Orxan Isayev: Co-Founder & CEO, ShopiVerse | Board Member, WORLDEF

Which are the key companies and organizations in your region helping the ecosystem grow?

In Türkiye, the eCommerce and digital marketing ecosystem is supported by a vibrant mix of companies and organizations that play pivotal roles in its growth and development. These key players range from established corporations to innovative startups, along with governmental and non-governmental organizations. Here are some of the most influential ones:

1. Trendyol: As one of Türkiye’s largest eCommerce platforms, Trendyol has significantly influenced the growth of online shopping in the region. It offers a wide range of products and has been instrumental in encouraging both consumers and sellers to embrace eCommerce.
2. Hepsiburada: Another major player in Türkiye’s eCommerce market, Hepsiburada offers a comprehensive online retail experience and has been a key driver in increasing the accessibility and popularity of online shopping.
3. Sahibinden.com: This is a popular online classifieds and shopping platform in Türkiye, providing a marketplace for a wide range of products and services.
4. N11.com: A joint venture of Getir, N11.com is a significant online marketplace that facilitates consumer-to-consumer and business-to-consumer sales.
5. Iyzico: A fintech company providing payment solutions tailored for the Turkish market, Iyzico plays a crucial role in facilitating smooth and secure online transactions.
6. WORLDEF is a significant player in Türkiye’s eCommerce ecosystem, playing a pivotal role in promoting and supporting the growth of online trade, both within the country and in the broader region.
7. Getir: Specializing in ultrafast delivery, Getir has revolutionized the grocery and on-demand delivery sector, showcasing the potential of eCommerce in facilitating quick and convenient consumer services.
8. Turkish Exporters Assembly (TIM): As the umbrella organization of Turkish exporters, TIM plays a significant role in promoting Turkish businesses internationally, including those in the eCommerce sector.
9. TOBB (The Union of Chambers and Commodity Exchanges of Türkiye): TOBB actively supports businesses, including eCommerce companies, through policy advocacy, training, and networking events.
10. KOSGEB (Small and Medium Enterprises Development Organization of Türkiye): This government agency provides financial support, training, and consultancy to SMEs, many of which are part of the eCommerce ecosystem.
11. E-commerce Association of Türkiye (ETID): ETID works to support the development of eCommerce in the country, advocating for industry-friendly policies and standards.

These companies and organizations are instrumental in nurturing Türkiye’s eCommerce ecosystem. They contribute through innovation, infrastructure development, financial and business support services, and policy advocacy, collectively fostering a robust and dynamic digital economy in the region.

Can you share key eCommerce or digital marketing events a foreign business person should visit in your country ?

Türkiye hosts several key events that are highly valuable for foreign business people interested in eCommerce and digital marketing. These events offer excellent opportunities for networking, learning about the latest trends, and exploring business opportunities in the region. Some of the notable events include:

WORLDEF 2024
Webrazzi
Retail Days
Oniki

Are there any cultural or regional nuances that should be considered in brand messaging?

Absolutely, cultural and regional nuances play a critical role in brand messaging, especially in a diverse and culturally rich country like Türkiye. Understanding and respecting these nuances can significantly enhance the effectiveness of marketing efforts and help build a strong connection with the audience. Here are some key considerations:

Turkish is the primary language, and messages should ideally be in Turkish to resonate with the majority of the population. The communication style should reflect Turkish idioms and expressions. Humor, when used appropriately, can be very effective but should be culturally sensitive.

Turkish culture places a high value on family and community. Brand messages that emphasize family, togetherness, and community can often have a stronger impact.

Recognizing and incorporating local festivals, holidays, and national celebrations, such as Ramadan, Eid, National Sovereignty and Children’s Day, and Republic Day, into marketing campaigns can show respect for local customs and increase brand relatability.

Using local cultural symbols and references can enhance the relevance of the brand message. However, it’s important to use them respectfully and appropriately to avoid misrepresentation or offense.

While Türkiye is a modern country, there are still conservative and traditional segments of the society. Brands should be mindful of this diversity in values and ensure that their messaging is inclusive and respectful.

A significant portion of the Turkish population is young and digitally savvy. Brands should leverage digital and social media platforms effectively, keeping in mind the preferences of a younger audience.

Türkiye is a geographically and culturally diverse country. Understanding regional differences in tastes, preferences, and cultural practices can be beneficial in tailoring localized marketing messages.

Given the varying economic conditions across different regions, messages that are overly extravagant or disconnected from the realities of ordinary people may not resonate well.

Incorporating elements of Türkiye’s rich historical and cultural heritage can appeal to national pride. This includes references to historical figures, landmarks, and traditional arts.

Staying attuned to current social and political issues, as well as popular trends, and sensitively incorporating or addressing them in brand messaging can increase relevance and engagement.

In summary, incorporating these cultural and regional nuances into brand messaging requires a deep understanding of the local context, sensitivity to cultural dynamics, and a commitment to authenticity. Doing so can significantly enhance brand perception and deepen customer engagement in the Turkish market.

Are there any specific digital marketing strategies that have shown success in your market?

In Türkiye’s dynamic and growing digital market, several digital marketing strategies have proven to be particularly successful. These strategies are tailored to the unique characteristics of the Turkish market, which includes a young, tech-savvy population, high mobile device penetration, and a strong social media presence. Some of the key strategies include:

With a high rate of social media usage in Türkiye, platforms like Instagram, Facebook, Twitter, and LinkedIn are effective for reaching target audiences. Brands often engage with users through influencer partnerships, interactive content, and social media campaigns. Given the widespread use of smartphones for internet access in Türkiye, a mobile-first approach in digital marketing is crucial. This includes mobile-optimized websites, SMS marketing, and mobile app development.

High-quality, relevant content that resonates with the local culture and interests has been effective. This includes blog posts, videos, infographics, and podcasts. Content in Turkish that reflects local idioms and references tends to engage audiences more effectively.

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are essential, particularly in a competitive market like Türkiye. Localized SEO strategies, including the use of Turkish keywords and local search trends, are crucial for improving visibility and driving traffic.

The popularity of video content continues to rise in Türkiye. Brands leverage platforms like YouTube and TikTok for marketing, using creative and engaging video content to attract and retain customers.

Despite being one of the older digital marketing strategies, email marketing remains effective, especially when personalized and segmented for different customer groups.

Integrating digital marketing strategies directly with e-commerce platforms has proven successful. This includes using data analytics to personalize shopping experiences and retargeting strategies to encourage conversions.

Collaborating with local influencers who have a strong following in Türkiye can significantly boost brand awareness and credibility.

Participating in or sponsoring local events can increase brand visibility and engagement. This can also be complemented with digital campaigns that tie in with the events.

Utilizing interactive content and AR, especially in sectors like fashion and home decor, to provide immersive experiences that enhance online shopping.

These strategies, when executed effectively, can lead to significant engagement and conversion rates in the Turkish digital market. It’s important for businesses to continuously monitor the effectiveness of these strategies and adapt to the rapidly changing digital landscape in Türkiye.