This study aims to identify the factors influencing consumers' online shopping behaviour in Türkiye. The study utilises data obtained from surveys conducted in 2023 with 10,688 individuals registered in the Turkish Statistical Institute's (TURKSTAT) address-based population registration system. The findings show that 36.64% of individuals own a personal computer, while the internet subscription rate reaches 79.01%. This reveals that internet access is widespread in households and that mobile phones are preferred over computers. Indeed, those who own two mobile phones constitute the highest percentage (44.26%) in households. It shows that individuals who do not shop online spend 93.72% of their income, while those who shop online two or three times a week spend 10.6% more of their income. According to the results of the chi-square analysis, e-shopping is significantly influenced by demographic variables. In particular, it was found that young, educated, married and high-income individuals are more inclined towards online shopping. The research findings indicate that different strategies need to be developed for different socio-demographic groups. For young and single individuals, fast delivery, discount campaigns, and mobile-friendly applications can be prioritised, while for married individuals and large families, advantageous packages for basic needs and easy payment options are important. Furthermore, policies aimed at developing digital literacy among low-income and low-educated groups, along with the provision of affordable product options, will contribute to the widespread adoption of e-commerce. Consequently, online shopping platforms offering diverse, high-quality and reliable product ranges and developing user-focused strategies will support the expansion of e-commerce to wider audiences in Türkiye.