Online trading landscape in Turkey reveals a significant digital gap with $90 billion e-commerce sector, despite signs of progress in digitalization.
In the vibrant landscape of the digital world, Turkey's e-commerce sector has been making significant strides, growing by an impressive 62% in 2024 to reach a staggering $90 billion. This growth has positioned Turkey as a key player in the global e-commerce market.
One city leading this digital revolution is Kayseri, which boasts a higher e-commerce adaptation score (68) and a thriving home goods market, generating $1 billion in sales. On the other hand, only 4% of food and supermarket purchases in Turkey take place online, indicating a potential area for growth.
The e-commerce landscape in Turkey is not without its challenges. Persistent quality issues are evident in the 18% return rate for sustainable e-commerce and the 20% returns in the fashion sector. However, Turkey's consumers are also contributing to the circular economy, generating nearly $300 million in consumer-to-consumer secondhand sales in 2024.
Gaming leads Turkey's $600 million digital entertainment market, accounting for over half the total share. Interestingly, the entertainment sector's reliance on seasonal campaigns amplifies gender divides, with gaming skewing male and streaming shows enjoying more balanced gender participation.
Istanbul, the country's economic powerhouse, generates a massive $57 billion in online sales while importing $21 billion worth of goods. The quick commerce sector in Turkey nearly doubled to $7.5 billion in 2024, with each order averaging two or three items worth around $10. Peak demand for quick commerce is between 6:30 p.m. and 7:00 p.m.
Women are playing a pivotal role in Turkey's digital economy, dominating sectors such as quick commerce leadership, fashion, cosmetics, and personal care categories online. Nearly one-fifth of all retail trade in Turkey is now done online, with clothing dominating the sustainable commerce segment, accounting for over half of all transactions.
The e-commerce sector in Turkey is largely supported by local platforms like sahibinden.com and similar classifieds sites. These platforms facilitate the sale and purchase of a wide range of goods and services directly between private individuals and businesses. While their exact market share compared to global or regional giants is not detailed in current sources, sahibinden is recognised as a major player in the country’s digital trade.
However, e-commerce adaptation scores in provinces like Hakkari, Tunceli, and Bitlis are below 30, suggesting a digital divide that needs to be addressed to ensure equitable growth across the country.
As Turkey's e-commerce sector continues to evolve, it's clear that women are the primary drivers of sectors that increasingly define the country's consumer economy. Transaction volumes in gaming spike dramatically during sales events and then crater during normal periods, indicating a consumer base that is eager for deals and promotions.
In conclusion, the e-commerce sector in Turkey is thriving, with significant growth potential across various sectors. However, challenges such as quality issues, digital divide, and reliance on seasonal campaigns need to be addressed to ensure sustainable growth and equitable access to the digital economy for all.
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