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In 2022, Hepsiburada, a Turkish e-commerce company became the leading e-commerce brand in Turkey, holding a market share of 27 percent. Trendyol followed as second on the list, with a 25 percent market share. Additionally, global companies like Amazon, Apple, and Mediamarkt reached a five percent market share in the same year in Turkey.

E-commerce market share of the leading brands in Turkey in 2022

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Supplementary notes

The shown market shares refer to the value share of the top brands in the market according to the market definition. This usually includes markups and sales taxes. In line with the market definition, only B2C sales are taken into account. Revenues from third-party B2C transactions via an eCommerce marketplace are attributed to the respective marketplace rather than to the third-party seller.

The shares are estimated from various data inputs: Top-down, available financial filings by companies are considered as well as general socio-economic indicators, bottom-up, own and external user surveys about brand recognition and usage are utilized, as well as web and app metrics, and shop portfolio data.

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