Online shopping is not only big in the US but it is actually big in most parts of the world.  And one of the countries topping this chart is Turkey.  Trendyol, a fast-growing flash sales fashion company in Turkey, has announced that it has raised $26 million from Kleiner Perkins Caufield & Byers (KPCB) and Tiger Global.  KPCB is a leading venture capital firm, and this investment is their first in Turkey.

The deal has already gained attention for both Trendyol and KPCB.  The investment firm is also known for pouring cash into some companies we’re all familiar with now, such as Google, Amazon.com, Twitter, AOL and Zynga.  Tiger Global is already an existing Trendyol investor, and is known for being a sourcing company based in China.

“We’re particularly thrilled that Kleiner Perkins could see the market opportunity for e-commerce in Turkey and Trendyol.com as leading the way,” Demet Mutlu, founder and CEO.  “Trendyol.com’s mission has been to revolutionize fashion in Turkey and make it accessible to all: for those who don’t have the the time to shop;  the brands or stores in their cities; and/or for those who cannot afford high retail prices.  The new financing will be used for key growth initiatives including enhancing our customer service, investment in operations, increasing member acquisition and further accelerating our growth within Turkey as well as other markets – all to deliver the best customer experience.”

The reason for this sudden focus on Turkey is that it has the 5th largest internet population in Europe with 35 million internet users, of which 70% are under 34 years old and are more likely to use the internet to shop.  The region also has a high credit card penetration, upwards of 60%.  According to the company, 1 in 9 internet users in Turkey are Trendyol members, pulling in over 4 million members since it started in March 2010.

What’s attractive about Trendyol is that aside from selling top of the line merchandise, they also sell private label brands like Milla, as brands formed through crowdsourcing, which aims to create timeless, quality pieces that defy seasonal trends. Since e-commerce is used by more women, Trendynol prides itself with having over 60% women employees, and since they can relate to consumer needs, their employees perform better and faster.  This was seen as a great investment opportunity by KPCB since online commerce, and flash sales in particular, are top trends nowadays.

Trendyol is focused more on Turkey’s consumers, but they also have plans for expanding to the MENA, Middle East and North Africa, regions in the long run.  As of now, the new funding they received will be used to create an even better customer experience by providing the highest quality of customer service.

It’s promising that Trendyol has such a cultural connection to its demographic, in terms of the region and gender.  As far as Turkey goes in particular, the booming rate of internet access is encouraging of other industries as well.  Peak Games has had tremendous success in Turkey, finding deep cultural integration is the key to creating loyal and highly engaged users.  It seems there are a few lessons to be learned here, and Turkey’s shoppers and gamers could prove great teachers.