The rapid expansion of e-commerce in Türkiye presents an opportunity to explore the key factors driving consumer adoption. This study examines the determinants influencing e-commerce participation by utilizing microdata from the 2023 Household Information Technologies (IT) Usage Survey conducted by the Turkish Statistical Institute (TÜİK). Employing a probit regression model, the analysis investigates the impact of demographic, socio-economic, and technological factors, including age, gender, education, household income, mobile device ownership, and social media engagement. The findings indicate that younger individuals, those with higher education levels, and individuals with greater social media engagement are more likely to adopt e-commerce. Regional disparities and household size significantly influence adoption patterns. The study highlights the significance of digital literacy, accessibility, and policy measures in enhancing e-commerce adoption, while also providing valuable insights for policymakers in supporting inclusive digital transformation and offering businesses and entrepreneurs guidance to navigate Türkiye’s evolving e-commerce landscape.