BAKU, Azerbaijan, October 11. Azerbaijan has become the second key market where Trendyol Group plans to significantly expand its investments, Trendyol Group's head of international expansion Irem Çağrı Yilandil said at the “INMerge Innovation Summit”, which PASHA Holding is organizing for the fourth time, Trend reports.
“Azerbaijan has become our priority market for increasing investments. We see this move as strategically important, with a focus on finding and training local talent to support our growth. E-commerce involves not only technology and innovation but also requires professionals in IT, databases, and other fields,” Yilandil emphasized.
She also noted that Trendyol Group is actively considering Eastern Europe as an important area for expansion.
“We intend to enter markets in Eastern Europe, including countries such as Bulgaria, Romania, the Czech Republic, and Slovakia. We conduct thorough research before entering a new market: we analyze population size, credit card penetration, competition, and scarce product categories. Before launching, we collect this data and then utilize our technology resources and analytics teams to gather customer feedback,” she continued.
Yilandil stressed the importance of adapting to local preferences.
“For instance, in the Gulf countries, the popularity of cash on delivery is lower than in Romania. Meanwhile, in Azerbaijan, people prefer self-pickup points (PUDO), while in Türkiye it is rare and home delivery is more popular there. We take these peculiarities into account and adapt our services to local conditions. In order to successfully enter the market, we need to integrate local payment systems and cooperate with local partners,” Yilandil noted.
She also underlined the importance of building local teams to better understand customer needs and work effectively in each market.
To note, "INMerge Innovation Summit", organized by PASHA Holding, aims to contribute to the development of the innovation ecosystem in Azerbaijan by bringing together startups and investors, providing opportunities for cooperation, and creating a platform for the exchange of ideas and experience between all participants of the innovation ecosystem.