Gulfem Toygar: Shaping Amazon’s Vision for Sweden

Gulfem Toygar, Country Manager for Amazon Sweden, has been at the forefront of Amazon’s journey to establish a foothold in the Sweden. Since its launch in 2020, Amazon.se has steadily evolved, expanding its product range and enhancing services like Prime. In 2023 and 2024, Amazon has focused on refining its local operations, introducing innovative logistics solutions, and strengthening partnerships with Swedish SMEs to empower their growth on the platform.

Under Gulfem’s leadership, Amazon.se has not only seen steady growth in revenue but also taken steps to tailor its global strategy to meet the expectations of Swedish consumers. In this session, Gulfem shares her insights into the challenges and opportunities of building Amazon’s presence in Sweden, the innovations shaping its future, and the vision for making Amazon a trusted partner in Swedish e-commerce.

Gulfem Toygar

Gulfem Toygar is the Country Manager for Amazon Sweden, where she leads the development and expansion of Amazon’s retail business in Sweden. In addition to her responsibilities for Sweden, she oversees Switzerland and Austria, as well as EU exports and EU Emerging Stores.

Gulfem joined Amazon in 2019, initially leading Rest of Europe Exports before taking on the launch of Amazon’s Swedish business. With over 25 years of experience in international e-commerce, she has worked across blue-chip companies, start-ups, and high-growth businesses, bringing a deep understanding of strategy, digital transformation, and business development.

Before joining Amazon, Gulfem was Vice President of Seller Growth EMEA at eBay, where she led strategic development for business sellers. She began her tenure at eBay by managing GittiGidiyor, eBay’s marketplace in Turkey, before transitioning to eBay Germany, where she served as Senior Director of Operations and later Vice President of Hard and Soft Goods Verticals.

Earlier in her career, Gulfem was the founder and Managing Director of multiple e-commerce ventures for the OTTO Group in Turkey, including Limango, Arabulvar, and OGLI e-Solutions Platform. She also held leadership roles at Estore and Enter. Gulfem holds a degree in International Relations and Management from Webster University in Vienna, Austria. A native of Istanbul, she has lived in Berlin, Zurich, and Luxembourg.

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