Labor Disruption Threatens Hepsiburada’s Peak Season Operations

A widening labor strike at its logistics subsidiary, HepsiJET, is posing significant challenges for Turkish e-commerce leader D-MARKET Elektronik Hizmetler ve Ticaret A.S., commonly known as Hepsiburada. The industrial action, which escalated from Istanbul to additional cities, jeopardizes the company's supply chain during a crucial retail period. Couriers are demanding improved working conditions and the reinstatement of dismissed colleagues.

The timing of this disruption is particularly problematic. Hepsiburada's operational efficiency is heavily reliant on its sophisticated logistics network. Any interruption directly impacts delivery timelines, customer satisfaction, and ultimately, revenue. This risk is amplified during the current Christmas shopping season, a vital period for the retail sector. The company's ability to swiftly resolve the labor conflict and stabilize its delivery chain has become a primary concern for investors.

The strike action originated with couriers disabling their devices at the Maltepe branch in Istanbul. It has since expanded to at least eight other facilities within the city, with delivery personnel in Izmir also joining the protest. Workers cite untenable working conditions as the cause, including mandatory seven-day work weeks, excessively high delivery quotas, and compensation deemed inadequate. A specific point of contention is the "K-Paket" application, which is blamed for creating an unmanageable workload.

Should investors sell immediately? Or is it worth buying D-MARKET Elektronik Hizmetler ve Ticaret A.S. (B) (B)?

Company Response and Escalating Demands

In response to the protests, the company has reportedly deactivated the systems of approximately 250 couriers and dismissed over 30 individuals. The strikers' demands are clear: the reinstatement of all terminated employees, the abolition of the "K-Paket" app, and an end to compulsory Sunday work.

This labor unrest threatens to overshadow recent positive business signals. Hepsiburada had only recently reported strong performance figures from its "11.11" sales campaign. Persistent strikes could now undermine that momentum and endanger the company's competitive position against rivals such as Amazon Turkey and Trendyol.

Market observers will be closely monitoring developments in the coming trading sessions. A prolonged disruption has the potential to negatively affect fourth-quarter operational performance and financial results for the e-commerce firm.