A marketplace reshuffle is underway, and the May 2026 Digital Shelf Trend Report captures it in full. Trendyol continues to dominate the market with 39–43% share, more than double Hepsiburada's steady 27.5–30.5%. But the biggest story happened below the leaders. TEMU's market share collapsed from 27% to just 7.4% within twelve months, while N11 climbed beyond 17.8%, absorbing nearly all of that lost share.
Which brands are building lasting digital shelf visibility, and which are simply renting Top 4 positions through promotion spend?
Built on Dot Insights' Search & Placement data across Trendyol's top categories, this report reveals where visibility is earned, where it's bought, and how the strongest brands are growing their shelf presence. Download Report
The Platform Power Shift
A full breakdown of the TEMU-to-N11 market reshuffle and what it means for marketplace investment and platform allocation decisions.
The Front-Loaded Funnel
Understand why 80% of search traffic is concentrated within the first 24 products while average conversion across categories remains just 2%.
Category-by-Category Brand Scores
Complete Top 4, Top 10, Top 24 and Top 48 shelf share analysis across Trendyol's largest product categories.
Visibility vs. Depth
Real brand cases including Altınyıldız Classics, CALLİEL and EJMEL reveal the difference between structural growth and promotion-driven visibility.
Key insights from millions of digital shelf observations across Trendyol
TEMU fell from 27% to 7.4% share in twelve months, while N11 climbed above 17.8% by absorbing nearly all of the lost share.
80% of search traffic lands on the first 24 products, while average category conversion remains just 2%.
Altınyıldız Classics leads Men's Clothing at every shelf depth, reaching 50% Top 4 share while growing search share from 30% to 40%.
Embeauty ranks #1 in Top 4 and Top 10 across three categories, but loses share deeper on the shelf at Top 24 (-9pts) and Top 48 (-7pts).
comedones doubled its search share while running 100% promotion share on its top product, highlighting the difference between paid and sustainable visibility.
