Marketplaces such as Trendyol and Hepsiburada are essentially algorithms that aim to connect consumers with products as quickly as possible while prioritizing items with the highest sales volume.
Although these algorithms bring millions of consumers and products together, they also introduce thousands of competitors into the same ecosystem. For this reason, simply listing products is never enough.
This is where a critical cycle comes into play: visibility drives sales, and sales increase visibility. Products that fail to enter this cycle struggle to grow their sales volume. Marketplace strategies must be built around this principle.
First of all, there are several key points that must be carefully considered when listing products:
- High-resolution images and videos taken from multiple angles, including usage demonstrations
- Proper use of keywords and specific terms in product titles
- Clear, readable product descriptions that answer customer questions
Although these may seem simple, they are essential for product visibility.
The most important factor beyond these is CTR (Click-Through Rate). The more a product is shown and clicked, the more the algorithm considers it attractive. However, even if CTR is high, if it does not convert into sales, the product is likely to be pushed down again. At this point, campaigns can be used to improve both click and conversion rates.
In addition, positive customer reviews always help products stand out. Quick and constructive responses to negative reviews, along with fast shipping and transparent return processes, help convince potential customers and increase brand loyalty.
The return process can be challenging for many brands. However, minimizing return rates is crucial because even if a product sells well, high return rates are negatively evaluated by marketplace algorithms. Moreover, low return rates not only improve algorithmic performance but also increase operational efficiency and profit margins.
As in every market, price competition is a dominant factor in marketplaces. Since consumers can easily access alternative products, price comparison becomes effortless. However, simply offering the lowest price is not always the right strategy. The key is to position the product correctly and manage campaign periods effectively.
Today, most marketplace traffic comes from mobile applications. Even though marketplaces are designed to be mobile-friendly, how your product images and descriptions appear on mobile still plays a crucial role.
For newly listed products, reaching top rankings can take time. In this case, sponsored ads are an effective solution. Properly targeted advertising leads to increased sales. Of course, maintaining a healthy ROAS balance is also essential.
When all these factors are considered together, it becomes clear that the relationship between sales and visibility depends on multiple variables such as pricing, content quality, and advertising—not a single factor alone.
In short, the key to success in marketplaces is increasing visibility before focusing on sustainable growth in sales.
