By Homogram | Consumer Research Insight | August 2025
Over the past decade, online shopping has transformed from a niche activity into a mainstream habit in both Türkiye and the European Union. But while both markets have grown rapidly, the pace, drivers, and profile of adoption differ in ways that carry strategic importance for brands, retailers, and digital platforms.
A Decade of Steady Growth
From 2015 to 2024, the share of EU internet users purchasing goods or services online rose from about 62% to 77%, a 15-point jump. Growth was particularly sharp in the years surrounding the COVID-19 pandemic, when lockdowns accelerated the digital shift.
Türkiye followed a similar trajectory but started from a lower base. In 2015, just 35% of internet users in Türkiye shopped online. By 2024, that figure had climbed to over 47%, with urban hubs such as Istanbul and Marmara approaching Western European averages.
Figure 1 – Share of internet users purchasing online, EU-27 vs Türkiye, 2015–2024 (%). Source: Eurostat; TÜİK ; Homogram analysis.
The Gender Gap: Closing in the EU, Shrinking in Türkiye
In the EU, the gender gap has effectively disappeared: 77% of both men and women internet users made an online purchase in 2024, up from 67% of men and 65% of women in 2016.
Türkiye tells a different story. In 2015, there was a 10 percentage point gap between men (40%) and women (30%). By 2024, the difference narrowed to about 6 points (50.3% vs 44.3%), thanks to faster female adoption rates—but parity has not yet been reached.
Figure 2 – Share of male and female internet users purchasing online, Türkiye vs EU, 2015–2024 (%)
Source: Eurostat; TÜİK; Homogram modelling.
Where You Live Matters: Urban Advantage
In the EU-27, adoption varies only slightly: 78% in cities, 76% in towns and suburbs, and 75% in rural areas.
In Türkiye, the divide is much wider. Cities average around 67%, towns and suburbs about 59%, and rural areas just 42%.
The difference reflects infrastructure gaps, delivery coverage, and varying levels of digital literacy.
Figure 3 – E-commerce adoption by degree of urbanisation, EU vs Türkiye, 2024 (%).
Source: Eurostat; TÜİK microdata; Homogram analysis
Age and Education: The Twin Accelerators
Across both regions, younger consumers lead adoption. In the EU, 25–34-year-olds are the most active (89%), followed by 35–44 (86%). Seniors (65–74) lag at 53%.
Türkiye shows the same pattern but with a sharper age effect—15–24-year-olds are nearly four times more likely to shop online than those over 65.
Education adds another layer. In the EU, the difference between low and high education levels is about 20 percentage points. In Türkiye, the gap is far steeper: university graduates are 3.5 times more likely to shop online than those with no schooling.
Percentage of Internet Users Purchasing Online by Age
Percentage of Internet Users Purchasing Online by Education
Figure 4 – Relative likelihood of online purchase in Türkiye by age and education level
Source: TÜİK microdata (2014–2018); Eurostat; Homogram modelling.
What People Buy
Türkiye’s top online purchase categories in 2024 were clothing & footwear (76.7%), restaurant meal delivery (47.5%), and groceries (34%).
This mix resembles emerging EU markets but differs from Northern Europe, where electronics and travel services hold larger shares.
Figure 5 – Top product categories purchased online in Türkiye, 2024
Source: TÜİK
For EU markets, the challenge is incremental—capturing the remaining late adopters.
In Türkiye, however, the opportunity is transformational. Closing the gender gap, expanding rural coverage, and improving trust for less digitally confident consumers could unlock double-digit growth.
Conclusion
The last decade has been one of rapid digital transformation across both the EU and Türkiye, but the patterns of growth reveal distinct market realities. While the EU is approaching saturation, Türkiye remains in an expansion phase with untapped potential in rural, female, and lower-education segments. Brands that adapt to these nuances—through targeted outreach, infrastructure investment, and trust-building—can position themselves ahead of the competition in a market that still has significant room to grow.
Homogram’s recommendations:
- Build trust with COD, verified sellers, and clear returns.
- Target underserved groups—women, rural, and less-educated segments.
- Prioritize urban rollouts, then scale rural logistics where cost-effective.
At Homogram, we turn complex market dynamics into actionable strategies. Whether you’re planning an EU expansion or unlocking Türkiye’s next wave of online buyers, our tailored research and data-driven insights can help you act with confidence.
Get in touch with us today to explore how we can power your growth in digitally evolving markets.