Türkiye’s e-commerce sector is expected to generate nearly $9 billion in transaction volume this May as online shopping activity accelerates ahead of Mother’s Day, according to industry representatives. The surge highlights the growing importance of special occasions in driving digital commerce across the country.
What Happened?
The Electronic Commerce Operators Association (ETİD) estimates that Türkiye’s total e-commerce volume could reach around 400 billion Turkish Liras (approximately $9 billion) during May, fueled largely by Mother’s Day shopping demand.
According to ETİD Chairman Hakan Çevikoğlu, online demand has significantly increased across several gift-oriented categories, including:
- Jewelry
- Fashion and footwear
- Cosmetics
- Home textiles
- Baby products
- Accessories and handbags
Çevikoğlu stated that Mother’s Day has become Türkiye’s second-largest gift shopping period after New Year celebrations, with online purchasing activity beginning in late April and continuing throughout May.
Jewelry and Fashion Lead the Growth
The strongest increase in demand has been recorded in the jewelry category, particularly gold products, where order volumes reportedly climbed by as much as 70 percent ahead of the holiday.
Average basket sizes have also increased in several product categories. Spending per order rose by around 20 percent in home textile and baby product segments, while fashion-related purchases such as sunglasses, accessories, handbags, and clothing also recorded higher average spending levels.
Industry representatives attribute much of the momentum to aggressive promotional campaigns launched by online marketplaces and retailers before the holiday period.
Digital Shopping Habits Continue to Grow
The latest figures reflect Türkiye’s broader shift toward digital commerce and mobile shopping habits. Consumers are increasingly turning to online platforms for seasonal and emotionally driven purchases, including flowers, chocolates, and curated gift boxes.
Çevikoğlu noted that the growing digitalization of consumer behavior continues to strengthen the role of e-commerce during special shopping occasions and seasonal campaigns.
Consumers Warned About Online Fraud Risks
Alongside the expected growth, industry representatives also warned consumers to remain cautious while shopping online during high-demand periods.
ETİD advised shoppers to verify whether e-commerce websites carry Türkiye’s official “Trust Stamp” certification and to carefully check website domain names to avoid fraudulent or imitation platforms.
What This Means for Türkiye’s E-Commerce Sector
The projected Mother’s Day shopping boom highlights the continued expansion of Türkiye’s digital retail ecosystem despite economic pressures and changing consumer spending patterns.
As promotional campaigns, mobile commerce adoption, and digital payment usage continue to grow, seasonal shopping periods are becoming increasingly important revenue drivers for marketplaces, retailers, and logistics providers across the country.
