Care Products market in Turkey

The Turkish Care Products eCommerce market is predicted to reach US$5,739.5 million by 2024 and accounts for 21.6% 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 16.3%, resulting in a projected market volume of US$10,501.0 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Shower & Bath market in Turkey

The Turkish Shower & Bath eCommerce market is predicted to reach US$2,027.1 million by 2024 and accounts for 55.2% of the Personal Care 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 17.4%, resulting in a projected market volume of US$3,855.2 million by 2028. The Shower & Bath eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Decorative Cosmetics, Fragrances, Hygiene, and Other Personal Care.

eCommerce revenue development in the Shower & Bath market in Turkey

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Shower & Bath market in Turkey

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)49.772.170.245.951.481.841.043.2
as of Personal Care (in %)5.34.94.64.74.54.03.73.53.22.92.62.4

Market definition

Definition of the Shower & Bath market within the Care Products market

Market definition: Care Products > Personal Care > Shower & Bath The category Shower & Bath includes the online trade of schampoos, deodorants, creams, and more. This category does not cover decorative cosmetics and hygiene products. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Schampoos
  • Deodorants
  • Creams
  • Body lotions
  • Conditioners
  • Hair Dyes

Out-of-scope

  • Decorative Cosmetics
  • Hygiene products

Market comparison

The Turkish Shower & Bath market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis