From Excel to E-Commerce Domination: How Erdem İnan is Winning the Game (Unpacking Success: Ep 3)

Erdem İnan, CEO of Trendyol Group, one of the largest e-commerce companies in Turkey, joins Pablo Ciano in Episode 3 of “Unpacking Success”.
Erdem walks Pablo through his journey at Trendyol, from his early role as Head of Growth Operations to becoming CEO, where he now oversees key areas such as CRM, digital marketing, and data science. Pablo asks how Trendyol scaled successfully across markets, evolving from a local fashion e-commerce player into a regional tech powerhouse. Erdem shares valuable insights into vertical integration, including how Trendyol launched its own logistics and delivery service.
To hear a leading voice in the e-commerce industry unpack his extraordinary career, listen to the latest episode of “Unpacking Success” now.

Timestamps:
00:00 – Leading with Data, Not Presentations
Why Erdem bans PowerPoints and long emails—decisions must be made with data only.

02:06 – The Mascot That Tells Their Story
A quirky picture from 2010 becomes the company’s cultural symbol.

04:10 – Ambition and International Expansion
How a small, agile team grew into a global player with a “big bite.”

06:15 – Winning Investor Confidence
What convinced backers to believe in their global growth strategy.

08:22 – Betting on the Right Segments
Where Erdem sees the biggest opportunities across their diverse portfolio.

10:26 – A Simple Rule for Prioritization
The “impact vs effort” framework guiding tough business decisions.

12:29 – Finding Cultural Advantages in New Markets
From TV shows to local trends—how they identify unique edges abroad.

14:34 – Scaling to 27 Markets
Smart investment choices and lessons from rapid international expansion.

16:43 – Taking Turkish Products Global
The pride of exporting local creations to the world for the first time.

18:47 – Adapting to Local Consumer Needs
Why tailoring products to fit market-specific tastes is essential.

20:53 – Global Style is Converging
How fashion preferences across countries are becoming more similar.

22:57 – The Rise of Social Commerce
Can Instagram, TikTok, and other platforms become the new engines of e-commerce growth?

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About this podcast:
Unpacking Success is the podcast that delivers more than parcels. Hosted by DHL eCommerce CEO Pablo Ciano, we go beyond the bottom line to uncover the real stories behind e-commerce’s biggest wins (and the lessons from failures too). From scrappy bedroom startups to boardroom icons, guests share bold ideas, honest insights, and advice you’ll wish came with your last online order. Whether you’re building your first business or just love logistics gossip, this is your backstage pass to the people moving e-commerce forward, one box at a time.