Overview
Trendyol is Turkey's largest e-commerce marketplace and is expanding fast across Central and Eastern Europe, Germany and the Gulf. It sells fashion, home, beauty, electronics and much more from more than 250,000 sellers and brands to over 40 million customers. For a brand that wants to reach shoppers in Romania, Greece, Bulgaria, Poland, Hungary, the Czech Republic or Slovakia, Trendyol is a fast-growing new marketplace.
Who is behind Trendyol
Trendyol was founded in Istanbul in 2010 by Demet Mutlu. Alibaba Group invested in 2018 and became its majority shareholder, with a stake reported at 70% to 75% or more. Trendyol became Turkey's first "decacorn", valued at more than USD 16 billion. It entered Europe through a website in 2020 and expanded to Germany in 2022, mainly with fashion from Turkish brands.
Expansion in Central and Eastern Europe
Since 2024 Trendyol has launched local apps in Romania, the Czech Republic, Slovakia, Poland, Hungary, Bulgaria and Greece. Romania is its largest market in the region: it opened a warehouse near Bucharest and a local office, and by 2026 had more than 10,000 active Romanian sellers, who generate about 55% of its business there, and 2.7 million active shoppers. Trendyol aims to reach 20,000 sellers in Central and Eastern Europe. It is building cross-border selling: since November 2025 Romanian sellers can sell in Greece, and since January 2026 in Bulgaria, with Trendyol reporting about 30% extra business for sellers who sell to Greece.
How selling on Trendyol works
- Local sellers. Trendyol is recruiting local sellers in each market, especially small and medium-sized businesses.
- Cross-border. Sellers in one market can list products in other Trendyol markets, supported by Trendyol's logistics, payments and compliance.
- Marketing. Trendyol runs large influencer and visibility campaigns to attract shoppers.
- Local-language content and delivery in each market.
Why Trendyol matters for brands
Trendyol brings Alibaba-backed investment and a proven marketplace model to Central and Eastern Europe, where it is quickly becoming a serious competitor to local leaders such as eMAG and Allegro.
How eBrands looks at Trendyol
eBrands works with brands on marketplaces across Europe and North America. If you want to see how Trendyol could sit alongside the channels you already use in Central and Eastern Europe, we are happy to talk it through. See also our eMAG page.
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