Unlocking Türkiye’s digital potential
The digital economy is an important driver of Türkiye’s future growth
Digital technology is one of the most powerful drivers of economic growth, higher living standards and innovation. In 2024, every ₺1 invested in Türkiye’s digital ecosystem generated a ₺5.6 return for the wider economy. In this report, we look at how Google’s products, services and investments are key drivers for retail and e-commerce, digital transformation and emerging sectors:
Retail and e-commerce
In recent years, Türkiye has seen rapid growth in its e-commerce market, with revenue increasing around 10% year on year.
Google’s Ad platforms across Search, Display and Video are helping Turkish businesses reach new customers locally, nationally and globally.
Digital transformation
Türkiye currently has one of Europe’s most advanced digital governments and growing digital businesses. Looking forward, increasing businesses’ use of Cloud native workflows has the potential to significantly boost productivity.
Today, Google’s productivity tools like Search, Workspace, Gemini and Cloud save businesses and workers significant time, driving greater efficiency.
Emerging sectors
Türkiye’s digital economy is building key specialisms in areas such as fintech, delivery and gaming.
Google’s platforms and ecosystems suchas Google Play, Android and YouTube are helping Turkish creators and developers reach a worldwide audience.
In 2024, businesses and workers created ₺340bn in economic activity with Google
In 2024, Google Search, Ads, Maps, Play, Cloud and YouTube provided ₺340 billion (US $10 billion) of economic activity for Türkiye’s businesses, nonprofits, publishers, creators and developers. This is equivalent to 0.8% of Türkiye’s Gross Domestic Product (GDP) and 260,000 direct jobs.
₺210 billion
Google Search and Ads provided ₺210 billion (US $6.5 billion) of economic activity.
₺55 billion
Google Maps and Business Profile provided ₺55 billion (US $1.7 billion) of economic activity.
₺31 billion
Google Play provided ₺31 billion (US $0.9 billion) of economic activity.
₺11 billion
Google Cloud and Workspace provided ₺11 billion (US $0.3 billion) of economic activity.
₺27 billion
YouTube provided ₺27 billion (US$0.8 billion) of economic activity.
₺3.3 billion
Google AdSense, AdMob and AdManager provided ₺3.3 billion (US $0.1 billion) of economic activity.
The impact of Google Search and Ads has more than doubled in the last five years
On average, every ₺1 a business spends on Google Ads leads to ₺8 in profit through Google Search and Ads. On a like for like basis, the economic impact driven by Google Search and Ads has more than doubled over the last five years.
Since 2020, the impact in economic activity driven by Google Search and Ads has increased by over
Relative Growth of Google Search and Ads’ impact in economic activity in Türkiye
Index of estimated economic activity attributable to Google Search & Ads (2020 = 1). A value of 2.1 in 2024 means the contribution is 110% higher than in 2020.
Google Ads is helping Türkiye’s small businesses grow efficiently
Esteworld’s experience shows how, by integrating its CRM with Google’s ad models, factoring offline conversions into optimisation, and iterating AI-powered content with A/B tests, the clinic lifted conversion rates reaching more patients at a lower cost.
Challenge
The main barrier was the separation of offline and online data. Without linking the enquiries and appointments to specific ads, valuable information was lost and optimisation was limited.
What the company did.
Integrated CRM with Google Ads, allowing offline conversions (e.g. booked consultations) to inform campaign optimisation.
Applied AI-assisted content to tailor messages to user interests and behaviours.
Ran structured A/B tests to identify the most effective copy and visuals and refine campaigns over time.
Results
+35% increase in conversion rate
–20% reduction in overall advertising costs
–25% lower cost per conversion
+15% higher click-through rate
+50% increase in Google search visibility for the brand
Why it matters to SMEs
By connecting customer data to Ads and optimising for real outcomes, Esteworld reached more patients at a lower cost. The approach is practical: link data, focus on meaningful results, and improve ad content through simple testing to improve ROI without needing big budgets or complex channel builds.
Google Cloud is supporting the digital transformation of Türkiye
Cloud computing is an essential part of the underlying digital infrastructure required to unlock digital transformation. Over the last five years, Cloud adoption has grown rapidly in Türkiye, with total market size growing by around 30% a year. Google Cloud is playing a crucial role in this, with businesses seeing an ROI of 318% on average, from investments in Google Cloud and Workspace.
Improved efficiency
Businesses have saved ₺23 billion (US $700 million) in costs, time savings and gained greater efficiency by transitioning from more costly legacy systems and platforms to Google Cloud.
Speeding up innovation
Google Cloud makes it faster to prototype, deploy and scale new workflows. On average, organisations are able to develop and deploy new digital applications and services for their end-users 20% faster after adopting Google Cloud solutions.
Democratising access to data
Google Cloud makes it easier for organisations to bring data into the heart of their operations, democratising access to it across the company.
Unlocking AI
Cloud solutions help put in place the underlying data services needed to unlock AI agents and other custom workflows in the future. 71% of businesses we surveyed in Türkiye told us that they expected AI tools to make their business more productive.
Google Cloud and Ads have transformed the way Trendyol works internally and boosted their growth
Founded in Türkiye in 2010, Trendyol has grown to become one of the largest e-commerce platforms in the world. What started as a single shopping site has grown into a fully featured and multilingual ecommerce marketplace including business units such as Trendyol Express and Dolap, which handle logistics and the second-hand market respectively.
By 2019, its on-premises data warehouse held valuable data but couldn’t scale with growth. This led to a migration to Google Cloud.
Trendyol Germany used Google Gemini and Vision AI to adjust product titles by reading images and adding exact model names, This fix made Search and Shopping ads far more relevant for customers. With the same budget, the campaigns delivered an 84% higher conversion rate, 99% more sales, and 44% lower cost per conversion.
“We’ve always been a data-centric company, but Google Cloud transformed the way we work with data, enabling us to empower our teams and make informed decisions that drive our success. We’re not just keeping up, we’re setting the pace for what’s possible in ecommerce.”
Ayça Kaypmaz,
Head of Data Warehouse Analysis, Trendyol
Oredata is leading digital transformation with AI
Google Cloud is more than a technology provider for Oredata, it’s their most important strategic partner for innovation and AI. Using Google Cloud platforms, Oredata has delivered 300+ projects, helping organisations meet business goals and create lasting value.
Talent & scale:
Oredata grew from 15 – 100+ professionals, including 60+ Google Cloud-certified experts.
Impact across the economy:
Serving 220+ institutions in 10 sectors, and developing Türkiye’s qualified tech talent.
Regional growth:
Experience carried to 7 countries, adding value to Türkiye’s technology exports.
What’s next:
Continue turning the Oredata-Google Cloud synergy into even greater value for partners and for Türkiye.
“Google Cloud is our most important strategic partner for innovation and artificial intelligence.”
Ömer Faruk Kurt
CEO, Oredata
Source: Oredata
Google Search and Workspace are boosting the productivity of Turkish businesses
How long would it take you to get your job done if you couldn’t use Google Search? In our survey, almost four-fifths (78%) told us that they would find their work impossible or difficult without access to Google Search.
Based on the time saved for the average worker by Google Search and Google Workspace, we estimate that in a given year Google services could be producing a
(US $16 billion) improvement in productivity for the economy of Türkiye
of people say they would find their work impossible or difficult without Google
of businesses say their business grew much faster than they would have if they were not using Google tools
Top Five Benefits Reported by Businesses Using Google’s Products and Services
1.
Faster information processing.
2.
Improved digital security.
3.
Freed up workers’ time spent on simple or repetitive tasks.
4.
Increased revenue.
5.
Lower costs.
AI can help further accelerate Türkiye’s growth
In 2017, researchers working at Google pioneered the Transformer model architecture, making it easier to scale up the size and power of AI models, and leading directly to today’s AI revolution. We estimate that, by 2035, AI could contribute 7.4% to Türkiye’s annual GDP, corresponding to ₺3.2 trillion ($96 billion). In our surveys, both consumers and businesses were clearly aware of the future economic potential of AI.
of people believe that Türkiye should make becoming an ‘AI Superpower’ a priority.
of people say that they are proud of Türkiye’s role in the global tech sector.
of businesses agree that AI tools are an important opportunity for Türkiye’s economy.
AI can help reduce the cost from cybersecurity threats
In our business survey, the most commonly cited concern that was preventing businesses from adopting Cloud computing tools was worries over privacy or data security. AI tools like Google Cloud Cybershield could help create more preventative cybersecurity solutions, detecting threats earlier on rather than waiting for systems to be manually patched. In our modelling, we estimate that boosting AI-enabled security and automation across Türkiye could save ₺260 billion (US $8 billion) by 2035 in costs from cybersecurity threats and fraud.
Boosting AI-enabled security and automation across Türkiye could save
(US $8 billion) by 2035 in costs from cybersecurity threats and fraud
Which, if any, of the following are the main factors that are preventing your business from using Cloud computing tools?
AI can catalyse the next wave of e-commerce growth
The e-commerce sector in Türkiye has already seen rapid growth recently, with local pioneers in online retail and delivery leading the way. AI could make it easier for online retailers to create new types of personalised advertising, respond to consumer questions faster and export to more countries in different languages. In our modelling, we estimate that AI could help grow online retail in Türkiye by ₺110 billion (US $3.2 billion).
AI could help grow the online retail sector in Türkiye by
(US $3.2 billion)
E-commerce market size (₺bn)
Source: E-commerce market size in Turkey 2016-2024, Ministry of Trade Turkey (2025)