Fashion market in Turkey

Market development

eCommerce revenue development in the Underwear & Nightwear market in Turkey

The Turkish Underwear & Nightwear eCommerce market is predicted to reach US$311.0 million by 2024 and accounts for 14.1% of the Apparel eCommerce market in Turkey. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be -7.0%, resulting in a projected market volume of US$232.8 million by 2028. The Underwear & Nightwear eCommerce market is a sub-market of the Apparel market. Further categories within the Apparel market are: Dresses & Skirts, Jackets, Coats & Anoraks, Other Apparel, Pants, Socks, Suits & Trouser Suits, Sweaters, T-Shirts, Shirts & Blouses, and Workwear.

eCommerce revenue development in the Underwear & Nightwear market in Turkey

in million US$

eCommerce revenue growth in the Underwear & Nightwear market in Turkey

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)75.479.549.454.198.25.393.149.7

Online share

eCommerce online share of the total Underwear & Nightwear market in Turkey

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Turkish Underwear & Nightwear retail market, the online share is 10.5% and will increase by an average of 42.3% to 43.1% by 2027.

eCommerce online share of the total Underwear & Nightwear market in Turkey

in %
20202021202220232024202520262027
Online share (in %)3.8%26.0%37.9%36.4%45.0%20.6%66.1%92.6%

Market definition

Definition of the Underwear & Nightwear market within the Fashion market

Market definition: Fashion > Apparel > Underwear & Nightwear The category Underwear & Nightwear includes the online trade of underwear (e.g. briefs, bras, shapewear) and nightwear (e.g. pajamas, nightgowns, robes). This category does not cover erotic lingerie. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Underwear (e.g. briefs, bras, shapewear)
  • Nightwear (e.g. pajamas, nightgowns, robes)

Out-of-scope

  • Erotic lingerie