After Nike, other global brands may halt online sales in Turkey

Foreign brands have begun to review their Turkey strategies following the customs tax regulation introduced for online shopping from abroad. After the US sportswear brand Nike, other brands are also expected to make similar moves. Platforms like Temu are also updating their shopping carts.  

According to a report by Nurdoğan A. Ergün from Dünya Gazetesi, foreign brands have started to review their Turkey strategies following the regulation introduced for online shopping from abroad. While the first move came from the US-based sportswear brand Nike, industry professionals expect similar moves from new brands as well. Although the implementation is aimed at protecting domestic firms, there is a prevailing concern among consumers that competition will decrease and prices will rise further.

As is known, the Ministry of Trade introduced a new regulation to bring rapidly increasing micro-imports under control, changing both tax rates for overseas shopping and lowering the fast cargo exemption limit from 150 euros to 30 euros. Although the regulation is referred to as the 'Temu law' in the public eye due to the recent increase in shopping from the Chinese e-commerce platform Temu, this situation also affects other firms.

THE FIRST MOVE CAME FROM NIKE

The first move against the new regulation came from the US-based sportswear brand Nike. The brand announced last week that it had suspended online sales in Turkey, stating that the recent changes in customs legislation were influential in the decision and that the impact of these changes on the shopping experience was being examined.

Seyhun Özkara, co-founder of İdeaSoft and a member of the TOBB E-Commerce Council, pointed out that the customs legislation regulation made by the Ministry of Trade to bring micro-imports under control creates new conditions, especially for brands that send products to Turkey from abroad.

IT COULD BE AN OPPORTUNITY FOR DOMESTIC BRANDS

Özkara said, "Nike's suspension of orders in Turkey shows that these regulations will lead global brands to make new adjustments to their Turkey strategies." Drawing attention to the possibility that other brands might make such strategic moves, Özkara also indicated that this period could be an opportunity for domestic brands.

News Source: 12punto