Podean Turkey launches & unveils ecommerce research

Following Amazon’s growth in the region, Podean has launched an office to support local Turkish brands across all aspects of driving success on Amazon; whether it’s setup, content optimization, retail operations, analytics and advertising.

With over 100 clients globally (including Colgate-Palmolive, Under Armour, Havaianas, e.l.f. Cosmetics, Danone, De’Longhi and AbInbev), Podean is widely regarded as the leading solution provider to deliver ecommerce growth for brands and was awarded global Agency Of The Year 2021 by The Drum.

The launch of Podean’s Turkey office complements offices in North America, South America, UK/Europe, Asia-Pacific and the Middle-East. Where some agencies claim to be “global” by providing basic advertising support from a couple of locations, Podean has local teams that work with local marketplaces, local partners, local logistics companies and appreciate local language and marketing.

Regional Managing Director, Adam Woolcock, commented, “We’ve got a clear and differentiated offering for brands in Turkey that are craving retail and content expertise in addition to advertising skills. After all, there’s little point advertising products with poorly converting pages or that are troubled by stock and operation issues. We have a team on the ground with local knowledge and insight, that will be supported by our global specialists, global expertise and global tools/tech that have not been previously available for brands in Turkey.”

Mayk Baruh, based in Istanbul, will lead the local team. With an impressive career in ecommerce, before joining Podean he was at Amazon for four years – most recently as a Vendor Manager.

Travis Johnson, Podean’s global CEO said “we’re excited to bring our offering to Turkey and help local brands realize their Amazon potential. With over 80 million people in Turkey and ecommerce growing rapidly, we believe we can make a substantial impact for brands that are serious about growing their ecommerce sales. We’re also uniquely positioned to help Turkish brands expand into global markets including the USA and UK.”

In conjunction with the local launch, Podean has unveiled pioneering research into all aspects of Turkish ecommerce; from shopping behavior to how/where/when consumers spend. The research, completed in July, also delves into usage of smart speakers, interest in streaming and purchases made from streaming.

“We believe that understanding the Turkish market and local consumer behavior is critical when developing strategies for brands”, commented Podean founder Mark Power. He said that “with over 10,000 data points and the ability to dissect responses and behavior by demographics and geography, Podean is uniquely placed to help brands grow in Turkey.”

Some topline research results are included below. Interested brands and media outlets are encouraged to contact adam@podean.com for tailored reports and insight.

Podean E-Commerce in Turkey Research, July 2022

Regular shopping was reported at trendyol.com and hepsiburada by 87% and 71% of respondents respectively, however there are encouraging early signs for Amazon.com.tr, showing strong growth as the third most frequented place for online shopping (at 47%), with half of those respondents indicating their spend will increase on the site over the coming year. 

Unsurprisingly, the vast majority of consumers shop online due to best prices (81.69%), however it is the ease of finding products they like (66%) and having a broad range (62%) that also features high up on the list.  Clothing/Apparel was the most dominant category for online purchases (71%), followed by beauty (47%), food (42%) & electronics (41%).  The emergence of Twitch as a live steaming service cannot be underestimated with 73% having watched on the platform and one-third viewing daily or weekly.  

Full results and video can be found here

About Podean

Podean is the leading global Amazon-focused full-service agency and marketplace consultancy helping brands drive sustainable long-term growth.  Podean has won numerous global awards attesting to the quality of work the agency provides, and outstanding growth delivered for clients across all categories.

Podean (poh-dee-uhn) hails from the word “antipodean”, referring to things diametrically opposed. Specifically, it is a term used in reference to Australia and New Zealand by inhabitants of the northern hemisphere. The notion of being opposite is what our Podean is focused on – we want to operate and act the opposite of narrow, slow moving and slow acting agencies. Podean’s founder, Mark Power, co-authored “Amazon for CMOs” – a best-selling business title where he interviewed many of the top CMOs about their opinions and ambitions as they relate to Amazon to elevate the conversation and leverage all aspects of Amazon for retailing and marketing.

Podean Turkey offers end to end services for clients looking to launch or optimize their retail operations and media presence on Amazon. With the recent launch of Amazon Ads in Turkey, brands are now able to stand out through Sponsored Products, Sponsored Brands and Stores on Amazon.com.tr.  In addition, Podean offers cost effective solutions to Amazon DSP, meaning brands can now reach audiences on both Amazon-owned sites and apps, including amazon.com.tr, Twitch video, IMDb, as well as off-Amazon through direct publisher relationships and third-party exchange