In a significant move to bridge the digital divide and boost the digital capabilities of small and medium-sized enterprises (SMEs) in Türkiye, Trendyol Group has officially launched the “Dijital Usta” project in collaboration with the non-governmental organization Habitat Association. The project was introduced with a launch event hosted by the Denizli Chamber of Industry and attended by Sinan Cem Şahin, Vice President of Trendyol Group, Selim Kasapoğlu, President of the Denizli Chamber of Industry, and Bora Caldu, Executive Board Chair of Habitat Association.
Designed to empower young talent and support SMEs in navigating digital transformation, the initiative aims to create a scalable development model that strengthens both employment and e-commerce capacity across Türkiye.
A Dual Impact Model for Youth and SMEs
At its core, Dijital Usta is a hybrid program targeting two primary goals. First, it aims to equip young people with foundational e-commerce skills, enhancing their employability in the digital economy. Second, it strives to increase the digital competency of SMEs by directly integrating trained youth into their operations.
The project will begin with a pilot phase in five provinces—Balıkesir, Denizli, Gaziantep, Nevşehir, and Ordu. During this phase, a total of 3,000 young participants will receive basic e-commerce education through a specially designed online learning platform.
Advanced Certification and Employment Opportunities
Among those who successfully complete the basic program, 250 will be selected for an advanced, 36-hour certified training in e-commerce and e-export. This specialist training will be led by Trendyol experts and academic professionals, ensuring a high-quality learning experience.
Following evaluations at the end of the advanced program, 100 of the top-performing young participants will be placed in SMEs across the pilot provinces. These youth will work to support businesses in their e-commerce and e-export processes, contributing directly to the companies’ digital transformation.
In a further commitment to employment support, Trendyol has pledged to cover the first three months of salaries for the newly hired youth, helping them gain a strong start in their careers.
Bridging the Digital Divide for Türkiye’s SMEs
Trendyol’s Vice President Sinan Cem Şahin emphasized that Dijital Usta is more than just a training initiative. He described it as a development model that democratizes access to digital markets and strengthens local production capabilities.
According to Şahin, “Dijital Usta is a project designed to highlight high-quality products made in Türkiye. Our goal is to support SMEs in overcoming the digital divide. In this process, we also aim to ensure young people enter working life with confidence and real-world experience.”
Citing data from the Ministry of Trade, Şahin pointed out that around 600,000 businesses engaged in e-commerce activities in 2024, representing just 16 percent of Türkiye’s 3.7 million SMEs. These numbers underscore a vast opportunity for growth, particularly among businesses that have yet to embrace digital tools for sales and operations.
Denizli’s Role in Türkiye’s E-Commerce Ecosystem
Denizli Chamber of Industry President Selim Kasapoğlu highlighted the city’s strong performance in e-export within the Trendyol ecosystem, ranking sixth nationwide. With nearly 3,000 business partners in the region, Trendyol serves as a vital connector between local manufacturers and consumers across Türkiye and abroad.
Kasapoğlu expressed optimism about the potential of Dijital Usta, stating that the project offers a strategic roadmap that channels youth talent into production, job creation, and value-added industries.
The Importance of Digital Literacy and Skills Development
In today’s fast-changing economic landscape, digital literacy is no longer optional. As more consumers shift toward online purchasing, and global supply chains adopt digital workflows, SMEs must adapt or risk falling behind.
However, many small businesses in Türkiye lack the resources, skills, or time to fully embrace digital transformation. The Dijital Usta initiative addresses this challenge by providing a ready-made workforce trained in relevant tools and techniques—from managing e-commerce storefronts to leveraging analytics, SEO, and customer engagement strategies.
Moreover, young people participating in the program gain hands-on experience, building real-world skills in marketing, operations, and digital sales.
A Scalable Model for Nationwide Expansion
The pilot project is just the beginning. If successful, Dijital Usta could be scaled to include more provinces, more SMEs, and a larger talent pool. Its structure allows for agile adaptation based on regional needs, sector-specific requirements, and evolving digital trends.
The combination of public-private collaboration, NGO engagement, and academic support gives the initiative a unique strength. It brings together multiple sectors to address systemic challenges and foster inclusive digital growth.
Long-Term Socioeconomic Impact
Projects like Dijital Usta offer long-term benefits beyond short-term job placements or SME assistance. They nurture a digitally literate workforce, empower entrepreneurs, and create pathways for sustainable economic development.
In rural or economically underdeveloped regions, such initiatives can reverse brain drain, encouraging young people to stay and contribute locally rather than migrating to larger cities. SMEs, in turn, gain new tools to expand market reach, improve operational efficiency, and increase competitiveness.
Alignment with Türkiye’s Digital Transformation Agenda
Dijital Usta aligns with Türkiye’s broader digital transformation goals, which emphasize technological inclusion, youth empowerment, and innovation-driven economic growth. As the government continues to invest in infrastructure, education, and entrepreneurship, private sector initiatives like this play a critical role in achieving shared national objectives.
By focusing on actionable training and measurable outcomes, Dijital Usta sets a new benchmark for what successful public-private cooperation can achieve in the digital age.
Looking Ahead
With its dual focus on youth employment and SME digitalization, Dijital Usta offers a scalable, inclusive, and future-oriented model for development in Türkiye. As it moves from pilot to broader implementation, all eyes will be on the results—how many youth are employed, how many SMEs achieve digital success, and how this model can be refined and replicated in other regions.
The project represents a hopeful example of how innovation, collaboration, and purposeful investment can empower communities, modernize industries, and build a stronger economic future.
