Turkey’s Cross-Border Shopping Boom Despite Tight Import Limits

A comprehensive DHL eCommerce study covering 24 countries has revealed a significant contradiction in Turkish digital shopping behavior. Although Turkey has tightened its import regulations and sharply reduced customs exemptions in recent years, consumers continue to buy from foreign platforms at an accelerating rate. Price advantages remain strong enough that shoppers overlook additional taxes and procedural costs.

Over the past two years, the regulation widely known as the Temu Law lowered the customs exemption threshold from 150 euros to 30 euros. Purchases above this threshold now incur tax rates ranging from 30 percent to 60 percent. These policy changes were designed to slow the rise in small parcel imports. Yet, according to the report, consumer preferences have not shifted.

Dünya Newspaper notes that even with high taxes and extra fees, Turkish consumers still find the final price on international platforms more attractive than domestic alternatives.

Cross-Border Shopping Surges Past 320 Billion TL

Data from the Interbank Card Center illustrates the scale of this trend. The expansion in cross-border online spending has been dramatic.

In 2024, the volume of cross-border transactions reached 218 billion TL. During the first nine months of 2025, the total grew by more than 65 percent compared with the same period of the previous year and exceeded 320 billion TL.

China remains the top destination for long-distance shopping, preferred by 68 percent of consumers. The United States follows at 36 percent and Germany at 28 percent. These figures show that distance is no barrier when the price advantage is significant.

Mobile First Shopping and Social Commerce Dominate Turkey

The report highlights that within Turkey, mobile phones and social platforms define modern consumer behavior.

Ninety-eight percent of shoppers make purchases through smartphones. The prominence of major online marketplaces matches this overwhelming mobile concentration. Ninety-nine percent of online buyers prefer large platforms, reflecting a demand for convenience, variety, and fast delivery.

Social commerce has become a crucial channel in Turkey’s digital retail landscape. 75% of consumers shop via social media. Furthermore, 81 percent believe that by 2030, social platforms will become the primary shopping channel. Trends, viral products and influencer recommendations have substantial influence, with 85 percent of consumers saying that online trends strongly shape their buying decisions.

In the report, DHL eCommerce Turkey CEO Kağan Gündüz states:
“We observe that consumers in Turkey have a mobile-focused, highly active, and high-expectation digital profile. The exceptionally high use of mobile devices and the rapid transformation of social media into a primary shopping channel make Turkey a dynamic and opportunity-filled e-commerce market.”

Campaign Seasons Driven by Young Generations

The November campaign period stands out as a peak for Turkish online shopping. Seventy-five percent of consumers participate in these sales events. The report shows that Generation Z and Generation Y are the most enthusiastic groups, placing strong trust in discounts and promotional offers.

Baby Boomers appear to be the least trusting and least engaged demographic when it comes to campaign-driven shopping, reflecting generational differences in digital literacy and online purchasing habits.

Turkey Strengthens Its Role as an E-Export Hub

The study emphasizes that Turkey is not only a large consumer market but an increasingly active e-export center. Orders from regions such as the United Arab Emirates, Morocco, and Nigeria highlight Turkey’s rising presence in global digital trade. With its advantageous geographic position and advanced logistics capabilities, Turkey is becoming a key supplier in several emerging markets.