E‑commerce glossary
From domain names to ROAS: words you often hear when selling online in Türkiye, each in a sentence or two, without jargon.
Getting started. Before you open your store
- Domain nameAlso called: domain, alan adı
Your store’s address on the internet, such as yourstore.com or yourstore.com.tr. You pay to register it for one or more years and renew it before it runs out; Türkiye’s .com.tr needs no documents.
Examplekahveatolyesi.com.tr: “kahveatolyesi” is your name, “.com.tr” is the extension.
Source: Bilgi Teknolojileri ve İletişim Kurumu, TRABİS’in 14.09.2022 tarihinde faaliyete başlamasına ilişkin duyuru (opens in a new tab) (accessed 3 October 2026)
- HostingAlso called: web hosting, barındırma
The server service that stores your site’s files and serves them to visitors. With subscription (ready‑made) e‑commerce platforms it is usually part of the monthly fee; you don’t buy it separately.
- SSL and HTTPSAlso called: SSL certificate, secure connection
The method that encrypts the connection between a visitor’s browser and your site. The address starts with https; card and form details cannot be read by anyone on the way.
Source: MDN Web Docs (Mozilla), HTTPS (glossary) (opens in a new tab) (accessed 3 October 2026)
- E‑commerce platformAlso called: store software, e‑ticaret altyapısı
The software you build your store on: the product page, cart, payment and order screens come ready‑made. ikas, Shopify and Shopware are three of them.
- ThemeAlso called: store design, tema
The ready‑made design that sets how your store looks: colours, fonts, page layout. When the theme changes, the look changes; your product and order details are kept separately from the theme.
- MarketplaceAlso called: pazaryeri
A platform where many sellers sell on the same site, such as Trendyol and Hepsiburada (Türkiye) or Amazon. The marketplace brings the customers; you pay a commission on every sale.
6 questions before you choose your first marketplace
Source: Trendyol Satıcı Bilgi Merkezi, Trendyol Komisyonları (opens in a new tab) (accessed 3 October 2026)
- Your own storeAlso called: own sales channel, your own site, kendi siteniz
A store on your own domain name. Customer details and contact stay with you, and you pay no marketplace commission per sale; but you bring the visitors yourself.
- Store adminAlso called: admin panel, mağaza paneli
The screen where you add products, see orders and change settings. Customers don’t see it; only you and the people you give access to can log in.
- Sanal POSAlso called: virtual POS, online card payments
In Türkiye, the service that lets your site take card payments, from a bank or a payment institution. A fee is taken from each payment; the money reaches your account on the days in your contract.
- Payment institutionAlso called: ödeme kuruluşu
A company, not a bank, that offers payment services such as accepting card payments. In Türkiye this needs a licence from the Central Bank; the list of licensed institutions is on the TCMB website.
Source: T.C. Merkez Bankası, Ödeme Kuruluşları (faaliyette bulunan kuruluşlar ve izin kapsamları) (opens in a new tab) (accessed 3 October 2026)
- Cash on deliveryAlso called: pay on delivery, kapıda ödeme
The customer pays the courier when the product is handed over. As no card details are needed, it builds trust on a first order; you agree the fee and terms with your carrier separately.
- Card instalmentsAlso called: instalments, taksit
The customer splits a card payment over several months. Instalment options are switched on through the Sanal POS or the payment institution; the fee rate can vary with the number of instalments.
Products and stock. Presenting your product properly
- SKUAlso called: stock code, stok kodu
Your own code for every product and every variant. Stock and orders are matched by this code; never give the same code to two different products.
ExampleTSRT‑KRMZ‑M: red T‑shirt, size M.
- Barcode (GTIN)Also called: GTIN, EAN
Your product’s number, unique worldwide; usually the 13-digit number under the barcode. In Türkiye you apply to GS1 Türkiye for your company prefix and assign the numbers from it.
Why does Google disapprove your product?
Source: GS1 Türkiye, GTIN-13: Ürünlere Barkod Numarası Verilmesi (opens in a new tab) (accessed 3 October 2026)
- VariantAlso called: option, seçenek
Different versions of the same product, such as size or colour. Each variant has its own stock and SKU, and where needed its own price and photo.
- Stock trackingAlso called: keeping stock, stok takibi
Keeping a count of how many of each product you have left, which goes down automatically as orders come in. At zero the product can come off sale; you don’t sell what you don’t have.
- Stock and price syncAlso called: synchronisation, integration
Keeping stock and price on your site and on marketplaces the same, automatically and from one place. A product sold in one channel is also taken off stock in the others.
- Bulk updateAlso called: bulk edit, toplu güncelleme
Changing details such as price, stock or description on hundreds of products at once. Usually you fill in a spreadsheet file and upload it in your store admin.
- Product descriptionAlso called: ürün açıklaması
The text on the product page about size, material, use and care. It answers the customer’s question in advance; search engines also understand your page from this text.
- Product imageAlso called: product photo, ürün görseli
The photos on the product page. They should show the product in its true colour and from every side; Google and the marketplaces have their own rules for size, background and text on the image.
- CategoryAlso called: kategori
The shelf you group your products on, such as Women › Dresses. On a marketplace, the category you choose also affects the commission rate you pay.
Source: Trendyol Satıcı Bilgi Merkezi, Trendyol Komisyonları (opens in a new tab) (accessed 3 October 2026)
Payment, shipping and returns. From order to delivery
- DesiAlso called: volumetric weight
In Türkiye, the weight worked out from the space a parcel takes up: length × width × height (cm) ÷ 3000. A light but large parcel can cost more because of its desi.
ExampleA 40 × 30 × 20 cm parcel: 24,000 ÷ 3000 = 8 desi.
Desi and shipping calculator (Türkiye)
Source: Trendyol Satıcı Bilgi Merkezi, Kargo Süreçleri Hakkında Sıkça Sorulan Sorular (opens in a new tab) (accessed 3 October 2026)
- Chargeable weightAlso called: ücrete esas ağırlık
In Türkiye, the figure shipping is charged on: the higher of the desi and the actual weight (kg).
ExampleA parcel of 8 desi and 5 kg is charged at 8 desi.
Desi and shipping calculator (Türkiye)
Source: Trendyol Satıcı Bilgi Merkezi, Kargo Süreçleri Hakkında Sıkça Sorulan Sorular (opens in a new tab) (accessed 3 October 2026)
- Contracted shippingAlso called: anlaşmalı kargo
Shipping at a set price list, through your own contract with a carrier or through a marketplace’s. Trendyol (Türkiye) offers its sellers a contracted shipping price list by desi.
Source: Trendyol Satıcı Bilgi Merkezi, Kargo Süreçleri Hakkında Sıkça Sorulan Sorular (opens in a new tab) (accessed 3 October 2026)
- Tracking numberAlso called: kargo takip numarası
The number the carrier gives a parcel. The customer gets it by e‑mail or on the order page and can see for themselves where the parcel is.
- ReturnAlso called: iade
The customer sends back a product they bought. On top of the legal right of withdrawal you can give a longer return period; state the conditions clearly on your returns page.
- Right of withdrawalAlso called: cayma hakkı
In Türkiye, in a distance sale the customer can withdraw within 14 days without a reason or a penalty. For goods the period starts on the day they are received; some products are excluded.
Not legal advice. For a definite answer, ask your lawyer.
Source: Mevzuat Bilgi Sistemi (mevzuat.gov.tr), Mesafeli Sözleşmeler Yönetmeliği (md. 4, 5, 7, 9, 16) (opens in a new tab) (accessed 3 October 2026)
- Delivery timeAlso called: teslim süresi
The promised delivery time, as given in the pre‑contract information. In distance sales in Türkiye it counts from the day the order reaches you: at most 30 days for goods (personalised ones excepted).
Not legal advice. For a definite answer, ask your lawyer.
Source: Mevzuat Bilgi Sistemi (mevzuat.gov.tr), Mesafeli Sözleşmeler Yönetmeliği (md. 4, 5, 7, 9, 16) (opens in a new tab) (accessed 3 October 2026)
- Free shipping thresholdAlso called: ücretsiz kargo eşiği
The lowest cart value at which shipping is free. Set it a little above your average order value and the customer may add one more product; build the shipping cost into your prices.
Marketplaces. Trendyol, Hepsiburada, Amazon
- CommissionAlso called: komisyon
The percentage a marketplace takes from every sale. The rate depends on the category and the seller; at Trendyol (Türkiye) the commission rates include Turkish VAT (KDV).
Marketplace commission and profit calculator (Türkiye)
Source: Trendyol Satıcı Bilgi Merkezi, Trendyol Komisyonları (opens in a new tab) (accessed 3 October 2026)
- Platform service feeAlso called: service fee, platform hizmet bedeli
A fixed fee per shipment that some marketplaces charge on top of the commission. The amount is on the marketplace’s seller page; use the current one when you do your sums.
Marketplace commission and profit calculator (Türkiye)
Source: Trendyol Satıcı Bilgi Merkezi, Platform Hizmet Bedeli (opens in a new tab) (accessed 3 October 2026)
- HakedişAlso called: payout, marketplace payout
In Türkiye, the amount the marketplace pays you: the sales due on that payment day, minus deductions such as returns and shipping. Trendyol pays on Mondays and Thursdays.
Source: Trendyol Satıcı Bilgi Merkezi, Trendyol’dan Alacağınız Ödemeler: Hakediş (opens in a new tab) (accessed 3 October 2026)
- Buy boxAlso called: featured seller, öne çıkan satıcı
When several sellers sell the same product, the seller shown first on the product page. At Trendyol (Türkiye) price matters most; fast delivery, free shipping and the seller rating count too.
Source: Trendyol Satıcı Bilgi Merkezi, Buybox (opens in a new tab) (accessed 3 October 2026)
- Seller ratingAlso called: seller score, satıcı puanı
The score a marketplace gives you from figures such as customer reviews, complaint rate, time to answer questions and respond to return requests. At Trendyol (Türkiye) it is recalculated every week.
Source: Trendyol Satıcı Bilgi Merkezi, Satıcı Puanı (opens in a new tab) (accessed 3 October 2026)
- Account healthAlso called: seller performance score, hesap sağlığı
The measure a marketplace uses to track how well your account follows its rules. At Amazon it is a colour‑coded score from 0 to 1,000; it shows the risk of the account being deactivated.
Source: Amazon Seller Central (Türkiye), Satıcı Performansı Puanı Programı Politikası (opens in a new tab) (accessed 3 October 2026)
- Mikro ihracatAlso called: micro export, micro-exporting
In Türkiye, selling to customers abroad in small shipments, with a simplified customs declaration made by the carrier (ETGB, now called BGB). Each shipment has a maximum weight and value.
Not legal advice. For a definite answer, ask your lawyer.
Source: Trendyol Satıcı Bilgi Merkezi, Mikro İhracat Nedir? (opens in a new tab) (accessed 3 October 2026); T.C. Ticaret Bakanlığı, Gümrükler Genel Müdürlüğü, Basitleştirilmiş Gümrük Beyannamesi Yükümlü Beyan Kılavuzu (2025 V.1) (opens in a new tab) (accessed 3 October 2026)
- E‑ticaret stopajıAlso called: e‑commerce withholding tax, stopaj, tevkifat
In Türkiye, since 1 January 2025 the marketplace keeps 1% of the sale amount excl. VAT from payouts and pays it to the tax office. You deduct it in your tax return; basit usul sellers are exempt.
Not tax advice. For the exact figure, ask your tax adviser.
Marketplace commission and profit calculator (Türkiye)
Source: Resmî Gazete, Cumhurbaşkanı Kararı, Karar Sayısı 9284 (GVK md. 94 tevkifat oranları), Resmî Gazete 22.12.2024, sayı 32760 (opens in a new tab) (accessed 3 October 2026); Resmî Gazete, Gelir Vergisi Genel Tebliği (Seri No: 330), Resmî Gazete 30.12.2024 (2. mükerrer) (opens in a new tab) (accessed 3 October 2026)
Numbers and advertising. Measuring what works
- Conversion rateAlso called: dönüşüm oranı
The share of visits or ad clicks that turn into a sale: number of conversions ÷ number of visits or clicks.
Example20 orders from 1,000 visits: the conversion rate is 2%.
Source: Google Ads Yardım, Dönüşüm oranı: Tanım (opens in a new tab) (accessed 3 October 2026)
- Average order valueAlso called: average basket, AOV, sepet ortalaması
The average sales amount per order: total sales ÷ number of orders.
Example50,000 TL of sales from 250 orders: an average order value of 200 TL.
- Cart abandonmentAlso called: basket abandonment, sepeti terk
The customer adds a product to the cart and leaves without finishing the payment. To see where they give up, go through the payment step on a phone yourself, from start to finish.
- ROASAlso called: return on ad spend
How many TL of sales each 1 TL spent on ads brings: sales from ads ÷ ad spend. The ROAS you need to make a profit depends on your profit margin.
Example1,000 TL of ads bring 5,000 TL of sales: ROAS 5, or 500%.
Work out your break‑even ROAS (Türkiye)
Source: Google Ads Yardım, Hedef ROAS teklifi hakkında (opens in a new tab) (accessed 3 October 2026)
- Cost per clickAlso called: CPC, TBM
The amount you pay for each click on your ad. In Google Ads you set the most you will pay per click; often you pay less than that.
Source: Google Ads Yardım, Tıklama başına maliyet (TBM): Tanım (opens in a new tab) (accessed 3 October 2026)
- Customer acquisition costAlso called: CAC, müşteri edinme maliyeti
The average amount you spend to win one new customer: advertising and promotion costs ÷ number of new customers. It should stay below the profit a customer brings you.
Example6,000 TL of ads a month bring 30 new customers: 200 TL per customer.
- Profit marginAlso called: margin, kâr marjı
What is left of a sale after product, shipping, commission and other costs, as a share of the sale amount excl. VAT (KDV).
ExampleIf 20 TL is left from a 100 TL sale excl. VAT, the margin is 20%.
- Break‑even priceAlso called: başabaş fiyatı
The selling price at which you make neither a profit nor a loss; it covers all costs exactly. Every sale below this price loses you money.
- UTM tagAlso called: UTM parameter
Short tags added to the end of a link you share (utm_source, utm_medium, utm_campaign). In your analytics tool you then see which campaign a visitor came from.
Exampleyourstore.com/?utm_source=instagram&utm_medium=social&utm_campaign=summer
Source: Google Analytics Yardım, URL oluşturucular: Özel URL’lerle kampanya verileri toplama (opens in a new tab) (accessed 3 October 2026)
- Web analyticsAlso called: analytics, visit tracking
A tool that counts how many people visit your site, where they come from and what they do; Google Analytics is one. The sales figure in your ad account can differ from the one in your store.
- Ad pixelAlso called: Meta Pixel, conversion tag
A small piece of code on your site that reports actions such as adding to the cart or buying to the ad platform. This is how you measure whether an ad brings sales.
When is cookie consent needed?
Source: Meta İşletme Yardım Merkezi, Meta Pikseli hakkında (opens in a new tab) (accessed 3 October 2026)
- Google product listingAlso called: Merchant Center, product feed
The free Google service (Merchant Center) where you upload your product details to show your products on Google Search, Maps and YouTube. The details must follow Google’s rules.
Why does Google disapprove your product?
Source: Google Merchant Center Yardım, Merchant Center’ı kullanmaya başlama (opens in a new tab) (accessed 3 October 2026)
- SEOAlso called: search engine optimisation, organic traffic
The work that helps your site be found in search engines such as Google without ads. It helps search engines understand your pages, and helps people find and click on them.
Source: Google Arama Merkezi, SEO Başlangıç Kılavuzu: Temel Bilgiler (opens in a new tab) (accessed 3 October 2026)
- RetargetingAlso called: remarketing, yeniden hedefleme
Showing ads later to people who visited your site and left without buying. It is mostly done with an ad pixel; in Türkiye the visitor must first give explicit consent to advertising cookies.
Not legal advice. For a definite answer, ask your lawyer.
Source: Meta İşletme Yardım Merkezi, Meta Pikseli hakkında (opens in a new tab) (accessed 3 October 2026); Kişisel Verileri Koruma Kurumu, Çerez Uygulamaları Hakkında Rehber (KVKK Yayınları No: 69) (opens in a new tab) (accessed 3 October 2026)
Legal and tax. Rules and invoices in Türkiye
For information only; not legal or tax advice. For a definite answer, ask your lawyer or your tax adviser.
- ETBİSAlso called: Elektronik Ticaret Bilgi Sistemi, e‑commerce register
The e‑commerce register of Türkiye’s Ministry of Trade. Businesses selling from their own site register on e‑Devlet before they start; those selling only on marketplaces in Türkiye do not need to.
Source: T.C. Ticaret Bakanlığı, Elektronik Ticaret Bilgi Sistemi (ETBİS) (opens in a new tab) (accessed 3 October 2026); T.C. Ticaret Bakanlığı (ETBİS), ETBİS Sıkça Sorulan Sorular (sistem kullanımı) (opens in a new tab) (accessed 3 October 2026)
- İYSAlso called: İleti Yönetim Sistemi, message permission register
Türkiye’s register of the permissions given for commercial messages such as campaign texts and e‑mails. You get consent before sending to consumers; recipients can refuse at any time without a reason.
Source: Mevzuat Bilgi Sistemi (mevzuat.gov.tr), Ticari İletişim ve Ticari Elektronik İletiler Hakkında Yönetmelik (md. 4, 5, 6, 9) (opens in a new tab) (accessed 3 October 2026)
- Aydınlatma metniAlso called: privacy notice, KVKK notice
Under Türkiye’s data protection law (KVKK, Art. 10), the text that tells people, as you collect their data: who you are, why, how and on what legal ground, who it may go to, and their rights.
Source: Mevzuat Bilgi Sistemi (mevzuat.gov.tr), 6698 sayılı Kişisel Verilerin Korunması Kanunu (md. 10, aydınlatma yükümlülüğü) (opens in a new tab) (accessed 3 October 2026)
- Ön bilgilendirmeAlso called: pre‑contract information, ön bilgilendirme formu
In Türkiye, the text shown before the customer confirms an order: the seller, the product, the total price, delivery and the right of withdrawal. The customer confirms having read it.
Source: Mevzuat Bilgi Sistemi (mevzuat.gov.tr), Mesafeli Sözleşmeler Yönetmeliği (md. 4, 5, 7, 9, 16) (opens in a new tab) (accessed 3 October 2026)
- Mesafeli satış sözleşmesiAlso called: distance sales contract (Türkiye)
Under Turkish law, a contract a seller and a consumer make without being in the same place, for example online or by phone. Every order a consumer places in your online store is such a contract.
Source: Mevzuat Bilgi Sistemi (mevzuat.gov.tr), Mesafeli Sözleşmeler Yönetmeliği (md. 4, 5, 7, 9, 16) (opens in a new tab) (accessed 3 October 2026)
- e‑Arşiv faturaAlso called: e‑Arşiv invoice, electronic invoice
In Türkiye, the e‑invoice for buyers not registered for e‑Fatura and for consumers. Unregistered businesses issue every invoice as e‑Arşiv from 2026; basit usul and business‑book keepers from 2027.
Source: Gelir İdaresi Başkanlığı, e‑Arşiv Fatura Uygulaması (bilgi notu) (opens in a new tab) (accessed 3 October 2026); Resmî Gazete, Vergi Usul Kanunu Genel Tebliği (Sıra No: 509)’nde Değişiklik Yapılmasına Dair Tebliğ (Sıra No: 589) (opens in a new tab) (accessed 3 October 2026)
- KDVAlso called: Turkish VAT, katma değer vergisi
Türkiye’s value added tax, added to the selling price and paid to the state. The standard rate is 20%; some products have 10% or 1%.
ExampleIn a 120 TL sale including KDV (20%), 20 TL is KDV.
Source: Gelir İdaresi Başkanlığı, Mal ve Hizmetlere Uygulanacak KDV Oranlarının Tespitine İlişkin Karar, güncel metin (md. 1) (opens in a new tab) (accessed 3 October 2026)
- Cookie consentAlso called: cookie, çerez izni
In Türkiye, the visitor’s prior consent to cookies the site doesn’t need to work. Necessary cookies need none; advertising cookies don’t run without it; for measurement cookies it depends on the type.
Source: Kişisel Verileri Koruma Kurumu, Çerez Uygulamaları Hakkında Rehber (KVKK Yayınları No: 69) (opens in a new tab) (accessed 3 October 2026)
- Discount price ruleAlso called: struck‑through price, indirimli fiyat kuralı
In Türkiye, for goods, the struck‑through earlier price is the lowest price you charged in that sales channel in the 10 days before the discount. This has applied since 1 August 2026.
The lowest‑price‑in-10-days rule
Source: Mevzuat Bilgi Sistemi (mevzuat.gov.tr), Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği, güncel metin (md. 14) (opens in a new tab) (accessed 3 October 2026)
