Hepsiburada
Türkiye's first large-scale online retailer, now a listed marketplace.
Hepsiburada at a glance
Hepsiburada is an e-commerce website and one of the most visited sites in Türkiye, currently ranked #3 in the country. It was founded in 1998 by Hanzade Doğan Boyner and is headquartered in Istanbul, Türkiye. Today Hepsiburada is owned by D-Market Elektronik Hizmetler ve Ticaret A.Ş.. Our estimates put its audience at ≈ 90 million visits per month. The business earns money mainly through first-party retail margin, marketplace commissions from third-party sellers, seller advertising (hepsiburada ads). Its closest rivals include trendyol.com, amazon.com.tr, n11.com, vatanbilgisayar.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 85 million / month | — |
| Q2 | ≈ 88 million / month | +4% |
| Q3 | ≈ 90 million / month | +2% |
| Q4 (peak season) | ≈ 105 million / month | +17% |
Traffic sources
- Direct50%
- Organic search31%
- Paid search10%
- Social5%
- Referral & email4%
Audience & demographics
- Men52%
- Women48%
- Age 25-3430%
- Age 35-4424%
- Age 18-2421%
Historically strongest in electronics and white goods, giving it a slightly more male, higher-basket audience than fashion-led rivals.
Geographic reach
- Türkiye94%
- Germany2%
- Other4%
SEO profile
- Organic keywords
- Hundreds of thousands of product and brand terms
- Estimated organic traffic
- ≈ 28 million visits / month
- Strongest clusters
- Electronics, appliances, brand + model queries
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| hepsiburada | 1 | High | — |
| iphone fiyatları | 1-5 | High | — |
| laptop | 1-5 | High | — |
| buzdolabı | 1-5 | Medium | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link sources
- Price comparison sites, tech media, coupon sites
Top referral sources
- Search engines68%
- Price comparison sites18%
- Social platforms14%
Technology stack
Website technologies
Advertising & analytics technologies
Mobile app statistics
- App share of orders
- ≈ 80%
- Premium members
- Millions of subscribers
Company information
- Website
- hepsiburada.com
- Sector
- E-commerce
- Owner
- D-Market Elektronik Hizmetler ve Ticaret A.Ş.
- Owner type
- Public company (Nasdaq: HEPS)
- Founders
- Hanzade Doğan Boyner
- Founded
- 1998
- Headquarters
- Istanbul, Türkiye
- Employees
- 3,000+
- Ownership
- Doğan Holding is the controlling shareholder; remaining shares are publicly traded on Nasdaq
- Valuation
- Public market capitalisation in the low single-digit billions of USD, well below the 2021 IPO peak
- Revenue
- Gross merchandise value of roughly TRY 100 billion+ annually
- Languages
- Turkish, English
- Top traffic sources
- Direct, organic search, paid search
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2015 | Growth investment | Undisclosed | Abraaj Group |
| 2021 | IPO | ≈ USD 740 million | Public market investors (Nasdaq) |
Financials
- GMV
- TRY 100 billion+ annually
- Profitability
- Focus shifted from growth to positive profitability
- Listing
- IPO on Nasdaq in 2021
Business model & revenue
Hepsiburada is a hybrid retailer: it buys and sells inventory directly and also operates an open marketplace. Beyond trade margin and commission, monetisation increasingly comes from advertising, its own logistics network and Hepsipay financial services.
- First-party retail margin
- Marketplace commissions from third-party sellers
- Seller advertising (Hepsiburada Ads)
- HepsiJet and HepsiLojistik delivery and fulfilment fees
- Hepsipay payments and consumer financing
- Premium membership programme
Products & services
Open platform for third-party sellers across all major categories.
Own-inventory sales, historically strong in electronics.
Last-mile delivery network with same-day options.
Fulfilment and warehousing service for sellers.
Wallet, payments and buy-now-pay-later products.
Paid membership with free shipping and benefits.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Active sellers
- 100,000+
- Seller tools
- Ads console, fulfilment, public API
- Commission
- Category-based commission plus optional services
International seller opportunities
- Cross-border seller onboarding for international brands
- Fulfilment by HepsiLojistik to shorten delivery times
- Retail media campaigns targeting high-intent shoppers
International presence
- Core market
- Türkiye
- Listing
- Nasdaq, New York
- Cross-border
- Selected international seller and buyer programmes
Employee statistics
Customer statistics
API & developer information
- Seller API
- REST API for listings, orders, stock and invoices
- Authentication
- Merchant ID with API key
Website rankings
- Country rank (Türkiye)
- #3 most visited site
- Sector rank
- #2 e-commerce platform
- Electronics
- Among the category leaders
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| trendyol.com | ≈ 250M / month | #1 | Larger assortment and traffic |
| hepsiburada.com | ≈ 90M / month | #2 | Strong electronics and logistics |
| amazon.com.tr | ≈ 45M / month | #3 | — |
| n11.com | ≈ 30M / month | #4 | — |
What is Hepsiburada?
Hepsiburada is one of the oldest and best-known e-commerce platforms in Türkiye. Founded in 1998, it began as a first-party online retailer focused on electronics and evolved into a hybrid model that combines own-inventory retail with an open marketplace, its own delivery network and a payments arm.
Who owns Hepsiburada?
The operating company is D-Market Elektronik Hizmetler ve Ticaret A.Ş. Doğan Holding is the controlling shareholder, and the company has traded on Nasdaq under the ticker HEPS since its 2021 initial public offering. Founder Hanzade Doğan Boyner remains the most closely associated figure with the brand.
Traffic and audience
Estimates place Hepsiburada around 90 million visits per month, second among Turkish e-commerce sites. Close to eight in ten orders are placed through its mobile apps, and traffic peaks sharply during November discount campaigns.
How Hepsiburada makes money
Revenue comes from retail margin on its own inventory, commissions on marketplace sales, its fast-growing advertising business, HepsiJet and HepsiLojistik logistics fees, Hepsipay financial services and paid Premium memberships.
Competitors in Türkiye
Trendyol is the clear market leader, with Amazon Türkiye and N11 competing for the following positions and specialist retailers such as Vatan Bilgisayar strong in electronics.
Company history & milestones
- 1998
Founded by Hanzade Doğan Boyner as an early online retailer.
- 2015
Opens its marketplace to third-party sellers.
- 2017
Launches HepsiJet to control last-mile delivery.
- 2021
Lists on Nasdaq, raising around USD 740 million.
Latest news
- Profitability-first strategyInvestor communications · Recent
Company guidance prioritises margin over volume growth.
- Hepsipay expands financial servicesPress coverage · Recent
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.4 / 5 | 3M+ | — |
| App Store (TR) | ≈ 4.6 / 5 | 700K+ | — |
| Consumer complaint platforms | Mixed | High volume | Marketplace seller disputes |
Pros & cons
Pros
- Long-established brand trust in electronics and appliances
- Own delivery network with same-day options in major cities
- Mature seller tooling and fulfilment service
- Publicly listed, so financial reporting is transparent
Cons
- Smaller assortment and traffic than Trendyol
- Share price well below IPO levels
- Third-party seller quality varies
- Limited international footprint
Key statistics
Frequently asked questions
Who owns Hepsiburada?
Hepsiburada is operated by D-Market Elektronik Hizmetler ve Ticaret A.Ş. Doğan Holding is the controlling shareholder, and the rest of the shares trade publicly on Nasdaq under the ticker HEPS.
When was Hepsiburada founded?
It was founded in 1998 by Hanzade Doğan Boyner, making it one of the earliest large-scale e-commerce operations in Türkiye.
How does Hepsiburada make money?
Through first-party retail margin, marketplace commissions, seller advertising, HepsiJet and HepsiLojistik logistics fees, Hepsipay financial services and its Premium membership.
Is Hepsiburada bigger than Trendyol?
No. Trendyol leads on both traffic and gross merchandise value; Hepsiburada is the second-largest e-commerce platform in Türkiye.
Popular searches
Data sources & confidence
- Nasdaq filings and investor presentationsD-Market / Hepsiburada
- Third-party traffic estimation providersSimilarweb-class estimates
- App store listingsApple App Store, Google Play
- Data confidence
- High for financial and company data thanks to public filings, medium for traffic estimates.
- Last updated
- January 2026
Financial data follows public reporting; traffic figures are modelled estimates.
Social media profiles & statistics