From Yemeksepeti to Beymen: The Cem Yılmaz incident and the responsibility of lawmakers

The fact that a lamp Cem Yılmaz ordered from Beymen arrived broken and could not be exchanged is just one of many incidents that damage a brand's reputation. Although this event may seem like an individual customer complaint, it is actually a clear example of a much deeper problem: the inadequacy of intermediary institutions in taking responsibility.

The process Cem Yılmaz went through for the lamp is actually a familiar story. I experienced a similar situation years ago. I had booked a taxi a day in advance via BiTaksi to get to a speaking engagement. However, the taxi did not arrive due to snowfall. When I discussed this situation with the platform's founder, Nazım Salur, he stated that intermediary institutions carefully select not only service providers but also customers. This explanation was a shifting of responsibility rather than a resolution of the problem.

Another example is an incident I experienced years ago with Yemeksepeti. An order that was not delivered until midnight, combined with the inadequacy of customer service and their approach, which was far from providing a solution, resulted in me closing my account. As I stated in the article I wrote that day, these platforms, which earn our trust as consumers, need to assume a role as a guarantor of service quality.

Legal Deficiencies and the Responsibility of Intermediary Institutions

The reason Cem Yılmaz ordered the lamp from Beymen was the perception of trust created by the store. Similarly, a user chooses services like BiTaksi or Yemeksepeti because they trust the platform. However, thanks to legal regulations in Turkey, intermediary institutions usually direct the responsibility to the service provider. This causes the grievance experienced by the consumer to grow even further.

In Turkey, the legal framework regarding marketplaces and intermediary institutions, in particular, is far from meeting the needs of the consumer. The legislation does not clearly define the responsibilities of these institutions, and as a result, the consumer is left with nothing more than the "tool" provided by the platform. However, the consumer shops or receives services by trusting these platforms.

The Importance of Building and Protecting Trust

These events remind us that intermediary institutions have a responsibility to protect the trust they build while establishing it. The reliability of a brand or platform is determined not only by the quality of the product or service but also by its attitude during times of crisis.

For brands and intermediary institutions, the solution should not be limited to solving individual problems.

Online and offline experiences must be made consistent.

Quick solutions must be offered to the customer through transparent and proactive communication.

Lawmakers must implement legal regulations that clarify the responsibilities of intermediary institutions and marketplaces as soon as possible.

Final Word

Trust is the most important capital of a brand or platform. Protecting this capital is possible not only by solving the customer's problem but also by addressing the deficiencies in the system. The Cem Yılmaz incident is a warning that reminds intermediary institutions of their responsibility. However, the real solution lies in creating an infrastructure that will prevent such crises from occurring. Lawmakers and intermediary institutions should not shy away from taking steps to rebuild consumer trust.