Turkish exporters lean toward digital platforms to increase sales

Turkish exporters have launched online wholesale sales by reaching out to their international clients via a digital platform. Due to economic problems in markets where Turkey has strong trade ties, such as Azerbaijan, Kazakhstan, Kirghizstan, Russia and Ukraine, as well as devaluations in some countries, Turkey found an online solution for customers that cannot come to Turkey to purchase goods. Opening up wholesale sales to their customers in these countries via websites, exporters also use various applications such as WhatsApp and Skype.

Dosso Dossi Holding sells 300,000 articles of ready-made clothing annually via the website ddfs.com, which was founded three years ago, making $10 million in profits. The company has become one of the leading brands in online wholesale trading. Stating that they have been conducting online sales to 50 countries from Russia to Chile, Dosso Dossi Holding Board Chair Hikmet Eraslan said: "In an environment where markets have shrunk, online shopping brings great opportunities for both sellers and buyers. We sell products to our customers with a 5 percent discount through our online services. For example, when our customers in Kazakhstan shop online on our website without coming to Istanbul, they save at least $2,000 to $2,500. They save on their travel, food and accommodation costs." Eraslan added that buyers in Kazakhstan have shown the greatest interest in ddfs.com followed by Kirghizstan and Russia. Stressing that it was now easy to find markets for ready-made clothes manufactured in Turkey, Eraslan said, "We teach our foreign clients how to buy wholesale products via the digital platform."

Regarding online sales, not only websites but also channels such as WhatsApp, Skype, email and teleconferencing are also used. Exporters increase orders by showcasing their new seasonal collections to their customers via these apps. Operating in Yeşildirek and exporting to dozens of countries, the owner of Anıl Lingeria, Bahri Özdünç, said these implementations were put into practice due to devaluations developing in some countries and some customers' problems in terms of getting visas, emphasizing that the number of sales increased with these implementations.

According to the owner of Avva, Volkan Atik, online sales have disadvantages in addition to advantages. Highlighting that their collections can be seen online by anyone and copied, Atik said: "We want our collections to only be seen by our customers. That's why we do not lean toward online wholesale portals."