E-commerce volume in Turkey more than doubled last year

ANKARA

Türkiye’s e-commerce volume grew by more than 115 percent last year from 2022, reaching 1.85 trillion Turkish liras ($77.9 billion), according to a Trade Industry report.

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The ministry forecasts that in 2024, the volume of e-commerce will reach 3.4 trillion liras and the number of transactions will reach 6.67 billion.

The share of e-commerce in total trade increased from 10.1%. in 2019 to 20.3 percent in 2023, according to the latest edition of the ministry’s report “E-Commerce Prospects in Turkey”.

E-commerce accounted for 6.8 percent of GDP last year, up 33 percent from 2022.

The report showed that goods and services accounted for 51 and 49 percent of e-commerce volume.

The top three sectors with the highest share of total e-commerce volume are home appliances and small household appliances with 233 billion lire, followed by electronics with 135 billion lira and clothing, footwear and accessories with 127 billion lire.

The number of e-commerce companies in Turkey reached 559,412 last year.

While approximately 540,000 companies conducted e-commerce activities on marketplaces, approximately 35,000 companies conducted e-commerce activities through their own websites and applications.

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The five provinces with the most e-commerce companies are Istanbul, Ankara, Izmir, Bursa and Antalya.

The provinces with the highest e-commerce adoption scores are Istanbul, Kayseri, Çorum, İzmir and Kocaeli. The adaptation score is calculated based on various factors such as the share of e-commerce in local GDP, the ratio of e-commerce sales to e-commerce purchases, and the volume of e-commerce sales per e-commerce company in the province.

The report also found that November was the busiest month for e-commerce transactions due to special occasions such as Teachers’ Day and discounts offered by retailers during the month. In November, e-commerce volume was 50 percent. higher than the monthly averages for the whole year.

Consumers aged 25 to 36 spent the most, and consumers aged 29 stood out among all online shoppers.

The report showed that the average cargo delivery time in Turkey was 46.2 hours.

In the clothing segment, the most frequently purchased goods were shoes, shirts, coats, jackets, trousers and dresses, while in the electronic goods segment the most popular products were fryers, air conditioning, kitchen appliances, washing machines and refrigerators.