The State of Omnichannel in Turkey: Inside the 2025 Omnichannel Maturity Index Report
As digital transformation reshapes the global retail landscape, Turkey stands at a pivotal crossroads. The 2025 Omnichannel Maturity Index Report, developed in collaboration with Inveon and prepared by Metheus Consultancy, with contributions from TUBISAD (Informatics Industry Association) and Zincir Magazalar Dernegi (The Chain Stores Association), provides the most comprehensive analysis to date of omnichannel performance among Turkey’s leading retail brands.
Based on over 2,800 data points from 80 major retail brands, the report provides a detailed overview of Turkey’s retail ecosystem and its progress towards integrated commerce. It offers valuable insights into the next steps required.
Why this matters:
Retail in Turkey is no longer confined to shop floors or online marketplaces. Consumer behaviour has evolved into a complex web of physical-digital interactions, including browsing on mobile devices, ordering from marketplaces, collecting items in-store and sharing reviews on social platforms. However, the average omnichannel maturity score is only 46 out of 100, showing a sector in transition but not yet in the process of transforming.
If Turkey is to seize its digital opportunity, this gap must be closed quickly.
Key Insights & Strategic Impacts
Omnichannel maturity is uneven, but improving.
‘Sports’ and ‘Apparel & Accessories’ lead with maturity scores of 54% and 52% respectively, highlighting agility, mobile integration and customer experience.
‘Jewellery’ and ‘Kids’ categories lag behind with the lowest average scores, indicating underutilised digital potential.
This unevenness reflects the broader challenge facing Turkish retail: inconsistent infrastructure and integration strategies between digital and physical assets.
Customer experience is the true competitive edge.
The report shows that brands implementing even a few omnichannel scenarios, such as viewing store stock online, returning online orders in-store or collecting loyalty points across all channels, dramatically improve both customer satisfaction and operational agility.
Brands such as Mavi, Sneaks Up, MediaMarkt and DeFacto are already demonstrating that integrating omnichannel is not just a digital exercise, but a strategic one.
Integration, not just presence, defines success.
Having multiple digital touchpoints, such as websites, apps and marketplaces, is no longer enough. The true differentiator lies in how well these channels are connected. While most brands have e-commerce platforms and a social presence, the report reveals that fewer have achieved real-time stock visibility, unified loyalty programmes or seamless cross-channel returns.
Future leaders will be those who transform channel variety into a cohesive ecosystem where data, logistics and customer experience are fully synchronised.
Marketplaces and social commerce are the next growth engines.
Turkey’s leading marketplaces, Trendyol and Hepsiburada, already deliver significant brand visibility and customer reach. However, the depth of integration and consistency of experience vary widely. Amazon Turkey remains under-utilised, representing untapped potential for many retailers.
At the same time, social commerce is on the brink of transformation. Although direct in-app checkout is not yet available on platforms such as Instagram and TikTok in Turkey, its introduction will reshape the e-commerce landscape. Brands that prepare now by building social-driven product discovery, content-to-commerce flows and audience engagement strategies will be well-placed to capitalise on this new revenue stream when it emerges.
The economic ripple effect
A more mature omnichannel ecosystem in Turkey could deliver a number of benefits:
Higher consumer trust and repeat purchase rates.
Faster go-to-market models for new product categories.
Increased export readiness for Turkish brands.
Job creation in technology, logistics, and digital marketing.
The next leap for Turkey’s e-commerce economy will come not from simply adding more sales channels, but from building smarter, more connected, and fully integrated retail ecosystems.
The Role of Metheus Consultancy in the Journey
At Metheus, we don’t just report trends; we develop the strategies behind them.
Our involvement in the 2025 Omnichannel Maturity Report forms part of our wider mission to empower companies with data-driven insights, actionable roadmaps and bespoke advisory services to facilitate market expansion. Whether you’re a traditional retailer grappling with the digital transition or a digital native brand looking to scale up your omnichannel presence, we can help you develop the infrastructure — and the culture — to thrive.
Final Word
The Turkish retail sector is at a turning point. The winners of tomorrow will not be those with the most stores or the sleekest apps—but those who deliver a truly seamless experience across every channel, every touchpoint, every time.
Explore the full report here or contact Metheus to learn how your brand can lead the next wave of Turkish digital commerce.