E-Commerce Challenges and Opportunities in Turkey: The Cases of Getir and Trendyol

Abd Elaziz Zoabi

Haliç University, Turkey

This article explores the challenges and opportunities of e-commerce in Turkey through inducting a comparison between Getir and Trendyol cases. With the fast expansion of digital technologies, e-commerce has reformed consumer habits, business strategies, and the retail landscape. based on secondary data from company reports, industry analysis, and academic studies, this research follows a qualitative case study approach to evaluate how both companies achieved market growth while dealing with operational and regulatory pressures and challenges. Findings reveal that e-commerce platforms create essential opportunities, including consumer convenience, market expansion, and innovation-driven growth. At the same time, they face significant challenges such as high operational costs, supply chain issues, legal and regulatory issues, and economic instability due to current conditions. The analysis shows that Getir’s ultra-fast delivery model enabled early growth but came with sustainability concerns, while Trendyol’s marketplace model ensured greater scalability but faced increasing competition. Overall, the study contributes to understanding how e-commerce businesses in emerging markets adapt strategies to sustain growth within dynamic conditions. It further provides practical insights for policymakers, businesses, and startups on building sustainable, competitive, and consumer-centered e-commerce ecosystems.

Article link: https://www.asianinstituteofresearch.org/JEBarchives/e-commerce-challenges-and-opportunities-in-turkey%3A-the-cases-of-getir-and-trendyol