Hepsiburada is Turkey's leading e-commerce brand, established in 1998. It has grown rapidly to become an online marketplace serving 22 million unique visitors monthly. Hepsiburada offers over 4.5 million product varieties across 30 categories. It utilizes an effective business model focused on its website, social media presence, and logistics/delivery services. Key factors in its success include an efficient supply chain, low prices, innovative features, and ease of shopping. Hepsiburada faces threats from low industry barriers and regulations, but opportunities exist in expanding private label products and physical presence.

1. Hepsiburada’s marketing
activities
UGURCAN YURTSEVER

2. Content
 General Information
 E-Commerce Market Size in Turkey
 Customers
 Hepsiburada’s Business Model
 SWOT
 PEST
 Marketing Mix
 Factors of Success
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3. General Information
Established in 1998. Hepsiburada, Turkey’s leading e-commerce brand, is connecting
customers, suppliers and entrepreneurs across the country.
Hepsiburada grew rapidly into an e-commerce leader and has also been serving as an online
marketplace for entrepreneurs since 2015. It is one of Europe’s fastest growing e-commerce
companies, reaching 22 million unique visitors on a monthly basis.
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4. General Information
Hepsiburada has 4,5 million product varieties and
10 million products (SKU) in 30 different categories.
Hepsiburada was selected Turkey’s favorite e-
commerce brand (Lovemark) 3 times so far.
Hepsiburada is part of Hepsiburada Group, one of
the largest in Eastern Europe, Middle East and
Africa (EEMEA) region.
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5. 5

6. E-Commerce Market Size in Turkey(TRY)
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7. E-Commerce Market Size in Turkey by
Category
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8. Customers
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9. Hepsiburada.com Best Sellers
1. Diaper
2. Mobile phone
3. Books
4. Household cleaners
5. Phone case
6. Perfumes
7. Kitchenware
8. Watch
9. Sports shoe
10. Flash Disk
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10. Hepsiburada’s Business Model
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11. Social Media
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430K Followers
2,712,337 Followers
240K Followers
22K Complaints
Replies within a day
1.105 Posts
4.149 Tweets
96% Response Rate

12. SWOT
Strenghts
• High brand
awareness
• product range
• Confidence
• Market
leadership in
the local scale
Weaknesses
• Low profit
margins
• Lack of focus
on product or
service
categories
• Website Design
Opportunities
• Increasing
focus on own
brand products
and services
• Increasing
physical
presence of the
brand
• Growing market
Threats
• Low entry
barriers of the
industry
• Government
regulations
• Local
competition
• Online security
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13. PEST
Political Factors
• Political stability of developed countries
(opportunity)
• Governmental support for e-commerce
(opportunity & threat)
• Increasing governmental efforts on cyber-
security (opportunity)
Economic Factors
• Economic stability of most developed markets
(opportunity)
• Increasing disposable income in developing
countries (opportunity)
• Potential economic recession of China (threat)
Social Factors
• Increasing wealth disparity (threat)
• Increasing consumerism in developing countries
(opportunity)
• Increasing online buying habits (opportunity)
Technological Factors
• Rapid technological obsolescence (threat &
opportunity)
• Increasing IT efficiency (opportunity)
• Increasing cybercrime (threat)
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14. Marketing Mix
Product
• Retail service
• Retail goods
Place
• Official e-
commerce
website
• Hepsiexpress
• Local Cargo
companies
Promotion
• Advertising
(most
important)
• Sales
promotions
• Public relations
• Direct
marketing
Price
• Market-
oriented
pricing strategy
• Price
discrimination
strategy
• Value-based
pricing strategy
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15. Advertisements
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16. Features
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17. Features
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 Easy Return
 1-Click Ordering
 Photo and barcode search
 Voice Search

18. Competitors
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19. Factors of success
Efficient Supply Chain and Logistics
Product availability
Low prices
Innovative new offerings – hepsiexpress, 1-click ordering etc.
Ease of shopping
Experience of E-commerce industry
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20. Literature
http://teknoyo.com/hepsiburada-en-cok-satan-urunler-2016/
https://www.sikayetvar.com/hepsiburadacom
https://www.instagram.com/hepsiburada/
https://twitter.com/hepsiburada
https://prezi.com/gepir9x5gnt8/hepsiburadacom-swot-analizi/
http://www.hepsiburada.com/hakkimizda
http://www.pazarlamasyon.com/e-ticaret/hepsiburada-com-resmi-olarak-satiliyor/
https://www.slideshare.net/hakantopuzoglu/e-ticaret-sunum2013
https://vdocuments.site/thoughtworks-live-london-2014-hepsiburada-a-responsive-business-model-to-meet-customer-needs.html
https://vdocuments.site/sap-bw-on-hana-ile-hepsiburada.html
http://eticaretmag.com/turkiye-e-ticaret-perakende-pazar-buyuklugu-infografik/
https://www.statista.com/statistics/369725/internet-users-turkey/
https://www.statista.com/outlook/243/113/ecommerce/turkey#market-revenue
https://www.giiresearch.com/report/ysta223958-turkey-b2c-e-commerce-report-2011.html
https://www.ystats.com/infographic-turkey-b2c-e-commerce-market-2017/
https://www.eshopworld.com/blog-articles/turkey-ecommerce-insights-2017/
http://siradisidigitalexperience.com/hepsiburada-2016-online-alisveris-raporu.html
http://www.fortuneturkey.com/turkiyenin-amazonu-34527
https://www2.deloitte.com/tr/en/pages/technology-media-and-telecommunications/articles/e-trade-in-turkey-article.html
http://www.saleduck.com/company
http://www.hurriyet.com.tr/hepsiburadadan-pazaryeri-atagi-40074816
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21. Thank You!
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