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Gurbuz Law

Selling Online in Türkiye: ETBIS, Consumer Terms, Commercial Messages and 2026 Marketplace Thresholds

A foreign seller or marketplace entering Türkiye needs more than a Turkish interface. Corporate and tax structure, ETHS/ETAHS status, ETBIS, commercial-message consent, distance-contract terms, returns, unlawful-content workflows, seller contracts, KVKK and the 2026 monetary thresholds must be assessed together.

Published by: Gurbuz Law

Read in Turkish

Legal position last verified: 1 September 2026.

A foreign seller or marketplace entering Türkiye needs more than a Turkish interface. Corporate and tax structure, ETHS/ETAHS status, ETBIS, commercial-message consent, distance-contract terms, returns, unlawful-content workflows, seller contracts, KVKK and the 2026 monetary thresholds must be assessed together.1234

This guide is for foreign retailers, D2C brands, online marketplaces, mobile apps and commerce platforms selling to or intermediating for consumers in Türkiye.

Core conclusion: E-commerce compliance is not a website-terms exercise; it is the design of seller, platform, payment, logistics and data flows around legal roles, notices and consumer outcomes.

Who is this guide for?

This guide is for foreign retailers, D2C brands, online marketplaces, mobile apps and commerce platforms selling to or intermediating for consumers in Türkiye.

Decision summary in one minute

Area Direct seller Marketplace Core control
Role ETHS ETAHS and ETHS if own sales Role matrix
Consumer contract Seller contracts Seller contracts; platform supplies interface Pre-contract information
Commercial messages Consent/IYS Own messages and seller tools Consent evidence
Unlawful content Own listings Notice-and-action mechanism Notice workflow
Seller relationship Supplier contracts Marketplace seller agreement Unfair-practice controls
Monetary thresholds Scale-based Additional duties by net transaction volume Annual threshold test

1. Classify ETHS and ETAHS roles correctly

An online seller of its own goods or services is an electronic-commerce service provider; a marketplace enabling third parties to contract is an intermediary service provider. A marketplace selling own-brand products may hold both roles.5

Classification changes threshold, seller-contract, data-use and unfair-practice duties. Merely supplying software or a payment link may not create marketplace status; the level of intermediation and control should be tested.6

2. ETBIS, IYS and commercial messages

ETBIS notification depends on establishment and activity. Corporate identity, contact, transaction guide and technical steps should be current on the site or app.7

Commercial email, SMS and calls require consent and IYS governance, distinguishing service messages from abandoned-cart and marketing communications. Purchased third-party lists do not provide reliable consent evidence.8

3. Distance contracts and the consumer journey

Pre-contract information should clearly identify the seller, goods or services, total price, delivery, withdrawal, return and complaint routes before order placement. The click flow, contract text and payment screen should be consistent.9

Withdrawal exceptions should not be overextended. Return logistics, diminished value, delivery evidence and reimbursement timelines should be embedded in operations. A foreign seller needs an accessible support channel for Turkish customers.10

4. Marketplace–seller contracts and unfair practices

Marketplace terms should transparently govern ranking, campaigns, commission, payment, suspension, data access, logistics and termination. Unilateral and unpredictable practices materially disrupting seller activity can create unfair-practice exposure.1112

The 2026 monetary thresholds applicable to 2025 net transaction volumes were updated using a 48.07 per cent annual change in e-commerce volume. Scale and additional obligations should be retested each year.1314

5. Data, cookies, ranking and intellectual property

Use of customer and seller data should be transparent across marketplace analytics, advertising and ranking. Using seller data to develop competing products can raise contract, competition and privacy concerns.1516

IP notice procedures should verify trademark or copyright claims, support counter-notice, manage repeat infringers and preserve evidence. Automated delisting should account for abusive complaints.1718

6. Establishment, customs and payments for foreign sellers

Cross-border sales, a local subsidiary, marketplace selling or a distributor model produce different customs, VAT, consumer, return and collection flows. The structure decision should precede drafting of online terms.192021

Payment-provider authorisation, chargebacks, settlement and customer identification should be checked. Holding funds or providing wallet functionality may enter the Law No 6493 perimeter.222324

Documents and evidence the company should prepare

  • ETHS/ETAHS role and entity matrix
  • ETBIS and corporate records
  • Distance contract and pre-contract information
  • IYS/consent record system
  • Marketplace seller agreement
  • Withdrawal and return workflow
  • Cookie/SDK/data inventory
  • 2026 threshold and licence calculation

Contract and governance controls

  • Seller identity and product responsibility
  • Ranking and visibility parameters
  • Commission, payment and set-off
  • Campaigns and discounts
  • Content/IP notice process
  • Data use and advertising
  • Suspension and termination
  • Returns, chargebacks and support
  • Audit and regulatory change
  • Disputes and notices

Red flags and recurring mistakes

  • Failing to identify the seller before order
  • Combining marketing consent and privacy consent in one box
  • Extending withdrawal exceptions to all products
  • Unreasoned immediate seller suspension
  • No annual threshold test
  • Using seller data for competing products without transparency

Three practical scenarios

1. Foreign D2C brand ships directly to Türkiye

The brand implements consumer terms, customs/VAT, Turkish support, return address, privacy and marketing governance, with a scale trigger for a subsidiary or distributor.

2. Marketplace suppresses a seller algorithmically

Undisclosed ranking and suspension criteria create unfair-practice and competition concerns. A reasoned notice, appeal and human-review mechanism is introduced.

3. Platform holds wallet balances

Where the platform holds and transfers balances, the payment-service perimeter is analysed and the model is structured through an authorised provider or licence where required.

A 30–60–90-day implementation plan

Days 1–30 — scope and visibility

  • Build the Türkiye e-commerce scope and role matrix.
  • Collect the relevant contracts, permissions, data and decision records.
  • Assign owners to urgent gaps and threshold questions.

Days 31–60 — evidence and contracting

  • Complete missing permissions, policies, schedules and records.
  • Obtain management approval for the decision matrix.
  • Test group-company and supplier flows against the chosen model.

Days 61–90 — testing and governance

  • Run a practical scenario or tabletop exercise.
  • Report open risks with owners and closure dates.
  • Establish annual and event-driven review triggers.

Frequently asked questions

Must a foreign company register with ETBIS?

It depends on the establishment and activity model and how e-commerce is directed to Türkiye.

What is the difference between ETHS and ETAHS?

An ETHS sells its own goods or services; an ETAHS provides the electronic environment for third-party contracts.

Does IYS apply only to SMS?

No. Consent and opt-out governance applies across covered commercial electronic-message channels.

May a marketplace determine seller prices?

It may offer campaign tools, but unilateral pricing can create unfair-practice and competition risk.

Does every online product carry a withdrawal right?

Withdrawal is the general rule, subject to narrowly applied statutory exceptions.

What data do the 2026 thresholds apply to?

They apply to 2025 net transaction volumes and were updated using the 2025 e-commerce-volume change.

Should a foreign seller provide Turkish terms?

Consumers must receive clear and understandable information; Turkish terms are a strong requirement for a Türkiye-targeted journey.

May a marketplace disclose customer data to the seller?

Only within defined purposes, roles, legal basis, transparency, minimisation and security controls.

Conclusion

Türkiye e-commerce compliance runs from the checkout screen to the corporate model. Integrating role, consumer journey, marketing, seller relationships, data and payment functions in one operating map makes scale-based duties and licensing risks manageable.

This article provides general information only. It is not a legal opinion for a particular company, transaction, tax position, licence application or dispute. Applicable sector, tax, employment and regulatory rules require a fact-specific review.

Bibliography

Footnotes

  1. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  2. Ticaret Bakanlığı — 2026 E-Ticaret Parasal Eşikleri https://ticaret.gov.tr/duyurular/6563-sayili-elektronik-ticaretin-duzenlemesi-hakkinda-kanundaki-parasal-esiklerin-guncellenmesine-iliskin-aciklama accessed 1 September 2026. 2026 monetary-threshold update applicable to 2025 net transaction volumes and the 48.07% revaluation rate.↩︎

  3. Tüketicinin Korunması Hakkında Kanun No 6502 https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6502.pdf accessed 1 September 2026. Distance contracts, pre-contractual information, withdrawal and consumer disputes.↩︎

  4. Kişisel Verilerin Korunması Kanunu No 6698 https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6698.pdf accessed 1 September 2026. Controller/processor roles, processing conditions, transfers, security and registry obligations.↩︎

  5. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  6. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  7. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  8. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  9. Tüketicinin Korunması Hakkında Kanun No 6502 https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6502.pdf accessed 1 September 2026. Distance contracts, pre-contractual information, withdrawal and consumer disputes.↩︎

  10. Tüketicinin Korunması Hakkında Kanun No 6502 https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6502.pdf accessed 1 September 2026. Distance contracts, pre-contractual information, withdrawal and consumer disputes.↩︎

  11. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  12. Ticaret Bakanlığı — 2026 E-Ticaret Parasal Eşikleri https://ticaret.gov.tr/duyurular/6563-sayili-elektronik-ticaretin-duzenlemesi-hakkinda-kanundaki-parasal-esiklerin-guncellenmesine-iliskin-aciklama accessed 1 September 2026. 2026 monetary-threshold update applicable to 2025 net transaction volumes and the 48.07% revaluation rate.↩︎

  13. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  14. Ticaret Bakanlığı — 2026 E-Ticaret Parasal Eşikleri https://ticaret.gov.tr/duyurular/6563-sayili-elektronik-ticaretin-duzenlemesi-hakkinda-kanundaki-parasal-esiklerin-guncellenmesine-iliskin-aciklama accessed 1 September 2026. 2026 monetary-threshold update applicable to 2025 net transaction volumes and the 48.07% revaluation rate.↩︎

  15. Kişisel Verilerin Korunması Kanunu No 6698 https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6698.pdf accessed 1 September 2026. Controller/processor roles, processing conditions, transfers, security and registry obligations.↩︎

  16. Sınai Mülkiyet Kanunu No 6769 https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6769.pdf accessed 1 September 2026. The framework for trademarks, patents, designs, licensing and infringement.↩︎

  17. Kişisel Verilerin Korunması Kanunu No 6698 https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6698.pdf accessed 1 September 2026. Controller/processor roles, processing conditions, transfers, security and registry obligations.↩︎

  18. Sınai Mülkiyet Kanunu No 6769 https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6769.pdf accessed 1 September 2026. The framework for trademarks, patents, designs, licensing and infringement.↩︎

  19. Invest in Türkiye — Establishing a Business https://www.invest.gov.tr/en/InvestmentGuide/Pages/establishing-a-business.aspx accessed 1 September 2026. Establishment options for companies, branches and liaison offices, and the related documentation and permits framework.↩︎

  20. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  21. TCMB — Payment Services https://www.tcmb.gov.tr/wps/wcm/connect/EN/TCMB%2BEN/Main%2BMenu/Core%2BFunctions/Payment%2BServices/ accessed 1 September 2026. Current official source hub for Law No. 6493 and payment/e-money rules.↩︎

  22. Invest in Türkiye — Establishing a Business https://www.invest.gov.tr/en/InvestmentGuide/Pages/establishing-a-business.aspx accessed 1 September 2026. Establishment options for companies, branches and liaison offices, and the related documentation and permits framework.↩︎

  23. Ticaret Bakanlığı — Elektronik Ticaret Mevzuatı https://ticaret.gov.tr/ic-ticaret/elektronik-ticaret/mevzuat accessed 1 September 2026. Law No. 6563, ETBIS, commercial electronic messages and secondary regulations.↩︎

  24. TCMB — Payment Services https://www.tcmb.gov.tr/wps/wcm/connect/EN/TCMB%2BEN/Main%2BMenu/Core%2BFunctions/Payment%2BServices/ accessed 1 September 2026. Current official source hub for Law No. 6493 and payment/e-money rules.↩︎

Publication record

About this study

Published by
Gurbuz Law
First published
23 September 2026
Source links
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For the scope of publication and use, see Publishing principles and terms.

Scope and currency

This study is provided for general information only; it is not legal advice on a specific matter. Legislation, case law and practice may have changed since publication, and the current position should be assessed separately.

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