Hepsiburada Brand Guidelines: A 2000 Doğan Online Shop, the Hepsi Prefix & a Kaspi.kz Owner

A web shop inside a media group’s internet arm.

Hepsiburada’s name is a Turkish phrase that English Wikipedia glosses as “everything is here.” The shop went online in 2000 inside Doğan Online, the internet arm of the Doğan group, according to Turkish Wikipedia, and the technology news site Webrazzi reported in October 2024 that it had been founded that year by Hanzade Doğan, who served as its chairwoman for most of the next quarter-century. The company behind the website is D-Market Elektronik Hizmetler ve Ticaret A.Ş., the name used in Turkish competition decisions and in press reports on its ownership.

For its first fifteen years Hepsiburada worked as a direct retailer. English Wikipedia describes it as a first-party business that bought and held its own stock and shipped products straight to customers, selling electronics alongside fashion, home goods, stationery and office supplies. Turkish Wikipedia dates its mobile app to 2011. The head office is in Istanbul, in the Şişli district according to English Wikipedia, with a large operations centre at Gebze in Kocaeli province, east of the city.

The turning point came in July 2015. Webrazzi reported on 7 July 2015 that Hepsiburada.com had switched on a redesigned website after a renewal process that, the company said, drew on input from around six million people, and that at the same time it had opened a marketplace with about 100,000 products from outside sellers. The site noted that the new design let a shopper start a basket on a phone and finish it on a desktop computer or tablet, that a new recommendation engine personalised what each shopper saw, and that the marketplace did not push seller storefronts to the front: a shopper reached a seller’s store from a product page. From then on Hepsiburada ran its own retail stock and a third-party marketplace side by side, the mixed model that English Wikipedia still describes.

HepsiJET, Hepsipay and a Nasdaq ticker.

After the marketplace, Hepsiburada built services around the shop rather than only adding categories. Turkish Wikipedia records Hepsipay, a wholly owned payments venture, in 2016; HepsiJET, the company’s own delivery business, in 2017, which it says now works in all 81 provinces; a licensed research and development centre the same year; cross-border sales through Hepsiburada Global from 2019; and HepsiLojistik, which stores, packs and ships orders for sellers, from 2020, when logistics centres opened in Diyarbakır, Erzurum, Ankara, İzmir and Adana. A paid membership scheme, Hepsiburada Premium, followed in 2022, and a grocery delivery service runs as Hepsiburada Market, according to English Wikipedia.

Naming ties the group together. Most of the group’s services share the “Hepsi” prefix, as Turkish Wikipedia lists them — HepsiJET for delivery, Hepsipay for payments, HepsiLojistik for warehousing and HepsiAD for advertising — so the parent name runs through each service name. Turkish Wikipedia also keeps an image of an earlier Hepsiburada logo, captioned as the company’s former logo, a sign that the wordmark has been redrawn at least once since the early years of the site.

Hepsiburada went public on 1 July 2021, when its shares began trading on the Nasdaq in New York under the ticker HEPS, according to English Wikipedia, which cites the Turkish broadcaster NTV; Turkish Wikipedia names Morgan Stanley, JP Morgan and Goldman Sachs as the banks on the offering. The listing left the founder’s family in control. Hanzade Doğan remained chairwoman, and English Wikipedia says Nilhan Onal Gökçetekin became chief executive in January 2023, succeeding Murat Emirdağ, who had led the company since 2019.

How Turkish retailers present themselves.

Türkiye’s grocery trade includes three neighbourhood discount chains with stores in all 81 provinces, BİM, A101 and ŞOK, according to English Wikipedia. In October 2021 the newspaper Türkiye counted about 10,150 A101 branches, 9,274 BİM stores and 8,145 ŞOK markets, and ESM Magazine reported in July 2026 that A101 alone ran around 13,600 outlets. Alongside them sit multi-format grocers: Migros, whose formats include Macrocenter stores, and CarrefourSA, with a multi-format network of around 1,237 stores at the end of 2025, according to the same magazine.

The discount chains publish their identity mainly through range and print. BİM says it keeps its store interiors deliberately modest, and its website gives separate sections to its own labels and its special buys; A101 prints a weekly discount catalogue and publishes it online, Turkish Wikipedia says. Own labels are a large part of that picture: English Wikipedia lists more than 150 for BİM and more than 60 for A101, from dairy and pantry lines to small electronics.

The screens follow the shelf. Migros fulfilled online orders from 2,103 stores at the end of 2025, ESM Magazine reported, and A101 launched its A101 Kapıda delivery app in April 2020, according to English Wikipedia. Electronics retailers, home-improvement chains and online marketplaces add showrooms, apps and product pages of their own, and the guides in this group look at each company’s fascia, app screens and naming as the company publishes them.

Ownership is part of the public face too. BİM has been listed on Borsa İstanbul since 2005; A101 is privately owned by the Aydın family and, ESM Magazine noted, does not publish detailed financial results; ŞOK and Migros report full-year results. Each guide sets out who founded the company, who owns it and where it is listed, and marks what rests on the company’s own word.

A Kazakh controlling shareholder since January 2025.

Control of Hepsiburada changed hands in 2025. On 18 October 2024 Webrazzi reported that Kaspi.kz, the Kazakh company whose shares trade in Kazakhstan and on the Nasdaq, had signed a binding agreement with the founder and members of the Doğan family to buy Class A and Class B shares representing 65.4 percent of Hepsiburada. On 19 November 2024 the technology site LOG reported that Türkiye’s Competition Authority had cleared Kaspi.kz’s takeover of sole control of D-Market.

The deal closed on 29 January 2025. Bloomberg HT reported that day that Hepsiburada had told the Nasdaq the share transfer was complete, after written approvals from the Competition Authority, the banking regulator BDDK, the telecoms regulator BTK and the Central Bank of the Republic of Türkiye, and that under the agreement Hepsiburada and Kaspi.kz would keep their separate brand identities and operating structures. At an extraordinary general meeting on 31 January 2025, Bloomberg HT reported on 3 February, Mikheil Lomtadze, Kaspi.kz’s chief executive and co-founder, became Hepsiburada’s chairman. In December 2025 LOG reported that Kaspi had completed a capital increase in Hepsiburada authorised at an extraordinary shareholders’ meeting on 17 November 2025.

Management changed again in 2026. Bloomberg HT reported on 30 June 2026 that a planned handover announced on 29 December 2025 was complete, and that Ender Özgün, the company’s chief commercial officer since May 2023 and before that its head of marketing, would be chief executive from 1 July 2026. Hakan Karadoğan, chief executive of the logistics business since March 2024, would report to the chairman and the board, a structure the report described as giving the core e-commerce platform and the logistics business separate leadership.

For a design guide, Hepsiburada shows how one short prefix can carry a parent name across a delivery fleet, a wallet and a warehouse business. Compare Trendyol, the Istanbul marketplace that began in 2010 as an online clothing shop, and Getir, the Istanbul quick-delivery app. For this guide we use a warm orange, a deep plum and cream with a rounded sans, an unofficial interpretation; no product or logo is reproduced.

Keep Hepsiburada’s identity on hand — save it to a board in the Made Good inspiration library.