What Matsmart does

Matsmart, legally Matsmart in Scandinavia AB and operating under the brand name Matsmart-Motatos, is a Stockholm-based direct-to-consumer e-commerce company founded in 2014 that resells surplus food and consumer products at discounted prices. The company sources overproduction, short best-before-date items, discontinued lines, packaging changes, and seasonal surplus from more than 700 FMCG suppliers, then sells these through its proprietary website (matsmart.se) and iOS/Android applications to consumers in six European markets — Sweden, Finland, Denmark, Germany, Switzerland, and Austria. Pricing is unit-based with individual item discounts ranging from 14% to 90% off reference retail prices, an average customer saving of 50%, a 299 SEK minimum order, and short-term promotional mechanics such as Rush Hours (20% off) and a 15% newsletter signup discount; the catalog spans pantry, beverages, snacks, training and health, beauty and pharmacy, baby, household, pet supplies, hobby, and clothing categories.

The technology stack is a standard e-commerce platform: a Next.js/React frontend with React Native mobile applications, a .NET backend, Klarna-powered payments, and Impact-powered affiliate infrastructure. Matsmart fulfills orders from a warehouse in Örebro, Sweden, and uses third-party logistics partners Bring, Airmee, and PostNord for last-mile delivery and pickup-point coverage. Revenue is generated on the resale margin between supplier acquisition cost and consumer price — a transaction-driven model with no subscription, advertising, or marketplace fee layer. The business also operates a content property (Matsmart Stories), a deep-discount clearance section (Megafynd), an employee/loyalty program (Förmåner), and structured marketing through email, organic social (Facebook, Instagram, LinkedIn), and an affiliate/influencer program managed on Impact.

Matsmart is a venture-backed private company. To date it has raised approximately $185M+ across at least ten rounds from 2015 through 2023, with investors including Northzone, GP Bullhound, IKEA, Ingka Group, LeadX Capital Partners, Norrsken VC, Blume Equity, SEB Private Equity, Circularity Capital, SevenVentures, Gullspång Invest, Edastra Venture Capital, and others. It employs 101-250 people, has served 1.3 million customers, and is currently led by Sofie Zettergren as Acting CEO & CFO, with founder Karl Andersson remaining in a partner/founder capacity.

Name

Matsmart

Legal name

Matsmart in Scandinavia AB

Website

https://matsmart.se

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Matsmart is a Stockholm-based e-commerce company, founded in 2014, that resells surplus food and consumer products at average 50% discounts through its website and mobile apps, serving 1.3 million cost-conscious, sustainability-minded consumers across six European markets (Sweden, Finland, Denmark, Germany, Switzerland, Austria) via inventory sourced from 700+ FMCG suppliers.

Ownership category

akta.pro rank

Product category

Discount Grocery E-commerce

NAICS

Other Grocery and Related Products Merchant Wholesalers (42449)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Overstock & Surplus General Merchandise Retail (CRAEAFAB)

Keywords

• Surplus food ecommerce
• Discounted grocery online
• Food waste reduction
• Consumer goods resale
• Rescued inventory marketplace

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. E-commerce product sales: Matsmart generates revenue by purchasing surplus food and consumer products from FMCG suppliers at discounted prices and reselling them to consumers at reduced prices (average 50% savings). The company earns the margin between the acquisition cost from suppliers and the selling price to consumers. Products include pantry items, beverages, snacks, health products, beauty items, household goods, pet supplies, clothing, and more. The business also maintains a smaller standard assortment of regular products to complement the rescued inventory.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Matsmart acquires surplus food and consumer products from over 700 FMCG suppliers, including overproduction, short best-before-date items, discontinued products, packaging changes, and seasonal shifts, and resells them at average 50% discounts through its e-commerce website (www.matsmart.se) and mobile apps. The company also maintains a smaller standard assortment of regular products to complement the rescued inventory.

Product overview

Matsmart operates as an online grocery platform that rescues surplus food and consumer products from FMCG suppliers, selling them at discounted prices (averaging 50% savings). The core offering is the e-commerce platform and mobile app, complemented by content features (Matsmart Stories), promotional sections (Megafynd deals, Rush Hours promotions), a newsletter subscription for first-time buyer discounts, and an affiliate partner program. The company serves customers across Sweden, Finland, Denmark, Germany, Switzerland, and Austria.

Differentiator

Problem solved

Functional benefit

Products and services

• Matsmart Online Grocery Platform An e-commerce platform selling surplus food and consumer products at discounted prices (average 50% savings) to reduce food waste, featuring categories including pantry items, beverages, snacks, health supplements, beauty products, household items, pet supplies, and clothing.
• Matsmart Mobile App A mobile application available on iOS and Android that enables customers to browse and purchase discounted food and consumer products directly from their smartphones.

Quantifiable outcome

• Customers save on average 50% on purchases
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• ImpactcoreTechnology or IntegrationMatsmart uses Impact's partner platform to manage their affiliate and influencer partnership program. The platform enables tracking of clicks, sales, and revenue in real-time, and automates commission payments to partners who refer customers.
• BringcoreChannel Partner/ Reseller/ DistributorBring is a logistics partner that handles delivery of Matsmart products to customers in Sweden.
• AirmeecoreChannel Partner/ Reseller/ DistributorAirmee provides last-mile delivery services for Matsmart orders in Sweden.
• PostNordcoreChannel Partner/ Reseller/ DistributorPostNord handles delivery of Matsmart products, providing broad coverage across Sweden for parcel delivery and pickup services.
• KlarnacoreTechnology or IntegrationKlarna provides payment processing services enabling customers to pay via invoice (30-day payment terms) or split payments, enhancing checkout flexibility.
• FMCG Suppliers (700+)coreStrategic or Co-development PartnerMatsmart partners with over 700 FMCG suppliers and brands to rescue surplus products including overstock, items with short best-before dates, discontinued items, packaging changes, misprints, and seasonal products. Suppliers benefit from clearing excess inventory while supporting CSR and sustainability goals.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Motatos: Swedish-founded online retailer selling surplus and overstock food and consumer products at deep discounts across the Nordics and DACH. Direct competitor and strategic combination partner of Matsmart (DBA: Matsmart-Motatos), operating the same DTC surplus e-commerce model.
• Too Good To Go: Pan-European marketplace connecting consumers with surplus food from restaurants, bakeries, and grocery stores via a mobile app. Closest peer in the food surplus category, addressing the same consumer pain point (food waste + savings) with a marketplace rather than inventory-led model.
• Karma: Swedish-founded food surplus app connecting restaurants, grocers, and bakeries with consumers who buy rescued meals at reduced prices. Direct peer in Nordic surplus food space with overlapping target customer and supplier base as Matsmart.
• Sirplus: German online retailer selling surplus and overstock food at discounted prices. Direct competitor in the DACH market with the same inventory-led DTC surplus e-commerce model as Matsmart.
• Misfits Market: US-based online grocer delivering surplus, misfit, and overstock food and consumer products directly to consumers at discounted prices. Closest US analog to Matsmart's business model, useful for benchmarking DTC surplus grocery unit economics and customer behavior.
• Imperfect Foods: US online grocer specializing in surplus, ugly, and overstock produce and groceries delivered via subscription. Direct US peer to Matsmart's surplus grocery model, with comparable mission-driven branding around food waste reduction.
• ResQ Club: Finnish mobile app selling surplus restaurant meals to consumers at reduced prices. Regional peer in the Nordics addressing the same surplus food consumer need with a marketplace model overlapping Matsmart's Finnish customer base.

Regional players

• Wefood: Denmark's first surplus food supermarket operated by Folkekirkens Nødhjælp, selling donated surplus groceries at deep discounts through physical stores. Adjacent regional player serving Matsmart's Danish market with a different (physical retail) model for the same consumer mission.
• Phenix: French food surplus platform connecting supermarkets, caterers, and restaurants with consumers via an app to rescue unsold food. Regional European peer operating a marketplace model in France adjacent to Matsmart's DACH/Nordics footprint.
• Flashfood: Canadian mobile marketplace helping grocery retailers sell surplus and near-expiry food at discounted prices to local consumers. Comparable DTC surplus food model operating in a different geography from Matsmart but addressing the same consumer pain point.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/matsmart.se
• LinkedInlinkedin.com/company/matsmart-scandinavia-ab
• Instagraminstagram.com/matsmart.motatos
• Xx.com/matsmart_se

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds11 records

Investors19 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Matsmart