eCommerce & Technology

Domestic and preferred Card schemes

90% of customers have made online payments in Turkey using credit cards.[1]

The Turks have 54 million credit cards and 89 million debit cards, the second and third highest rate of penetration in Europe respectively, and they are number one in number of ATM´s and POS.

Other Payments Methods

Electronic fund transfers, wire transfers, eWallets and prepaid/debit cards all account for a small share of payments made.

Mobile Appetite

Mobile Penetration: 70.8 million mobile subscribers at the end of Q2 2014, 93% penetration

Tablet Penetration: Quarterly tablet shipments to Turkey grew 264.5% year-on-year to 746.499 units in 2013. As part of the Movement to Increase Opportunities and Technology (FATÄ°H) project, the Ministry of Education has distributed 732,000 tablet devices to students.

Smartphone Penetration: 29%

Digital Invoicing

The Turkish Ministry of Finance’s has put into practice a project that has been long-awaited by the ecommerce sector. As from 1 January 2015 Turkish Dotcoms (companies that do ecommerce) are to issue e-invoices to their customers instead of paper invoices, according to the penned notification of Turkish Minister of Finance.

Customer experience

There are some significant differences in online shopping habits and preferences of Turkish customers, when compared to US customers. Turkish subjects responded that they are more concerned about technology issues, security, and privacy in Internet shopping than are their US counterparts [41]. In general, technology infrastructure is still an issue in Turkey. Therefore, Turkish consumers expressed more concern about the speed of online information retrieval. Turkish participants expressed more concern with Internet security and privacy, which were mentioned as major limitations of developing countries in EC diffusion.

Payment regulation

Law No. 6493 mainly regulates the scope of service, licensing regime and obligations of two basic service providers: payment institutions (PIs) and electronic money institutions (EMIs). EMIs act as intermediaries and they provide users services to create an e-money account wherein the amount of the e-money is equivalent to the fund paid in return and to use the account for purchasing goods and/or services from providers that accept the issued e-money; whereas, PIs are described as legal persons authorised for providing “payment services”, within the meaning of Law No. 6493 (payment services are listed numerus clausus under Article 12 of the law).

Mobile Payments

76% of online shoppers used a desktop/laptop to make their most recent purchase, with 16% using a smartphone and just 3% using a smartphone.


Alternative Payment Methods

The leading alternate payment type is cash on delivery.

Most Popular Social Network:

Facebook (56.1M users)

Most Popular Payment Method:

Credit Cards (90%)

Largest eCommerce Website: