E-commerce in Turkey no longer just means moving shopping to the digital channel. Prepared in cooperation with ideasoft and KPMG, the “Turkey E-Commerce Ecosystem Report” reveals with data the scale the sector has reached in the last five years, and shows that digital transformation has settled at the center of commerce. E-commerce volume has grown 28 times in five years. According to the report, the online card payment volume was at the level of 260 billion TL in 2020.
However, by 2025, this figure increased to 7.3 trillion TL. Thus, there was a remarkable 28-fold growth in the five-year period. Moreover, this increase does not present a picture that can only be explained by price increases. In the same period, the number of transactions increased from 848 million to 2.8 billion. The average basket amount increased approximately 9.4 times. The fact that the average amount per transaction increased from 306.7 TL to 2,607 TL shows that users use digital channels more frequently and for higher amount purchases.
Digital habits are now in the mainstream. While the internet usage rate in Turkey was 79 percent in 2020, it increased to 90.9 percent in 2025. In addition, the proportion of individuals shopping online increased from 36.5 percent to 55.7 percent. Therefore, digital consumption has ceased to be the behavior of a specific user group and has turned into the daily habit of large segments of society. Some key indicators highlighted in the report are as follows: Online card payment volume reached 7.3 trillion TL.
The number of transactions increased to 2.8 billion. The average transaction amount was 2,607 TL. Internet usage rate increased to 90.9 percent. The rate of online shoppers reached 55.7 percent. Timing is as important as sales for e-commerce. The report also draws attention to timing in consumer behavior. During the day, transaction density reaches its peak especially between 13.00 and 15.00. In addition, weekly shopping traffic increases mainly at the beginning of the week.
This data opens up an important strategy area for brands. Because campaign planning, stock management and advertising budget now have to be shaped not only according to the target audience, but also according to the right time and right day. For this reason, businesses that read the data can act more agilely in the competition. Istanbul-centered density continues. Istanbul is by far ahead in the geographical distribution of sellers.
According to the report, 46.2 percent of the sellers in Turkey are located in Istanbul. While Ankara comes in second place with 9 percent, Izmir ranks third with a share of 6.4 percent. This distribution shows that digital commerce has spread throughout the country, but the operational weight is still concentrated in large metropolises. However, the growth potential of sellers in Anatolia is becoming increasingly visible.
This difference is expected to decrease as logistics, payment systems and infrastructure solutions become stronger. Data has become the new power center in e-commerce competition. Sinan Akdal – ideasoft CEO ideasoft CEO Sinan Akdal states that the data in the report shows that the sector has moved to a more competitive structure. According to Akdal, success is not just about starting sales; Understanding customer behavior becomes possible by setting up the operation accordingly and using the data correctly.
KPMG Strategy and Operations Partner Bükre Bektaş emphasizes that digital transformation is not just a technology investment. Data-based decision-making, redesigning customer experience and agile organizational structures create lasting competitive advantage for companies. This table clearly reveals that digital commerce in Turkey has now entered a more mature, faster and more challenging period.
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