Paycell, Trendyol and Doğuş Group Fintech Panel

Strategic Partnerships in the Fintech Ecosystem

At the panel held during the Webrazzi Fintech 2025 conference, Paycell CEO Serhat Dolaz, Doğuş Group Executive Esra Adalı Ayas, and Trendyol Group CFO Yasin Canki came together. The panel addressed the integration of financial technologies within e-commerce and holding structures, along with the development process over the last 10 years. Paycell announced that it had surpassed the 10 million user threshold over the 10-year period and had built its growth strategy on business partnerships.

Operational Efficiency and Data Analytics

Trendyol defined 2025 as a critical period in terms of operational strengthening and the digitalization of SMEs. The focus was on the export and digitalization processes of more than 250 thousand active sellers on the platform. Same-day delivery and streamlined return mechanisms were cited as the main factors increasing operational efficiency.

On the Doğuş Group side, in a year marked by tight monetary policies and intense regulations, emphasis was placed on technology investments. The Group built its strategy around the following headings:

• AI-Powered Customer Experience: Use of AI-based designs in customer interactions.
• Data Analytics: Data-driven management of campaigns and loyalty programs.
• Transparent Pricing: Transparency policy aimed at changing consumer perception tied to macroeconomic conditions.

The Role and Future of Payment Infrastructure

The panel emphasized that payment systems are no longer just a transaction tool, but form the backbone of platforms. For Trendyol, the payment experience is described as the first point of contact with the customer. Users' expectations for speed and security led to an increase in card-on-file rates and digital wallet usage.

Doğuş Group also stated that, thanks to the integration with Paycell, an end-to-end payment experience was provided and the payment habit data obtained generated insights for the group's companies. It is projected that speed, security, and transparency will continue to be the main determinants in payment systems in the coming period.