What n11.com does

n11.com is a Turkish multi-category e-commerce marketplace founded in 2012, headquartered in the Çekmek öy / Sarıyer district of Istanbul. The platform connects Turkish consumers with more than 50,000 third-party seller stores across at least nine horizontal categories: fashion and footwear, electronics (phones, computers, TVs, home appliances), home and living (furniture, textiles, kitchenware, decor), mother and baby, cosmetics and personal care, jewelry and watches, sports and outdoor, books/music/film/games, and automotive. The core technology is a standard self-serve marketplace listing platform, accessible via web and a consumer mobile application, with no proprietary AI, API, or SDK capabilities disclosed.

The business model is marketplace commission-based: consumers shop free of charge while the platform monetizes via take rates on transactions settled between buyers and third-party sellers. Promotional mechanics include percentage discounts (10-42%), fixed-amount coupons (100-300 TL), and free-shipping campaigns. The go-to-market is a two-sided platform play — horizontal segmentation targeting the general Turkish consumer persona, with seller acquisition powered by a distributed marketing network across the 50,000+ merchant base.

Ownership and corporate structure shifted materially in January 2022, when Getir invested $50 million for a 33.3% stake at a $150 million post-money valuation, taking management control and producing a three-way equal shareholder structure. n11.com holds ETBIS (e-Ticaret Bilgi Sistemi) compliance, the Turkish e-commerce regulatory registration. The company is private, employs 501-1,000 people, and operates exclusively within Turkey.

Name

n11.com

Legal name

n11.com

Website

https://n11.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

n11.com is a Turkish multi-category e-commerce marketplace founded in 2012, connecting Turkish consumers with more than 50,000 third-party stores across electronics, fashion, home, beauty, and other categories. It generates revenue through marketplace commissions and is majority-controlled by Getir following a January 2022 strategic investment.

Ownership category

akta.pro rank

Product category

Online Marketplace / E-commerce Marketplace

NAICS

General Merchandise Retailers (455)

akta.pro primary industry

Home, Furniture & Appliances C2C (CRAFAKAD)

Keywords

• Online marketplace platform
• E-commerce marketplace
• Multi-category retail
• Third-party seller network
• Consumer shopping platform

Headquarters

HQ city

Sariyer

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Marketplace Commission: n11.com operates as a marketplace platform hosting over 50,000 third-party stores. Revenue is generated through commissions on transactions between sellers and buyers on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

n11.com operates a multi-category online marketplace in Turkey connecting consumers with over 50,000 third-party merchant stores. The platform offers products across Fashion, Electronics, Home & Living, Mother & Baby, Cosmetics, Jewelry & Watches, Sports & Outdoor, Books/Music/Film/Games, and Automotive categories. Revenue is generated through commissions on transactions completed on the platform, with consumers shopping for free and sellers paying take rates on sales.

Product overview

n11.com is a multi-category e-commerce marketplace operating in Turkey, connecting consumers with more than 50,000 merchants. The platform offers a unified marketplace experience across diverse product categories including Fashion (clothing, shoes, accessories), Electronics (phones, computers, TVs, home appliances), Home & Living (furniture, decor, kitchenware), Mother & Baby (diapers, clothing, strollers), Cosmetics & Personal Care, Jewelry & Watches, Sports & Outdoor, Books/Music/Film/Games, and Automotive & Motorcycles. The platform features a mobile application, promotional campaigns with discount coupons, and seller tools for merchants to list and manage their products.

Differentiator

Problem solved

Functional benefit

Products and services

• n11.com E-commerce Marketplace A multi-category online marketplace connecting Turkish consumers with over 50,000 third-party seller stores across Fashion, Electronics, Home & Living, Mother & Baby, Cosmetics, Jewelry & Watches, Sports & Outdoor, Books/Music/Film/Games, and Automotive categories. Consumers shop for free via the website and mobile app; merchants list and sell products and pay commissions on transactions.

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hepsiburada: Major publicly listed Turkish e-commerce marketplace offering a similar multi-category horizontal format including electronics, fashion, and home goods. Directly comparable in target market, business model, and product breadth to n11.
• GittiGidiyor: Historic Turkish e-commerce marketplace (originally backed by eBay) offering multi-category online shopping. Operates in the same geography as n11 with an overlapping marketplace model.
• Hepsiburada (Hepsipay + logistics arm): Already listed above; included to reinforce comparability given its integrated 1P/3P marketplace-plus-payments-plus-logistics offering that increasingly competes head-to-head with n11.
• Trendyol: Turkey's largest e-commerce marketplace, backed by Alibaba and SoftBank. Competes directly with n11 across multi-category online retail in Turkey and serves as the dominant player in the same horizontal marketplace format.
• Wayfair: Operates a multi-category online marketplace for home goods and furniture with a third-party-plus-first-party hybrid model. Comparable to n11 in horizontal marketplace mechanics and reliance on a large merchant network.
• Etsy: Operates a global multi-seller marketplace with a horizontal assortment including fashion, home, jewelry, and gifts. While geographically focused on Western markets, the marketplace commission model and reliance on third-party sellers closely mirrors n11's GTM.

Broad incumbents

• eBay: Global horizontal marketplace operator. While eBay does not focus on Turkey specifically, its marketplace mechanics, take-rate economics, and multi-category third-party seller model are directly comparable to n11's business model.
• Mercado Libre: Latin America's largest horizontal e-commerce marketplace combining 1P and 3P inventory with payments and logistics. Operates at much larger scale but shares the same fundamental horizontal marketplace-plus-services thesis as n11.
• Amazon Turkey: Global e-commerce incumbent operating a marketplace in Turkey. While not specialized in Turkey like n11, Amazon's broader scale, logistics infrastructure, and Prime ecosystem make it a direct competitive threat to n11's category leadership.

Others

• Shopify: Provides enabling infrastructure for merchants to set up online stores and sell across channels. Rather than competing directly, Shopify enables some of the same third-party sellers that also list on n11.com, making it an adjacent ecosystem participant.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/n11official
• Facebookfacebook.com/n11official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about n11.com