Turkey’s retail landscape is rooted in the strength of its brick-and-mortar stores. While headlines often celebrate the meteoric rise of e-commerce, physical outlets remain the cornerstone of retail in Turkey. Consumers continue to value the tactile satisfaction of browsing, trying on, and purchasing in person. However, the sweeping wave of digitization is reshaping in-store expectations: seamless checkouts, personalized service, and cross-channel conveniences are now the standard.

Opportunities and Headwinds for Physical Retail in Turkey

Trade sales in Turkey’s physical retail sector continue to climb steadily. In March 2025, overall trade sales volume rose by 10.8% year-over-year, while combined wholesale and retail trade surged by 12.8%. Within that, wholesale trade increased by 11.1% and retail trade by 9.2%, according to Turkstat, highlighting the resilience of brick-and-mortar retail in Turkey even amid the rapid growth of digital channels.

This momentum is fueled by urbanization and rising disposable incomes in Turkey’s major cities. Consumers are increasingly drawn to modern retail formats—sleek boutiques, expansive shopping malls, and flagship stores that balance aesthetic appeal with convenience. These venues are being transformed by self-checkout terminals and interactive kiosks, which bring the speed and personalization of e-commerce into the in-store experience.

Yet, operating physical stores in Turkey presents unique challenges. Currency volatility and high inflation have squeezed both consumer purchasing power and retailer margins. According to Euromonitor, “retail in Turkey was impacted by still-high inflation and interest rates in 2024, negatively affecting consumer spending.” Additionally, securing prime real estate comes with steep rental costs, compelling retailers to maximize revenue per square meter while managing labor costs tightly.

Operations and logistics add further pressure. The ability to maintain well-stocked, properly staffed stores—especially during peak periods like Ramadan or the summer tourism season—requires retailers agile enough to handle internal operational demands and external factors such as global shipping disruptions. Any misstep risks lost sales and diminished customer loyalty.

E-commerce, meanwhile, has created a digital spillover effect. Shoppers who enjoy the convenience of “click-and-collect” now expect similar capabilities in-store: real-time inventory visibility, paperless transactions, and seamless coordination of home deliveries or pickups. Today’s retail associates must be equipped to meet these evolving demands swiftly and efficiently.

Despite these headwinds, physical stores in Turkey retain a distinct competitive edge: immersive brand experiences powered by thoughtful store layouts, engaging visual merchandising, and authentic human interaction. When supported by skilled staff and responsive scheduling, retail in Turkey delivers a level of service and atmosphere no algorithm can replicate.

People Power: Workforce Management as a Strategic Lever

Behind every successful retail store is a team of dedicated employees: greeters, stock clerks, cashiers, and product specialists. Retail is one of the country’s leading employment sectors. These front-line workers not only keep day-to-day operations running but also shape the customer experience.

Yet many retailers still depend on outdated scheduling tools—manual spreadsheets or rigid systems that can’t respond to real-time fluctuations. The result? Understaffing during peak hours or wasteful overstaffing during slower periods.

Strategic workforce management transforms labor from a cost center into a revenue driver. By aligning staffing with foot traffic, promotional calendars, and even last-minute changes, retailers can ensure the right number of trained associates are available exactly when—and where—they’re needed. The benefits: increased sales, reduced labor costs, and happier employees with fairer, more predictable shifts.

AI‑Powered Smart Planning

Artificial intelligence is reshaping how retail in Turkey manages its workforce. AI-driven technology can analyze a wide range of data—such as transactions, foot traffic, and local events—to forecast consumer purchasing behavior with remarkable accuracy. These systems also learn continuously, adapting in real time as new data becomes available.

When unexpected shopper surges occur, AI can respond immediately with actionable recommendations, such as reallocating staff between nearby locations or adjusting break schedules. This level of agility helps prevent lost sales and reduces the strain of last-minute staffing changes.

At the forefront of this shift is Orquest, an intelligent scheduling solution that blends AI and advanced analytics to tackle the daily operational challenges of physical retail. By automating workforce planning, Orquest helps retailers align staffing with actual demand, factoring in labor regulations, employee availability, and productivity goals. It generates optimized schedules that ensure the right associate is on the floor at the right time.

Beyond efficiency, Orquest ensures full compliance with complex labor laws and union agreements, shielding retailers from costly penalties while promoting responsible workforce practices. Its ability to eliminate both overstaffing and understaffing directly enhances service quality and cost control, empowering retail in Turkey to compete effectively in a fast-evolving, omnichannel environment.

Putting People First

At the core of every successful retail operation is a well-supported workforce. Flexible, fair scheduling -like Orquest’s- that respects employee preferences and supports professional growth plays a crucial role in fostering a positive workplace culture. When the right associate is on the floor at the right time, with the right training, customer service naturally flourishes.

In today’s fast-paced retail environment, smart workforce planning has become essential. Advanced technology that combines data-driven insights with agility are helping retailers reduce administrative burdens, ensure compliance, and empower their teams. For retail in Turkey, this means not only staying competitive, but also preserving the human connection that defines the in-store experience.As the sector evolves, intelligent scheduling solutions are quietly becoming strategic assets -streamlining operations, aligning labor with demand, and allowing store teams to focus on what matters most: delivering exceptional service.