Turkish online spending reached 86 billion euros last year, according to the latest E-Commerce Outlook Report. The report highlights a 52% increase in transaction volume, hitting 4.57 trillion Turkish lira. That’s up from 61.5 billion euros in 2024, when the growth rate in local currency was 62%.
The Ministry of Trade reported that online sales in 2025 grew 29% in Turkish lira, translating to a 39.7% increase in euros compared to 2024. The total online sales volume reached 115.5 billion dollars, or roughly 85.9 billion euros. These figures reflect a sharp acceleration in digital commerce across the country.
E-commerce now accounts for 6.9% of Türkiye’s gross domestic product. It also makes up 19.5% of total retail sales, a significant jump from previous years. Retail e-commerce alone hit 2.46 trillion Turkish lira, or about 46.3 billion euros, marking an 83.7% increase in local currency terms.
Related: How to Build a Timeless Wardrobe on a Budget
The growth is driven by small businesses. Over 634,000 businesses were active in e-commerce last year. Of those, 75% are sole proprietorships, 21% are limited liability companies, and 4% are joint-stock companies. This mix shows a wide range of participants, from individual entrepreneurs to larger corporations.
The food sector dominates online sales, taking 20.3% of the market. That’s 128,000 businesses selling online, with 87,500 in clothing, footwear, and accessories. Electronics follow closely, with 12% of sales and 75,500 businesses involved. Airlines round out the top three, contributing 5.4 billion euros in sales.
Clothing, footwear, and accessories led in total revenue, with 8.1 billion euros in sales. Electronics came next at 5.7 billion euros. Airlines followed with 5.4 billion euros. These sectors highlight the diversity of products moving through digital channels.
The report underscores a shift in consumer behavior. More than half of the 5.94 billion online transactions in 2025 involved small businesses. Digital tools are becoming essential for local enterprises. Sole proprietorships are now a major force, with their growing role in the market.
Related: What Are The Services Offered By Custom Web Development Companies?
Currency fluctuations and inflation could impact future expansion, but the government’s focus on digital infrastructure and e-commerce support programs suggests continued investment in the sector. The Ministry of Trade plans to release more detailed data in upcoming reports.
Industry analysts point to increased internet penetration and smartphone adoption as key factors. A 2023 study found that 78% of households had access to the internet. That’s up from 54% in 2019. Improved connectivity has enabled more people to shop online, especially in rural areas.
The e-commerce boom has also created jobs. The sector employs over 1.2 million people, many working in logistics, customer service, and digital marketing. Startups are emerging to fill gaps in areas like last-mile delivery and payment processing.
Related: 5 Ways Covid-19 is Changing Food Shopping
Experts caution against overestimating the pace of growth. The market is expanding, but competition is fierce. Sustainability will depend on how well businesses adapt to changing consumer needs and technological shifts.
The report also highlights regional disparities. Urban centers see higher e-commerce activity than smaller cities. However, rural areas are catching up, aided by government initiatives to improve broadband access. These efforts could further boost online spending in the coming years.
As Türkiye continues to invest in digital infrastructure, the e-commerce sector is expected to grow. The Ministry of Trade aims to double the current e-commerce share of GDP by 2030. Whether that goal is achievable will depend on maintaining momentum and addressing challenges like cybersecurity and consumer trust.