Istanbul: WORLDEF founder and CEO Omer Nart announced the creation of a strategic 'e-commerce triangle' connecting Istanbul, Dubai, and Riyadh. The initiative is set to assist Turkish digital brands in their global expansion, with Nart describing e-commerce as 'the new mainstream of trade.'

According to Anadolu Agency, Nart spoke during the 12th edition of WORLDEF ISTANBUL 2025, emphasizing the initiative's goal to simplify cross-border access for Turkish e-commerce players. He highlighted the success of previous events, noting that 35 Turkish producers met with international buyers in Dubai last year. With an upcoming event in Riyadh in October and a subsequent Dubai event in February 2026, WORLDEF aims to strengthen its network across these key cities.

Nart stressed the importance of this strategic structure for Turkish e-commerce and retail brands, aiming to connect companies with high cross-border sales potential to global markets. The events are designed to be multinational and inclusive, focusing on easing digital exports through robust infrastructure support.

Traditional exports often require costly showrooms in target countries, Nart explained, while e-commerce allows for rapid scaling through the right platforms and digital setups. WORLDEF's events provide the necessary service provider infrastructure to facilitate swift market entry.

In addition to the e-commerce corridor, Nart announced a new event called FINTECHX, set to take place on September 24-25 in Sapanca, Turkey. This event will focus on the financial aspects of e-commerce, bringing together participants from over 20 countries. Nart identified logistics and fintech as essential e-commerce channels, highlighting a major gap in fintech that the event aims to address.

Artificial intelligence was another major topic at the WORLDEF event. Nart discussed AI's transformative impact on customer service and operations, with AI-powered campaigns significantly reducing the need for human labor. He predicted a future where AI gives companies a competitive edge, referencing concepts like 'agentic AI' and dark factories.

Nart also underscored Turkey's growing advantage in cross-border trade, citing strong demand for Turkish brands in markets like Iraq, Azerbaijan, the Balkans, and Saudi Arabia. He noted that intermediaries like wholesalers are becoming less relevant as brands connect directly with consumers through e-commerce.

With global e-commerce volume expected to reach $8-9 trillion within five years, and $2-2.5 trillion projected from cross-border trade alone, Nart warned that brands failing to adapt to this shift face significant risks. He emphasized that e-commerce is now the future of mainstream commerce.