Viral fitness trends are transforming scroll-time into shopping sprees, driving a sustained surge in consumer demand for at-home exercise gear.
Sales of some product categories on e-commerce platforms have doubled compared with a year earlier, while industry representatives say social media-driven trends are accelerating consumers’ purchasing decisions.
According to data released by Turkish e-commerce platform Hepsiburada covering the first seven months of the year, sales of fitness and conditioning products rose 60 percent from the same period last year.
Treadmills were the best-selling product during the period, with sales in March surging 235 percent year-on-year.
Sales of Pilates and yoga equipment increased 80 percent in the first seven months of the year, while demand for dumbbells and weight plates rose 79 percent and sales of mats and cushions climbed 72 percent. Demand for pull-up and push-up bars increased 82 percent from a year earlier, while shorts led the sportswear category with a 100 percent increase in sales.
Çağrı Menteş, chief marketing officer of e-commerce infrastructure provider ikas, said a large share of purchases was made by women aged 25 to 34.
Menteş said social media and short-form video platforms such as Reels and TikTok had become key drivers of e-commerce sales.
