TL;DR. For most sellers in 2026, start on Trendyol first — it has the largest audience, the most forgiving onboarding, and the best supply-chain support for first-time sellers. Add Hepsiburada within 30–60 days for older / higher-AOV buyers and brand-name traffic. Avoid the temptation to launch on both simultaneously without an inventory sync layer; you will oversell within the first month.

Sellers ask "Trendyol or Hepsiburada?" weekly. Both are essential channels in Turkey. The order in which you launch them matters more than picking one.

Audience size and demographics

	Trendyol	Hepsiburada
Active monthly buyers	~38M	~14M
Median age	28	35
Median order value	380 TRY	720 TRY
Mobile share	~92%	~78%
Strongest categories	Apparel, beauty, accessories	Electronics, home, white goods

If your product is impulse-friendly, fashion-adjacent, or under 1,000 TRY AOV, Trendyol's audience matches better. If your product is considered-purchase, technical, or above 1,500 TRY AOV, Hepsiburada's audience converts better.

Commission and fees

Both marketplaces charge category-dependent commissions. Approximate ranges as of April 2026:

Category	Trendyol	Hepsiburada
Apparel	17–22%	14–18%
Beauty	12–15%	14–16%
Electronics	6–10%	5–9%
Home goods	13–17%	12–15%
Books	10–12%	8–10%
Food & beverage	12–17%	10–14%

On top of category commission, both charge a service/listing fee (~2–4 TRY per item) and a payment fee that's bundled into the commission. Hepsiburada is generally cheaper for high-AOV electronics; Trendyol is cheaper for books and beauty.

Onboarding requirements

Trendyol Seller asks for:

Tax ID and signature circular (imza sirküleri).
Bank account in the company name.
A first-stock declaration (you can list products before goods physically ship).
Approved categories — some require additional documentation (food, cosmetics, electronics).

Realistic onboarding timeline: 3–7 business days from application to live listings.

Hepsiburada Marketplace asks for similar documentation, but its category approval is stricter — counterfeits get sellers banned faster. Onboarding 5–10 business days; faster if you sell branded goods with manufacturer authorization letters.

Catalog and category limitations

Trendyol enforces brand-registry rules — you cannot sell branded goods without proof of authorization. Counterfeit complaints result in immediate suspension; reinstatement takes 2–4 weeks if you have documentation, never if you don't.

Hepsiburada is similarly strict on counterfeits and adds tighter rules on warranty obligations for electronics. Selling phones, TVs, or appliances without an official Turkish warranty exposes you to complaint resolution that always favors the buyer.

If you sell unbranded private-label goods, both marketplaces are friendly. If you sell branded goods you don't own, both are existential risks.

Logistics

Trendyol pushes its Trendyol Express (TEX) network aggressively — sellers using TEX get search ranking boosts and lower commissions in some categories. Trendyol also offers a fulfillment program (Trendyol Smart) where they hold inventory in their warehouses.

Hepsiburada's logistics is its biggest strength: HepsiJet delivers same-day in major cities, next-day across Turkey. Sellers who handle their own shipping can use any carrier, but HepsiJet integration produces the highest customer satisfaction scores by a wide margin.

Recommendation: try TEX or HepsiJet before self-shipping for your first 200 orders. The volume discounts and the SLA pressure on the marketplace's own logistics arm produce better customer experience than third-party carriers.

Returns and disputes

Both marketplaces enforce 14-day no-questions-asked returns by Turkish consumer-protection law. Practically:

Trendyol returns rate runs ~25% in apparel, ~3–5% in electronics.
Hepsiburada return rates are slightly lower in apparel (~22%) but slightly higher in electronics (~7%).
Disputes on Trendyol favor the buyer 60–70% of the time. On Hepsiburada the rate is closer to 55%, with stronger seller-side documentation requirements.

Build the return rate into your unit economics — apparel sellers should price as if 30% of orders will return; electronics sellers around 8%.

Which to start with

For most first-time sellers, the launch sequence is:

Week 1–4: Trendyol only. Get your listings dialed in, run pricing experiments, build review velocity.
Week 5–8: Add Hepsiburada with a smaller SKU set (your top 10 sellers from Trendyol).
Week 9+: Add Amazon Turkey and N11 if your category supports them.

Trying to launch on both at once is technically possible but operationally hard — you spend the first month firefighting inventory mismatches instead of optimizing listings. The exception is if you already have an inventory-sync layer (e.g. through a platform like FaStart, Ticimax, or IdeaSoft) that handles both channels from day one.

FAQ

Should I sell on my own storefront too? Yes. Marketplaces optimize for the buyer; your storefront is where you build margin, brand, and customer relationships. Aim for 30–40% of revenue through your own store within 12 months.

What if I'm a manufacturer/brand owner? Brand owners do better on Hepsiburada — its buyers value the brand-presence experience and convert higher on flagship-store features.

Can I run discounts unilaterally? Both marketplaces support seller-initiated discounts. Trendyol pushes campaign participation hard ("Yıldızlı Pazar," "Endirim Günleri"); declining costs visibility. Hepsiburada is less aggressive on campaign pressure.

What about Çiçeksepeti, Pazarama, n11? Niche depending on category. Çiçeksepeti dominates flowers and gourmet food. Pazarama is younger; smaller volume but better seller economics. n11 has historic strengths in toys and hobbies.

If you want to manage Trendyol, Hepsiburada, and your own storefront from one panel — same product editor, same inventory, unified order list — that is what FaStart's marketplace integrations do. The Free plan covers it from day one.