Online Shopping in Turkey: The 2026 Guide to Fashion, Tech & Groceries

The Turkish e-commerce market is a beast that never sleeps. If you just blindly click “Buy” here, you are almost certainly overpaying. As we close out 2025, the landscape has shiftedprices have spiked, subscription fees have changed, and the market leaders are fighting tooth and nail for your digital wallet. Whether you are an expat settled in Istanbul or a tourist hunting for digital bargains, knowing the big names isn’t enough anymoreyou need to know how to work the system.

In this guide, I’m moving beyond a simple list of websites. I will show you which platforms actually deliver on their promises, where hidden costs lurk, and how to use the current inflation reality to your advantage. Here is my curator’s list for intelligent online shopping in Turkey.

The “Big Players”: General Marketplaces

Trendyol

Trendyol remains the undisputed king of the hill with over 200 million monthly visits. But why? It’s not just the sheer volume of products. For me, the real value lies in the Trendyol Milla private label. It offers surprisingly high-quality fashion at price points that are becoming increasingly rare in this inflationary environment.

My Practitioner Tip: Keep an eye on the “Flash Sales.” Pricing here is dynamicwhat’s cheap in the morning might be pricier by dinner. Also, use the “Trendyol Cüzdan” (Wallet) feature. It often grants an extra 1-2% discount or instant cashback on returns, which adds up. If you are looking for buying shoes like Ecco or local fashion, this is your first stop.

Hepsiburada

While Trendyol dominates fashion, Hepsiburada is my go-to for anything with a plug. With around 83 million monthly visitors as of late 2025, it feels slightly less chaotic than Trendyol, but it wins on logistics.

Their proprietary delivery service, Hepsijet, is the game changer here. In major hubs like Istanbul and Ankara, I often receive packages the very next daysometimes even on Sundays. To give you an idea of the scale: during the “Efsane Kasım” (Legendary November) sales of 2025, the platform sold a staggering 532 products per minute. That is the kind of volume that ensures stock availability.

If you want to dive deeper into the nuances of navigating these platforms as a foreigner, check out our guide on online shopping in Turkey for expats.

Amazon Turkey

Amazon entered the Turkish market late, but they are playing aggressive catch up. Let’s talk about the price, because there is a lot of outdated info floating around.

The Reality in late 2025: Amazon Prime is no longer 39 TL. Since the price hike in October 2025, the fee is now 69.90 TL (approx. $1.65 USD). Is it still worth it? In my opinion: Absolutely. With the Dollar exchange rate hovering over 42 TL, getting free express shipping, Prime Video, and gaming perks for less than two dollars is a steal. Crucially, Amazon is often much more transparent about customs fees for imported goods than its local competitors.

N11

N11 is the “Coupon King.” If you enjoy the gamification of shoppingcollecting coupons and waiting for specific discount slotsthis is your playground. The interface can feel a bit more cluttered than Amazon, but for specific categories like car parts or niche household items, you will often find sellers here that aren’t listed on the bigger sites.

Food & Groceries: The Battle for Your Doorstep

Cooking in Turkey is optional. The delivery infrastructure is so robust it reaches almost every corner of the country. But who is currently winning the war?

Yemeksepeti

Forget the old data: Yemeksepeti is now active in all 81 provinces (not just 69). This app is my personal favorite because of the “Yemeksepeti Mahalle” (Neighborhood) integration. It connects you not just to pizza chains, but to the local butcher, greengrocer, or florist down the street.

Insider Tip: The app works flawlessly in English and has excellent GPS precision. If you are new to a neighborhood, sort by “Joker” discountsthese are aggressive, time limited price cuts offered by restaurants looking to fill capacity.

Getir

Getir has undergone massive changes in 2025, including a complete takeover by investor Mubadala. Operationally, you won’t notice the boardroom dramathe service remains lightning fast. While the classic Getir service runs in all 81 cities, GetirBüyük (for your weekly grocery haul) is available in about 50 major cities. It is the perfect solution when your fridge is empty and you don’t have the energy to haul bags.

Electronics: Expensive, But Necessary

MediaMarkt & Teknosa

Both MediaMarkt and Teknosa are safe harbors for electronics. Why safe? Because of the warranty. In Turkey, customer service for “grey market” imports can be a nightmare. At these two giants, you might pay 5% more, but you buy peace of mind. Both offer robust online stores with the option to pick up in store.

Apple Turkey

We have to be honest here: buying Apple products in Turkey is an investment, not an impulse buy. Thanks to taxes and exchange rates, prices in late 2025 are astronomical. An iPhone 16 Pro starts at approximately 117,844 TL, with the Pro Max going even higher. Even MacBooks with the new M5 chip don’t start until nearly 95,000 TL.

However, if you live in Turkey, buying locally is often smarter than buying abroad to avoid the exorbitant IMEI registration fees for foreign phones. For a full breakdown of the costs, read our detailed analysis of iPhone 16 prices in Turkey.

The Second-Hand Market: Surviving Inflation

Sahibinden

Sahibinden isn’t just a website; it’s a Turkish institution. With over 60 million monthly visitors, it is the place for real estate and cars. But be warned: prices have surged. The average asking price for a used car has climbed over 1.1 million TL by the end of 2025.

If you are navigating the complex world of vehicle purchase, make sure to read our guide on buying a car in Turkey as a foreigner before you hand over any cash.

Letgo & Otoplus

For anything smaller than a car, Letgo is unbeatable. The app is intuitive and fast. A huge plus for expats is the integrated chat, which often features auto translation. For car buying, Letgo has professionalized with “Otoplus,” offering inspected vehicles with warrantiesa much safer alternative to the “Wild West” of the private used car market.

Supermarkets: Migros vs. Carrefour

Migros offers arguably the best range with its “Sanal Market” (Virtual Market), delivering to all 81 provinces. If you need speed, use “Migros Hemen.” CarrefourSA is also strong, particularly for gourmet products, though it can sometimes have availability gaps in the outer districts of certain cities.

Check out our deep dive into Migros Turkey to understand how to use the “Money Club” card to save on every shop.

Books: D&R or Kitapyurdu?

Here is a clear recommendation that will save you money. Many people automatically go to D&R. That’s fine for English books (they have over 9,000 titles), but it is often expensive.

My Savings Tip: Compare prices at Kitapyurdu. According to my research in December 2025, Kitapyurdu is consistently 10-15% cheaper for Turkish books than D&R. However, if you are looking for specific English novels or technical literature, D&R usually has much better stock availability.

Travel & Tickets

For travel within Turkey, there is really only one address you need: Obilet. This platform bundles over 130 bus companies (like Kamil Koç and Pamukkale) as well as airlines and ferries. It is the ultimate stress killer: you see all times and prices at a glance, rather than having to scour the individual websites of a dozen bus companies.