Trendyol: The Turkish E-Commerce Platform and Its Market Presence in Saudi

Trendyol is a Turkish e-commerce platform founded in 2010, which quickly evolved from a fashion-focused store to a comprehensive destination covering electronics, home goods, cosmetics, and more. Established by Demet Mutlu, the platform soon attracted international investors, most notably Alibaba Group, which later acquired a majority stake. Trendyol operates a marketplace model, bringing together thousands of sellers and consumers on a single digital platform, enabling it to offer millions of products under one roof with a focus on quality and innovation. Thanks to its pricing strategies and seasonal discounts, Trendyol has built a large user base both inside and outside Turkey.

The Saudi market is one of the largest e-commerce markets in the Middle East, driven by a young population, high internet and mobile usage rates, and significant government support for digitalizing the economy under Vision 2030. These factors have attracted global platforms like Trendyol to enter the Saudi market, aiming to capitalize on consumer demand for trendy products and Turkish fashion. Trendyol’s expansion into the Kingdom was carefully planned, with a focus on market gaps, particularly in fashion and accessories. The platform has distinguished itself by offering modern Turkish designs at competitive prices, supported by influencer marketing campaigns and fast shipping programs. Through this expansion, Trendyol aims to build a strong brand among the new generation of Saudi consumers.

Saudi Arabia has witnessed tremendous growth in e-commerce in recent years, with online purchases exceeding SAR 130 billion in 2024 and expectations to reach SAR 160 billion by 2025. Statistics show that about 30% of these purchases are made through foreign platforms, reflecting Saudi consumers’ growing appetite for global brands. This rapid growth has encouraged platforms like Trendyol to invest in the region, benefiting from a supportive regulatory environment and advanced payment and logistics networks. As competition intensifies, diversity, pricing, and delivery speed become key factors in attracting customers.

While Amazon and Noon dominate the largest share of the Saudi e-commerce market, Trendyol has managed to build a growing user base by focusing on Turkish fashion and unique products. Reports indicate that Trendyol’s global active users exceeded 50 million in 2024, with notable growth in the Arab region. However, Trendyol still ranks behind Amazon and Noon in terms of Saudi user numbers, but it is betting on future growth by offering exclusive products and a differentiated shopping experience, especially for young Saudis seeking fashion-forward options.

Trendyol is renowned for its primary focus on clothing and fashion, including men’s, women’s, and children’s apparel, as well as accessories such as shoes, bags, and jewelry. The platform later expanded to include small home appliances, electronics, cosmetics, personal care products, and some sports and household items. What sets Trendyol apart is its reliance on well-known Turkish brands like Mavi and Defacto alongside global labels, as well as organizing seasonal sales events with discounts reaching up to 80%. The platform also provides customer support, relatively flexible return policies, and multiple payment options tailored to the Saudi market.

Trendyol places special emphasis on delivery service to Saudi Arabia, relying on local and regional shipping companies such as Aramex and SMSA to ensure orders arrive within 3 to 5 business days for most areas. The platform offers free or discounted shipping on orders exceeding a certain threshold, encouraging higher average basket sizes. However, it may face some challenges in delivery speed compared to platforms with distribution centers inside Saudi Arabia, like Amazon and Noon. Therefore, Trendyol is focusing on strengthening its logistics partnerships and may consider establishing future storage centers within the Kingdom to enhance service.

Financially, Trendyol has achieved significant milestones, with gross merchandise value (GMV) on its platform reaching approximately $8–10 billion globally in 2023, with further growth expected in 2024. The company’s market value is estimated at around $16 billion according to recent reports. Detailed financial data on Trendyol’s performance in Saudi Arabia is not available due to its non-listing in the local market, but it benefits from the investment and technological support provided by Alibaba Group, giving it a competitive edge for expansion and development. Notably, Trendyol’s financial performance is partially reflected in Alibaba’s stock performance on international markets.

In August 2022, China’s Alibaba Group acquired approximately 85–90% of Trendyol’s shares in a deal valued at over $1.5 billion. This strategic partnership has provided Trendyol with substantial resources for growth and the development of its technological and logistics infrastructure, supporting its ability to enter new markets such as Saudi Arabia. For Saudi investors, direct investment in Trendyol is not possible since it is not publicly listed, but indirect exposure can be achieved by investing in Alibaba shares listed on the Hong Kong and New York stock exchanges, where Trendyol’s success is reflected in Alibaba’s financial results.

Trendyol faces fierce competition from major platforms in Saudi Arabia, most notably Amazon, Noon, and Shein. Amazon is known for fast delivery and product variety, while Noon focuses on Gulf market adaptation and attractive discounts. Shein is popular for affordable, trendy fashion. Trendyol differentiates itself by offering unique Turkish products, significant discounts, and a shopping experience tailored for those seeking fashion distinction. Despite local infrastructure challenges, it is betting on quality and competitive pricing to build customer loyalty.

Despite significant opportunities, Trendyol faces several challenges in Saudi Arabia, including intense competition from local and global platforms, the need to build consumer trust, and improve delivery speed and customer service. It also faces cultural challenges related to diverse tastes and shopping habits, requiring adaptation in marketing campaigns and product designs. Additionally, it must invest in marketing campaigns and build relationships with local influencers to strengthen its presence.

Indicators suggest that Trendyol plans to strengthen its presence in Saudi Arabia by investing in logistics services and possibly establishing local distribution centers, as well as integrating with local payment solutions such as Mada. With the Saudi government’s support for investment in technology and e-commerce, Trendyol is expected to continue expanding its product range and collaborating with local and global brands. The platform may also consider an IPO on the Istanbul Stock Exchange, providing additional funding for regional and international expansion.

Trendyol’s entry into the Saudi market has increased diversity in the online fashion sector, giving consumers access to modern Turkish and European designs at competitive prices. This shift has prompted other platforms to improve their offerings and provide more discounts and diverse products. It has also encouraged collaboration with local influencers and improvements in return policies and customer service. However, Trendyol is still in the process of building its market share, and its future success depends on its ability to meet Saudi consumer requirements.

Trendyol places importance on return policies and customer service, allowing consumers to return products within a specified period under certain conditions. The platform provides support through multiple channels, including phone, email, and live chat. Although return policies may be more complex compared to local platforms due to international shipping, Trendyol is working to simplify procedures and improve the post-sale experience to strengthen customer trust in the Saudi market.

The Saudi e-commerce sector is expected to continue its rapid growth, driven by changing consumer behavior and ongoing government support. In this context, Trendyol has a significant opportunity to increase its market share if it succeeds in adapting its offerings to Saudi consumer needs, developing shipping services, and expanding cooperation with local service providers. The platform plays a key role in bringing new Turkish and global brands to the market, enhancing competitiveness and innovation in the sector.