Fashion market in Turkey

The Turkish Fashion eCommerce market is predicted to reach US$4,263.0 million by 2024 and accounts for 15.9% of the total 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 -5.7%, resulting in a projected market volume of US$3,377.7 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Bags & Accessories, and Footwear.

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$

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 Underwear & Nightwear 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

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)45.553.381.120.579.986.197.318.9

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

Market comparison

The Turkish Underwear & Nightwear market in a global comparison

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

in %

Source: ECDB analysis