China's AliExpress Is Bringing Turkey and Israel Together
Turkish online clothing brand Trendyol Group opened a store on AliExpress two months ago. Its second largest market so far? Israel
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Two months ago, Turkish online clothing brand Trendyol Group opened a store on AliExpress, following a 2018 strategic investment by Alibaba that various news outlets placed at around $750 million for a 75% stake. Founded in 2009 by then Harvard student Demet Mutlu using her own private savings, Trendyol today has 16 million registered users and 90 million monthly visits according to official statements, and 1.7 million Instagram followers. in 2017, it was AliExpress that shipped around 50% of all packages sent to Israel. The sales reflect an established Israeli demand for Turkish goods, AliExpress general manager Wang Mingqiang told Calcalist.
Trendyol is not the only Turkish brand to hit it off with Israelis. A Turkish soap opera called Istanbullu Gelin (Istanbul Bride) has recently become a widespread sensation in Israel, with over a million Israelis tuning in four times a week to watch the action. Several of the series’ stars have already visited Israel to meet with fans, and Israeli brand fashion Castro capitulated on the fluttering hearts of fans by casting 22-year-old heartthrob Berkay Hardal, who plays the character Murat Boran in the show, in one of its campaigns.
Israeli consumers ordered Trendyol sweaters, light coats, and tops retailed for $10 to around $40, according to AliExpress's data. The single largest Israeli order was around $120, for six items.The Chinese retailer is attributing at least some of the brand's popularity to Turkey's proximity to Israel, which cuts shipping time from a month or two to around five days.