The Ministry of Trade published the E-Commerce Outlook Report. In the report, it was reported that Turkey’s e-commerce volume in 2023 reached 1.85 trillion TL. The number of transactions increased by 22.25 percent compared to the previous year and amounted to 5.87 billion units. In 2024, it was predicted that the volume of e-commerce will be 3.4 trillion TL and the number of transactions will be 6.67 billion.
The Ministry of Trade’s statement on the subject is as follows:
“With the transformation in technology, the importance of e-commerce and its share in total trade is increasing day by day in Turkey as in the whole world. The “Report on the Outlook of E-Commerce in Turkey”, which supports the developments in the field of e-commerce with important statistics and aims to be a guide that all actors in this field will benefit effectively, was published by the Ministry of Trade.
In the report, while e-commerce statistics were meticulously followed, various outputs ranging from rising trends to expert opinions; e-commerce in gross domestic product (GDP), general trade and retail trade were analyzed.
Turkey’s E-Commerce volume in 2023 reached 1.85 trillion liras
E-commerce volume increased by 115.15 percent in 2023 compared to the previous year and reached 1.85 trillion liras. The number of transactions increased by 22.25 percent compared to the previous year and reached 5.87 billion. In 2024, the volume of e-commerce is expected to be 3.4 trillion liras and the number of transactions is expected to be 6.67 billion.
The ratio of e-commerce volume to general trade volume, which was 10.1 percent in 2019, increased significantly over the years and reached 20.3 percent in 2023. In 2023, the share of e-commerce volume in gross domestic product (GDP) (E-GDP) increased by 33.3 percent compared to the previous year and reached 6.8 percent. The compound annual growth rate of e-GDP between 2019 and 2023 was 26 percent.
While 51 percent of the e-commerce volume is composed of goods trade, 49 percent is composed of services trade. In addition, while 63 percent of the card transaction volume is composed of goods trade, 37 percent is composed of transactions originating from service trade.
The first of the top three sectors with the largest share in e-commerce volume is white goods and small household appliances with 233 billion liras, followed by the electronics sector with 135 billion liras and the clothing, footwear and accessories sectors with 127 billion liras.
According to the e-commerce compliance index, Istanbul has the highest compliance rate
Thanks to the methodology developed by the Ministry of Trade, an index on the adaptation of provinces in Turkey to e-commerce has been created.
The criteria in this methodology are;
- The ratio of the province’s e-commerce sales to gross domestic product (e-GDP),
- The ratio of the number of enterprises engaged in e-commerce activities in the province to the total number of enterprises in that province, i.e. the integration of enterprises in the province into e-commerce,
- Ratio of e-commerce sales to e-commerce purchases in the province,
- E-commerce sales volume per e-commerce business operating in the province.
Considering the e-commerce compliance scores created by evaluating these indicators, the provinces with the highest e-commerce compliance were Istanbul, Kayseri, Çorum, İzmir and Kocaeli, respectively.
In 2023, the number of e-commerce businesses in Turkey reached 559 thousand 412. The number of businesses conducting e-commerce activities in marketplaces approached 540 thousand. The number of businesses registered in ETBIS, which are engaged in e-commerce activities from their own site or mobile application, exceeded 35 thousand.
In Turkey, 76 percent of e-commerce businesses are sole proprietorships, 21 percent are limited liability companies and 3 percent are joint stock companies. Istanbul, Ankara, Izmir, Bursa and Antalya stood out as the top 5 provinces with the highest number of e-commerce businesses.
While 70.5 percent of artisan business owners engaged in e-commerce activities are male, 29.5 percent are female. Looking at the distribution of artisan business owners by age, it was seen that the majority were in the 25-44 age range.
In 2023, the busiest period in terms of transaction volume was November with the effect of campaigns. In November, e-commerce volume was 50 percent above the monthly averages throughout the year. In 2023, the days with the highest transaction volume were November 11 and November 24, Teachers’ Day, with the effect of November campaigns.
In the distribution of e-commerce expenditures by age, the 25-36 age range draws attention. Looking at the age distribution of e-commerce shopping amounts, 29-year-old consumers spent the most, while more than half of the e-commerce volume was made up of purchases made by consumers aged 25-36.
Mobile applications have a high preference rate
Looking at the distribution of the number of transactions and transaction volume according to sales channels, purchases made through mobile applications stand out. Among the ordering platforms classified as web, mobile web and mobile application, 91 percent in terms of the number of transactions and 80 percent in terms of transaction amount, mobile applications were used.
Looking at the distribution of e-commerce expenditures by time intervals, the highest number of transactions with 43 percent was realized in the 6-hour time period between 18.00-00.00.
What is the average cargo delivery time?
Looking at the undeliverable cargo shipments, the first reason was that the customer did not accept the shipment with 34.13 percent, while the inability to be found at the address ranked second with 26.43 percent. The least common reason was damaged cargo with 1.2 percent.
The province with the highest number of cargo shipments was Istanbul with 55.27 percent. Istanbul was followed by Kocaeli, Ankara, Izmir, Bursa and Kayseri respectively. Looking at the districts with the highest number of cargo shipments, Bağcılar district of Istanbul ranked first. The province that received the highest number of cargo was again Istanbul with 29.74 percent. Ankara, Izmir, Bursa, Antalya, Antalya and Kocaeli followed Istanbul. The district that received the highest number of cargo was Çankaya district of Ankara.
The following products attracted attention as the most sold products on a sector basis:
Ministry of Trade: Turkey’s e-commerce volume in 2023 reaches 1.85 trillion TL
The Ministry of Trade published the E-Commerce Outlook Report. In the report, it was reported that Turkey’s e-commerce volume in 2023 reached 1.85 trillion TL. The number of transactions increased by 22.25 percent compared to the previous year and amounted to 5.87 billion units. In 2024, it was predicted that the volume of e-commerce will be 3.4 trillion TL and the number of transactions will be 6.67 billion.
The Ministry of Trade’s statement on the subject is as follows:
“With the transformation in technology, the importance of e-commerce and its share in total trade is increasing day by day in Turkey as in the whole world. The “Report on the Outlook of E-Commerce in Turkey”, which supports the developments in the field of e-commerce with important statistics and aims to be a guide that all actors in this field will benefit effectively, was published by the Ministry of Trade.
In the report, while e-commerce statistics were meticulously followed, various outputs ranging from rising trends to expert opinions; e-commerce in gross domestic product (GDP), general trade and retail trade were analyzed.
Turkey’s E-Commerce volume in 2023 reached 1.85 trillion liras
E-commerce volume increased by 115.15 percent in 2023 compared to the previous year and reached 1.85 trillion liras. The number of transactions increased by 22.25 percent compared to the previous year and reached 5.87 billion. In 2024, the volume of e-commerce is expected to be 3.4 trillion liras and the number of transactions is expected to be 6.67 billion.
The ratio of e-commerce volume to general trade volume, which was 10.1 percent in 2019, increased significantly over the years and reached 20.3 percent in 2023. In 2023, the share of e-commerce volume in gross domestic product (GDP) (E-GDP) increased by 33.3 percent compared to the previous year and reached 6.8 percent. The compound annual growth rate of e-GDP between 2019 and 2023 was 26 percent.
While 51 percent of the e-commerce volume is composed of goods trade, 49 percent is composed of services trade. In addition, while 63 percent of the card transaction volume is composed of goods trade, 37 percent is composed of transactions originating from service trade.
The first of the top three sectors with the largest share in e-commerce volume is white goods and small household appliances with 233 billion liras, followed by the electronics sector with 135 billion liras and the clothing, footwear and accessories sectors with 127 billion liras.
According to the e-commerce compliance index, Istanbul has the highest compliance rate
Thanks to the methodology developed by the Ministry of Trade, an index on the adaptation of provinces in Turkey to e-commerce has been created.
The criteria in this methodology are;
- The ratio of the province’s e-commerce sales to gross domestic product (e-GDP),
- The ratio of the number of enterprises engaged in e-commerce activities in the province to the total number of enterprises in that province, i.e. the integration of enterprises in the province into e-commerce,
- Ratio of e-commerce sales to e-commerce purchases in the province,
- E-commerce sales volume per e-commerce business operating in the province.
Considering the e-commerce compliance scores created by evaluating these indicators, the provinces with the highest e-commerce compliance were Istanbul, Kayseri, Çorum, İzmir and Kocaeli, respectively.
In 2023, the number of e-commerce businesses in Turkey reached 559 thousand 412. The number of businesses conducting e-commerce activities in marketplaces approached 540 thousand. The number of businesses registered in ETBIS, which are engaged in e-commerce activities from their own site or mobile application, exceeded 35 thousand.
In Turkey, 76 percent of e-commerce businesses are sole proprietorships, 21 percent are limited liability companies and 3 percent are joint stock companies. Istanbul, Ankara, Izmir, Bursa and Antalya stood out as the top 5 provinces with the highest number of e-commerce businesses.
While 70.5 percent of artisan business owners engaged in e-commerce activities are male, 29.5 percent are female. Looking at the distribution of artisan business owners by age, it was seen that the majority were in the 25-44 age range.
In 2023, the busiest period in terms of transaction volume was November with the effect of campaigns. In November, e-commerce volume was 50 percent above the monthly averages throughout the year. In 2023, the days with the highest transaction volume were November 11 and November 24, Teachers’ Day, with the effect of November campaigns.
In the distribution of e-commerce expenditures by age, the 25-36 age range draws attention. Looking at the age distribution of e-commerce shopping amounts, 29-year-old consumers spent the most, while more than half of the e-commerce volume was made up of purchases made by consumers aged 25-36.
Mobile applications have a high preference rate
Looking at the distribution of the number of transactions and transaction volume according to sales channels, purchases made through mobile applications stand out. Among the ordering platforms classified as web, mobile web and mobile application, 91 percent in terms of the number of transactions and 80 percent in terms of transaction amount, mobile applications were used.
Looking at the distribution of e-commerce expenditures by time intervals, the highest number of transactions with 43 percent was realized in the 6-hour time period between 18.00-00.00.
What is the average cargo delivery time?
Looking at the undeliverable cargo shipments, the first reason was that the customer did not accept the shipment with 34.13 percent, while the inability to be found at the address ranked second with 26.43 percent. The least common reason was damaged cargo with 1.2 percent.
The province with the highest number of cargo shipments was Istanbul with 55.27 percent. Istanbul was followed by Kocaeli, Ankara, Izmir, Bursa and Kayseri respectively. Looking at the districts with the highest number of cargo shipments, Bağcılar district of Istanbul ranked first. The province that received the highest number of cargo was again Istanbul with 29.74 percent. Ankara, Izmir, Bursa, Antalya, Antalya and Kocaeli followed Istanbul. The district that received the highest number of cargo was Çankaya district of Ankara.
The following products attracted attention as the most sold products on a sector basis:
- In the clothing, footwear and accessories sector, shoes, shirts, coats and jackets, pants, dresses.
- In the electronics sector, cell phones, laptops, televisions, network systems, desktop computers.
- In the white goods and small household appliances sector, airfryers and deep fryers, air conditioners, kitchen and dining appliances, washing machines, refrigerators.
- In the food and supermarket sector, fruit and vegetables, tea and brewed beverages, meat, seafood and eggs, coffee.
- In the food sector, hamburgers, kebabs, pizza, pita bread, döner, desserts, ice cream.”
