{"id":6488,"date":"2022-03-03T14:38:43","date_gmt":"2022-03-03T14:38:43","guid":{"rendered":"https:\/\/cukurpartners.com\/the-teachings-of-the-provisional-measure-decision-given-by-the-competition\/"},"modified":"2022-03-07T07:30:00","modified_gmt":"2022-03-07T07:30:00","slug":"rekabet-kurumunun-trendyolun-kendi-markasini-kayirdigi-iddiasiyla-vermis-oldugu-gecici-tedbir-kararinin-ogrettikleri","status":"publish","type":"post","link":"https:\/\/old.cukurpartners.com\/tr\/rekabet-kurumunun-trendyolun-kendi-markasini-kayirdigi-iddiasiyla-vermis-oldugu-gecici-tedbir-kararinin-ogrettikleri\/","title":{"rendered":"Rekabet Kurumu\u2019nun Trendyol&#8217;un Kendi Markas\u0131n\u0131 Kay\u0131rd\u0131\u011f\u0131 \u0130ddias\u0131yla Vermi\u015f Oldu\u011fu Ge\u00e7ici Tedbir Karar\u0131n\u0131n \u00d6\u011frettikleri"},"content":{"rendered":"<p><b>Rekabet Kurumu\u2019nun Trendyol&#8217;un Kendi Markas\u0131n\u0131 Kay\u0131rd\u0131\u011f\u0131 \u0130ddias\u0131yla Vermi\u015f Oldu\u011fu Ge\u00e7ici Tedbir Karar\u0131n\u0131n \u00d6\u011frettikleri<\/b><\/p>\n<p><strong>G\u0130R\u0130\u015e<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Global olarak bir s\u00fcredir i\u00e7inde bulundu\u011fumuz Pandemi s\u00fcrecinde \u00e7ok kategorili e-pazaryerlerinin geli\u015fmesiyle ve bu platformlardaki pazar paylar\u0131n\u0131n da \u00f6nemli \u00f6l\u00e7\u00fcde artmas\u0131yla birlikte, Rekabet Kurumu\u2019nun (\u201cKurum\u201d) bu alanda incelemeler yapmas\u0131 ka\u00e7\u0131n\u0131lmaz hale gelmi\u015ftir. Bu kapsamda Kurum taraf\u0131ndan, 23.09.2021 Tarihli Rekabet Kurulu Toplant\u0131s\u0131nda, DSM Grup Dan\u0131\u015fmanl\u0131k \u0130leti\u015fim ve Sat\u0131\u015f Ticaret A.\u015e. (\u201cTrendyol\u201d) hakk\u0131nda Rekabetin Korunmas\u0131 Hakk\u0131nda Kanun (\u201cKanun\u201d) md. 9 gere\u011fi yap\u0131lan \u00f6n inceleme neticesinde ge\u00e7ici tedbir uygulanmas\u0131na karar verilmi\u015ftir. Bu yaz\u0131m\u0131zda verilen karar\u0131n detaylar\u0131 incelenecektir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130lgili karara konu olan ve hem t\u00fcketiciler ile sat\u0131c\u0131lar\u0131 bulu\u015fturarak e-pazaryeri hizmeti veren hem de bu pazaryeri i\u00e7erisinde moda sekt\u00f6r\u00fcnde kendi markalar\u0131na (TrendyolMilla, TrendyolMan, TrendyolKids) yer vererek ve moda sekt\u00f6r\u00fcndeki \u00fc\u00e7\u00fcnc\u00fc ki\u015fi sat\u0131c\u0131larla rekabet eden Trendyol; Kurum taraf\u0131ndan \u00e7ok kategorili e-pazaryeri olarak faaliyet g\u00f6steren platformlar\u0131n i\u015flem hacmi g\u00f6z \u00f6n\u00fcnde bulundurularak kendi pazar\u0131nda hakim konumda olarak de\u011ferlendirilmektedir ve kendisine en yak\u0131n rakibi taraf\u0131ndan dahi rekabet\u00e7i bir bask\u0131ya maruz kalmad\u0131\u011f\u0131 ortaya konulmaktad\u0131r. Bunun sebebinin ise kullanm\u0131\u015f oldu\u011fu rekabet kar\u015f\u0131t\u0131 ve \u015feffafl\u0131kla ba\u011fda\u015fmayan uygulamalar oldu\u011fu ihtimali \u00fczerinde durulmaktad\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buna g\u00f6re, karar verilmeden \u00f6nce 22.09.2021 tarihinde Kurum taraf\u0131ndan Trendyol\u2019da yap\u0131lm\u0131\u015f olan yerinde inceleme sonucunda ula\u015f\u0131lan bulgulara g\u00f6re:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Perakendeci rol\u00fcyle sat\u0131\u015fa sunulmu\u015f olunan TrendyolMilla, TrendyolMan ve TrendyolKids markalar\u0131na ait \u00fcr\u00fcnlere avantaj sa\u011flayacak \u015fekilde algoritmaya m\u00fcdahale edildi\u011fine ve \u0130stanbul\u2019da bulunan kullan\u0131c\u0131lara yine Trendyol\u2019un kendi olu\u015fumu olan TrenyolExpress ile \u201certesi g\u00fcn teslim\u201d imkan\u0131n\u0131 sa\u011fland\u0131\u011f\u0131,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Yine kendi perakende faaliyetine avantaj sa\u011flayacak \u015fekilde, pazaryerinde sat\u0131\u015f yapan \u00fc\u00e7\u00fcnc\u00fc ki\u015fi sat\u0131c\u0131lar\u0131n t\u00fcketici davran\u0131\u015flar\u0131 ve tercihleri hakk\u0131nda fazlaca fikir veren verilerinin kullan\u0131lmas\u0131 suretiyle t\u00fcketici g\u00f6z\u00fcnde pop\u00fcler olan \u00fcr\u00fcnlerin tespit edilmesi \u015f\u00fcphesi,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Algoritmaya yap\u0131lan m\u00fcdahaleler sonucu sponsorlu \u00fcr\u00fcnlerin, reklam s\u00fcresi bittikten sonra bile organik s\u0131rada \u00fcst s\u0131ralarda yer almas\u0131na ili\u015fkin \u015feffafl\u0131k ile ba\u011fda\u015fmayan s\u00f6ylemleri \u00fczerine pazaryerinde sat\u0131\u015f yapan sat\u0131c\u0131lar aras\u0131nda ayr\u0131mc\u0131l\u0131k yapt\u0131\u011f\u0131 \u015f\u00fcphesi do\u011fmu\u015ftur.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Raport\u00f6rlerin g\u00f6r\u00fc\u015f\u00fcne g\u00f6re bu ge\u00e7ici tedbir karar\u0131 kapsam\u0131nda Trendyol\u2019un\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kendi ekonomik b\u00fct\u00fcnl\u00fc\u011f\u00fc alt\u0131nda yer alan \u00fcr\u00fcn ve hizmetlerine y\u00f6nelik, rakiplerine k\u0131yasla avantaj sa\u011flayacak nitelikte, algoritmaya ve kodlama arac\u0131l\u0131\u011f\u0131yla yap\u0131lan m\u00fcdahaleler de d\u00e2hil olmak \u00fczere her t\u00fcr eylem davran\u0131\u015f ve uygulamalar\u0131na son vermesi ve soru\u015fturma s\u00fcrecinin devam\u0131nda da bu davran\u0131\u015flardan ka\u00e7\u0131nmas\u0131,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pazaryeri faaliyetleri bak\u0131m\u0131ndan, elde edilen ve \u00fcretilen her t\u00fcrl\u00fc verinin, kendi ekonomik b\u00fct\u00fcnl\u00fc\u011f\u00fc alt\u0131nda yer alan \u00fcr\u00fcn ve hizmetlerine rakiplerine k\u0131yasla avantaj sa\u011flayacak \u015fekilde payla\u015f\u0131m\u0131n\u0131 ve kullan\u0131m\u0131n\u0131 durdurmas\u0131 ve soru\u015fturma s\u00fcrecinin devam\u0131nda da bu davran\u0131\u015flardan ka\u00e7\u0131nmas\u0131,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pazaryerinde sat\u0131\u015f yapan sat\u0131c\u0131lar aras\u0131nda ayr\u0131mc\u0131l\u0131k do\u011furacak nitelikte algoritma ve kodlama arac\u0131l\u0131\u011f\u0131yla yap\u0131lan m\u00fcdahaleler de dahil olmak \u00fczere her t\u00fcr eylem davran\u0131\u015f ve uygulamalar\u0131na son vermesi ve soru\u015fturma s\u00fcrecinin devam\u0131nda da bu davran\u0131\u015flardan ka\u00e7\u0131nmas\u0131,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Yukar\u0131da yer verilen tedbir kararlar\u0131n\u0131n uygulanmas\u0131n\u0131 ve denetlenebilirli\u011fini teminen gerekli her t\u00fcrl\u00fc teknik, idari ve organizasyonel tedbirleri almas\u0131,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trendyol b\u00fcnyesinde; \u00fcr\u00fcn arama, sat\u0131c\u0131 listeleme, sat\u0131c\u0131 puan\u0131 hesaplama vb. ama\u00e7larla kullan\u0131lan t\u00fcm algoritma modelleri \u00fczerinde yap\u0131lan parametrik ve yap\u0131sal de\u011fi\u015fikliklerin versiyonlu ve do\u011frulu\u011fu inkar edilemez \u015fekilde en az 8 (sekiz) y\u0131l s\u00fcreyle saklamas\u0131,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trendyol b\u00fcnyesinde kullan\u0131lan (geli\u015ftirilen) t\u00fcm yaz\u0131l\u0131mlara ait kaynak kodlar\u0131n\u0131n versiyonlu ve do\u011frulu\u011fu inkar edilemez \u015fekilde en az 8 (sekiz) y\u0131l s\u00fcreyle saklamas\u0131,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trendyol b\u00fcnyesinde i\u015f s\u00fcre\u00e7lerinin y\u00fcr\u00fct\u00fclmesi kapsam\u0131nda kullan\u0131lan t\u00fcm yaz\u0131l\u0131mlara ili\u015fkin kullan\u0131c\u0131 eri\u015fim ve yetkilendirme kay\u0131tlar\u0131 ile y\u00f6netici denetim kay\u0131tlar\u0131n\u0131n do\u011frulu\u011fu inkar edilemez \u015fekilde en az 8 (sekiz) y\u0131l s\u00fcreyle saklamas\u0131<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">gerek\u00e7eli karar\u0131n tebli\u011finden itibaren 60 g\u00fcn i\u00e7inde Ankara \u0130dare Mahkemelerinde yarg\u0131 yolu a\u00e7\u0131k olmak \u00fczere ge\u00e7ici tedbir uygulanmas\u0131na ve (iv) numaral\u0131 eylem plan\u0131 d\u0131\u015f\u0131ndaki y\u00fck\u00fcml\u00fcl\u00fcklerin karar\u0131n Trendyol\u2019a tebli\u011finden itibaren 30 g\u00fcn i\u00e7inde yerine getirilmesine (iv) numaral\u0131 ise bu zaman zarf\u0131nda Kurum\u2019a sunulmas\u0131na karar verilmi\u015ftir.\u00a0<\/span><\/p>\n<p><strong>SONU\u00c7<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Kurum\u2019un alm\u0131\u015f oldu\u011fu bu karar, t\u00fcm \u00e7ok kategorili e-pazaryeri hizmeti sunan platformlar i\u00e7in \u00f6nemli bir emsal niteli\u011finde olmakla birlikte, t\u00fcketiciler nezdinde de \u015feffafl\u0131kla ba\u011fda\u015fmayan uygulamalara kar\u015f\u0131 Kurum taraf\u0131ndan gerekli m\u00fcdahalenin gecikmesinin geri d\u00f6nd\u00fcr\u00fclemez sonu\u00e7lara yol a\u00e7abilece\u011fi ortaya koyulmaktad\u0131r.\u00a0<\/span><\/p>\n<p style=\"text-align: right;\"><strong><br \/>\nFatmanur Ay\u0131\u015f\u0131k<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rekabet Kurumu\u2019nun Trendyol&#8217;un Kendi Markas\u0131n\u0131 Kay\u0131rd\u0131\u011f\u0131 \u0130ddias\u0131yla Vermi\u015f Oldu\u011fu Ge\u00e7ici Tedbir Karar\u0131n\u0131n \u00d6\u011frettikleri G\u0130R\u0130\u015e Global olarak bir s\u00fcredir i\u00e7inde bulundu\u011fumuz Pandemi s\u00fcrecinde \u00e7ok kategorili e-pazaryerlerinin geli\u015fmesiyle ve bu platformlardaki pazar paylar\u0131n\u0131n da \u00f6nemli \u00f6l\u00e7\u00fcde artmas\u0131yla birlikte, Rekabet Kurumu\u2019nun (\u201cKurum\u201d) bu alanda incelemeler yapmas\u0131 ka\u00e7\u0131n\u0131lmaz hale gelmi\u015ftir. Bu kapsamda Kurum taraf\u0131ndan, 23.09.2021 Tarihli Rekabet Kurulu Toplant\u0131s\u0131nda, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"tags":[],"class_list":["post-6488","post","type-post","status-publish","format-standard","hentry","category-sirketler-ve-ticaret-hukuku"],"acf":[],"_links":{"self":[{"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/posts\/6488"}],"collection":[{"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/comments?post=6488"}],"version-history":[{"count":3,"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/posts\/6488\/revisions"}],"predecessor-version":[{"id":6504,"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/posts\/6488\/revisions\/6504"}],"wp:attachment":[{"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/media?parent=6488"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/categories?post=6488"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/old.cukurpartners.com\/tr\/wp-json\/wp\/v2\/tags?post=6488"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}