Yapay Zekâ Türkiye'de Hangi E-Ticaret Markalarını Öneriyor?

Narron'un "Türkiye E-Ticaret Sektörü AI Görünürlük Endeksi", ChatGPT, Gemini, Claude ve Perplexity'nin önerdiği markaları ortaya koyuyor.

While Turkey's e-commerce volume surpassed 4.57 trillion TRY as of 2025, the influence of AI assistants on consumers' shopping journeys is also growing rapidly. The "Narron Turkey E-Commerce Sector AI Visibility Index", produced by Narron — the world's first "Brand Intelligence Platform" for managing brand visibility and reputation across the AI ecosystem — reveals which e-commerce brands ChatGPT, Gemini, Claude and Perplexity recommend most often, which categories they foreground, and why "AI Visibility" has become the new competitive battleground for brands in the AI era.

Over the past 20 years of digital marketing, brands fought fiercely to be visible in search engines. Today, a new era in consumer behaviour has begun. Users now put questions like "What is the best online shopping site?", "Which is the best platform to buy electronics in Turkey?" or "Which site should I choose for online grocery shopping?" directly to AI platforms such as ChatGPT, Gemini, Claude and Perplexity. In doing so, these applications are becoming the new opinion leaders in product and brand discovery.

This change makes it critical for brands not only to be visible in search engines but to appear among the brands that AI assistants recommend. As AI-powered recommendations take an increasingly decisive role in consumers' purchasing journeys, a new performance arena is opening up for brands.

In this period when AI-powered recommendations are becoming ever more decisive in the purchasing journey, Narron — the world's first "Brand Intelligence Platform", which enables brands to manage their perception, reputation, positioning, product and category positioning, recommendation performance and competitive visibility across the AI ecosystem — has published the "Turkey E-Commerce Sector AI Visibility Index".

The index, developed by Narron — founded by public-relations leaders and AI engineers and operating in Turkey and the Netherlands — analysed the e-commerce sector's visibility across the AI ecosystem. As part of the research, 99 brands representing the Turkish e-commerce ecosystem were examined across 50 different brand-agnostic queries that reflect real shopping behaviour. The questions were run three times each on ChatGPT, Claude, Gemini and Perplexity, and a total of 600 AI responses were analysed. The index reveals which brands come to the fore when consumers ask AI platforms for shopping recommendations, how AIs perceive the Turkish e-commerce market, and which brands they recommend by category.

The shared leader in e-commerce: Trendyol

According to the research, the four AI platforms produce a largely similar visibility map of the Turkish e-commerce market. Trendyol ranks first with an average AI Visibility (Share of Voice) of 17.52%, while Hepsiburada places second at 14.96%. The top four — Trendyol, Hepsiburada, n11 and Amazon Turkey — together account for roughly half of all AI recommendations. This picture shows that generative AIs largely define Turkish e-commerce through the same leading players.

ChatGPT favours the leaders, Perplexity foregrounds category specialists

The research also reveals that AI platforms interpret the same e-commerce market through different lenses. ChatGPT recommends market leaders such as Trendyol and Hepsiburada more heavily, while Perplexity, thanks to its broad web-crawling capability, gives more visibility to category-specialist brands such as Boyner, LC Waikiki and Çiçeksepeti.

The most-recommended brands per category, by AI

The table below shows the top three brands each AI recommends most often within each category, along with that brand's visibility share (in-category Share of Voice). General marketplaces top most categories, while vertical specialists lead in areas such as mother & baby (ebebek), cosmetics (Watsons Turkey) and second-hand (letgo).

The category-level results are also striking. In electronics, Teknosa and MediaMarkt Turkey; in mother & baby, ebebek; in cosmetics, Watsons Turkey, Gratis, Rossmann and Sephora Turkey; and in gifting, Çiçeksepeti rank among the brands AIs recommend most often. By contrast, in modest fashion, boutique specialist brands come to the fore instead of the large marketplaces, while in second-hand shopping letgo takes the lead in overall visibility; Sahibinden falls behind dedicated category platforms such as EasyCep, a second-hand phone specialist, particularly in vertical queries like second-hand phones.

The research shows that AIs reward category authority, content depth and digital trust signals far more than brand size. This finding indicates that brands need to develop visibility strategies across the entire generative-AI ecosystem, not on a single AI platform alone.

A third of the 99 brands fall off the AIs' radar

One of the striking results of the research is that 32 of the 99 brands analysed were recommended almost nowhere in AI responses. This shows that strong brand awareness is no longer enough on its own; reliable digital content, category authority and visibility in the sources AIs reference are becoming increasingly critical.

"In the early days of the internet, brands competed for websites; then being visible in search engines became critical. Today, as the marketing and communications sector, we are living through the most important transformation of the last 60 years. Competition is no longer just about people finding you, but about the new opinion leaders — AIs — understanding and recommending you correctly. Within the next few years, AI visibility will become one of the core metrics by which companies measure their digital performance. For brands, the new question is no longer 'Where do we rank on Google?' but 'Does AI recommend us?'"

— Ali Kahraman, Co-founder, Narron

At Narron, we don't merely observe this transformation; we measure it regularly, generate insights, and — through the AI layer we've built specifically for each brand — turn those insights into press releases, blog posts and social-media content so that brand perception across AI is shaped with the right messages. Today we prepare AI visibility indices across 27 different sectors, from e-commerce to cosmetics, finance to automotive, insurance to healthcare and retail, and we are already mapping Turkey's AI visibility landscape. For brands using our platform, we prepare AI visibility reports tailored to their sector and competitive dynamics, share weekly strategic insights, and continuously improve their visibility across the AI ecosystem. Because we believe that in the future of digital competition being visible alone will not be enough; what will be decisive is being the brand that AIs recommend in the right context, with the right messages, at the right time.

AI visibility as a new performance metric for brands

According to Narron, generative AIs create a new decision layer in consumers' purchasing journeys. For brands, competition is therefore no longer limited to SEO performance or e-commerce traffic. Which brands AIs recommend, the context in which they position them, and the sources they draw on are among the new indicators of digital competition.

AI Visibility looks set to become one of the core metrics that will directly shape the growth, preference and digital performance of e-commerce brands in the period ahead.

To access the full details of the research, you can get in touch with Narron.

About Narron

Developed across Turkey and the Netherlands, Narron is the world's first "Brand Intelligence Platform" for managing brand visibility in the AI era. It doesn't merely measure brands' visibility across generative-AI platforms such as ChatGPT, Gemini, Claude and Perplexity; it turns that data into strategic insights and acts on them. Narron's own AI layer, the PR Factory, produces content aligned with brands' strategic communications and marketing goals — press releases, blog posts, social-media content — so that brands reach their target perception across the AI ecosystem and position themselves around their strengths. With monthly AI Visibility measurements, weekly strategic recommendations and continuous content optimisation, Narron offers brands not just greater visibility but a continuous improvement model that ensures AIs recommend them in the right context, with the right attributes, in ways that create competitive advantage. In this way, AI Visibility ceases to be a one-off reporting output and becomes a measurable, manageable and sustainable brand-performance domain.