Turkish Marketplaces 2026: Where to Sell Online in Turkey — Complete Guide

The 2026 Turkish Marketplace Landscape at a Glance

Few markets in the wider European region have a marketplace mix as concentrated as Turkey's — Trendyol's lead is structurally larger than Allegro's in Poland or Amazon's in Germany. The chart below summarises the seven platforms covered in this guide; keep it nearby as you read each deep-dive section.

1. Trendyol — Turkey's Dominant Marketplace

Trendyol at a Glance

Trendyol is, by almost every metric, the centre of gravity of Turkish e-commerce. Founded in 2010 in Istanbul by Demet Mutlu — a Harvard Business School MBA who returned to Turkey to build what was then a small fashion flash-sale site — Trendyol pivoted into a full general-merchandise marketplace through the mid-2010s. By 2026 it serves 30M+ active customers, hosts 230K+ active third-party sellers, and processes Gross Merchandise Value (GMV) above $10 billion annually — alone accounting for roughly 40% of Turkey's total marketplace volume.

The decisive moment in Trendyol's history was the 2018 acquisition by Alibaba Group for approximately $750 million, at the time the largest tech transaction in Turkish history. Alibaba immediately injected its technology stack — search ranking, recommendation engines, livestream commerce, mobile-first checkout — into Trendyol's product. The follow-on 2021 funding round, led by General Atlantic, SoftBank Vision Fund 2 and Princeville Capital alongside existing investor Tiger Global, valued Trendyol at $16.5 billion, briefly making it the most valuable startup in Turkey's history.

For sellers, this matters because Trendyol's dominance shapes every other Turkish marketplace: prices on Hepsiburada, N11 and Pazarama are routinely compared against Trendyol listings, and "the Trendyol price" has become a domestic benchmark Turkish shoppers explicitly seek out.

Trendyol Express — Turkey's First-Party Last-Mile

Trendyol Express is the platform's own last-mile delivery network — a direct response to the historic unreliability of third-party Turkish couriers in densely populated metropolitan areas like Istanbul, Ankara and İzmir. By 2026 Trendyol Express operates across all 81 Turkish provinces and offers same-day delivery in Istanbul, next-day in tier-2 cities, and a delivery promise that competing marketplaces struggle to match. Listings fulfilled through Trendyol Express earn priority placement in search results and convert measurably better than those relying on third-party Yurtiçi Kargo, Aras Kargo or MNG Kargo handoffs.

The Trendyol Ecosystem — Yemek, Dolap, Hizmet

Post-acquisition Trendyol expanded well beyond marketplace retail:

• Trendyol Yemek — food-delivery vertical competing with Yemeksepeti; tightly bundled with Trendyol's loyalty mechanics
• Dolap — peer-to-peer second-hand fashion platform (acquired 2018, similar positioning to Vinted)
• Hizmet — services and home-help marketplace, launched 2022
• Trendyol International — cross-border export channel servicing the Gulf, MENA and selected European markets

For sellers, the ecosystem effect is significant: a shopper who orders groceries via Trendyol Yemek is exposed to general-merchandise listings within the same app session, lifting cross-vertical conversion.

Trendyol Commission Structure 2026

Trendyol's commissions in 2026 are tiered by category, with three broad bands plus optional Trendyol Ads, "Akıllı Reklam" (Smart Ads) and warehouse-fulfillment fees on top. The official commission schedule is published in the Trendyol Partner Help Centre and updated quarterly by category.

2. Hepsiburada — Doğan Holding's Tech Specialist

From 2000 Pioneer to NASDAQ-Listed Marketplace

Hepsiburada was founded in 2000 by Hanzade Doğan Boyner, daughter of media mogul Aydın Doğan, as the e-commerce arm of Doğan Holding — at the time one of Turkey's largest conglomerates with interests in media, energy and finance. Hepsiburada predates Trendyol by a decade and was for many years the unquestioned leader of Turkish online retail, particularly in consumer electronics and white goods. The platform serves over 13 million active customers and hosts 60K+ active sellers as of 2026.

The transformative event in Hepsiburada's recent history was its July 2021 NASDAQ IPO (ticker: HEPS), raising approximately $681 million and valuing the company at $3.9 billion. The listing made Hepsiburada the first Turkish technology company to list directly on NASDAQ. A strategic investment in 2024 from Kazakhstan's Kaspi.kz (which subsequently acquired a controlling stake) signalled a new chapter focused on operational excellence and CEE/CIS-region tech transfer.

HepsiJet and HepsiLojistik — The FBA-Equivalent Stack

HepsiJet is Hepsiburada's own-brand last-mile delivery network — directly comparable to Trendyol Express in scope and ambition. HepsiLojistik is the FBA-equivalent fulfillment service: sellers ship inventory to Hepsiburada's warehouses near Gebze and Kocaeli, and Hepsiburada handles picking, packing, last-mile delivery via HepsiJet, and returns. HepsiLojistik listings carry a "Hepsiburada'dan Kargo" badge and benefit from the highest visibility weighting in Hepsiburada's search ranking.

HepsiLojistik fees are billed monthly per cubic metre of storage plus a per-order pick-and-pack rate; the structure mirrors Amazon FBA but tuned for the Turkish urban density. For premium electronics, white goods and furniture, HepsiLojistik consistently delivers better unit economics than third-party Yurtiçi or Aras Kargo shipping.

Hepsiburada Premium and Buy Box Mechanics

Hepsiburada Premium is the loyalty subscription (PLN-equivalent ~₺99/year as of 2026) offering free delivery thresholds, exclusive discounts and early access. As with Amazon, Hepsiburada's product page has a Buy Box — the default "Add to Basket" offer when multiple sellers list the same SKU. Winning the Buy Box requires a tight combination of price competitiveness, HepsiLojistik status, account health and shipping speed. Zunapro's repricer module adjusts prices every few minutes within seller-defined floors and ceilings to maximise Buy Box retention.

Hepsiburada Commission Tiers 2026

3. N11 — Doğuş Holding's Veteran Marketplace

A Korean Joint Venture That Lost Momentum

N11 was launched in 2013 as a joint venture between Doğuş Holding (the Turkish industrial conglomerate controlled by Ferit Şahenk, with interests in automotive, media, hospitality and finance) and SK Planet, the e-commerce arm of South Korean chaebol SK Group. The "11" in the name comes from SK Planet's Korean 11번가 (11th Street) marketplace. At launch, N11 was widely seen as Turkey's clearest Trendyol challenger — well-funded, technically sophisticated, and backed by an experienced Korean operator.

The trajectory did not materialise as expected. In 2018 Doğuş Holding bought out SK Planet to take 100% control, and over the following years N11 progressively shifted from "mainstream challenger" to "niche veteran." By 2026 N11 still operates a fully functional marketplace with its distinctive purple brand (the mor of n11.com), but its category depth and active-buyer counts have fallen well behind both Trendyol and Hepsiburada.

Where N11 Still Wins

Despite the lost momentum, N11 retains a loyal audience in several specific categories — small appliances, kitchen, certain home-and-living segments, and a handful of fashion and accessory verticals where the platform's historical inventory built buyer affinity. For sellers, N11 in 2026 functions as an incremental third or fourth channel rather than a primary listing: connection costs are low, the SOAP + REST API is mature, and integration with Zunapro takes minutes once Trendyol and Hepsiburada are live.

N11 API and Integration

N11's seller API is one of the oldest in the Turkish ecosystem and still supports both SOAP (legacy) and REST (current) flows. Inventory updates, order pulls, return handling and price changes are all available via the documented endpoints. The platform's stability is high — N11 outages are rare — and its administrative overhead is among the lowest of the major Turkish marketplaces.

N11 Commission Tiers 2026

4. Amazon Türkiye — The Global Giant in Turkey

A 2018 Launch into a Saturated Market

Amazon, founded in 1994 by Jeff Bezos, launched its Turkish-language storefront — Amazon.com.tr — in September 2018. The timing was unusual: Trendyol had just been acquired by Alibaba, Hepsiburada was preparing for what would become its 2021 NASDAQ IPO, and the Turkish marketplace ecosystem was already crowded. Amazon's bet was that brand recognition, FBA infrastructure and the Pan-EU cross-border bridge would carve out a profitable premium-tier segment over time.

By 2026 Amazon.com.tr reports approximately 12 million Turkish customers and 100K+ Turkish sellers. It is still well behind Trendyol's 30M, but growth has been steady, particularly in premium electronics, branded consumer goods and cross-border-eligible SKUs.

FBA Türkiye and the Pan-EU Bridge

Amazon operates fulfillment centres near Istanbul and Kocaeli, primarily serving the domestic Turkish customer base but also functioning as a low-cost EU fulfillment hub. For Turkish sellers, FBA Türkiye unlocks two distinct economics:

• Domestic FBA — Turkish stock fulfilled by Amazon Türkiye to Turkish customers; pricing in TRY, e-Fatura via GİB
• Pan-EU FBA — Turkish stock can be cross-border-routed (via VAT-compliant pathways) into Amazon's European fulfillment network, opening a EUR-denominated revenue stream from a TRY-cost base

The economics favour exporters: Turkish unit-fulfillment costs are 30–40% lower than the German equivalent, but you sell into a EUR-denominated Western European customer base. For categories with thin domestic margins and strong international brand demand — beauty, certain fashion, specialty foods — Pan-EU FBA from Turkey is a structurally attractive arbitrage.

Amazon.com.tr Commission Tiers 2026

Amazon.com.tr uses the standard Amazon referral-fee schedule expressed as a percentage of the item price. Categories follow Amazon's global buckets:

On top of referral fees, Amazon.com.tr Professional Sellers pay a monthly subscription of approximately ₺200 (or USD equivalent), plus FBA fulfillment fees if you opt into FBA.

SP-API and Repricing on Amazon.com.tr

As with every Amazon marketplace, the Buy Box is the entry point for the vast majority of sales — frequently more than 80% of total volume on a given listing. Winning it requires a tight combination of price competitiveness, FBA Türkiye status, account health and shipping speed. Zunapro's repricer module integrates with Amazon's Selling Partner API (SP-API) to adjust prices every few minutes within seller-defined floors and ceilings, and to monitor account-health metrics in real time.

5. Çiçeksepeti — Flowers, Gifts & 6-Hour Delivery

From Istanbul Flower Shop to National Marketplace

Çiçeksepeti was founded in 2006 in Istanbul by Sezer Kavurmacılar as an online flower-delivery shop, building on the Turkish cultural importance of cut flowers for occasion-gifting (engagements, birthdays, condolences, religious holidays). Over two decades, Çiçeksepeti grew from a single-category specialty site into a full marketplace covering gifts, gourmet hampers, chocolate, jewellery, watches, electronics gifts and an everyday-grocery vertical called Çiçeksepeti Market.

The pivotal corporate event was the 2018 acquisition by Esas Holding — the family office of the Şahenk family, founded by Ferit Şahenk's brother Mehmet Şahenk, with interests in real estate, hospitality, healthcare and aviation. The Şahenk-family imprimatur unlocked institutional capital and accelerated Çiçeksepeti's expansion into adjacent verticals. By 2026 the platform claims 10M+ active customers.

The 6-Hour Delivery Differentiator

Çiçeksepeti's signature operational capability is 6-hour same-day delivery in Istanbul, Ankara and İzmir — the three cities that together represent roughly 60% of Turkey's e-commerce demand. The operation is supported by Çiçeksepeti Lojistik, the platform's own cold-chain logistics network designed originally for flowers and cakes but extended to chocolate, gourmet food and any time-sensitive gifting category. The 6-hour promise materially lifts conversion on occasion-driven purchases — birthdays, anniversaries, condolences — that competing marketplaces cannot fulfil.

Çiçeksepeti Verticals — Beyond Flowers

• Çiçek & Bitki — flowers, plants, succulents — the heritage category
• Hediye Sepeti — curated gift hampers, chocolate, premium gourmet
• Çiçeksepeti Market — everyday groceries, FMCG, household
• Pasta & Tatlı — birthday cakes, patisserie, cold-chain delivered
• Mücevher & Saat — jewellery and watches positioned as gifts
• Yapı Market — selected DIY and home improvement

Çiçeksepeti Commission Tiers 2026

6. Pazarama — Tosyalı Holding's SME Challenger

A Steel Conglomerate Diversifies into E-Commerce

Pazarama launched in 2020 as a venture of Tosyalı Holding — one of Turkey's largest steel producers, with major rolling mills in Osmaniye, İskenderun and abroad in Algeria and Senegal. The Pazarama project was led by Burak Tosyalı as part of a strategic diversification away from the cyclical steel business into consumer technology and marketplaces. Despite being the youngest of Turkey's major marketplaces, Pazarama has positioned itself as the fastest-growing by relative volume, explicitly targeting SMEs that find Trendyol and Hepsiburada commission rates prohibitive.

The SME-Friendly Value Proposition

Pazarama's commercial promise to sellers is built around three pillars:

• Lower commission tiers — typically 3–5 percentage points below Trendyol equivalents
• Lighter onboarding — less paperwork, faster KYC, lower minimum-listing requirements
• PazaramaDepo — the platform's own fulfilment network for sellers without their own logistics capacity

For SMEs operating on thin margins — a typical Turkish reseller in fashion accessories, small home goods or specialty foods — Pazarama is the most cost-efficient way to add a third Turkish marketplace channel without re-engineering the cost structure.

Pazarama Global — Built-In e-Export

Pazarama Global is the cross-border channel that distinguishes Pazarama from N11 and other domestic-only smaller players. Sellers listing on Pazarama Türkiye can opt in to Pazarama Global with one toggle, exposing their inventory to buyers in EU markets (initially Germany, Netherlands, France) and Middle Eastern markets (UAE, Saudi Arabia, Qatar). Pazarama handles language translation, currency conversion and the cross-border logistics layer. For Turkish manufacturers and brand owners with international ambitions, Pazarama Global is a low-friction first step into e-export — comparable in spirit to Allegro's CEE expansion in Poland.

Pazarama Commission Tiers 2026

7. PttAvm — State-Owned Postal Marketplace

A Marketplace with 1840 Heritage

PttAvm is the e-commerce platform of PTT (Posta ve Telgraf Teşkilatı) — Turkey's national postal operator, founded in 1840 during the late Ottoman period, today supervised by the T.C. Ulaştırma ve Altyapı Bakanlığı (Turkish Ministry of Transport and Infrastructure). The PttAvm marketplace launched in 2017 as a state-backed channel intended to support Turkish small and medium-sized producers, regional specialty makers and geographical-indication holders that struggle to compete on Trendyol's algorithmic search.

Yerli Üretici and Coğrafi İşaret Specialty

PttAvm's flagship program is Yerli Üretici ("Domestic Producer"), run in partnership with KOSGEB (the Turkish Small and Medium Enterprises Development Organisation) and Tarım Kredi Kooperatifleri (Agricultural Credit Cooperatives). Yerli Üretici-badged sellers receive:

• Subsidised commission rates (often below the standard tiers)
• Priority placement in PttAvm's "Yerli Üretici" landing pages and seasonal campaigns
• Integrated PTT Kargo logistics at PTT-subsidised tariffs
• Access to government-promoted "Buy Turkish" purchasing campaigns

The platform is particularly strong in coğrafi işaret (geographical indication) products — Turkish equivalents of EU PDO/PGI registrations. Standout categories include Antep Fıstığı (Gaziantep pistachios), Erzurum Cağ Kebabı (traditional Erzurum lamb), Çorum Leblebisi (roasted chickpeas), Maraş Dondurması (traditional mastic ice cream), Trabzon Hamsisi (Black Sea anchovy) and dozens of other regional specialties.

PTT Kargo Integration

PttAvm orders ship by default via PTT Kargo, the postal operator's own logistics arm. PTT Kargo's rural reach is the widest of any Turkish carrier — it serves every Turkish village with a postal address — making PttAvm uniquely positioned for sellers whose buyer base includes Anatolian rural ZIP codes that mainstream couriers either decline or charge premium rates for. For metropolitan deliveries, PttAvm sellers can opt to use Yurtiçi Kargo, Aras Kargo or MNG Kargo on a per-order basis.

PttAvm Commission Tiers 2026

Commission Comparison Table 2026 — All Seven Marketplaces

The single most useful artefact for choosing where to sell is a side-by-side commission view. The table below summarises 2026 commission bands and each platform's vendor / subscription fee structure.

Marketplace	Low Tier	Mid Tier	High Tier	Vendor / Subscription Fee
Trendyol	7% – 12%	12% – 18%	18% – 25%	Free account · Trendyol Express + Ads optional
Hepsiburada	6% – 11%	11% – 17%	17% – 23%	Free account · HepsiLojistik + HepsiAds optional
N11	5% – 10%	10% – 15%	15% – 20%	Free account + commission only
Amazon.com.tr	5% – 12%	12% – 17%	15% – 22%	~₺200 / month Professional Seller + FBA fees
Çiçeksepeti	8% – 13%	13% – 19%	19% – 25%	Free account · Çiçeksepeti Lojistik cold-chain optional
Pazarama	4% – 9%	9% – 14%	14% – 19%	Free account · PazaramaDepo + Pazarama Global optional
PttAvm	3% – 8%	8% – 13%	13% – 18%	Free account · Yerli Üretici subsidies available

Reading the table: Trendyol and Hepsiburada sit at the high end on commission, justified by their reach and own-fulfilment infrastructure. Pazarama and PttAvm are structurally cheaper and built for SMEs. Amazon.com.tr is the only platform with a monthly subscription, offset by Pan-EU FBA international reach. Çiçeksepeti is high-commission but unique in its 6-hour-delivery monetisation. N11 is mid-range across the board.

Turkish Legal Framework 2026 — What Sellers Must Know

KDV (VAT) and GİB

Turkey's VAT is called KDV (Katma Değer Vergisi), administered by GİB (Gelir İdaresi Başkanlığı — the Turkish Revenue Administration) within the Ministry of Treasury and Finance. The 2026 rate structure is:

• 20% — standard rate (most retail goods, services)
• 10% — reduced rate (basic food, textiles, some pharmacy products)
• 1% — super-reduced rate (specific basic foodstuffs, agricultural inputs)

Marketplace sellers domiciled in Turkey register for KDV upon company formation; foreign sellers must engage a Turkish tax representative or operate via a Turkish-resident reseller. Withholding KDV rules (KDV Tevkifatı) increasingly apply to marketplace platforms, with the marketplace remitting a portion of the seller's KDV directly to GİB.

e-Fatura and e-Arşiv — Mandatory Since 2019

The most consequential ongoing compliance reality for Turkish marketplace sellers is the e-Fatura / e-Arşiv mandate, in force since 2019 for any seller above defined thresholds (which by 2026 effectively cover all active marketplace participants):

• e-Fatura — mandatory structured electronic invoice for B2B transactions, transmitted via the GİB integration to a recipient also registered in the e-Fatura system
• e-Arşiv Fatura — mandatory structured electronic invoice for B2C transactions and for B2B transactions where the recipient is not in e-Fatura
• Authorised integrators — Logo, Mikro, Uyumsoft, Foriba, Veriban and a handful of others act as the private-sector intermediaries between sellers and GİB
• XML format — the UBL-TR schema (a Turkish localisation of UBL 2.1) is the required structural format

Every marketplace order to a Turkish customer must produce an e-Fatura or e-Arşiv invoice within a tight window — manual issuance is impractical at marketplace volumes. Zunapro's e-Fatura module issues the structured invoice automatically the moment a marketplace order is received, integrates with Logo / Mikro / Uyumsoft / Foriba / Veriban as configured, stores the GİB acknowledgment alongside the order, and surfaces the invoice PDF to the customer via the marketplace's standard download.

ETBİS — E-Commerce Information System

ETBİS (Elektronik Ticaret Bilgi Sistemi) is the Turkish Ministry of Trade's mandatory registration system for e-commerce sites. Any online channel — your own store, a marketplace listing under your brand, a comparison engine — selling to Turkish consumers must register the business entity, the trade name and the operational data with ETBİS. Marketplace listings under the marketplace's own ETBİS registration cover the platform itself, but sellers operating own-brand e-commerce sites alongside their marketplace channels must register independently.

KVKK — The Turkish GDPR

KVKK (Kişisel Verilerin Korunması Kanunu, Law No. 6698 of 2016) is Turkey's data-protection regulation, broadly modelled on GDPR but with distinct local requirements enforced by the Turkish Data Protection Authority. Marketplace sellers' KVKK obligations include:

• VERBİS registration for data controllers above defined thresholds
• Explicit consent for marketing communications
• Aydınlatma Metni (privacy notice) on any direct customer communication
• Data subject rights — access, rectification, erasure, objection
• Cross-border transfer restrictions, particularly for sensitive personal data categories

Consumer Protection — Tüketici Kanunu

• 14-day right of withdrawal — Turkish consumers may return any distance-purchased product within 14 days without justification (TKHK — Tüketicinin Korunması Hakkında Kanun, Law No. 6502)
• 2-year statutory warranty — Turkish civil law (post-2014 Tüketici Kanunu amendments) imposes a mandatory two-year warranty on B2C sales, independent of any commercial guarantee
• Tüketici Hakem Heyeti — local consumer arbitration boards adjudicate disputes below threshold values; marketplace sellers should expect occasional summonses

Sectoral Compliance — EEE, REACH, CE Türk Uyumu

• EEE — Turkish equivalent of WEEE for electrical and electronic equipment producer responsibility
• REACH-TR — Turkish localisation of the EU REACH chemicals regulation; relevant to cosmetics, cleaning, certain DIY SKUs
• CE Türk Uyumu — Turkish conformity marking requirements for regulated product categories, broadly aligned with EU CE but with local TSE certifications layered on top

Logistics & Shipping in Turkey — The Multi-Carrier Reality

The Big Five Couriers

Unlike Poland's InPost-dominated stack, Turkey's logistics layer is shared across five major couriers plus marketplace-owned networks. The 2026 incumbents are:

• Yurtiçi Kargo — the largest and most consumer-recognised, broad metro + Anatolian reach
• Aras Kargo — strong B2B and high-value B2C, particularly in Istanbul, Ankara and İzmir
• MNG Kargo — the original "next-day" Turkish carrier, still highly competitive on inter-city routes
• PTT Kargo — postal operator, widest rural and small-village reach, slower SLAs
• Sürat Kargo — challenger carrier, growing share particularly in cross-Turkey logistics

Marketplace-Owned Last-Mile

• Trendyol Express — Trendyol's own network, same-day in Istanbul, next-day in tier-2 cities
• HepsiJet — Hepsiburada's own network, particularly strong on premium electronics and white goods
• Çiçeksepeti Lojistik — own cold-chain network for flowers, cakes, gourmet, 6-hour TR-3 delivery

Practical Shipping Stack 2026

The pragmatic 2026 shipping stack for a Turkish marketplace seller is: Trendyol Express on Trendyol (mandatory for Express badging), HepsiJet on Hepsiburada (for Buy Box parity), and Yurtiçi or Aras Kargo as the default third-party fallback across N11, Pazarama and Amazon.com.tr. PTT Kargo covers rural ZIP codes that other carriers refuse or surcharge. Çiçeksepeti Lojistik is mandatory for any Çiçeksepeti listing requiring cold-chain or 6-hour delivery. Zunapro's logistics module routes each marketplace order to the optimal carrier based on weight, destination postcode, marketplace and SLA promise.

Cross-Border Expansion from Turkey

Amazon Pan-EU FBA via Turkey

Amazon's Pan-EU FBA programme can use Turkish fulfillment centres as a low-cost EU hub via VAT-compliant cross-border pathways. By 2026 a Turkish seller enrolling in Pan-EU FBA can have stock distributed across Germany, France, Italy, Spain, Czechia, Slovakia, Austria, Hungary and the Netherlands — all from a Turkish inventory pool. The cost arbitrage is meaningful: Turkish unit-fulfillment is 30–40% lower than the German equivalent, and a TRY cost base against EUR revenue is structurally attractive in the current FX environment. VAT compliance across multiple EU countries is handled via Amazon's VAT Services or by routing through a Turkish tax representative configured for OSS / IOSS.

Trendyol International — MENA & Europe Push

Trendyol's cross-border arm — variously branded Trendyol International or Trendyol Global depending on the corridor — extends Turkish seller catalogues into Gulf markets (UAE, Saudi Arabia, Kuwait) and selected European corridors. Turkish manufacturers benefit from cultural and linguistic proximity to MENA customers, plus the fact that Trendyol's brand recognition in the Gulf is already established from the Alibaba/Aliexpress-style cross-border experience.

Pazarama Global — EU + MENA e-Export

Pazarama Global gives Turkish SME sellers a one-toggle e-export channel into Germany, the Netherlands, France, the UAE, Saudi Arabia and Qatar. The platform handles translation, currency, and the cross-border logistics layer. For SMEs without the resources to operate independent Amazon DE or noon.com accounts, Pazarama Global is a low-friction first step into international.

The Cross-Border Sales Stack

• Catalog: master SKUs in Zunapro, mirrored to Trendyol TR/International, Hepsiburada, Amazon TR with Pan-EU FBA, Pazarama TR/Global
• Pricing: multi-currency rules (TRY, EUR, USD, AED, SAR) with daily TCMB and ECB FX sync
• Compliance: e-Fatura / e-Arşiv for TR invoicing, OSS / IOSS for EU cross-border VAT, country-specific WEEE/REACH where applicable
• Logistics: Trendyol Express + HepsiJet domestically; FBA + Pazarama Global cross-border
• Returns: Turkish-language CS team handling all inbound, plus EUR-speaking team for cross-border

How to Start Selling in Turkey — 2026 Step-by-Step

1. Choose Your Marketplaces (Decision Tree)

• Maximum reach, any category → Trendyol
• Premium electronics + white goods → Hepsiburada
• Pan-EU FBA cross-border ambitions → Amazon.com.tr
• Flowers, gifts, occasion-driven SKUs → Çiçeksepeti
• SME with thin margins → Pazarama (+ Pazarama Global for export)
• Regional / coğrafi işaret specialty → PttAvm
• Niche loyalty audience → N11

The typical winning configuration in 2026 is Trendyol + Hepsiburada + 2–3 specialist marketplaces, all mirrored from one master catalog.

2. Turkish Entity Setup

You have three legal-entity options:

• Şahıs Şirketi (sole proprietorship) — fastest to set up (1–3 days), lowest overhead, suited to SME-scale revenue
• Limited Şirket (Ltd. Şti.) — limited liability company, minimum ~₺50,000 paid-in capital, ~1 week to register; the standard structure for serious marketplace sellers
• Anonim Şirket (A.Ş.) — joint-stock company, higher capital requirement, suited to multi-shareholder structures and venture-funded operations

Foreign companies can also establish a Turkish branch office (şube) or appoint a Turkish-resident reseller; foreign-only entities without Turkish presence generally cannot transact directly on Trendyol or Hepsiburada because both require vergi numarası and e-Fatura integration.

3. e-Fatura / e-Arşiv Activation (Mandatory)

Within roughly two weeks of company formation, activate e-Fatura and e-Arşiv via one of the authorised integrators — Logo, Mikro, Uyumsoft, Foriba or Veriban. The integration involves:

• Obtain a GİB-issued financial seal (mali mühür) from a registered SM-issuing CA
• Implement the UBL-TR XML structured invoice schema
• Submit each B2B invoice through e-Fatura and each B2C invoice through e-Arşiv
• Store the returned GİB acknowledgment alongside each order

Zunapro handles all four steps automatically when your marketplace orders are received.

4. ETBİS Registration

If you operate any own-brand e-commerce site alongside your marketplace channels — even a simple Shopify storefront — register with ETBİS via the Ministry of Trade's portal. The registration declares your trade name, contact details, payment methods and operational data. Renewals are required annually.

5. Connect via Zunapro (10-Minute Integration)

1. Sign in to Zunapro and open the Turkey module
2. Connect each marketplace — paste API keys / OAuth into the Trendyol, Hepsiburada, N11, Amazon.com.tr, Çiçeksepeti, Pazarama and PttAvm tiles
3. Map your master catalog — Zunapro auto-suggests category mappings; you confirm with a few clicks
4. Enable e-Fatura/e-Arşiv + KVKK consent capture — single toggle each
5. Go live — first sync completes in roughly 10 minutes for a 1,000-SKU catalog

Turkish Marketplace FAQ 2026