Examining the challenges and opportunities of e-commerce: A study case of Getir and Trendyol

This study aims to examine the developments in the e-commerce sector and their impact on retailers through the cases of Getir and Trendyol. With the rapid spread of digital technologies, e-commerce has significantly transformed consumer behavior and deeply affected the retail industry. In this context, the study first discusses the general structure and evolution of e-commerce, and then analyzes in detail the business models, strategies, and growth processes of Getir and Trendyol. A qualitative research method was adopted, and secondary data sources were utilized. Data were collected and interpreted based on company reports, academic publications, and sectoral analyses. The main objective of the research is to identify the opportunities presented by e-commerce as well as the fundamental challenges encountered, offering a comprehensive perspective on the sector. As a result, the study evaluates how the innovative approaches of Getir and Trendyol have influenced their market success and presents insights for other businesses. This research offers important strategic guidance for retailers undergoing digital transformation.