Hepsiburada is a Turkish e-commerce platform operating through hepsiburada.com, functioning as a general-purpose marketplace across electronics, fashion, home goods, FMCG, beauty, and other categories. The platform serves approximately 11.8 million active customers, with roughly 90% of traffic coming through mobile. Hepsiburada sells both directly (1P) and as a third-party marketplace connecting buyers with around 102,000 active merchants, mostly SMEs. In direct sales, Hepsiburada buys wholesale inventory from major brands, sets prices, and bears inventory risk. In the marketplace, merchants own and price their inventory while Hepsiburada collects a commission. Beyond commerce, Hepsiburada runs Hepsijet, an in-house last-mile delivery operation covering all 81 cities in Türkiye that also sells delivery capacity to off-platform third parties. Hepsiburada also operates HepsiLojistik (third-party fulfillment), HepsiAd (onsite merchant advertising), Hepsipay (a digital wallet with 20.6 million registered accounts), and Hepsi Finansman (a consumer finance subsidiary that issues direct loans). Hepsiburada Premium is a subscription loyalty program with 3.5 million members that offers free delivery and cashback in exchange for recurring fees, and drives higher order frequency among subscribers. Profitability scales with GMV growth, which lifts commission, advertising, and delivery revenue while spreading fixed logistics costs across more parcels. Kaspi.kz, Kazakhstan's leading payments and marketplace platform, acquired a controlling 65.4% stake in Hepsiburada in January 2025.