Turkey’s booming e-commerce market has prompted new regulations to ensure products sold online are safe and compliant. In late 2024, the Turkish Ministry of Trade introduced a Regulation on Market Surveillance and Product Safety for Products Offered via Remote Communication Tools (i.e., online and distance sales) . This forward-looking law (effective April 1, 2025) establishes clear rules for selling products online to Turkey . International manufacturers planning to sell via Turkish e-commerce platforms need to understand these rules and adapt. The regulation aims to enhance consumer safety and ensure fair competition in Turkey’s digital marketplace . In this guide, we break down the key aspects of the regulation, its impact on foreign manufacturers, steps to comply, and innovative solutions to make compliance easier.
Key Aspects of Turkey’s New Market Surveillance Regulation
Scope and Purpose: The new regulation applies to all products offered to Turkish consumers through remote means – including e-commerce websites, online marketplaces, mobile apps, and other distance sales channels . Any product targeted at end-users in Turkey via these channels is considered “placed on the market” in Turkey and must meet Turkish product safety requirements . For example, if your online store or marketplace listing offers Turkish language, prices in Turkish Lira, or shipping to Turkey, you are targeting the Turkish market . All such products must comply with relevant product safety legislation and standards – essentially the same rules that apply to products sold in physical stores . This includes Turkey’s Product Safety and Technical Regulations Law (which aligns with EU safety directives) and any specific technical regulations for your product category.
Local Representation Requirement: One of the most impactful rules is the “residency requirement.” To sell a product online in Turkey, there must be an economic operator based in Turkey who takes responsibility for the product’s compliance . This could be: (a) a manufacturer established in Turkey; (b) if the manufacturer is abroad, an importer in Turkey; or (c) an authorized representative in Turkey appointed by the foreign manufacturer . In other words, foreign manufacturers must appoint a local representative if they don’t use a local importer. The authorized representative is a person or company in Turkey given written authority by the manufacturer to act on their behalf . This representative is responsible for ensuring the product meets all safety requirements and for holding the necessary compliance documentation . If no manufacturer, importer, or authorized rep is present, the law even puts responsibility on the local “performance service provider” (such as a fulfillment, warehousing or logistics provider that handles storage and delivery) to assume compliance duties . Essentially, Turkey wants someone in-country accountable for each product’s safety.
Product Listings and Labeling Requirements: The regulation also dictates what information must be provided to consumers before purchase on the e-commerce listing (sales advertisement). Online product pages must clearly show: the name and contact details of the manufacturer, importer, or authorized representative in Turkey, any required warning or safety labels and compliance marks (e.g. CE mark) in Turkish, and a correct description of the product (including type, model, and a photo) . This means international sellers should ensure their online listings on platforms like Amazon Turkey, Trendyol, etc., include a local address/email for the responsible party in Turkey and any necessary hazard warnings or usage instructions in Turkish. Additionally, the product itself and its packaging should carry all required labels, safety warnings, and the details of the Turkish representative or importer. For certain regulated product groups, the authorized rep’s name and address must be marked on the product or packaging so consumers and inspectors know who is responsible in Turkey . Manufacturers will need to review their documentation and labeling to make sure everything complies with Turkish laws (e.g. user manuals in Turkish, correct conformity markings, etc.).
Obligations of E-Commerce Platforms and Logistics Providers: The new rules don’t just target sellers – they also put duties on service providers involved in online sales. Intermediary service providers (online marketplaces/platforms facilitating the sale) must verify that product listings include the required information and remove or disable access to non-compliant product listings within 24 hours of discovering a violation . They are also expected to inform consumers about product recalls and to keep records of supply chain information for at least 10 years . This means e-commerce platforms will be monitoring compliance more strictly and could delist products that don’t meet the new requirements. Logistics and fulfillment partners in Turkey (termed “performance service providers” in the regulation) are also responsible for product safety in their handling of the product . They must keep compliance documents on file, cooperate with authorities in case of inspections or recalls, and even notify authorities if they detect a risky product . In essence, every player – from the manufacturer to the marketplace to the delivery provider – has a role in ensuring that products sold online in Turkey are safe and properly documented.
Enforcement and Penalties: Turkey is backing up these rules with enforcement powers. Non-compliance can lead to serious consequences. Authorities can impose administrative fines under the Product Safety Law for any breaches . If a seller repeatedly offers non-compliant products, the government can block access to those online listings (essentially banning the product from being sold online in Turkey) . Advertisements for non-compliant products (on the web, TV, etc.) can be ordered to cease as well . Moreover, unsafe or non-compliant products can be subject to withdrawal and recall from the market . In cases of serious risk, authorities can even suspend sales and promotions of the product temporarily . For manufacturers, this means failure to follow the rules could result in products being pulled off e-commerce platforms, legal fines, and damage to your brand’s reputation in Turkey. The regulation explicitly calls out that it applies to foreign companies selling to Turkish consumers, not just local businesses . So international sellers are very much on the hook if they want to continue reaching Turkey’s market.
Impact on Foreign Manufacturers: Why This Matters
For international manufacturers and brands, Turkey’s new e-commerce product safety regulation is a game-changer. In the past, you might have been able to sell directly to Turkish customers via online marketplaces or your own website without a formal presence in Turkey. Now, you must have a local foothold – either through an importer, your own subsidiary, or by appointing an authorized representative in Turkey . This effectively means no more direct cross-border consumer sales to Turkey without local oversight. If you are not established in Turkey and ship products to Turkish consumers, you need to designate someone in Turkey to be responsible for those products. Failing to do so can put you in violation of the law, with the risk of fines or your listings being taken down.
The legal obligations for foreign manufacturers under this regulation mirror those for domestic companies – ensuring product safety, proper labeling, and cooperation with inspectors. However, being abroad adds complexity: you’ll need to handle Turkish documentation requirements and possibly translate compliance documents into Turkish. You’ll also need to keep an eye on Turkish standards and any changes in technical regulations that apply to your products. Without a local expert, this can be challenging.
Another impact is that online marketplaces may enforce these rules strictly on foreign sellers. Global e-commerce platforms operating in Turkey (or local giants like Hepsiburada or Trendyol) will likely require proof that a product has a Turkish responsible party and all necessary certifications. They do not want to risk penalties themselves by hosting non-compliant products. Thus, foreign manufacturers might receive requests from platforms for local representative details or risk product removal. Likewise, logistics companies might start asking for compliance documents before shipping goods into Turkey.
Risks of non-compliance for foreign firms are significant. Aside from regulatory fines and product bans, non-compliance could lead to reputational damage (e.g., news that your product was recalled for safety issues in Turkey) and loss of access to a growing e-commerce consumer base. On the positive side, those who proactively comply can use their compliance as a selling point, showing Turkish consumers that they prioritize safety and quality. Adapting to these rules can enhance consumer trust, as the regulation’s goal is to ensure that products sold online are just as safe as those sold in Turkish stores .
In short, international manufacturers must treat Turkey’s e-commerce sales almost like sales within the EU or other regulated markets – with full local compliance. The new regulation creates a more level playing field, so overseas sellers have the same responsibilities as local companies. Now, let’s look at how you can meet these obligations.
Steps for Manufacturers to Comply with Turkey’s Product Safety Requirements
If you’re an international manufacturer selling (or planning to sell) in Turkey’s online marketplace, here are specific steps to ensure compliance with the new market surveillance and product safety rules:
1. Appoint a Local Representative or Importer in Turkey: Ensure you have an official presence in Turkey responsible for your products. This can be an authorized distributor or importer, or you can appoint a formal Authorized Representative in Turkey via a written agreement . This local entity will act as the point of contact for authorities and consumers, and will take on responsibility for compliance on your behalf. Make sure to provide them with the mandate and resources to fulfill this role (they may need access to technical files, the ability to coordinate recalls, etc.). Having a trusted local partner is now a legal necessity for selling online in Turkey.
2. Ensure Product Compliance Documentation is in Order: Gather all required compliance documents for your products and ensure they meet Turkish (and relevant international/EU) standards. This includes product certificates (e.g. CE certification or Turkish standards certificates), test reports, declarations of conformity, and technical specifications. Your products must meet all applicable safety and technical regulations before they are placed on the market . Prepare translations of key documents into Turkish if needed. The appointed local representative or importer should maintain a technical file with these documents ready, since regulators can request them at any time . It’s wise to perform a compliance audit of each product line to catch any gaps (such as missing certifications or outdated test reports) before offering them to Turkish consumers.
3. Update Labeling and Manuals for Turkey: Review your product labels, user manuals, and packaging to ensure they fulfill Turkish requirements. All mandatory safety warnings and information must be in Turkish on the product or its packaging . Products should carry necessary conformity marks (like the CE mark or other Turkish standard markings) and, where required, the name and address of your Turkish representative or importer on the label . Make sure user instructions and safety information are provided in Turkish, as consumers must be able to understand how to use the product safely. Adapting your labeling might involve adding a sticker or supplement for the Turkish market that lists the local representative’s contact and any Turkey-specific warnings. This step is crucial not only for compliance but also for building consumer trust.
4. Adapt Your E-Commerce Listings and Marketing: Work with the e-commerce platforms or your own web store to include all required information in the online product listing. Before a Turkish customer clicks “buy,” the page should display the manufacturer’s or local representative’s name and contact info, product identifying details, and any applicable safety labels or warnings . Ensure that your product descriptions are accurate and not misleading – the regulation emphasizes truthful advertising. If you sell on a marketplace, provide the platform with up-to-date information about your Turkish authorized representative or importer so they can display it. It’s also a good idea to monitor your listings regularly. If a platform flags or removes a listing for non-compliance, respond immediately by correcting the issue (e.g., adding missing info or documentation) to minimize downtime in sales.
5. Coordinate with Logistics and Fulfillment Partners: Since Turkish regulations can hold logistics providers accountable for safety, choose your supply chain partners wisely. Engage with fulfillment centers or carriers in Turkey that are aware of the new rules. They should be prepared to handle products per the safety standards – for instance, maintaining proper storage conditions and having your product documentation on hand. Share relevant compliance documents (like material safety data sheets for chemical products or certificates for electronics) with them so they can assist in case of any inspections. By working closely with your performance service provider (the party handling storage/transport), you ensure they won’t unknowingly cause compliance issues. Some foreign manufacturers might opt to use third-party fulfillment services in Turkey that also offer compliance support, essentially acting as both warehouse and local representative. The key is to integrate compliance into every step of the supply chain, from the moment the product arrives in Turkey until it’s delivered to the consumer.
6. Establish a Monitoring and Response Plan: Compliance isn’t a one-and-done task – it requires ongoing vigilance. Put in place a system to continuously monitor regulatory updates and product feedback. Turkey’s laws can update over time (often aligning with EU changes), so stay informed about any new standards or requirements for your product category. You can subscribe to official gazette updates or work with legal advisors in Turkey for news. Also, keep an ear on customer reviews or any incident reports related to your products. If a safety issue arises (e.g., a product malfunction or injury), address it proactively – this might include reporting it to authorities and conducting a voluntary recall before you’re forced to. Having an internal compliance team or consultant to audit your e-commerce operations periodically is wise. And make sure your authorized representative is empowered to act quickly – for example, to liaise with regulators or coordinate recalls – on your behalf. A rapid response plan will help you mitigate risks and show regulators and customers that you take product safety seriously.
By following these steps, foreign manufacturers can significantly reduce the risk of non-compliance and continue to tap into Turkey’s large consumer market. Next, we’ll explore some tools and innovations that can make compliance even smoother.
Innovative Solutions for Smooth Compliance: Embracing Digital Tools
Complying with new regulations can be challenging, but technology and innovative services are here to help. International manufacturers can leverage several solutions to navigate Turkey’s e-commerce compliance requirements efficiently:
• Digital Product Certification Platforms: One cutting-edge approach is to use digital certification systems to manage and prove your product’s compliance. Digital Product Certification involves using online tools (and even technologies like blockchain and IoT) to monitor and verify a product’s compliance throughout its entire lifecycle . For example, some platforms create a digital record (or digital product passport) for each product, logging its certifications, test results, and supply chain journey. This record can be securely shared with Turkish authorities, e-commerce platforms, and consumers to instantly demonstrate that the product meets safety standards. Advanced systems even use blockchain for transparent supply chain tracking and AI-powered continuous monitoring of product safety data . By embracing such digital tools, you not only make it easier to comply with documentation requests, but you also build trust with buyers who can verify a product’s authenticity and certifications online. It’s a forward-looking way to turn compliance into a competitive advantage.
• Compliance Monitoring Software: Staying on top of regulatory changes and ensuring ongoing compliance can be simplified with specialized compliance software. There are global compliance management tools that provide real-time regulatory updates for each market you operate in, and a centralized dashboard of your product compliance status . These tools can alert you if, say, Turkey updates a standard that affects your product or if a certification is nearing expiration. They often include document management features to organize all your testing reports, certificates, and approvals in one place. Some even offer expert guidance or connect you with compliance consultants when a new requirement comes out . By using compliance monitoring solutions, you reduce the chances of something slipping through the cracks. Essentially, the software acts as an automated watchdog, so you can focus on selling while it flags any compliance risks in the background.
• Local Compliance Partners and Representatives: If navigating Turkish regulations still feels daunting, consider engaging a professional service that specializes in product compliance for international trade. Many firms offer authorized representative services for Turkey (similar to EU authorized reps) – they will officially act as your local representative, maintain your technical documentation, and handle communication with authorities. These partners often use digital portals where you can upload your product documents and certificates, making it easy to share information when inspections happen. They also keep track of legal changes and can advise you on any new obligations. Partnering with such a service means you have on-the-ground expertise and compliance monitoring without needing to set up a full legal entity in Turkey. It’s a cost-effective solution for many small and medium manufacturers entering the market.
• Integration of Compliance in E-Commerce Workflows: Innovative e-commerce businesses are starting to bake compliance checks into their normal operations. You can do the same. For instance, integrate a step in your product development or sourcing process to check Turkish regulatory requirements (much like you would check if a product meets EU or US rules). Use digital checklists or apps to verify each product has the required labels and documents before listing it for sale in Turkey. Leverage your e-commerce platform’s tools: some marketplaces might introduce compliance verification features where you must upload a certificate or provide local rep details to publish a listing. Treat these not as obstacles but as quality assurance steps. By aligning your internal processes with compliance checkpoints, you catch issues early and avoid last-minute scrambles. Over time, this can streamline your expansion into other regulated markets too, as it builds a culture of safety and compliance in your organization.
Conclusion:
Turkey’s new e-commerce product safety regulation represents a significant shift in how online sales are regulated, bringing greater accountability for manufacturers and sellers. While it introduces new obligations for international manufacturers, it ultimately creates a safer and more transparent online marketplace – which benefits responsible businesses in the long run. By understanding the key requirements (like the local representative rule and documentation needs) and taking proactive steps to comply, you can continue to thrive in the Turkish market. Leverage technology and expert services where possible to lighten the compliance burden – from digital certification systems that keep your products on the right side of the law , to software that keeps you updated on regulatory changes . With a professional yet adaptive approach, meeting Turkey’s e-commerce regulations can be a smooth process. International manufacturers who get it right will not only avoid penalties and disruptions, but also earn the trust of Turkish consumers and authorities. In today’s world of global e-commerce, being proactive about product safety compliance is not just about avoiding risks – it’s a smart strategy for sustainable international trade success.
Ensuring Compliance and Market Success with Doruksistem
As Turkey’s new e-commerce product safety regulation reshapes the digital marketplace, proactive compliance is no longer optional - it is a business imperative.
At Doruksistem, we offer end-to-end compliance solutions to help international manufacturers and e-commerce businesses seamlessly navigate these new requirements. Our UseSafe Digital Product Certification & Traceability System provides real-time compliance verification, automated documentation management, and seamless integration with e-commerce platforms.
Whether you need a trusted local representative in Turkey, regulatory consultancy, or digital product passports for enhanced traceability, Doruksistem ensures that your products meet all Turkish and international safety standards while maintaining operational efficiency.
Our AI-driven risk monitoring and blockchain-based certification solutions not only safeguard compliance but also strengthen brand credibility and market access. Stay ahead of regulatory challenges partner with Doruksistem to ensure seamless compliance and long-term success in Turkey’s e-commerce ecosystem.
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