Reference process: DTC launch in Poland for a Turkish brand

This post extends the marketplace launch process on the Our Processes page towards the own-store side and is a concrete example of the Expand to Europe stop. The scope, timeline and decisions below are not taken from a single signed engagement; they are a reference process describing how we run a typical six-week DTC launch for a Turkish brand. We will publish signed case studies, with client consent, as they come.

Short answer: For a Turkish brand to sell in Europe through its own store, four things are set up at once: a legal entity and tax compliance in Poland, a multilingual and multi-currency storefront, a warehouse and shipping in Poland, and advertising and measurement per market. The four tracks run in parallel and converge on one launch date; the six weeks after launch are not about features but about a weekly rhythm.

The brief

A Turkey-based DTC brand with a few years behind it wants an EU structure that can serve Polish customers locally and work as a fulfilment hub for Germany and Central Europe. It has product, brand, working capital and a strong founding team; what it lacks: an EU legal entity, store infrastructure, an EU payment setup, a warehouse partner in the region.

The brief is deliberately about execution: "Get us live and selling; communication in Turkish."

Scope: weeks 1 to 6

We split the process into four parallel tracks tied to a single launch date.

Track 1: Entity and compliance

• A Sp. z o.o. registered in the KRS in Szczecin; formation with the lawyer partner, typical time ~4–6 weeks.
• NIP, REGON, VAT registration (VAT-R, VAT-EU) and EORI for imports.
• KSeF e-invoicing access and authorisation.
• EU OSS registration for cross-border consumer sales.
• The first 90 days calendar for post-formation duties (CRBR, e-delivery, ZUS).

Track 2: Storefront

• Shopify setup with Polish, English, German and Turkish language options.
• A theme adapted to the brand's existing identity; no redesign.
• Multi-currency: PLN (primary), EUR (Germany, Austria), CZK (Czechia).
• Payments: BLIK and Przelewy24 (Poland), Stripe (EU cards), Apple Pay and Google Pay.
• Shipping zones: Poland domestic; Germany and Austria; Czechia.

Track 3: Warehouse and fulfilment

• A 3PL contract in Poland; a warehouse near the German border (for example around Wrocław or Poznań).
• A consolidated stock transfer plan from Turkey to Poland; A.TR and import VAT on the customs side.
• Return address and return flow.
• KSeF-compliant automatic invoice generation tied to store orders.

Track 4: Customer acquisition

• Meta ad account structure: Poland, Germany, Austria and Czechia campaigns under one budget.
• Google Ads: Performance Max and search campaigns per market.
• GA4 and server-side measurement; cookie consent management for GDPR.
• A first-party data layer ready for the cookieless period.

What is live at the end of week 6

• A working store in four languages, three currencies and three shipping zones.
• A payment setup taking payments in PLN and EUR.
• First stock in the Polish warehouse.
• Warmed-up, working Meta and Google ad accounts.
• A measurement setup validated with test orders.

In this scenario we expect the first organic order in launch week and the first ad-attributed order shortly after; the actual timing depends on product, price and market, and is not promised in advance.

Rhythm: weeks 7 to 12

Launch is not the finish line but the handover to day-to-day running. The next six weeks are not about new features but about rhythm.

• Weekly review (Monday): channel performance, fulfilment service level, customer-service queue.
• Bi-weekly market comparison: unit economics in Poland, Germany and Czechia; where does the next ad budget go?
• Monthly recalibration: catalogue priorities, ad-account structure if needed, working-capital allocation.

The goal is a setup in which, by week 12, the brand sees all markets on one dashboard and has a seven-day rolling P&L and net unit economics per channel per market. Not "launched" but running.

Where we leave margin when planning

In launches like this, two items systematically take longer than expected:

1. Choosing and contracting the 3PL. People try to fit it into ten days; allow fifteen. Most first-month service problems with a warehouse come from a rushed choice.
2. KSeF compliance. It looks like a sub-item of Track 1; it is a fifth track of its own. It sits on the critical path for invoice generation and is the item most likely to threaten the launch date.

Both are built into our scope and timeline estimates as margin from the start.

Related reading: 3PL warehouse in Poland: how to choose one · What is OSS? EU VAT on e-commerce: OSS and IOSS · A.TR certificate: importing from Turkey to Poland · Why we built Senavia: a third way in Poland, in Turkish

Sources

• Krajowy System e-Faktur (KSeF) — Polish Ministry of Finance
• VAT One Stop Shop (OSS) — European Commission
• EU–Turkey customs union — European Commission, Access2Markets

Last checked: 26 September 2026. This article is general information; your own case needs assessment by a licensed partner.

Want this process for your brand?

If you are considering a Polish legal entity for your own store in Europe, the process is ready: the entity and compliance track in roughly four to six weeks, the storefront, warehouse and ads tracks in six to eight. Exact duration and scope are settled in a written proposal after the first call. Tell us your situation: a free 30-minute call, in Turkish or English, to talk through the options for your product and target markets.

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This article describes a reference process; it is not a real client case, a guarantee of results or a price quote. On tax and customs matters the last word rests with the certified accountant and customs partners (as of September 2026).