Selling online in Türkiye: why this country is the next big thing in e-commerce

Fresh from our visit to Istanbul for the WORLDEF 2025 event, we share why Türkiye stands out as a rapidly growing and digitally connected e-commerce market.

Türkiye offers immense potential for international sellers – here’s what to consider if you’re planning to sell online there, and a quick overview of the Turkish VAT registration timeline and VAT rates.

📈Türkiye is one of the fastest-growing e-commerce markets in the world – in numbers

According to ECDB, “Türkiye is the 18th largest market for eCommerce with a predicted revenue of US$31,265.6 million by 2025, placing it ahead of Poland.” Indeed, the numbers back this up:

• $32.45 billion: the country’s projected market revenue, predicted to grow by 10.21% by the end of the decade
• 30.3% user penetration and 31.9 million users are also predicted by 2029
• $1,330: the average estimated revenue per user

And that’s just in 2025 alone. This growth is driven by a young, tech-savvy population (over 40% under age 25), high smartphone and internet penetration, and increasing adoption of digital payments and mobile commerce.

🛍️ What are the top e-commerce platforms, categories and trends in Türkiye?

There are a cluster of renowned Turkish platforms currently vying for its e-commerce market share.

Trendyol dominates with around 35-40% of the market. It does especially well in fashion and electronics, and upholds its position with fast delivery, a strong mobile app presence, and aggressive discounting strategies.

Meanwhile, Hepsiburada is a well-established marketplace with a wide product range, and enjoys a 17-20% market share. Known for electronics and home appliances, it boasts a strong logistics network and loyalty programmes that keep customers returning.

Smaller marketplaces include n11, a hybrid marketplace model with a strong electronics category. It’s powered by a mix of B2C and C2C sellers, and its 10-12% market share has been built by a strong brand presence and frequent campaigns.

Amazon Türkiye continues to gain traction with nearly 6% market share, offering a ready-made gateway for international sellers already on Amazon trying to get a foothold in the local market.

The small (3-5% share) but mighty ÇiçekSepeti is popular for last-minute gift, flower and lifestyle purchases, and runs strong seasonal campaigns.

What are Türkiye’s top categories in terms of revenue?

ECDB also says that the top categories in Türkiye are:

• Electronics, with 42.5% of the Turkish eCommerce revenue
• Fashion and apparel with 25.5%, which is set to grow, and is also supported by thriving platforms Gitti Gidiyor and Araba.com
• Care products with 12.2%
• Hobby & Leisure with 7.2%
• Grocery with 5.5%
• DIY with 4.0%
• Furniture and homeware with the remaining 3.2%

The 5 top local e-commerce trends in Türkiye

1. Mobile-first shopping is incredibly popular. Most online purchases are made on smartphones, so mobile optimisation is essential.
2. Social media marketing is here to stay. Consider how your business uses platforms like Instagram, TikTok and YouTube (and influencers on them) to help customers discover your products.
3. AI is also becoming firmly established. Consider how you use tools like dynamic pricing, personalised product recommendations, and targeted adverts to give your customers tailored experiences. AI is also becoming incorporated into online marketplaces, so look at the tools you already have available as a seller.
4. Going hand-in-hand with mobile-first shopping is digital payment innovation. Turkish consumers prefer to use local methods like iyzico, PayTR, and instalment options, and biometric and contactless payments are on the rise.
5. Wrapping all of these together is omnichannel integration. Brands that can successfully blend the online with the offline (such as click-and-collect or pop-up stores) have the competitive edge.

🧠How to stand out in Türkiye’s competitive e-commerce space: 5 top strategies

• Localise: Get everything translated into Turkish, from product descriptions to customer service, to build trust and boost conversions
• Invest in SEO and local ads for Turkish search engines; ensure that customers can use the most popular payment options for your products
• Connect with local influencers who can drive brand awareness and engagement
• Optimise: Make sure your chosen platform is smartphone-ready
• Personalise: Use AI tools to tailor your marketing and product recommendations to individual user behaviour.

🧮 VAT in Türkiye: a very quick guide

Turkey also has a VAT system (in place since 1985); AVASK can help with your tax compliance there, and throughout the EU, UK, and the rest of the world.

• VAT registration in Türkiye typically takes around 1-2 weeks according to official guidance (PDF)
• 2025 VAT rates in Turkey, outlined in the official Invest in Türkiye Tax Guide are: standard – 20% (most products and imports), reduced – 10% (certain specified goods and services) and super-reduced – 1% (specific agricultural items and essential items).

Considering expansion into Türkiye?

Türkiye presents a thriving e-commerce hub with untapped potential – and, like e-commerce markets in the UK and neighbouring EU, it’s set only to grow. With AVASK, you can enter this market with confidence, compliance, and a competitive edge.