Contactless payments in Turkey is gaining ground, but it is still in early steps. As of December 2016, 25 % of the POS terminals have contactless reader and 30 % of the credit cards have contactless feature. Transaction volume though is still low and this is part of the effort for boosting numbers.
BKM, the national regulator and processor of the card payments industry in Turkey is actively working on the growth of contactless payments in Turkey. As a part of the initiative, 3 digital only ads have been announced. The ads mainly focus on how contactless payment can enhance customer’s payment experience during check out. The speed and convenience effect of the contactless payment along with “the cool factor” is underlined.