Online Shopping in Turkey 2026
In an original survey of 5,077 adult online-panel respondents in Turkey, 89.3% said they had bought a product or service online in the previous 30 days. Among recent online shoppers, Trendyol reached 90.8% and credit cards were the most common primary payment method at 64.1%.
Key findings
Online shopping was common in this online-panel sample.
These are descriptive, unweighted findings from participating online-panel respondents and should not be interpreted as national population estimates.
shopped online in the past 30 days
4,532 of 5,077 respondents.
used Trendyol
Among 4,532 recent online shoppers; multi-select.
primarily paid by credit card
Among 4,532 recent online shoppers.
expect online shopping to increase
“Increase a lot” or “increase somewhat”; all respondents.
Purchase frequency
Half of recent shoppers bought online at least four times in 30 days.
50.6% of recent online shoppers reported four or more online purchases in the previous 30 days. The largest single group, 38.7%, reported two to three purchases.
Shopping platforms
Trendyol had the broadest reported reach.
Recent online shoppers could select every platform they had used during the previous 30 days. Percentages therefore do not sum to 100% and should not be read as exclusive market share.
Payment methods
Credit cards dominated primary online payment.
64.1% of recent shoppers named credit cards as the payment method they used most often, followed by debit cards at 29.4%.
Installments
Installment payments were used by a large share of recent shoppers.
44.4% said they used installments always/almost always or for most purchases. Including “sometimes,” 71.7% used installments at least occasionally.
frequent installment users
Always/almost always or most purchases.
used installments at least sometimes
Includes “sometimes.”
never used installments
Among recent online shoppers.
What drives platform choice
Trust ranked slightly ahead of price.
Respondents could choose up to three factors. A trusted brand or platform was selected by 49.0%, compared with 45.2% for lower prices and 37.9% for free or affordable shipping.
Delivery expectations
Two days was the most common acceptable delivery time.
40.6% selected two days as a reasonable standard delivery time. In total, 62.8% expected delivery within two days or less, and 93.3% within three days or less.
Next 12 months
More than half expect their online shopping frequency to rise.
53.7% of all respondents expected their online shopping frequency to increase over the next 12 months, while 33.1% expected it to stay the same and 10.2% expected a decrease.
Explore by topic
More analysis from this study
These focused pages use the same TIL-2026-002 survey and preserve the relevant sample bases.
Most Popular Online Shopping Platforms in Turkey 2026
Trendyol, Hepsiburada, Amazon Türkiye and the full platform ranking.
How People Pay for Online Shopping in Turkey
Credit card vs debit card, alternative payments and installment use.
What Matters Most to Online Shoppers in Turkey?
Trust, price, shipping, speed, reviews, returns and other choice factors.
E-commerce Delivery Expectations in Turkey
How quickly recent online shoppers expect a standard order to arrive.
Will Online Shopping Grow in Turkey in 2026–2027?
What respondents expect for their own online shopping frequency over the next 12 months.
Methodology
How to interpret TIL-2026-002
The publication reports descriptive results from an online panel and keeps total-sample and recent-shopper bases separate.
Sample and recruitment
The study targeted adults aged 18 or older living in Turkey who participate in an online survey panel. Results are unweighted descriptive findings from the participating sample. The study was not a probability sample of the entire population of Turkey and should not be interpreted as nationally representative.
Data-quality rule
Analysis uses one completed response per unique participant token. Where the same token appeared more than once in the completed export, the earliest completed record was retained. This produced a final analytical base of 5,077 respondents.
Question routing and bases
Questions Q2–Q7 were shown only to respondents who said they had purchased a product or service online in the previous 30 days (n=4,532). Q8 was shown to all respondents (n=5,077). The platform question allowed multiple responses. The platform-choice question allowed up to three responses, so those percentages can total more than 100%.
Data handling
Public outputs contain aggregate statistics only. Respondent-level identifying information is not included in the downloadable toplines.
Question wording
The questionnaire was administered in Turkish. English translations are provided for reference.
Q1 · Online purchase in the past 30 days
TR: Son 30 gün içinde internetten herhangi bir ürün veya hizmet satın aldınız mı?
EN: Have you purchased any product or service online in the past 30 days?
Q2 · Purchase frequency
TR: Son 30 gün içinde yaklaşık kaç kez online alışveriş yaptınız?
EN: Approximately how many times did you shop online in the past 30 days?
Q3 · Platforms used
TR: Son 30 gün içinde hangi platformlardan online alışveriş yaptınız?
EN: Which platforms did you use for online shopping in the past 30 days? Multiple responses allowed.
Q4 · Primary payment method
TR: Online alışverişlerde en sık hangi ödeme yöntemini kullanıyorsunuz?
EN: Which payment method do you use most often for online shopping?
Q5 · Installment use
TR: Online alışverişlerde taksitli ödeme seçeneğini ne sıklıkla kullanıyorsunuz?
EN: How often do you use installment payment options when shopping online?
Q6 · Platform-choice factors
TR: Online alışveriş yapacağınız site veya uygulamayı seçerken sizin için en önemli unsurlar hangileridir?
EN: Which factors are most important when choosing a site or app for online shopping? Up to three responses.
Q7 · Reasonable delivery time
TR: Standart bir online siparişte hangi teslimat süresini makul buluyorsunuz?
EN: What delivery time do you consider reasonable for a standard online order?
Q8 · Next-12-month outlook
TR: Önümüzdeki 12 ay içinde online alışveriş sıklığınızın nasıl değişmesini bekliyorsunuz?
EN: How do you expect your online shopping frequency to change over the next 12 months?