Abstract
This paper presents a SWOT Analysis to state Turkish E-Commerce activities' strengths, weaknesses, opportunities, and threats in the post-COVID-19 era. By examining the internal and external factors, the study aims to provide valuable insights for the whole actor, such as stakeholders, policymakers and businesses in the e-commerce ecosystem. As Türkiye has an important position among global actors, this study examines the key factors navigating the evolving landscape of e-commerce in Türkiye, both academically and practically. The analysis sheds light on strategic considerations associated with the market orientation approach to enhance the sector's resilience and assess the emerging opportunities in the aftermath of the pandemic.
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