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Overview of D-MARKET Electronic Services & Trading (Hepsiburada)
D-MARKET Electronic Services & Trading, operating under the brand name Hepsiburada, is a leading e-commerce technology platform based in Turkey. Established in 2000, the company has grown to become one of the most prominent players in the Turkish e-commerce market, offering a comprehensive ecosystem of products and services to both consumers and merchants. Hepsiburada operates through a hybrid business model that combines first-party (1P) direct sales with a third-party (3P) marketplace, enabling it to serve a diverse customer base while fostering merchant partnerships.
Core Business Model and Revenue Streams
Hepsiburada derives its revenue from three primary sources:
- Direct Sales (1P Model): The company sells products directly to consumers, maintaining control over inventory and pricing.
- Marketplace Revenue (3P Model): It provides a platform for over 101,000 merchants to sell their products, earning commissions and fees for facilitating these transactions.
- Value-Added Services: These include advertising services, payment solutions through Hepsipay, and logistics solutions such as last-mile delivery and fulfillment services.
By integrating these revenue streams, Hepsiburada offers a seamless shopping experience while supporting merchants with tools to grow their businesses.
Product Categories and Ecosystem
The platform boasts an extensive catalog of approximately 230 million stock-keeping units (SKUs) across more than 30 product categories. These range from electronics and fashion to fast-moving consumer goods (FMCG) and cosmetics. Hepsiburada also provides services such as on-demand grocery delivery and cross-border shopping through its HepsiGlobal initiative, which connects Turkish merchants with international markets.
Competitive Position and Differentiators
Hepsiburada’s competitive edge lies in its ability to combine a wide product selection with innovative services that enhance customer and merchant experiences. Key differentiators include:
- Hepsipay: A proprietary payment solution offering secure transactions and Buy Now, Pay Later (BNPL) options.
- Logistics Capabilities: Advanced delivery and fulfillment services ensure timely and reliable order processing.
- Technology and Data Insights: The platform leverages data analytics to optimize operations and improve customer satisfaction.
Additionally, Hepsiburada has been a pioneer in digitalizing commerce in Turkey, supporting initiatives like the 'Technology Empowerment for Women Entrepreneurs' program, which empowers female entrepreneurs to reach broader markets.
Market Context and Challenges
Operating in a highly competitive e-commerce landscape, Hepsiburada faces challenges from both regional players and global giants. Economic fluctuations in Turkey and logistical complexities are other factors that require strategic navigation. However, the company’s robust ecosystem, strong brand recognition, and focus on customer experience position it well in the market.
Global Expansion and Partnerships
Hepsiburada is actively expanding its global footprint through strategic partnerships. For example, its collaboration with Jumia enables the company to introduce high-quality Turkish products to North African consumers, leveraging Jumia’s extensive regional network. This move underscores Hepsiburada’s commitment to facilitating cross-border trade and reaching new markets.
Conclusion
In summary, D-MARKET Electronic Services & Trading (Hepsiburada) is a cornerstone of Turkey’s e-commerce sector, offering a comprehensive platform that combines a vast product selection with innovative services. Its hybrid business model, robust ecosystem, and strategic initiatives make it a significant player in the region’s digital commerce landscape.
D-MARKET Electronic Services & Trading (Hepsiburada) announced Q1 2022 results, showing 84.4% GMV growth to TRY 8.3 billion and 82.4% revenue growth to TRY 2,527.9 million, year-over-year. Active customers reached 12 million with a 27.5% increase. However, the company reported a net loss of TRY 239.7 million and a negative EBITDA of TRY 302.9 million, despite improving operational metrics. Free cash flow was also negative at TRY 1,361.9 million. The CEO emphasized ongoing growth amid challenging market conditions.
D-MARKET Electronic Services & Trading (Hepsiburada) will hold its 2021 Annual General Assembly on June 24, 2022, at its headquarters in Istanbul. Key agenda items include the review of the 2021 financial statements, appointment of board members due to resignations, and the approval of the 2022 independent auditor. Shareholders with American Depositary Shares must vote through The Bank of New York Mellon. As of December 2021, Hepsiburada had 41.8 million members and 75,000 active merchants.
Hepsiburada (NASDAQ: HEPS), a top Turkish e-commerce platform, announced the resignation of Board members Erol Çamur and Halil Korhan Öz on May 20, 2022. Dr. Halil Cem Karakaş and Ahmet Fadıl Ashaboğlu will join the Board, pending shareholder approval at the next Annual General Assembly. The changes were expected during the company’s IPO and do not stem from any disagreements. Hepsiburada's Board now comprises four independent members meeting SEC and Nasdaq requirements, enhancing its governance structure. Öz remains CFO.
D-MARKET Electronic Services & Trading, operating as Hepsiburada (NASDAQ: HEPS), will announce its unaudited financial results for the first quarter ending March 31, 2022, on June 1, 2022. The announcement will occur prior to the U.S. market opening. Following the release, the management will host an analyst and investor conference at 16:00 Istanbul time, which will be available via a live webcast. Hepsiburada aims to enhance its e-commerce offerings in Turkey, serving 41.8 million members and 75,000 active merchants as of December 2021.
D-MARKET Electronic Services & Trading, known as Hepsiburada (NASDAQ: HEPS), has filed its annual report on Form 20-F for the fiscal year ending December 31, 2021, with the SEC on May 2, 2022. The report, featuring audited consolidated financial statements, is available on the company's investor relations website and the SEC's site. Hepsiburada, a prominent Turkish e-commerce platform, connects 41.8 million members and 75,000 active merchants, offering diverse services, including grocery delivery and payment solutions through its digital wallet, Hepsipay.
D-MARKET Electronic Services & Trading (Hepsiburada) reported robust growth in Q4 2021, with gross merchandise value (GMV) up 52.5% to TRY 9.4 billion and revenue increasing 25.4% to TRY 2,759.1 million. Active customers rose by 24.8% to 11.3 million, while order volume hit a record 17.4 million, a 53.4% increase. However, EBITDA worsened to negative TRY 676.7 million due to higher advertising and payroll costs. For the full year, GMV grew 54% to TRY 26.2 billion, surpassing guidance, but net losses increased to TRY 625.8 million compared to the previous year.
Hepsiburada (NASDAQ: HEPS), a prominent Turkish e-commerce platform, will announce its unaudited financial results for the fourth quarter and fiscal year ending December 31, 2021, on March 24, 2022. The company plans to host a conference call and live webcast for analysts and investors at 16:00 Istanbul / 13:00 London / 9:00 AM New York time on the same day. Results presentation will be accessible via their Investor Relations website.
Hepsiburada (NASDAQ: HEPS) has launched the "Women's Cooperatives: Stronger with E-Commerce in the Pandemic" project in collaboration with the ILO, I4D, and U.S. State Department. This initiative aims to enhance the digital and business skills of over 100 women from 5 cooperatives impacted by the pandemic. Participants will receive training, mentoring, and support including commission discounts and marketing assistance. Hepsiburada has previously supported 24,000 female entrepreneurs since 2017, increasing the proportion of female-led vendors on its platform from 6% to 23%.
Hepsipay, the digital wallet of Turkish e-commerce platform Hepsiburada (NASDAQ: HEPS), has introduced a 'Buy Now Pay Later' feature, marking a first for e-commerce in Turkey. This option allows users to defer payments for purchases made through the Hepsipay Wallet for one month. The payment limit is calculated based on individual shopping history. The feature is currently exclusive to products sold by Hepsiburada, with plans for potential expansion to other merchants. This initiative aims to enhance customer experience and demonstrate Hepsiburada's commitment to digital commerce in Turkey.
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