Care Products market in Turkey
The Turkish Care Products eCommerce market is predicted to reach US$5,988.1 million by 2024 and accounts for 13.5% of the total eCommerce market in Turkey. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 27.6%, resulting in a projected market volume of US$15,857.3 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.
Monthly revenues
Monthly eCommerce revenues in the Turkish Household Care market
The monthly eCommerce revenue of the Turkish Household Care market was US$88 million in November 2024. This refers to a growth of 6.2% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 11.4% of the total 2023 revenue of the Turkish Household Care market and the lowest in June 2024 with 6.3% of the total 2024 revenue.
Revenue Last Month
US$87.8m
The eCommerce revenue grew by 6.2% from October 2024 to November 2024.
Monthly revenue shares in the last 12 months
| 0-2024 | 1-2024 | 2-2024 | 3-2024 | 4-2024 | 5-2024 | 6-2024 | 7-2024 | 8-2024 | 9-2024 | 10-2024 | 11-2024 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Monthly revenue share (in %) | 5.6 | 98.8 | 17.5 | 60.4 | 94.8 | 26.8 | 86.3 | 79.1 | 96.5 | 48.6 | 65.3 | 88.3 |
Market development
eCommerce revenue development in the Household Care market in Turkey
The Turkish Household Care eCommerce market is predicted to reach US$831.2 million by 2024 and accounts for 13.9% of the Care Products eCommerce market in Turkey. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 35.8%, resulting in a projected market volume of US$2,823.0 million by 2028. The Household Care eCommerce market is a sub-market of the Care Products market. Further categories within the Care Products market are: Health Care, and Personal Care.
eCommerce revenue development in the Household Care market in Turkey
eCommerce revenue growth in the Household Care market in Turkey
Net eCommerce revenue split by sub-category
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 36.6 | 12.7 | 65.7 | 6.3 | 55.5 | 45.2 | 3.0 | 44.1 |
Top stores
Top five Household Care online stores in Turkey by net sales 2023
With sales in the Turkish Household Care market, hepsiburada.com generated a revenue of US$59.9 million in 2023, which means it is the leading online store in this market. The Household Care ranking of Turkey is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Household Care market in Turkey in 2023
| Filtered revenue / share eCommerce net sales refer to the year 2023 | Global revenue eCommerce net sales refer to the year 2023 | Growth eCommerce net sales growth refers to 2023/2022 | |
|---|---|---|---|
US$900.0m 20.7% | US$8,300.0m | 8.3% | |
US$550.0m 12.0% | US$4,600.0m | 12.4% | |
US$470.0m 3.9% | US$1,190.0m | 33.6% | |
US$430.0m 20.6% | US$2,122.0m | 18.0% | |
US$370.0m 20.7% | US$1,814.0m | 12.6% |
See further stores
Market definition
Definition of the Household Care market within the Care Products market
Market definition: Care Products > Household Care The category Household Care comprises digital sales of detergents (e.g. dishwashing detergents, cleaning detergents, laundry detergents) and cleaning equipment (e.g. brooms, cleaning cloths, sponges). This category does not cover toilet paper, vacuum cleaners or cleaning services (e.g. launderette services, housekeeping services, window cleaning services). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Detergents (e.g. dishwashing detergents, cleaning detergents, laundry detergents)
- Cleaning equipment (e.g. brooms, cleaning cloths, sponges)
Out-of-scope
- Toilet Paper
- Vacuum cleaners
- Cleaning services (e.g. launderette services, housekeeping services, window cleaning services)
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