Originally published by AdPix, an e-commerce and digital marketing agency based in Bursa, Türkiye. Full Turkish report: Türkiye E-Ticaret Mağaza Araştırması 2026.
In October 2026 we ran a crawl to answer a simple question: how many independent e-commerce stores operate in Türkiye on their own domains, where are they, and what do they sell? The crawl found 28,169 stores, and we could identify the province of 17,506 of them. Every one of Türkiye's 81 provinces has at least one store.
How the stores were found
- Domains came from the Common Crawl host graph, the Türkiye list of Google's Chrome UX Report (CrUX), newly registered domains and AdPix's own records.
- We counted sites whose home page could be read and that publish in Turkish or show an address in Türkiye.
- The e-commerce platform was recognised from the DNS record of the
wwwhost. Stores on unrecognised platforms or their own servers are not included. - Each registered domain was counted once.
- Province came from the address text on the site or the area code of a landline number.
- Sector is an estimate based on words in the home page title, description and menu (18 sectors).
Percentages are shares of the stores found, not market share or sales volume.
Where the stores are
| Province | Stores | Share of stores with a known province |
|---|---|---|
| İstanbul | 8,577 | 49.0% |
| Ankara | 1,404 | 8.0% |
| İzmir | 1,053 | 6.0% |
| Bursa | 714 | 4.1% |
| Antalya | 419 | 2.4% |
İstanbul alone hosts almost half of the stores with a known province, and İstanbul, Ankara and İzmir together account for 63.0%. The top 10 provinces hold 77.5%; the remaining 71 provinces share 3,946 stores.
What they sell
| Sector (estimate) | Stores | Share of all 28,169 |
|---|---|---|
| Clothing & fashion | 5,244 | 18.6% |
| Food & beverage | 3,594 | 12.8% |
| Automotive & spare parts | 1,821 | 6.5% |
| Jewellery & accessories | 1,789 | 6.4% |
| Electronics | 1,719 | 6.1% |
Fashion and food together make up 31.4% of the crawl. In all five largest provinces fashion ranks first; among the 22 provinces with at least 100 stores, fashion leads in 11 and food & beverage in 9.
Measurement tags on home pages
| Tag seen in home page HTML | Stores | Share |
|---|---|---|
| GA4 or Google Tag Manager | 18,269 | 64.9% |
| Meta Pixel | 11,289 | 40.1% |
| Google Ads tag | 7,870 | 27.9% |
| TikTok Pixel | 1,429 | 5.1% |
These are lower bounds: we only looked at the home page HTML, so a pixel loaded through Tag Manager or only on product and checkout pages does not show up. Equally, seeing a tag does not prove it is firing correctly.
Limits worth keeping in mind
- The crawl is not every online store in Türkiye. The Ministry of Trade reported 634,611 businesses selling online in 2025; that figure counts businesses, while this study counts store sites on their own domains.
- 10,663 stores (37.9%) have no identified province, so provincial shares are shares of the 17,506 located stores.
- Sector is a keyword-based estimate; small differences between sectors are not a firm ranking.
What store owners can do with this
- Compare your province and sector with the table above.
- Check which tags actually load on your store with Tag Assistant, Meta's Ads Data Advisor and TikTok Pixel Helper.
- Make sure tags that appear on the home page also fire on product, cart and order confirmation pages.
If you want a second pair of eyes on your store's measurement, SEO or ad setup, AdPix offers a free e-commerce analysis. We also publish 33 free e-commerce calculators for marketplace commissions, ad budgets and VAT.
AdPix has been helping brands in Türkiye launch and grow online stores since 2012 and is an official ideasoft partner.
