Marketplaces are partners, not extensions of your store
"Just list your products on Trendyol" sounds simple. The operational reality makes marketplace presence its own discipline.The major TR marketplaces
- Trendyol — largest by GMV. Strong logistics (Trendyol Express)
- Hepsiburada — second-largest. Strong in electronics
- N11 — established
- Amazon TR — international expansion, Prime ecosystem
- Çiçeksepeti, Modanisa, etc. — vertical marketplaces
Don't list everywhere. List where your product category sells.
Fee structure economics
- Commission per sale (typically 8-25 %)
- Listing / subscription fee (sometimes)
- Fulfilment fee (if using marketplace logistics)
- Advertising spend (sponsored listings)
- Returns processing
The "marketplace mark-up" is its own discipline.
Catalogue management across marketplaces
- Each marketplace has its own product schema and required fields
- Image requirements differ
- Title/description rules differ
- Categorisation differs
Multi-marketplace listing tools handle the fan-out. Worth the cost above ~3 channels.
Pricing strategy
- Marketplace pricing is real-time competitive
- Repricing tools — automated price adjustment
- Buy-box / featured-listing eligibility depends on price + delivery speed + seller rating
- Promotional periods (11.11, Black Friday, Mother's Day)
Logistics: marketplace fulfilment vs self-fulfil
- Trendyol Tedarik / Hepsilojistik — marketplace handles fulfilment from their warehouse
- Self-fulfilment with marketplace cargo
- Self-fulfilment with own cargo
Buy-box eligibility on Trendyol heavily favours marketplace fulfilment.
Customer experience on marketplaces
The marketplace owns the customer relationship:- Reviews live on the marketplace
- Customer service inquiries route through marketplace flow
- Repeat purchase is to "the marketplace"
- Marketing to those customers is largely closed off
Marketplace presence is good for unit economics on a transaction; bad for customer relationship building.
Reviews and rating
- Seller rating affects buy-box, promotional inclusion, search ranking
- Single bad reviews can persistently lower rating
- Don't engage in fake reviews — marketplaces detect and penalise
Compliance
- e-Fatura / e-Arşiv on every sale
- Marketplace-specific tax handling
- Brand authorisation documentation
- Counterfeit policies — strict consequences
One pattern we'd warn about
Race-to-the-bottom pricing on marketplaces. Compete on service / quality / brand when possible.One pattern that always pays off
Tracking marketplace cohort behaviour separately from direct-store cohort.What's your marketplace mix?
