Case Study: Hepsiburada.com achieves 200% ROI and 36% higher order value with Criteo's custom segmentation solution

Hepsiburada doubles ROI thanks to Criteo custom segmentation solution

Hepsiburada, Turkey’s largest e‑commerce site with over 500,000 products and 26M monthly visits, faced a unique budgeting challenge: each product category had its own discrete, monthly-changing ad budget, but Criteo’s standard engine optimizes across users rather than categories. To meet strict per‑category cost ceilings without sacrificing performance, Hepsiburada needed a customized programmatic approach.

Criteo built a segmented campaign that treated each category as an engine‑optimized segment with strict spending rules and a monthly sync of cost data, while applying CPC bids based on user value within each category. The result: a 36% increase in total order value YoY, a 200% YoY ROI improvement, 39% lower CPO, 30% higher conversion rate and a 52% reduction in COS.

Hepsiburada.com

İbrahim Öztürkcan

Digital Marketing Manager