Russian businesses have been entering Türkiye for several years, and e-commerce is not an exception here, but part of the broader picture.
Logistics and payment companies have already built out their operational infrastructure here, retail players are incorporating legal entities and testing local sales, and manufacturing brands (apparel, furniture, home goods, cosmetics) are entering through local incorporation and direct operations on Turkish marketplaces.
The general pattern is identical regardless of the industry: first, registering a Turkish legal entity and opening a bank account; next, conducting test sales via a single marketplace; and then, scaling across multiple platforms in parallel with warehousing infrastructure.
The path to this market is already well-trodden. Russian businesses entering now are following a trail blazed before them by dozens of companies from adjacent industries. This removes part of the uncertainty: legal and banking procedures have been refined, and bottlenecks are known in advance.