from $2.2 billion in 2022 to $6.4 billion in 2024, with projections pointing to $8 billion by 2025.
This expansion opens new doors for SMEs eager to reach international customers without traditional trade barriers.
Supported by improved logistics, multilingual platforms, and government incentives, e-export is becoming one of Türkiye’s strongest growth engines.
Positioning the country as a regional hub for global online trade.
Türkiye is emerging as a key player in the future of e-commerce, driven by its robust digital infrastructure, tech-savvy population, and entrepreneurial energy. Innovative technologies, sustainable practices, and efficient logistics networks are shaping a digital commerce ecosystem that is agile, inclusive, and ready for global opportunities.
For businesses looking to navigate this dynamic landscape and scale their digital commerce operations, Lidia Commerce provides the tools, expertise, and marketplace solutions to turn opportunity into growth.
Explore how Lidia can empower your digital commerce journey today. Get in Touch | Lidia Commerce
