Hoopla

What Hoopla does

Hoopla (legal entity: Hoopla Elektronik Ticaret ve Lojistik A.Ş.) is a Turkey-based, mobile-first B2B e-commerce platform founded in 2021 and headquartered in Üsküdar, Istanbul. The company operates a digital wholesale marketplace, branded as Hoopla Market (Hoopla Toptan Market), that connects traditional retail outlets — including bakal/bakkal, büfe, kiosks, markets and other out-of-home consumption (EDT) points — with brands and distributors. Retailers access the marketplace through a free iOS/Android app, browse roughly 1,200 SKUs spanning food, beverages, cosmetics, supplies and pastry ingredients from 10+ named brand partners (including Unilever, Lipton, CCI, Duracell, Pringles, Kellogg's, Doğadan and Doğan), and receive same-day delivery for orders placed before 9 AM. Hoopla runs its own warehouse and last-mile delivery infrastructure, with two distribution depots in Ankara's Keçiören and Yenimahalle districts; all logistics is in-house rather than outsourced. Payments are processed via Payten Teknoloji's 3D Secure infrastructure, and the company is compliant with Turkey's KVKK data protection regime.

The business model is a transaction-based B2B marketplace in which Hoopla earns a markup on product sales fulfilled from its own warehouses and via its delivery fleet. The app is free with no membership or subscription fees; payment options include cash on delivery, credit card on delivery, bank transfer and online payment. A complementary Producer/Distributor Seller Panel lets manufacturers and distributors run digital storefronts, launch promotions and track performance inside Hoopla, without standing up their own e-commerce — extending the platform into a two-sided supplier/retailer ecosystem. Customer acquisition combines product-led growth (app-store distribution) with Hoopla Promotional Representatives who onboard traditional retailers in the field. As of August 2023, Hoopla had raised a $1.35M pre-seed/seed round led by REM People ($1M) and was operating only in Ankara, with stated plans to expand to other major Turkish cities.

Name

Hoopla

Legal name

Hoopla Elektronik Ticaret ve Lojistik Anonim Şirketi

Website

https://hoopla.com.tr

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Hoopla is a Turkey-based B2B e-commerce mobile marketplace connecting traditional retail outlets (bakal, büfe, markets) and out-of-home consumption points with brands and distributors, providing same-day delivery via its own logistics fleet in Ankara.

Ownership category

akta.pro rank

Product category

B2B Wholesale E-commerce

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industries

Wholesale/B2B Generalist Marketplaces (CRAFAAAF), Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD)

Keywords

• B2B e-commerce platform
• Wholesale marketplace app
• Traditional retail distribution
• Last-mile delivery logistics
• Mobile ordering platform

Headquarters

HQ city

Çankaya

Offices3 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales (B2B E-commerce): Hoopla generates revenue through the markup on product sales to traditional retail channels. Retailers place orders through the app and receive deliveries from Hoopla's own warehouses and logistics fleet. The platform serves as an intermediary between producers/distributors and small retailers, charging prices that are competitive compared to traditional wholesale channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hoopla operates a mobile-first B2B e-commerce platform, branded as the Hoopla Market application, that connects traditional retail outlets (bakkal, büfe, markets) and out-of-home consumption points in Turkey with multiple brands and distributors through a single digital interface. The company maintains its own warehouses and delivery fleet in Ankara, enabling same-day or scheduled delivery of products ordered through the app, while producers and distributors can manage their own storefronts and fulfillment via a dedicated seller panel within the platform.

Product overview

Hoopla is a Turkey-based B2B e-commerce platform that operates primarily through its core mobile and web application, the Hoopla Market Uygulaması. The platform connects small and medium-sized traditional retail outlets (grocery stores, kiosks, canteens, out-of-home consumption points) with multiple brands and distributors via a single digital interface. Within the app, the Hoopla Toptan Market module serves as the main ordering interface where retailers browse approximately 1,200 products, place orders, and schedule same-day or future delivery. An additional seller panel offering allows manufacturers and distributors to maintain their own digital storefronts within Hoopla's marketplace, reach more retail points, and monitor performance digitally — creating a two-sided platform serving both retail buyers and supplier sellers.

Differentiator

Problem solved

Functional benefit

Products and services

• Hoopla Market Application (Hoopla Market Uygulaması) Mobile and web B2B e-commerce application that enables small retailers (grocery stores, kiosks, canteens, out-of-home consumption points) in Turkey to order products from multiple brands and suppliers on a single platform, with same-day and scheduled delivery options.
• Hoopla Toptan Market (Wholesale Marketplace) Within-app digital marketplace where traditional retailers browse approximately 1,200 products, place orders from multiple suppliers, and schedule same-day or future deliveries as Hoopla's core ordering interface.
• Producer/Distributor Seller Panel (Üretici/Distribütör Satış Paneli) Seller portal within Hoopla's marketplace structure that enables manufacturers and distributors to manage their own storefronts, track sales performance digitally, launch promotions, and reach traditional retail and EDT points through Hoopla's logistics without requiring a proprietary website or app.

Quantifiable outcome

• Eliminated out-of-stock situations through daily delivery capability
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature2 records

Partnerships

One partnership is on record.

• Payten Technology (Payten Teknoloji Anonim Şirketi)coreTechnology or IntegrationProvides payment processing infrastructure for the Hoopla platform. Manages 3D secure online payment transactions. Hoopla stores only first 6 and last 2 digits of credit card numbers.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Udaan: India-based B2B commerce platform connecting manufacturers, wholesalers, and traditional retailers via a mobile-first marketplace with own logistics. Operates in the same niche as Hoopla — digitizing fragmented traditional retail — making it the most directly comparable global peer.
• MaxAB: Egypt-headquartered B2B commerce platform serving traditional retailers (kiosks, mini-markets) across MENA with owned distribution. Same target segment (traditional mom-and-pop retail), same emerging-market dynamics, and similar mobile-first B2B marketplace model as Hoopla.
• Meesho: India-headquartered social commerce and B2B supply platform serving small retailers and resellers via a mobile-led marketplace. Comparable model of empowering small, traditional-channel merchants through digital supply, though Meesho tilts more reseller-led than Hoopla.

Broad incumbents

• Trendyol: Turkey's largest e-commerce platform (Alibaba-backed) with growing B2B and grocery ambitions. Operates a much broader marketplace but with FMCG principals overlap and a logistics network that could be redeployed into traditional-channel B2B, directly threatening Hoopla's positioning.
• Hepsiburada: One of Turkey's leading e-commerce platforms, publicly listed and well-capitalized, with established FMCG supplier relationships and growing merchant services. Comparable as a broad incumbent with overlapping supplier base and the financial firepower to enter traditional-channel B2B.
• 1688.com (Alibaba): Alibaba's China-focused B2B wholesale marketplace — the global archetype for the Hoopla model (mobile B2B, multiple suppliers, fulfillment coordination). Comparable as a broad incumbent defining the category in which Hoopla operates at a much smaller, regional scale.
• Getir: Turkey-origin quick-commerce company with dense urban dark-store and rider infrastructure in Turkish cities. Comparable as a broad incumbent with overlapping Turkish logistics footprint that could be repurposed for B2B traditional-channel supply.
• n11: Turkey-focused B2C and B2B marketplace (Doğan/NetEase backed) with broad merchant base including FMCG suppliers. Comparable as a broad incumbent operating in the same Turkish geography with overlapping supplier relationships and e-commerce infrastructure.

Emerging players

• DeHaat: India-based B2B platform aggregating inputs and FMCG for small agri-retailers via a mobile-led marketplace with last-mile fulfillment. Comparable as an emerging-market B2B platform targeting fragmented traditional retailers, though DeHaat focuses more on agri-inputs than general FMCG.

Regional players

• Şok Marketler: Major Turkish discount grocery chain operating thousands of small-format stores. Comparable as a regional player in the same Turkish traditional-channel space, though as a retailer rather than a marketplace — useful for benchmarking the supply economics Hoopla competes against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hooplatr
• Facebookfacebook.com/HooplaTr

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hoopla