Hepsipay
Hepsipay is a TCMB-licensed Turkish digital wallet and payment-services institution, wholly owned by Hepsiburada (D-Market), serving approximately 16 million consumers with online checkout, QR in-store payments, a Hepsipara loyalty currency, multi-bank quick credit, and precious-metals trading.
- Company typePrivate
- Founded2015
- HeadquartersIstanbul
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Hepsipay does
Hepsipay (legal entity D Ödeme Elektronik Para ve Ödeme Hizmetleri A.Ş.) is a Turkey-domiciled, TCMB-licensed electronic-money and payment-services institution that operates a consumer digital wallet. It is wholly owned by D-Market Elektronik Hizmetler ve Tic. A.Ş. (Hepsiburada), Turkey's largest e-commerce marketplace, and reaches approximately 16 million users through integration into the parent platform's checkout flow and via standalone iOS and Android apps. Its product suite includes one-click online payments at 300+ partner brands, QR-code (Karekod) in-store payments interoperable with any bank POS terminal, the Hepsipara loyalty currency (up to 3% rewards for Premium members), the Hepsipay Kart prepaid card, Hızlı Kredi instant credit aggregated across eight partner banks (up to 500,000 TL for individuals and 750,000 TL for sole proprietors), and 24/7 precious-metals trading (gold, silver, platinum) routed through Goldtag infrastructure. The technical stack combines secure card storage, 3D Secure one-click checkout, QR payment routing, and external banking/precious-metals integrations via partner APIs; the company does not disclose proprietary AI or ML components.
The business model is multi-vertical transaction-fee economics: per-transaction fees from merchants accepting Hepsipay online and in physical retail, intermediation economics on Hızlı Kredi credit disbursements from partner banks, and spreads on precious-metals trades facilitated through Goldtag. Wallet and card services are free to consumers (a refundable 1 TL provisional charge for card registration is the only disclosed fee). Customer acquisition is principally product-led growth through the Hepsiburada marketplace; retention is driven by Hepsipara rewards and partner-bank credit availability. The regulatory perimeter is the 2013 Turkish Payment Services Law under TCMB supervision, with KVKK data-protection compliance. Corporate governance is led by CEO/Chairman Sergey Timokhin, with Barış Umutlu as Hepsipay General Manager and a board that includes the Hepsifinans subsidiary's general manager, İhsan Emre Ödemiş.
Hepsipay firmographics
Firmographics- Name
- Hepsipay
- Legal name
- D ÖDEME ELEKTRONİK PARA VE ÖDEME HİZMETLERİ A.Ş.
- Website
- https://hepsipay.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hepsipay is a TCMB-licensed Turkish digital wallet and payment-services institution, wholly owned by Hepsiburada (D-Market), serving approximately 16 million consumers with online checkout, QR in-store payments, a Hepsipara loyalty currency, multi-bank quick credit, and precious-metals trading.
- Ownership category
- akta.pro rank
Hepsipay industry classification
Industry- Product category
- Digital Payments
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Credit Card Issuing (522210)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- In-App / Online Checkout Wallets (FSAMAEAH)
- akta.pro secondary industries
- Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA), Integrated POS Payments (ISVs & Vertical POS Platforms) (FSAMADAD), Digital Wallet Platforms (Consumer & Merchant) (BPAMAFAC), POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO), Integrated Payment Processors (PSP/Acquirer) (FSAMABAA)
Keywords
Where Hepsipay is headquartered
LocationHeadquarters
- HQ city
- Istanbul
Offices1 record
Markets served
Hepsipay business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Payment Processing Fees: Hepsipay earns transaction fees from merchants when customers use Hepsipay to pay at online and physical retail locations. The company operates as a licensed payment institution under TCMB oversight.
- Quick Credit Intermediation: Hepsipay facilitates credit from partner banks to users, earning a role as intermediary for the Hızlı Kredi quick credit product. Banks provide credit directly to users' Hepsipay wallets.
- Precious Metals Trading: Hepsipay acts as intermediary for gold, silver, and platinum purchases and sales facilitated through Goldtag (Fintag Yazılım Danışmanlık A.Ş.), earning spreads on transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free digital wallet with no monthly fees |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Hepsipay product offering
Product offeringCore offering
Hepsipay is a Turkish digital wallet and payment platform that enables secure online and in-store payments via QR code at physical retail POS terminals, one-click checkout at 300+ partner e-commerce sites, and integrates loyalty rewards (Hepsipara), instant multi-bank credit (Hızlı Kredi), and digital precious metals trading (gold, silver, platinum). It operates as a TCMB-licensed electronic money and payment institution serving approximately 16 million customers within the Hepsiburada e-commerce ecosystem.
Product overview
Hepsipay is a Turkish digital wallet and payment platform operated by D ÖDEME ELEKTRONİK PARA VE ÖDEME HİZMETLERİ A.Ş. (100% owned by D-Market Elektronik Hizmetler ve Tic. A.Ş.), regulated by the Central Bank of the Republic of Turkey (TCMB). The core offering is the Hepsipay Dijital Cüzdan (Digital Wallet), which unifies multiple financial services: Kasada Öde enables QR code payments at physical retail POS terminals; İnternette Öde provides one-click online checkout at 300+ partner brands; Hepsipara is a loyalty rewards program earning up to 3% cashback (redeemable on Hepsiburada); Hızlı Kredi aggregates instant credit offers from 8 partnered banks deposited into the wallet; and Kıymetli Maden enables 7/24 digital trading of gold, silver, and platinum via Goldtag infrastructure. The Hepsipay Kart is a free prepaid card tied to wallet balance for in-store and online payments. The platform targets 16 million customers and merchant partners in Turkey's e-commerce and physical retail sectors.
Differentiator
Problem solved
Functional benefit
Brands
- Hepsipara: A loyalty rewards currency where users earn Hepsipara (%3) on purchases made through Hepsiburada
- Hepsipay Kart
- Hızlı Kredi
Products and services
- Hepsipay Dijital C\u00fczdan (Digital Wallet) A digital wallet that securely stores multiple credit and bank cards, allowing users to make payments at physical stores via QR code and at online merchants. Serves as the central platform linking all Hepsipay services for individual consumers in Turkey.
- Kasada \u00d6de (Pay at Checkout)
Quantifiable outcome
- 16 million customer base through Hepsiburada ecosystem
- +3 more outcomes
Companies that use Hepsipay
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Hepsipay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Hepsipay partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- QNB FinansbankcoreQNB Finansbank is one of the eight partner banks providing Hızlı Kredi quick credit through the Hepsipay platform, allowing users to apply for and receive credit directly into their Hepsipay wallet.
- Yapı Kredi BankasıcorePartner bank for Hızlı Kredi quick credit product, enabling credit applications and disbursements through the Hepsipay platform.
- AkbankcorePartner bank for Hızlı Kredi quick credit product, enabling credit applications and disbursements through the Hepsipay platform.
- DenizbankcorePartner bank for Hızlı Kredi quick credit product, enabling credit applications and disbursements through the Hepsipay platform.
- FibabankacorePartner bank for Hızlı Kredi quick credit product, enabling credit applications and disbursements through the Hepsipay platform.
- AktifbankcorePartner bank for Hızlı Kredi quick credit product, enabling credit applications and disbursements through the Hepsipay platform.
- Fiba GKTİcorePartner bank for Hızlı Kredi quick credit product, enabling credit applications and disbursements through the Hepsipay platform.
- İşbankasıcorePartner bank for Hızlı Kredi quick credit product, enabling credit applications and disbursements through the Hepsipay platform.
- Goldtag (Fintag Yazılım Danışmanlık A.Ş.)coreGoldtag provides the infrastructure for Hepsipay's precious metals (gold, silver, platinum) investment platform. Accounts are opened at Goldtag on behalf of users, and all precious metals transactions are processed through Goldtag's systems with Hepsipay presenting the interface.
- KaracaminorPartner merchant brand where Hepsipay is accepted as a payment method at online checkout.
- EbebekminorPartner merchant brand where Hepsipay is accepted as a payment method at online checkout.
- DefactominorPartner merchant brand where Hepsipay is accepted as a payment method at online checkout.
- KoçtaşminorPartner merchant brand where Hepsipay is accepted as a payment method at online checkout.
- TatilbudurminorPartner merchant brand where Hepsipay is accepted as a payment method at online checkout.
- AltınyıldızminorPartner merchant brand where Hepsipay is accepted as a payment method at online checkout.
- English HomeminorPartner merchant brand where Hepsipay is accepted as a payment method at online checkout.
- Kütahya PorselenminorPartner merchant brand where Hepsipay is accepted as a payment method at online checkout.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
Hepsipay competitors and assessment
Company assessmentDirect peers
- iyzico: Turkish online payment gateway and merchant acquirer (part of PayU) that enables e-commerce merchants to accept cards and wallets. Closely comparable to Hepsipay's Sanal POS and one-click online checkout products serving Turkish online merchants.
- Papara: Turkish fintech offering a prepaid card and digital wallet for consumer payments, money transfer, and bill payments. Direct competitor to Hepsipay's wallet, Hepsipay Kart prepaid card, and loyalty/rewards positioning.
- PayTR: Turkish payment gateway providing virtual POS, online checkout, and marketplace payment solutions for e-commerce. Comparable to Hepsipay's online payment integration and Virtual POS for merchants.
- Param: Turkish digital wallet and payment services provider (licensed by TCMB) offering online payments, prepaid cards, and money transfers. Direct competitor in the consumer digital wallet space within Turkey.
- Ininal: Turkey-based prepaid card and wallet provider enabling cardless online shopping and merchant payments. Closely comparable to Hepsipay Kart and digital wallet for online and offline payments.
- Paycell (Turkcell): Mobile operator-backed wallet from Turkcell offering in-app payments, QR payments, and card storage. Comparable to Hepsipay's QR-code payment and digital wallet features with a different distribution anchor.
- Sipay: Turkish payment institution providing virtual POS, online payment gateways, and merchant acquiring services. Comparable to Hepsipay's merchant-facing payment and acquiring infrastructure.
Emerging players
- Trendyol Cüzdan: Marketplace-embedded wallet from Trendyol, Turkey's leading e-commerce platform. Comparable to Hepsipay's ecosystem-driven wallet model, though it monetizes primarily inside the Trendyol marketplace.
Broad incumbents
- Garanti BBVA Bonus / GarantiPay: Garanti BBVA's digital wallet and online checkout offering competing for the same merchant and consumer wallet share. Comparable as a Turkish bank-led wallet with broader product portfolio.
- İşbankası İşCep / Maximum: İşbankası's flagship mobile wallet and Maximum loyalty program offering card storage, payments, and credit. Comparable as a broad incumbent Turkish bank wallet with strong credit distribution advantages.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Hepsipay social profiles
Digital presenceHepsipay compliance and trust
Trust signalCompliance2 records
Hepsipay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hepsipay leadership team
Management profileNumber of profiles
Profiles10 records
Hepsipay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hepsipay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hepsipay
What does Hepsipay do?
Hepsipay is a Turkish digital wallet and payment platform that enables secure online and in-store payments via QR code at physical retail POS terminals, one-click checkout at 300+ partner e-commerce sites, and integrates loyalty rewards (Hepsipara), instant multi-bank credit (Hızlı Kredi), and digital precious metals trading (gold, silver, platinum). It operates as a TCMB-licensed electronic money and payment institution serving approximately 16 million customers within the Hepsiburada e-commerce ecosystem.
Is Hepsipay a public or private company?
Hepsipay is a private company. It is classified as corporate owned and is currently operating.
When was Hepsipay founded?
Hepsipay was founded in 2015. It employs 11 to 50 people.
Where is Hepsipay based?
Hepsipay is headquartered in Istanbul.
How does Hepsipay make money?
Three revenue lines are on record. Payment Processing Fees are the primary driver. The others are quick Credit Intermediation and precious Metals Trading.
Who are Hepsipay's main competitors?
Direct peers on record are iyzico, Papara, PayTR, Param, Ininal, Paycell (Turkcell) and Sipay. Trendyol Cüzdan is listed as an emerging player. Broad incumbents are Garanti BBVA Bonus / GarantiPay and İşbankası İşCep / Maximum.
Does Hepsipay have an API?
No public API is recorded for Hepsipay.
What industry is Hepsipay in?
Hepsipay's product category is Digital Payments. Its primary akta.pro industry code is FSAMAEAH, In-App / Online Checkout Wallets, with a secondary code of FSAMACAA, Merchant Payment Gateways (API/Hosted Checkout). Its NAICS code is 52232 and its SIC code is 6199.