Hepsiburada, Kaspi.kz Partner for 60,000 Turkish Shipments to Kazakhstan
Alexander Shlimakov specializes in Salesforce, Tableau, Mulesoft, and Slack consulting for enterprise clients across the CIS region. With a proven track record in technical sales leadership and a results-oriented approach, he focuses on the financial services, high-tech, and pharma/CPG segments. Known for his out-of-the-box thinking and strong presentation skills, he brings extensive experience in solution sales and business development.
Hepsiburada to launch in Kazakhstan via Kaspi.kz in 2026, targeting 60,000 monthly shipments. Lower costs & faster delivery await shoppers.
In a major e-commerce expansion, Hepsiburada and Kaspi.kz partner for 60,000 Turkish shipments to Kazakhstan monthly, a new venture set to launch in late 2026. This collaboration will place a dedicated Hepsiburada storefront within the Kaspi.kz super-app, offering Kazakh shoppers access to over 10,000 Turkish products with guaranteed 7-day delivery, local payment options, and simple returns. The service, already testing its logistics corridor, aims to deliver up to 100 tonnes of goods per month directly to consumers.
What is the new Turkish e-commerce partnership between Hepsiburada and Kaspi.kz in Kazakhstan?
The partnership integrates Hepsiburada, Turkey's largest e-commerce platform, into the Kaspi.kz super-app. This allows Kazakh consumers to purchase Turkish goods directly through a familiar interface, with logistics, payments, and returns handled locally. The service is scheduled to launch in Kazakhstan by late 2026.
Turkey's leading online marketplace, Hepsiburada, is launching a dedicated digital store within Kazakhstan's Kaspi.kz super-app by the second half of 2026. This partnership will provide Kazakh consumers direct access to Turkish goods, featuring fast 7-day shipping, seamless local payments, duty-free pricing on eligible orders, and free returns, significantly expanding retail choice and cross-border trade.
How the corridor is wired
| Partner | Role in the pilot | 2025 metrics that matter |
|---|---|---|
| Hepsiburada | Lists 40 mn+ SKUs in Türkiye, 2025 gross order value ₺257.5 bn ($6.51 bn) | Source catalog, seller support, Turk-key warehouse dispatch |
| Kaspi.kz | 11.5 mn active buyers, controls 65 % of Kazakh e-commerce GMV | Hosts the "Hepsi" mini-store, handles local payments, provides BNPL |
| Kazpost | 4 500 pick-up points, state-backed customs clearance | Cargo2Mail channel, last-mile to door/locker, duty pre-collection |
The logistics process begins at Hepsiburada's consolidation hubs in Istanbul. Shipments are flown to Almaty or Astana, where they undergo expedited customs clearance in a bonded postal zone. From there, parcels are injected into Kazpost's domestic network for same-day or next-day delivery. The average parcel weight is kept at 0.6 kg to ensure most orders fall within the €200 duty-free threshold for Kazakh shoppers.
Why Kazakhstan, why now?
"E-commerce is being written into the next five-year plan as a strategic pillar; officials want digital trade to rival hydrocarbons in export symbolism."
- Times of Central Asia, Feb 2026
Several macro-trends make the partnership strategically sound:
- Young, Mobile-First Audience: With 78% of internet traffic on smartphones, Kazakhstan's digital behavior mirrors that of Turkey.
- Geographic Proximity: The 4-hour flight from Istanbul to Almaty results in cargo rates 30% lower than those from China, a key advantage over competitors.
- Cultural Synergy: Shared Turkic language roots, similar sizing, and compatible style preferences help reduce product return rates, which are currently 6% for EU-Kazakh e-commerce.
By integrating into Kaspi's super-app ecosystem - which includes banking, travel, and grocery services - Turkish sellers gain direct access to a market with over $4 billion in annual disposable deposits.
The ownership back-story
This partnership is underpinned by a significant acquisition. In January 2025, Kaspi.kz acquired a 65.41% stake in Hepsiburada for $1.1 billion. This ownership has since increased to 85.17%. The deal, valued at 0.9 times Hepsiburada's 2025 revenue, gave Kaspi immediate access to a combined user base of over 100 million. While both brands will operate independently, Kaspi.kz is leveraging Hepsiburada's extensive product catalog to enrich its own marketplace.
Seller economics at a glance
| Cost line (per 0.6 kg parcel) | Budget |
|---|---|
| Istanbul-Almaty air segment | $1.90 |
| Kazakh customs & clearance | $0.70 |
| Kazpost last-mile (city) | $1.20 |
| Kaspi marketplace commission | 8 % of item value |
| Hepsiburada fulfilment fee | 5 % of item value |
The total logistics and clearance cost of approximately $3.80 per parcel (before insurance) is 20-30% more affordable than rates offered by global logistics integrators operating in the region.
Competitive ripples
Regional e-commerce incumbents are already responding to the new venture:
- Wildberries: The Russian marketplace doubled its sortation center space in Kazakhstan to 80,000 m² in the first quarter of 2026.
- Ozon: This competitor is lobbying for a "foreign seller" registry, which would compel overseas merchants to establish local VAT accounts.
- UYGE: The domestic marketplace is promoting a "Turkic Union" strategy, marketing local Kazakh products to neighboring countries like Azerbaijan and Uzbekistan.
Despite these moves, Turkish sellers maintain two key advantages: superior delivery speed (7 days vs. 14-21 days from China) and strong fashion appeal. In 2025 surveys, 63% of Kazakh women aged 16-35 cited Turkey as their top choice for international apparel.
Tech stack under the hood
The pilot's success relies on three integrated digital layers:
- Kaspi's Modular Checkout: A real-time calculator that totals landed costs and pre-pays customs duties for orders exceeding the €200 threshold.
- Kazpost API: A system that generates hybrid customs labels (CN23) readable by both Turkish and Kazakh scanners, reducing processing time to just 45 seconds per mailbag.
- Hepsiburada Seller Portal: An automated platform that translates product listings into Kazakh and Russian and syncs them with Kaspi's search results within 90 minutes.
A critical component is the data-residency architecture, which complies with Kazakh law by storing personal user data on servers in Almaty. To facilitate analytics, anonymized click-stream data is shared with teams in Istanbul, a model widely used by global tech firms in Central Asia.
What shoppers can expect in late 2026
- Expanded Product Selection: The launch will feature 10,000 items in fashion, electronics, and baby care, growing to 200,000 SKUs by 2027.
- Seamless Payments: All prices will be displayed in Kazakhstani tenge (₸), with Kaspi's "Pay-Later" option available for orders over 5,000 ₸.
- Hassle-Free Returns: Customers can return items for free within 14 days at any Kazpost branch, receiving an instant refund to their Kaspi wallet.
If the pilot proves successful, this e-commerce corridor is projected to generate $200 million in annual Turkish retail exports to Kazakhstan. This figure would represent 0.6% of Turkey's total cross-border e-commerce and double the value of direct consumer shipments recorded in 2024.