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E-commerce growth reached 68 percent in 2022

According to the research of the research company NielsenIQ; The fast moving consumer goods market in Turkey, showing a dynamic growth with online spending, reached 5.7 percent of its total sales. In the field of e-commerce, a growth of 88 percent was observed in 2021 compared to 2020. E-commerce grew by 68 percent in the first 4 months of 2022 compared to the same period last year.

The most prominent category in this growth was the baby care category. This was followed by the snacks and hot beverage categories.


The E-Commerce sector in Turkey has experienced a boom in growth in the last three years. The Covid-19 period, on the other hand, significantly accelerated the strong growth trend in this area as a result of the pandemic and mobility restrictions.

While it is noteworthy that online sales are also developing in countries with a high online weight, such as South Korea and China; The most significant share increases were in the USA, Mexico, Brazil, Turkey and Russia.

In terms of the online share of total FMCG sales, Turkey stands out as the third country with the highest share in Europe after the United Kingdom and France.

According To Didem Şekerel Erdoğan, NielsenIQ Turkey General Manager and Middle East and Africa Analytics Regional Vice President; The most important reasons why Turkish consumers prefer online shopping are as follows: More product variety (71%) comes first. This data; cheaper prices (68%), time savings (67%) and faster shopping (58%). Shoppers also state that online-only products are the main motivation for online shopping (22%).

Regarding the subject, Didem Şekerel Erdoğan said, “Turkey, which is already very strong in terms of online shopping penetration, also has more growth potential. From this perspective, it exhibits profile characteristics similar to mass markets such as China and Korea, where we generally see more growth. Turkey, which is even stronger in terms of online fast moving consumer goods shopping penetration, is among the top 5 countries in the world in this field.



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