Temu and AliExpress Face Threat in Turkish Market

Turkey’s Minister of Trade, Ömer Bolat, issued an important warning to foreign e-commerce platforms like Temu and AliExpress about the requirement to appoint a local representative in Turkey. According to the minister, platforms such as Temu and AliExpress must appoint a local representative in order to continue their activities in Turkey. Those that fail to comply with this requirement risk being blocked from the Turkish market, marking a significant shift in the regulation of e-commerce in the country.

Local Representative Requirement

Effective from April 1, 2025, the “Regulation on Market Surveillance and Control of Products Placed on the Market via Remote Communication Tools” requires foreign e-commerce platforms that are neither manufacturers nor importers to designate a local representative in Turkey. This representative acts as the platform’s legal contact within the country, assuming responsibility for product safety compliance and legal matters.

This new rule is designed to increase accountability and enhance consumer protection in Turkey’s rapidly growing e-commerce sector. If platforms like Temu and AliExpress fail to designate a local representative, Turkish authorities have the power to block access to their sites within the country. This is a major development that emphasizes Turkey’s commitment to enforcing stricter control over foreign digital marketplaces. (Hürriyet)

Product Safety and Certification Requirements

Alongside the local representation mandate, the Ministry of Trade has introduced strict product safety and certification requirements. Products shipped to Turkey, especially in categories like footwear, textiles, toys, and kitchen-bathroom goods, must have valid safety and quality certificates. Products lacking these certificates will be prevented from entering the Turkish market.

This regulation is part of a broader effort to safeguard public health and maintain the quality standards of goods available to Turkish consumers. It also places an additional layer of responsibility on local representatives to ensure compliance with these standards. The Ministry has increased inspections to enforce these requirements, signaling a crackdown on non-compliant products. (Bigpara)

The Status of Temu in Turkey

Temu, which entered the Turkish market in June 2024, rapidly gained popularity due to its competitive pricing and wide product range. However, the recent regulations now require Temu to appoint a local representative to remain operational in Turkey. The company has publicly stated it is actively working to meet these requirements, including updating product information and preparing the necessary infrastructure for local representation.

Should Temu fail to comply with the new rules, it risks losing access to the Turkish market, a scenario that has caused concern among its Turkish customer base. Industry observers are closely watching how Temu adapts to these regulatory challenges. (Hürriyet)

AliExpress and Its Compliance Status

AliExpress is another significant foreign e-commerce player in Turkey. Like Temu, AliExpress is subject to the local representation requirement but has yet to announce whether it will establish a representative office in Turkey. Failure to meet this requirement could lead to similar restrictions or site blocking as faced by non-compliant platforms.

Given AliExpress’s substantial user base in Turkey, how it responds to these new regulations could impact a large portion of the Turkish e-commerce market. The platform’s decision in the coming months will be critical in shaping the sector’s competitive landscape. (Hürriyet)

Impact on Turkish Consumers and Market Dynamics

The introduction of these new regulatory measures is aimed at fostering a safer and more transparent e-commerce environment in Turkey. By requiring local representation, Turkey ensures that foreign platforms have a clear point of legal accountability, enhancing consumer rights and dispute resolution mechanisms.

Furthermore, the product certification mandates will reduce the circulation of substandard or potentially unsafe goods, protecting consumers from health risks and poor-quality products. For local e-commerce businesses, these regulations level the playing field by ensuring foreign competitors comply with the same standards.

These changes are expected to improve trust in online shopping, potentially boosting overall e-commerce growth in Turkey while supporting domestic industry competitiveness.

Conclusion

Turkey’s enforcement of local representative requirements and product safety certification for foreign e-commerce platforms represents a major regulatory shift. Platforms like Temu and AliExpress must comply to maintain their access to Turkey’s lucrative market. Non-compliance risks blocking their services, signaling that Turkey is serious about regulating the rapidly growing online retail sector.

The coming months will be pivotal as foreign platforms respond to these new rules, with significant implications for Turkish consumers, businesses, and the broader e-commerce ecosystem.