Türkiye's e-commerce market grew roughly 14% to reach US$48 billion in 2025, and ECDB projects another 10 to 15% in 2026. That's happening in an economy where a

Most market-entry conversations we have start with the inflation number and stop there. That's a mistake. Inflation is exactly why e-commerce is compounding so fast: Turkish consumers have become aggressive price-comparers, and digital channels are where that comparison happens. The growth isn't happening despite the macro picture, it's partly because of it.

For a North American brand, this changes the entry math in a few ways:

• Pricing needs to be reviewed monthly, not annually. A price set in January can look stale by June.
• Marketplace presence (Trendyol, Hepsiburada, Amazon.tr) matters more than a standalone site, because comparison shopping is the default behavior, not a niche one.
• Local pricing in lira, hedged carefully, usually outperforms a fixed USD price shown to a lira-earning shopper.
• A 37% policy rate means local credit is expensive, so installment options and embedded finance at checkout aren't a nice-to-have, they're a conversion driver.

What's your read: does high inflation accelerate or scare off e-commerce entry for Western brands?