Coatings are a category where Turkey's position is much stronger than its reputation. The country has a substantial domestic chemical industry, a large captive market in automotive, white goods, construction and machinery, and several producers who have been supplying European distributors and applicators for years. Powder coatings in particular are a Turkish strength, because the raw materials are traded globally at similar prices and the differentiator becomes formulation skill, colour matching and turnaround, all of which favour a supplier a few days away rather than a few weeks.
The freight case is unusual here. Paint and powder are dense and ship efficiently, so transport is a smaller share of cost than in packaging or litter, but liquid coatings are frequently dangerous goods, and that changes everything about the logistics. Road transport under ADR from Turkey is routine and well understood; sea freight of the same goods is slower, more restricted and more expensive to insure. For a European buyer, that means Turkish supply is often not just cheaper but administratively simpler than a comparable Asian source.
What decides whether a Turkish supplier can actually serve you is chemical regulation, and the split of responsibility is the part buyers most often get wrong. Under REACH the registration obligation falls on the importer established in the EU, not on the manufacturer in Turkey, unless the manufacturer has appointed an only representative. Get that settled in writing at the quotation stage. After that, the technical conversation is about the coating system rather than the paint, and EN ISO 12944 is the language it happens in.