The market is dominated by six platforms, and the balance of power has shifted noticeably over the past year.
Trendyol — the undisputed leader, holding 34–40% of the market, with over 30 million users and a GMV exceeding 10 billion dollars. Backed by Alibaba, the asset was valued at 16.5 billion dollars in May 2025, making Trendyol the most valuable technology company in Türkiye and across the broader MENA region.
Hepsiburada — the second most significant player, though as of 2025, it is no longer an independent Turkish company. Kazakhstan's Kaspi.kz acquired a controlling stake (65.4%) for 1.13 billion dollars, subsequently increasing its holding to 86.7% with up to 300 million dollars in pledged investments to expand the Turkish business.
Amazon Türkiye — the platform with the most demanding audience and the lowest commission rates in several categories (6–8% on electronics compared to 15–30% among Turkish competitors), but with more stringent requirements for sellers.
N11, Pazarama, ÇiçekSepeti — niche and regional players. N11 captures low-competition niches, while ÇiçekSepeti is historically dominant in the gifts and flowers categories, though it long ago expanded into a broad product catalog.
Commission rates across the market overall range from 5% to 30% depending on the category and platform, with the highest rates in apparel and footwear, and the lowest in electronics and home appliances.
For sellers, this means: choosing the right platform is just as vital as choosing the right product. A 25% commission on Hepsiburada versus 8% on Amazon within the exact same category alters sales unit economics multifold.