Why Invest in E-Commerce in Turkey? A Fast-Moving Guide for German Investors 

Take a random weekday morning stroll around the city of Istanbul and you will see something odd. You will see small store owners carefully preparing shipments of goods for online shoppers, you will see courier services cutting through traffic to get to the next destination, and you will see people tapping away on their phones as if the entire economic system was located within a screen. And you know what? It sort of is. Turkey's digital commerce space has expanded so rapidly that even those tracking the space may say "wait, we didn't know it would grow that much again?" 

For German investors looking for a young, energetic market near them that has a significant amount of momentum, Turkey has become one of the most interesting digital playgrounds in the region. What I mean by "interesting" is that there are a number of great opportunities for investment, but also a number of challenges that need to be addressed before investing in the Turkish digital commerce space. 

Let me walk you through the "rules of the game," or the "golden rules," if you will, that need to be followed in order to convert this opportunity into a serious long term success. 

An Understanding of the Space: A Market Developing At An Unbelievable Rate 

Turkey's e-commerce market is no longer developing. It is accelerating. 

By 2024, the total transaction volume of Turkey's e-commerce market reached ₺3 trillion and grew by 61.7% annually - a rate of growth that surprised many long time observers of the market. Based on projections for the next few years, Turkey's total e-commerce market could reach $93.5 billion by 2025 and could reach $154.9 billion by 2030. 

This growth is not occurring randomly. It is driven by a combination of three factors that work well together: 

• A large and highly engaged mobile user base 
• Increasing disposable income in major cities 
• Modernized infrastructure that has developed almost by default 

I am sure that you are wondering why mobile plays such a large role in Turkey's e-commerce development. The simple reason is convenience. The larger reason is that smartphone penetration in Turkey is so high that approximately 70% of all e-commerce transactions occur on a mobile device. Therefore, users are opening Trendyol or Hepsiburada multiple times throughout the course of a day, often without even realizing that they are doing it. 

Speaking of Trendyol... its market share in certain marketplace segments is approximately 36% +/-, making it the largest marketplace locally. 

Prior to investing in the Turkish e-commerce space, a German brand needs to spend considerable time analyzing the marketplace data and ask themselves: 

• What number of active monthly users does each marketplace attract? 
• What types of devices are most popular in each region? 
• What is the average basket size in TRY across each segment? 

These seem to be simple questions, but answering these questions early in the process will save you a tremendous amount of trouble later. 

Localize Your Website, App, Checkout & Payment Options — Literally & Culturally 

One of the biggest errors that foreign brands make when they enter the Turkish e-commerce space is believing that English will serve them well. This is simply not true. 

Localization is not a marketing suggestion in Turkey, it is almost a requirement to participate in the Turkish e-commerce space. 

A few basic localization guidelines that German brands should follow immediately upon entering the Turkish e-commerce space: 

• All of your website, app, and checkout processes must be available in Turkish. 
• Prices must be listed in TRY and should be segmented geographically. 
• Payment options should include local favorites such as installment plans and digital wallets. 
• Visual elements should reflect Turkish design sensibilities, which tend to be warmer, brighter, and more socially oriented. 

A recent study of customer expectations found three areas where Turkish consumers were extremely insistent: 

• Quick and transparent shipment updates 
• Mobile-first designs that load quickly 
• Seamless integration between e-commerce and social media platforms 

As mentioned previously, social commerce has gained significant traction in Turkey and experts estimate that the social commerce segment will reach approximately $2.15 billion in 2025 and grow at a rate of approximately 30.9% per year. 

To be honest, failing to adapt to this ecosystem seems a little like walking into a dinner party and having no idea what the dress code is. 

Practical Example 

If you’re a German company looking to enter the Turkish e-commerce space, I recommend creating a Turkish language support team immediately. Partnering with local last mile delivery solutions. Creating checkout flows that are consistent with how Turkish consumers act on mobile – quickly, directly and sometimes impulsively. 

Find A Local Partner To Help You Navigate The Turbulent Waters Of Ecommerce In Turkey 

Turkish people have a unique set of characteristics. Great characteristics, but quirky nonetheless. 

Traffic in urban areas can be chaotic. Deliveries to remote areas of Anatolia can extend delivery times. Installment based purchasing is part of the fabric of the culture. Regulatory requirements such as ETBIS registration and KVKK compliant data handling cannot be avoided. 

A smart decision? Choose a partner. Then choose another partner. 

Typically, German investors collaborate with: 

• Fulfillment centers in the region 
• Logistics companies that understand Istanbul and inland Turkey 
• Marketing agencies focused on local performance marketing 
• Digital payment providers familiar with the behavior of Turkish consumers 

A reliable local partner is not optional - it is more like insurance. With a strong local partner, you decrease your operational risk, accelerate your learning curve, and communicate cultural relevance to consumers who view brands as being part of their environment. 

Speed Is Competitive Advantage - Not Just Convenient 

Some markets appreciate fast delivery. Turkey demands it. 

The rapid growth of the quick-commerce segment accelerated by 98.1% in 2024, reaching approximately ₺249.8 billion in volume. Envision a market in which "next day" delivery is considered slow. That is Turkey. 

Average basket size in 2024, approximately ₺351, demonstrates that while many purchases are small, they are repeated frequently - and consumers who purchase this way care greatly about: 

• Fast delivery 
• Simple returns 
• Transparency and speed in customer service 
• Real-time updates via WhatsApp or SMS 

A 24 hour delay may damage trust, but it will not destroy your brand. 

Social & Mobile Marketing – Precision Matters Over Reach 

Turkey’s online community exists on Instagram, TikTok and, increasingly, on live shopping events run by marketplaces. Trendyol’s live commerce platform has grown so rapidly that some sellers now rely on it more than they do advertising. 

However, there is one important cautionary note regarding the use of international or foreign appearing influencers in Turkey. They don’t perform as well as they do in Western Europe. Local creators are significantly more influential. 

Here are some initial considerations for your first campaigns: 

• Conduct controlled A/B testing to determine the most effective visuals and product names 
• Test localized payment options 
• Determine the regional differences in purchasing behaviors (e.g., Istanbul behaves differently than Konya) 
• Identify category trends in Turkey (e.g., home & garden = 19% of market share; apparel = 17.5% of market share) 

Regardless, let's go back to the numbers. Because they matter. Utilizing localized search data and marketplace analysis will allow you to develop a marketing strategy that feels organic, not foreign. 

Trust, Compliance, and Establishing A Strong Brand Presence 

There is an underlying cultural truth in Turkey. People appreciate low prices, but they strongly identify with brands that they believe are dependable. 

Over the past few years, Turkey has strengthened its regulatory framework in the areas of: 

• Registration of e-commerce operators (ETBIS) 
• Protection of personal data of consumers (KVKK) 
• Pricing transparency 

Considering e-commerce now represents about 6.5% of Turkey’s overall GDP, regulators are expected to increase their oversight of the space. 

For German investors, this is a positive. Brands from Germany already have a global reputation for being serious and predictable – attributes that Turkish consumers recognize immediately. 

The key is to demonstrate to consumers that you are serious about participating in the Turkish e-commerce space for the long haul. 

Consider Turkey As A Bridge Market – Think Beyond The Launch 

Turkey functions as a bridge market. The young population in Turkey creates demand, Turkey’s geographic location allows it to connect Europe and the Middle East, and Turkey’s digital habits are evolving more rapidly than many analysts believed possible. 

Therefore, Turkey is not only a space in which to sell, but a space in which to grow through. 

Here are a few potential long-term perspectives to consider: 

• Turkey's B2B e-commerce space is expanding at a rate of approximately 12.8% CAGR, outpacing several B2C segments 
• Social commerce continues to push consumers to subscribe, repeat buy and create long-term patterns 
• Turkey can serve as a launchpad for exporting products to the Balkans, Caucasus and the Middle East 

If you establish a loyalty program that incorporates local preferences (e.g., installment options, wallet integrations, VIP tiers), consumers will be loyal. And when consumers are loyal, expansion becomes easier. 

FAQ 

Are Turkey and other emerging markets risky places for German investors to invest in e-commerce? 

No. They are dynamic and fast-paced, however German investors enjoy cultural familiarity, geographic proximity and well established trade relationships. 

Do German companies need a local presence to operate in Turkey's e-commerce space? 

Generally, yes - especially with regard to ETBIS registration, tax obligations and logistics operations. 

Is installment-based shopping widely practiced in Turkey? 

Yes. Shockingly widespread. Many Turkish consumers prefer to pay in monthly installments, not upfront. 

Which categories exhibit the greatest growth rates in Turkey? 

Home & garden, apparel, beauty, small electronic items and mobile accessories tend to lead the pack in terms of marketplace sales. 

Will Turkey function as a hub for exporting goods? 

Yes. Some brands use Turkey as their gateway to the Middle East/North Africa, the Balkans and Central Asia.