Find distributors and retail buyers in Turkey

Identifying the top retail chains in Turkey where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in Turkey

Turkey, straddling Eastern Europe and Western Asia, has a population of about 85 million as of 2023. The country is known for its unique blend of Eastern and Western cultures, historical sites from the Byzantine and Ottoman eras, and diverse landscapes.

The Turkish economy, with a GDP per capita of approximately $9,000 USD in 2023, is driven by a mix of industry, agriculture, and services. Key industries include textiles, automotive, and electronics, while agriculture focuses on crops like tobacco, cotton, and fruits. Tourism is also significant, attracting visitors to destinations like Istanbul, Antalya, and Cappadocia.

Major cities include Istanbul, a historic and economic hub; Ankara, the capital and a political center; Izmir, a major port and commercial city; Antalya, a leading tourist destination; and Bursa, known for its historical significance and automotive industry.

Top-5 supermarkets in Turkey

BIM: BIM is the largest supermarket retail chain in Turkey, with a turnover of €7.05 billion in 2021. Established in 1995, it operates around 9,760 stores, offering products at low prices, focusing mainly on food and household essentials.

Migros: Migros, dating back to 1954, is the second-largest chain with a turnover of €5.65 billion in 2021. It runs multiple banners, including M, MM, MMM, 5M, Kipa, Macro Center, and Migros Jet, totaling 3,004 outlets.

SOK Market: With a turnover of €2.84 billion in 2021, SOK Market ranks third and is known for its customer-centric approach. Founded in 1995, it has expanded to 10,281 outlets.

Metro C&C: Operating under the Metro banner, this wholesaler caters to a different market segment with an estimated turnover of €1 billion in 2021. Metro C&C has 34 outlets in Turkey.

Carrefour: French retailer Carrefour operates under several banners in Turkey, including Carrefour Express, Carrefour Hypermarket, and Champion. It entered the Turkish market in 1993 and now has 850 stores, with a turnover of €936 million in 2021.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

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Finding a distributor in Turkey in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.