Widect: A New Era in Door-to-Door E-Export Logistics with the Assurance of Turkish Airlines
By Enes Yilmaz | Widect CEO
Established within Turkish Airlines to bring more agile and innovative solutions to e-commerce logistics in our country, Widect launched at the end of 2023. Starting operations in the first quarter of 2024, we offer door-to-door delivery service to Turkish e-exporters through the brand power and extensive flight network of Turkish Airlines. In a short time, we have reached over 3 million deliveries, providing our customers with both time and cost advantages, and added value to the sector with our digital solutions that simplify export procedures.
Wide-Direct-Connect (Widect): The DNA of Our Brand
As emphasized in its name, the Widect brand embarked on its journey with the vision of Wide-Direct-Connect. “Wide” represents our ability to reach all corners of the world through Turkish Airlines’ extensive destination network across 140 countries. “Direct” signifies our capability to provide door-to-door direct delivery services to various parts of the world thanks to Turkish Cargo’s logistics expertise. “Connect” reflects Widect’s vision of being a bridge connecting people, cultures, sellers, and buyers from different parts of the world. In this context, we continuously invest in and develop our operations to provide door-to-door services in all countries where we have cargo flights.
The Importance of E-Export for Our Country
Contributing to the development of e-export, which provides numerous benefits such as access to global markets, foreign currency inflow, economic diversification, and increased employment, is among Widect’s greatest motivations. Our main goals are to enhance Türkiye’s export potential, provide the necessary logistics solutions to increase the share of e-export within total exports to 10% by 2028, and position Istanbul as the global hub of e-commerce logistics. In this direction, we aim to exceed USD 1 billion in revenue by 2033 and raise our global market share above 1.5%.
US Tariffs and Impact on the Sector: New Opportunities for Türkiye
The new tariffs recently imposed by the United States on products of Chinese origin have led to significant shifts in global supply chains. Companies that heavily sourced from China are now seeking alternative suppliers, and major marketplaces that had not previously considered purchasing from Türkiye are quickly starting to work with Turkish businesses. The need for Chinese marketplaces to downsize in the US will lead them to focus on countries outside of America and increase competition.
The possibility of trade wars introducing additional tariffs in the global e-commerce flow could slow down growth rates. However, all these developments offer significant opportunities for Türkiye’s exports. At Widect, we are focusing on the US market to seize these opportunities and provide our exporters with a competitive advantage by offering express-speed service at economy pricing.
Artificial Intelligence Transformation in the Sector
Digitalization and artificial intelligence applications in the logistics sector play a critical role in creating competitive advantages. At Widect, we utilize AI in areas such as route optimization, software integrations, and rapid resolution of customer complaints. In doing so, we enhance our operational efficiency and deliver faster and higher-quality service to our customers. Looking ahead, we aim to make our logistics processes even smarter and more flexible through predictive analytics and automation solutions offered by AI.
Target Countries and New Routes
The United States has become our primary focus market following the recent tariffs. Through our fast and cost-effective services to the US, we ensure our exporters benefit from this opportunity to the fullest extent. The US is currently our largest market, and if the tariff balance continues, we expect this market to grow further.
In addition, we are planning to increase the number of injection points in Europe to facilitate direct flights to more countries. Our efforts to launch new services in the Middle East and Turkic Republics are ongoing. Hoping that the war will end soon, we are also preparing our services for Ukraine and Russia. By leading entry into niche markets such as Australia, we aim to enhance the global competitiveness of Turkish e-exporters.
Our Short- and Medium-Term Goals
As part of our growth strategy, we plan to launch our new warehouse in the last quarter of 2026. This new facility, with both handling and fulfillment infrastructure, will become a critical center not only for our own operations but also for our e-exporters. Especially with the implementation of the Domestic Transfer Center (YAM) Regulation, which is being intensively developed by our Ministry of Trade and is of great importance for our sector, Istanbul is expected to become one of the world’s leading e-commerce logistics centers.
With the YAM regulation, the increase in transit shipments and consolidation opportunities will reduce exporters’ logistics costs and further strengthen Istanbul’s position as a global hub. This will enable firms aiming to export to all parts of the world—not just major markets—to access new destinations with affordable logistics costs. Lower logistics costs will remove one of the biggest barriers to micro-exporting and entering new markets, allowing our exporters to send products at competitive prices to destinations that were previously inaccessible due to high costs.
Istanbul’s Journey to Becoming a Global E-Commerce Logistics HUB
Istanbul’s strong connectivity, its ability to reach over 60 capitals within a 7-hour flight, and the fact that nearly 40% of global passenger and cargo traffic passes through the city create a significant locational advantage. To replicate Turkish Airlines’ success in transit passengers and cargo in cross-border door-to-door shipments, we have initiated infrastructure and sorter investments. With regulatory adjustments that facilitate exports and transit cargo shipments, we will fully leverage Istanbul’s advantages and contribute to its transformation into a global e-commerce logistics hub.
The MENA Region and Türkiye’s Strategic Position
Türkiye occupies the most ideal location in the region for global transportation. It is particularly strategic for Asia and Middle East routes. As a bridge between Europe and Asia, we prioritize the sustainability of supply chain processes in the MENA region. Leveraging Istanbul’s location, we will rapidly dispatch shipments arriving from the Middle East to European countries without delays—thereby expanding the MENA trade volume, strengthening Türkiye’s transit network, and increasing efficiency and added value in commercial activities.
Sectoral Expectations and Future Outlook
Exporters expect increased market diversity, fast, reliable, cost-effective, trackable, and seamless logistics processes, and simplified customs procedures. At Widect, we continuously improve our services by following global trends and customer demands, working to simplify every process we touch. With digital transformation in the sector, new balances in global trade, and Türkiye’s strategic advantages, we are working with all our strength to maximize our country’s export potential.
With our vision to make Istanbul the center of global e-commerce logistics, we invite all industry stakeholders to join us on this journey. We will continue to work to enhance Türkiye’s export potential, increase the share of e-export within total exports, and position our country as a leader in global logistics.