Competitive Advantage: We Established Our Own Marketplace
The e-commerce world continues to grow rapidly, making online sales increasingly important for businesses. Recently, LC Waikiki eliminated intermediaries and created its own marketplace, bringing a fresh perspective to e-commerce. Now, brands such as United Colors of Benetton, L’Oréal, Kanz, and many more are selling their products on LC Waikiki’s e-commerce platform.
Key Vision
Vahap Küçük:
“To gain an advantage in competition, we eliminated intermediaries. Now, we are building our own marketplace.”
What is LC Waikiki?
LC Waikiki is a Turkey-based apparel retail company, founded by Arif M. Kıroğlu in 1988. With stores across Turkey and in many countries worldwide, LC Waikiki offers a wide range of products, from men's, women's, and children's clothing to accessories.
The company focuses on providing affordable fashion, making LC Waikiki accessible to a broad customer base. With rapid growth, LC Waikiki has expanded its brand recognition internationally.
Mission
LC Waikiki’s mission is to offer affordable and quality fashion, meeting the clothing needs of people from all walks of life.
Vahap Küçük’s Insights During the Pandemic
LC Waikiki Chairman Vahap Küçük highlights how business rules were rewritten during the pandemic and how rapidly consumer behaviors changed. He emphasizes the company’s quick adaptation to the shift toward online shopping and increased demand for comfortable clothing.
"In the past, when there was a problem in Turkey, we managed our business abroad. But this time, we faced a global issue. We tried to understand consumer behavior and focused more on e-commerce, investing in infrastructure, logistics, and cargo." - Vahap Küçük
New Brands and Investments at LC Waikiki
LC Waikiki continued its investments even during the pandemic, opening new stores both in Turkey and abroad. Additionally, its sub-brands, LCW Home and LCW Dream, are expanding with new store openings. Brands targeting younger and premium segments, such as X-Side and Southblue, are being reintroduced.
Strategic Move
By transitioning to a marketplace model, LC Waikiki brings its sub-brands—Dream, Step, X-Side, Vision—under one roof. All products are now exclusively sold on lcwaikiki.com, discontinuing sales through platforms like Trendyol and Hepsiburada.
Online Growth and Targets
Alongside its physical store investments, LC Waikiki aims for significant growth in e-commerce. In 2021, the company planned to open 100 new stores abroad and 30 sub-brand stores plus 15 new LC Waikiki stores in Turkey. The number of online members is targeted to rise from 2 million to 5-6 million in a short time.
| Year | Global Revenue (Billion TRY) | Targets |
|---|---|---|
| 2019 | 20.559 | Physical and online growth |
| 2020 | 16.615 | Strong structure despite the pandemic |
| 2023 (Target) | 35.978 | Growth across all channels |
LC Waikiki Marketplace and Selling on the Platform
LC Waikiki’s marketplace now hosts a diverse range of both local and global brands. The platform offers a broad selection in fashion, cosmetics, and baby & kids categories. In cosmetics, global brands such as Garnier and Maybelline are featured, while Sebamed, Unibaby, and Kanz are prominent in kids’ products.
Brand Diversity
Numerous categories and brands are available in LC Waikiki’s marketplace.
Wide Range of Categories
Beyond apparel, cosmetics and baby products are also offered.
Exclusive Local Brands
Brands like Sateen and Kifidis enrich the marketplace portfolio.
Ömer Barbaros Yiş and Customer Trust
LC Waikiki E-Commerce General Manager Ömer Barbaros Yiş states that customer trust is their top priority, aiming to become the most trusted fashion platform. New brands in the shoes and bags categories have also joined the marketplace.
"For us, the most important thing as the LC Waikiki e-commerce team is customer trust, and we will never compromise on that." - Ömer Barbaros Yiş
Who Can Open a Store on LC Waikiki?
Anyone with a trademark registration and their own brand can sell on LC Waikiki.com. To become a seller, you only need to submit the required documents and follow the platform's guidance.
Required Documents to Open a Store on LC Waikiki
- Tax Certificate: Valid tax certificate
- Signature Circular/Declaration: Signature of company official
- Trade Registry Gazette: Commercial registration details
- Certificate of Activity: Proof of business activity
- Trademark Documents: Trademark registration documents
How to Become a Seller on LC Waikiki?
Becoming a seller on LC Waikiki is quite simple. By following the steps below, you can open your store in a short time:
- Register:
Use the seller button to register and create your account.
- Complete Your Documents:
Upload all the requested information and documents to the system.
- Verify Your Brand:
Set your store name and complete the approval process.
- Upload Your Products:
Add your products via the portal or an integrator.
- Start Selling:
Once your products are approved, you can start selling immediately.
The Cost of Selling on LC Waikiki Seller Portal
Sales Commission
For each product sold, a commission is charged at rates that vary by category. Commissions are calculated over the total sales price, including VAT.
Shipping Fee
You can ship your orders with LC Waikiki’s contracted cargo companies. For advantageous shipping rates, just sign up as a seller.
Conclusion and Evaluation
LC Waikiki’s strategies in e-commerce and its transition to a marketplace model are expanding its customer base and increasing its competitiveness in online retail. These steps set an example in the sector’s digital transformation journey.
Summary
With its online growth and marketplace strategy, LC Waikiki continues to be a strong player in the retail sector.
