E-commerce, the process of buying and selling products or services online, is a rapidly growing sector today, offering consumers a wide variety of products, shopping convenience, and time savings. Online shopping platforms allow users to easily research, compare, and purchase their desired items. The ability to shop 24/7 from anywhere with internet access is one of the factors contributing to the popularity of e-commerce.
For businesses, e-commerce offers significant advantages, including access to global markets, cost savings, the ability to reach a broader customer base, and the opportunity to manage customer relations digitally. The rise in online sales is also seen as an attractive opportunity for many entrepreneurs.
Entrepreneurs and businesses looking to sell online need to make the right product decisions in this competitive market. If you’re unsure about which products to sell online, this article is for you.
2023 Turkey e-commerce data
As in the rest of the world, the e-commerce volume in Turkey is rapidly growing. According to data prepared by ETBIS, the e-commerce volume in Turkey increased by 115.15% in 2023 compared to the previous year, reaching 1.85 trillion TL (77.89 billion USD), and the number of transactions increased by 22.25% to 5.87 billion. Over the past four years, the growth rate has been 92.17%.
It is projected that in 2024, the e-commerce volume will reach 3.39 trillion TL (82.39 billion USD), with 6.67 billion transactions.
You can review the detailed report from ETBIS here.
According to the report prepared by ETBIS, the sectors that generated the highest revenue in Turkey’s e-commerce market in 2023 are ranked as follows. The sector with the highest share of e-commerce volume is white goods and small household appliances, followed by electronics, and clothing, shoes, and accessories:
- White Goods and Small Household Appliances
- Electronics
- Clothing, Shoes, and Accessories
- Airlines
- Food and Supermarket
- Home, Garden, and Furniture Decoration
- Travel, Transportation, and Storage
- Food Delivery
- Software
- Medical, Personal Care, and Cosmetics
- Education and Consulting Services
- Accommodation, Advertising, and Printing
- Games, Toys, and Hobbies
- Sports and Outdoor
- Financial Services
- Floristry
- Books and Magazines
- Pet Products
- Telecommunications and Media Services
- Entertainment and Arts
- Construction, Building Materials, and Real Estate
- Jewelry
- Machinery, Industrial Parts, and Equipment
- Renovation, Cleaning, and Organization
- Mother and Baby Products
- Car Rental
- Stationery and Office Supplies
Let’s explore a few sectors in detail based on their significance in Turkey’s e-commerce market.
1. White Goods and Small Household Appliances
White goods and small household appliances have become a significant part of e-commerce, and online sales in this sector are rapidly increasing. Particularly with technological advancements, consumers’ tendency to purchase these products online has risen significantly.
Among white goods, large household appliances such as refrigerators, washing machines, and dishwashers are common, while small appliances include items like vacuum cleaners, blenders, coffee makers, and toasters. The online sale of these products provides consumers with great convenience by offering a wide range of products, price comparisons, and the ability to select the most suitable product for their homes.
E-commerce platforms provide brands with access to global markets, offering opportunities to increase sales and expand their international customer base. Additionally, online sales channels enable more efficient stock management, allow brands to manage customer relations on digital platforms, and help target marketing strategies more precisely.
In the last five years, the white goods and small appliances sector has seen a steady increase in volume. The highest growth, 140.9%, was recorded in 2023, reaching 233 billion TL.
The top 5 best-selling products in the white goods and small household appliances sector are as follows:
- Airfryers and Fryers
- Air Conditioners
- Kitchen and Cooking Appliances
- Washing Machines
- Refrigerators
2. Electronics
Within the scope of e-commerce, the electronics category includes a wide range of products such as smartphones, tablets, laptops, televisions, digital cameras, and game consoles. The online sale of these products provides consumers with the ability to compare brands and models, as well as prices. Additionally, online shopping platforms are often equipped with detailed product features, user reviews, and technical support information, helping consumers make the right choice.
When looking at the volume changes in the electronics sector over the past five years, there has been a consistent increase, with the highest growth of 194.2% and 135 billion TL recorded in 2023.
The top 5 best-selling products in the electronics sector are as follows:
- Smartphones
- Laptops
- Televisions
- Network Systems
- Desktop Computers
3. Clothing, Shoes, and Accessories
The clothing, shoes, and accessories sector is one of the fastest-growing and most important areas of e-commerce. Especially in recent years, with the increased use of the internet, online sales in these sectors have gained significant momentum.
E-commerce platforms allow consumers to shop for clothing, shoes, and accessories without the need to visit physical stores. Consumers can easily choose from a wide variety of products, compare different brands and models, and make more informed choices with the help of size charts and detailed product information.
In the past five years, the sector has experienced continuous growth in volume, reaching its highest level in 2023 at 127.26 billion TL.
The top 5 best-selling products in the clothing, shoes, and accessories sector are as follows:
- Shoes
- Shirts
- Jackets and Coats
- Pants
- Dresses
4. Food and Supermarket
With the onset of the pandemic, online food shopping and supermarket e-commerce volume grew significantly, and this trend is expected to remain permanent. As consumers increasingly adopt digital shopping habits, the growth of e-commerce in the food and supermarket sector will continue. This creates new opportunities for brands while enhancing customer satisfaction.
Over the past five years, the sector has experienced consistent growth, with the highest volume reaching 75.09 billion TL in 2023. The highest annual growth rate occurred in 2020, with a 280.71% increase due to the impact of COVID-19.
The top 5 best-selling product groups in the food and supermarket sector are as follows:
- Fruits and Vegetables
- Teas and Brewed Beverages
- Meat and Seafood
- Eggs
- Coffee
5. Home, Garden, and Furniture Decoration
The e-commerce volume for home, garden, and furniture decoration products has grown significantly and diversified. This category offers consumers a wide range of products to decorate their homes.
E-commerce allows consumers to shop for home decor and furniture without visiting physical stores. They can explore and purchase various products online, including furniture, lighting, home textiles, garden furniture, and decorative items that suit different styles and budgets. This gives consumers the ability to broaden their choices and compare different brands easily.
One of the standout advantages of e-commerce in the home, garden, and furniture decoration sector is the availability of customized services. Some platforms offer interactive tools that allow users to design room layouts and virtually place products, making the shopping experience more engaging.
In 2023, the online sales rate for the Home, Garden, and Furniture Decoration category saw a 50.44% increase compared to 2022.
6. Food
The e-commerce volume for the food sector has grown significantly and diversified in recent years. Particularly in the food and beverage industry, digital platforms have become more prominent as consumers’ online shopping habits have shifted. Online food ordering platforms allow users to browse various restaurant menus and place orders with ease.
Looking at the changes over the past five years, the volume in the food sector has shown continuous growth, reaching its highest level at 47.26 billion TL in 2023.
The most sold types of food in the online food sector are as follows:
- Hamburgers
- Kebabs
- Pizza
- Pide (Turkish flatbread)
- Döner
- Desserts
- Ice Cream
If you’re interested in getting started with e-commerce, don’t miss our guide: What is Required to Start E-Commerce?