HEPS Plunges 24.6%: What's Fueling the Selloff?

Summary
• D-MARKET Electronic (HEPS) slumps 24.92% to $2.47, its lowest since April 2025
• Intraday range of $2.462–$2.88 highlights sharp bearish reversal
• Sector peers like Amazon and Walmart show mixed momentum in retail

Today’s session has turned into a bloodbath for HEPS, with the stock collapsing nearly 25% after a volatile pre-market selloff. The move aligns with broader retail sector jitters, as gap-down stocks dominate headlines. With a 52-week low of $2.15 now in sight, investors are scrambling to decode the catalyst behind this sharp reversal.

Analyst Downgrades and Weak Fundamentals Trigger Sharp Selloff
HEPS’s 19.45% pre-market drop to $2.65—its lowest since 2024-11—set the tone for today’s carnage. The stock joined a list of gap-down leaders like Luminar Technologies (LAZR, -60%) and Apolloomics (APLMW, -30.64%), all trading in a vacuum of news. While the company’s recent 46.22% monthly gain had already priced in optimism, today’s collapse reflects a broader flight to safety in the Consumer Discretionary sector. No specific earnings or press releases triggered the move, suggesting algorithmic selling or short-covering pressure.

Internet Retail Sector Mixed as Amazon Outperforms
The Internet Retail sector remains fragmented, with Amazon (AMZN, +0.50%) leading the pack while HEPS diverges sharply. Amazon’s 0.5% intraday gain contrasts with HEPS’s 24.6% drop, underscoring divergent investor sentiment. While Amazon’s robust e-commerce infrastructure and global scale offer resilience, HEPS’s liquidity challenges (current ratio 0.85, quick ratio 0.53) and negative ROE (-113.69%) highlight structural vulnerabilities. The sector’s mixed performance underscores HEPS’s susceptibility to macroeconomic and liquidity pressures.

Options Playbook: Leverage Volatility with High-Gamma Contracts
• 200-day average: 2.6975 (above current price)
• RSI: 87.2 (overbought, bearish reversal likely)
• MACD: 0.0678 (bullish divergence, but histogram peaks)
• Bollinger Bands: Price at 2.47, near lower band (1.9759)

Technical indicators paint a conflicting picture: RSI suggests overbought conditions, while the 200-day average remains a key resistance. The MACD’s fading histogram hints at waning bullish momentum. For options traders, the HEPS20260116C2.5 and HEPS20260220C2.5 contracts stand out. The January 16 call (strike $2.5) offers 488% leverage and a 8.37% IV ratio, ideal for a short-term rebound trade. The February 20 call (strike $2.5) has 157.40% IV and 4.07% leverage, capitalizing on extended volatility. A 5% downside to $2.35 would see the January call expire worthless, but its high gamma (4.689) ensures rapid premium decay if the stock stabilizes. Aggressive bulls should target a bounce above $2.83 (Bollinger upper band) before initiating long-dated calls.

Backtest D-MARKET Electronic Stock Performance
The performance of the Highland Exploration and Production Society (HEPS) after a -25% intraday plunge from 2022 to now has shown mixed results in the backtest. While the 3-Day and 10-Day win rates are below 50%, the 30-Day win rate is higher at 53.02%. The maximum return during the backtest was 7.13%, which occurred on day 59, indicating that while there is potential for recovery, it may take time.

Act Fast: HEPS at Inflection Point as Sector Leaders Diverge
HEPS’s 25% collapse has created a critical juncture. While the 52-week low of $2.15 looms, the stock’s technical setup—overbought RSI and fading MACD—suggests further downside. Investors should monitor the $2.40 support level and the $2.83 Bollinger upper band for reversal cues. With Amazon (AMZN, +0.50%) leading the sector, HEPS’s divergence highlights its vulnerability. Short-term options with high gamma and moderate IV offer the best risk-reward, but patience is key until the $2.83 level is tested.