Retail E-Commerce in Turkey

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Retail E-Commerce industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retail E-Commerce in Turkey report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retail E-Commerce in Turkey?
  • Which are the leading retailers in Retail E-Commerce in Turkey?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail E-Commerce in Turkey - Category analysis

KEY DATA FINDINGS

Share of retail e-commerce continues to gain ground in 2022
Marketplaces dominate the retail e-commerce space in 2022
Quick commerce is expanding within retail e-commerce
Following COVID-19, grocery e-commerce continues to increase
Marketplaces face increased competition from newer players
 Retail e-commerce to continue consolidating over the forecast
Table 1 Retail E-Commerce by Channel: Value 2017-2022
Table 2 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 3 Retail E-Commerce by Product: Value 2017-2022
Table 4 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 5 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 6 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 7 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 8 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 9 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 10 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

Retail in Turkey - Industry Overview

Retail in 2022: The big picture
Retail e-commerce continues to expand at the expense of store based retail
High inflation dampens demand and reduces profitability
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Black Friday
Ramadan (Eid al Fitr)
Table 11 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 12 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 13 Sales in Retail Offline by Channel: Value 2017-2022
Table 14 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 15 Retail Offline Outlets by Channel: Units 2017-2022
Table 16 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 17 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 18 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 19 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 20 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 21 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 22 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 23 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 24 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 25 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 26 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 27 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 28 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 29 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 30 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 31 Retail GBO Company Shares: % Value 2018-2022
Table 32 Retail GBN Brand Shares: % Value 2019-2022
Table 33 Retail Offline GBO Company Shares: % Value 2018-2022
Table 34 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 35 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 36 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 37 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 38 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 39 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 40 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 41 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 42 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 43 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 44 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 45 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 46 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 47 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 48 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 49 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 50 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 51 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 52 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 53 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 54 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 55 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 56 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 57 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 58 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 59 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 60 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 61 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 62 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 63 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources
The following categories and subcategories are included:

Retail E-Commerce

      • Apparel and Footwear E-Commerce
      • Personal Accessories E-Commerce
      • Eyewear E-Commerce
      • Beauty and Personal Care E-Commerce
      • Consumer Health E-Commerce
      • Tissue and Hygiene E-Commerce
      • Consumer Appliances E-Commerce
      • Consumer Electronics E-Commerce
      • Toys and Games E-Commerce
    • Drinks and Tobacco E-Commerce
    • Foods E-Commerce
      • Home Care E-Commerce
      • Home and Garden E-Commerce
      • Pet Care E-Commerce
    • Other Products E-Commerce
      • First-Party (1P) Marketplace E-Commerce
      • Third-Party (3P) Marketplace E-Commerce
    • Grocery E-Commerce
    • General Merchandiser E-Commerce
    • Apparel and Footwear Specialist E-Commerce
    • Appliances and Electronics Specialist E-Commerce
    • Home Products Specialist E-Commerce
    • Health and Beauty Specialist E-Commerce
    • Leisure and Personal Goods Specialist E-Commerce
    • Other E-Commerce Retailers

Retail E-Commerce

Retail e-commerce is the sale of consumer goods to the general public via the internet, wherein consumers purchase goods online through a web platform. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of retail e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all "click-and-collect" and "collect-at-store" transactions are counted as e-commerce sales. E-commerce excludes sales of (a) consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) sales of motor vehicles, motorcycles and vehicle parts; (c) tickets for events (sports, music concerts, etc.) and travel; (d) sales of travel and holiday packages; (e) revenue generated by online gambling sites; (f) returned products/unpaid invoices; and (h) internet sales from direct selling companies, as these are tracked in Direct Selling market sizes/shares. Please note that all "homeshopping" sales - i.e. sales of consumer goods to the general public via mail order catalogues, TV shopping and direct mail - are also now classified as retail e-commerce sales.

See All of Our Definitions
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This report originates from Passport, our Retail E-Commerce research and analysis database.

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