Social Media Usage by Enterprises and Digital Shopping Rates Increased in Turkey
According to TURKSTAT data, the social media usage of enterprises rose to 57.7%, while the rate of individuals shopping over the internet reached 60%.
According to the 2026 research announced by the Turkish Statistical Institute, the social media usage rate of enterprises with at least 10 employees increased, reaching 57.7%. During the same period, the rate of individuals making purchases over the internet at the household level also recorded an increase.
Increase in Social Media Among Enterprises
While the digitalization process continues to expand in Turkey, social media remains a critical communication area for companies. According to the results of the TURKSTAT 2026 Survey on Information and Communication Technology Usage in Enterprises, 57.7% of businesses with at least 10 employees use social media. This rate was at 55.2% in the previous year.
Rate of Shopping Over the Internet
While the presence of companies on digital channels is increasing, citizens' online shopping tendencies are also strengthening. According to data from the TURKSTAT 2026 Household Information and Communication Technology Usage Survey, the proportion of individuals who purchased or ordered goods or services over the internet reached 60%. In the previous year, this rate was recorded as 55.7%.
General Internet and Sales Data
The proportion of internet users across the country has risen to 92.3%. Meanwhile, the rate of making sales via the internet or electronic data exchange channels was measured at 17.1% nationwide.
Distribution by Company Size
Clear differences are observed in social media usage rates based on employee counts. While 55% of enterprises with 10-49 employees use social media, this rate rises to 68.4% in businesses with 50-249 employees. In large enterprises with 250 or more employees, the usage rate reaches 86.6%.
Usage Differences on a Sectoral Basis
When sectors are examined, it is seen that the social media usage rate in the finance and insurance sector is 83.1%. In the transportation and storage sector, this rate stands at 42.7%.
Expert Evaluations
Jetlid General Manager Merve Özmen stated that social media is not merely a communication medium, and many people establish their first contact with a brand through digital channels. Özmen emphasized that the real success lies in converting interest on social media into a genuine customer relationship and sales opportunity.