November 2025 E-Export Data: Trends and Growth Forecasts for 2026

Thanks to globally implemented "Black Friday" campaigns, November summarizes the e-commerce performance of the entire year. At the same time, it serves as a barometer that provides critical signals about the upcoming period. For Türkiye’s e-commerce sector, November 2025 data clearly reveals the e-export potential opening toward international markets. Especially during this period when global economic conditions remain uncertain, analyzing changes in consumer behavior is a prerequisite for creating a successful digital strategy for 2026.

General Trade and Export Outlook in November 2025

According to the latest bulletin published by the Ministry of Trade, exports increased by 2.2% in November, reaching 22.7 billion dollars. Although this growth rate may seem low at first glance, annualized exports exceeding the 270 billion dollar threshold send a strong message regarding the overall export trend.

On the import side, there was a 2.6% increase. Although the import volume reaching 30.5 billion dollars slightly increased the foreign trade deficit, the active inflow of intermediate goods and raw materials indicates that production dynamics continue. This situation is critical for businesses planning to engage in e-export because as production capacity remains strong, the diversity of products transferred to digital channels can progress in a healthier way.

In November, total foreign trade volume reached approximately 53 billion dollars. This indicates that Türkiye’s performance in global trade continues to strengthen steadily. At the same time, it provides an important background for e-export: As economic activity expands, the potential of digital trade grows, and businesses’ interest in entering foreign markets increases.

The resilient structure observed in exports, the maintained production momentum, and the expansion in trade volume suggest that e-export may create a stronger growth area in the coming year. The most critical point here will be how quickly businesses transform this macroeconomic foundation into digital strategies.

E-Commerce Traffic in November 2025: Campaign Impacts

November 2025 continued to be one of the busiest periods of the year in terms of e-commerce. Data from the first half of the month clearly demonstrates how strong consumer interest in campaigns was. According to the report published by Gemius, the total number of visitors to e-commerce platforms reached 52 million between November 1–15.

The impact of campaign periods was especially visible in traffic levels. The digital advertising volume reaching 13 billion impressions during the first half of November proves how aggressively e-commerce brands have increased competition. The growing share of video advertisements reveals that consumers now experience decision-making moments not only on product pages but also within social media feeds, content platforms, and short video formats.

The data shows that consumers no longer look only for price advantages during campaign periods; they also highly value experience factors such as fast access and content-focused promotions. In short, user behavior is evolving from the simple model of “I see a campaign and shop” into a more detailed decision-making process. In this new model, speed, trust, and ease of transition between platforms become critical.

The intense traffic flow provides a strong signal for 2026 forecasts: Brands must now consider campaign periods not only as one-time sales peaks but as strategic areas that support sustainable growth throughout the year. Sudden increases in visitor numbers can transform into a long-term customer acquisition advantage supporting brands’ e-export journeys when used correctly.

Campaign Performance: The Hepsiburada Example

The November 2025 campaign period was filled with remarkable examples showing how quickly the e-commerce ecosystem can scale. The most notable example was Hepsiburada’s “Efsane Kasım” performance. The platform achieved significant growth by increasing its order volume by 16% during the campaign period. Selling 532 products per minute demonstrates both the intensity of consumer demand and how efficiently the platform managed the infrastructure required to meet this demand.

The figures show that not only sales volumes but also customer diversity increased. During the campaign period, more than 300,000 people made their first purchase from Hepsiburada. This confirms that the November period is also a critical opportunity for long-term customer acquisition. For brands with e-export goals, this data indicates that campaign periods can become a powerful growth lever in international markets as well.

Another notable point is the timing of purchasing behavior. According to Hepsiburada data, the highest shopping activity occurred on November 11, especially during evening hours. This shows that consumers actively follow opportunities during campaign periods and that the timing of discounts directly affects sales volume.

All of this performance sends a clear message to brands: Campaigns are no longer only tools for short-term revenue increases; they have become strategic instruments for building customer relationships that continue throughout the year. When well-timed discounts, a fast mobile experience, and reliable logistics processes come together, campaign periods become one of the main drivers of sustainable growth.

Changing Consumer Behaviors: Mobile and Social Media-Centered Shopping

November 2025 data clearly reveals that consumer behaviors have shifted toward a much more “mobile and social” environment. The comprehensive report published by DHL shows that consumers in Türkiye make their purchasing decisions on social media and complete their shopping largely through smartphones. This trend is becoming a determining factor not only in the domestic market but also in e-export processes.

The consumer decision journey no longer begins on the product page; it starts within social media feeds. Influencer content, short video formats, user reviews, and product demonstrations have become some of the most important touchpoints shaping purchasing intentions. Moreover, social media enables consumers to manage discovery, comparison, and trust stages simultaneously.

There is also significant acceleration in mobile shopping. In recent years, Türkiye has stood out as one of the fastest-growing countries in Europe in terms of e-commerce transactions conducted via mobile devices. A large portion of users, especially during campaign periods, complete their purchases directly through mobile applications rather than computers. This trend makes it necessary for brands to design their e-export infrastructures with a mobile-first approach.

All these findings point to a critical reality for 2026: Content is now as important as the product, experience is as important as price, and speed is as important as campaigns. Social media-based discovery behavior and purchases completed through mobile devices remind brands that they need to redesign their digital strategies. For brands aiming to expand into international markets, managing the social media–mobile combination correctly has become a factor that directly affects competitiveness.

Per Capita E-Commerce Spending: Signals Regarding Türkiye’s Growth Potential

Consumer behaviors in recent years show that spending trends are rapidly moving upward. Especially in the post-pandemic period, increased trust in online shopping, faster delivery processes, and widespread mobile application usage have systematically increased per capita spending. November 2025 data also confirms that this trend continues: During intense campaign periods, users demonstrate not only need-based shopping behavior but also discovery-oriented purchasing behavior.

The current situation allows us to make an important conclusion for 2026: Since annual per capita spending in Türkiye is still below global averages, the e-commerce market has significant expansion potential. Considering that per capita spending exceeds 1,000 dollars in mature markets, e-commerce growth in Türkiye is expected to continue both in the domestic market and through e-export channels.

2026 Forecasts: Growth Areas and Strategic Recommendations

Mobile-centered consumer behavior and the customer acquisition success provided by campaign periods clearly define the e-export direction for 2026. The era of simply “launching an e-commerce website” is over; 2026 will be the year of deep integration and global speed.

The most critical outcome of November 2025 data is that purchasing decisions have largely shifted toward social media. In 2026, social media will no longer be only a discovery platform but will also become a direct sales channel. The global expansion of live shopping and in-app payment features on platforms such as TikTok, Instagram, and YouTube will enable e-export transactions to be completed within a single flow. Consumers will see a product in a video and purchase it without leaving the application. E-export brands will need to collaborate not only with global influencers but also with local micro-influencers in targeted niche markets to increase trust and conversion rates. In 2026, brands whose social media advertising budgets are not significantly focused on video content will fall behind the competition.

In 2026, competition in e-export will no longer be based only on price but also on delivery speed and reliability. Amazon’s global “Prime” effect is spreading across all markets. E-export platforms should focus on international fulfillment solutions (fulfillment centers) to ensure that products shipped from Türkiye reach European customers within 48 hours. Consumer expectations regarding logistics have now reached the level of local e-commerce. Choosing a logistics partner only based on price may become a recipe for failure in 2026. Brands should view logistics processes as an integral part of customer experience. Delayed or incorrect deliveries have the potential to seriously damage brand reputation in global markets. If a product shipped from Türkiye is delivered later than 72 hours, brands risk losing their target audience in 2026.

E-export brands that want to succeed must now consider logistics not only as an operational process but also as a strategic element of customer experience. Delivery speed, transparent order tracking, and reliable processes are becoming decisive factors in building loyalty among international customers.

In conclusion, November 2025 data shows that e-commerce and e-export are entering a new phase of transformation. Brands that combine an effective mobile strategy, a strong presence on social media, a solid logistics infrastructure, and a data-driven approach will gain a significant advantage in 2026.