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~ Worldline ~

WORLD THROUGH THE RETAIL LENS:

EXPLORING THE THRIVING TÜRKIYE OPEN YOUR BRAND

E-COMMERCE MARKET
TO THE WORLD
Text: Fionn Lai // Photos: Worldline
As the global landscape of e-commerce continues to evolve, Türkiye’s market emerges as
a beacon of opportunity for international retailers seeking to expand their horizons. With

a vibrant blend of tradition and innovation, Türkiye’s e-commerce sector is witnessing an
Fluency by ESW helps retailers amplify
explosive growth, surpassing even that of established markets in Europe and the U.S. This
checkout revenue and scale their logistics
article delves into the thriving Türkiye e-commerce market, uncovering its unique dynamics,
globally. In as little as 4 weeks, your brand can
potential challenges, and the strategic value of partnerships with payment service providers.
offer a localised shopping experience in 200+
Young and Tech-Savvy Consumer Base play a crucial role in shaping consumer choices. markets worldwide.
Driving Change Embracing Local Spending and Payment Habits
A At the heart of Türkiye’s e-commerce revolution For international retailers seeking to make their mark in
lies its young and tech-savvy population. With nearly half Türkiye, localising their approach to spending and payment
of the country’s 85 million consumers aged below 30 and habits is of utmost importance. Recognising the preferences
smartphone penetration reaching a remarkable 80%, this of Türkiye’s consumers and aligning strategies accordingly LOCALISED
dynamic demographic wields substantial influence over is critical to gaining a competitive edge. However, the
market trends. Their increasing sophistication and adoption of intricacies of Türkiye’s market can pose challenges for SHOPPER CHECKOUT
digital channels are shaping the direction of the e-commerce companies unfamiliar with its idiosyncrasies. Therefore,
landscape, presenting international retailers with vast growth strategic partnerships with experienced payment service
opportunities. providers can be the key to successfully navigating this
vibrant e-commerce landscape. SEAMLESS PAYMENTS,
Pandemic-Fueled Acceleration DUTY & TAX
While Türkiye’s e-commerce sector has been on an upward The Value of Partnerships with Payment Service Providers
trajectory in recent years, the COVID-19 pandemic acted as a Embracing Türkiye’s e-commerce opportunity is not without
catalyst, propelling it to unprecedented heights. In the 2010s, complexities, particularly for international retailers seeking
SIMPLE WORLDWIDE
when e-commerce growth registered a steady compound seamless market entry. By forging strategic partnerships
LOGISTICS
annual growth rate (CAGR) of 40%, the market skyrocketed with established payment service providers, retailers
with an astounding 75% growth starting in March 2020. gain immediate access to Türkiye’s market, avoiding the
The pandemic-induced shift in consumer behaviour, with complexities of working with multiple local payment service
social distancing measures in place, drove a surge in online providers. Such partnerships enable retailers to scale their
shopping, propelling Türkiye’s e-commerce market to new operations, streamline payment processes, and focus on
SUPPORTIVE CUSTOMER
frontiers. delivering exceptional customer experiences.
SERVICE FOR SHOPPERS
A Fertile Ground for International Retailers Seizing the Türkiye E-Commerce Opportunity
Türkiye’s rapid e-commerce growth has not gone unnoticed In conclusion, Türkiye’s thriving e-commerce market beckons
by international retailers, who are eagerly capitalising on the international retailers to embark on an exciting journey
vast potential it offers. However, succeeding in this dynamic of growth and expansion. Understanding the dynamic
market requires a nuanced understanding of Türkiye’s preferences of Türkiye’s young and tech-savvy consumers
consumer behaviour and preferences. Adapting to the local and embracing localised strategies is pivotal for success.
landscape and embracing the significance of offering local By forming strategic alliances with experienced payment
cards and instalments via loyalty programs is paramount. service providers like Worldline, retailers can unlock the
For instance, Türkiye’s digital wallet users exhibit loyalty to full potential of Türkiye’s e-commerce market and position
specific entities, seeking to maximise their reward potential, themselves for remarkable success in this fast-growing
and loyalty programs tied to supermarkets and coffee shops economy. ••

DISCOVER FURTHER INFORMATION
about Worldline’s Türkiye solution and commence on a journey of growth in Türkiye’s thriving e-commerce landscape.

ESW, Sell Global, Feel Local.
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