MatHem
MatHem is Sweden's leading online grocery retailer, operating a direct-to-consumer e-commerce platform with its own refrigerated delivery fleet that reaches approximately 55% of Swedish households. The company combines a marketplace, mobile apps, subscriptions, and ancillary services for Swedish consumers and businesses.
- Company typePrivate
- Founded2009
- HeadquartersStockholm, Sweden
- Headcount251–500
- GTM typeB2C
- OfferingServices
What MatHem does
MatHem (legal entity: Mathem i Sverige AB) is Sweden's leading online grocery retailer, founded in 2009 and headquartered in Farsta, Stockholm. The company operates a direct-to-consumer e-commerce platform serving approximately 55% of Swedish households, combining an online grocery marketplace with subscription services. Its core offering is a digital marketplace at mathem.se complemented by native iOS and Android mobile applications, enabling customers to browse and purchase across 20+ product categories spanning fresh produce, dairy, meat, bakery, beverages, pantry, frozen, ready meals, household goods, baby, pharmacy, and pet categories. Delivery is fulfilled through the company's own end-to-end distribution chain using a fleet of refrigerated trucks, with scheduled home delivery windows.
The company's business model is transactional: revenue is generated through direct online grocery sales on a pay-as-you-go unit-pricing basis, with recurring subscription components and ancillary services. Value-added features include the Prismatch price guarantee on 500 SKUs, the Färskvarugaranti (fresh produce guarantee with defined freshness windows), a Pant bottle/can return service with deposit refunds, a recipe collection, gift cards, and over-the-counter pharmacy products regulated by Läkemedelsverket. A dedicated B2B offering (Mathem for Business) addresses corporate customers. The company is GDPR compliant and operates within Swedish and EU data protection frameworks.
MatHem is a privately held subsidiary of the Oda Group, backed by institutional investors including Kinnevik, Axfood, Verdane, AMF, Bonnier Capital, and VNV Global. It has raised approximately 1 billion SEK (~€85M / ~$95.7M) in May 2023 as part of growth and profitability strategies, alongside acquisition of Kavall. The company employs 251–500 people and has executed multiple acquisitions including Kavall (2023), Fruktbudet (2018), and Matvaran (2015) to consolidate its position in the Swedish online grocery market.
MatHem firmographics
Firmographics- Name
- MatHem
- Legal name
- Mathem i Sverige AB
- Website
- https://mathem.se
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- MatHem is Sweden's leading online grocery retailer, operating a direct-to-consumer e-commerce platform with its own refrigerated delivery fleet that reaches approximately 55% of Swedish households. The company combines a marketplace, mobile apps, subscriptions, and ancillary services for Swedish consumers and businesses.
- Ownership category
- akta.pro rank
MatHem industry classification
Industry- Product category
- Online Grocery Retail
- NAICS
- General Line Grocery Merchant Wholesalers (42441)
- SIC
- Retail-Catalog & Mail-Order Houses (5961), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- General Online Grocery (Full-Basket) (CRAHAIAA)
- akta.pro secondary industry
- Grocery & Specialty Food Marketplaces (CRAFABAE)
Keywords
Where MatHem is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
MatHem business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Online Grocery Sales: MatHem generates revenue through direct online sales of groceries, combining an online marketplace with subscription services for recurring customer engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Variable product pricing based on individual items |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
MatHem product offering
Product offeringCore offering
MatHem operates a direct-to-consumer online grocery marketplace that combines a complete digital grocery store with recipes and subscription services, delivering fresh food and household goods directly to Swedish households via its own refrigerated-truck fleet. The offering spans the mathem.se website, native iOS and Android apps, subscription-based recurring orders, fresh-produce guarantees, price matching, gift cards, a Pant bottle-return service, pharmacy/OTC products, and a dedicated B2B grocery offering for corporate customers.
Product overview
Mathem is Sweden's leading online grocery retailer operating as a unified digital marketplace that combines an online marketplace with subscription services. The core offering centers on the mathem.se online grocery platform, complemented by native mobile applications for iOS and Android. The company owns its entire distribution chain and delivers fresh food directly to customers using refrigerated trucks, reaching approximately 55% of Swedish households. The product portfolio includes the main marketplace, home delivery service, recipe planning tools, a fresh produce guarantee (Färskvarugaranti), price-matching program (Prismatch), bottle/can return service (Pant), and a dedicated B2B offering for business customers. The platform also offers pharmacy products and gift cards as supplementary services.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Grocery Marketplace (mathem.se)
- Mathem Mobile App (iOS and Android)
- Home Delivery Service
- Mathem Subscription Service
- Prismatch (Price-Match Guarantee)
- Färskvarugaranti (Fresh Produce Guarantee)
- Recipe Collection and Meal Planning
- Mathem Gift Cards (Presentkort)
- Pant Service (Bottle and Can Return)
- Pharmacy / OTC Products
- Mathem for Business (B2B)
Quantifiable outcome
- Reaches approximately 55% of Swedish households
Companies that use MatHem
Customer profileSegments1 record
Ideal customer profiles2 records
MatHem technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
MatHem partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- KavallcoreRecent acquisition by MatHem to invest in growth and profitability strategies, expanding the company's capabilities in the online grocery market.
- Oda GroupcoreMathem is part of the Oda Group, operating within the same corporate group structure. The company is Mathem i Sverige AB, part of the larger Oda Group.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
MatHem competitors and assessment
Company assessmentDirect peers
- Oda: Norway's leading online grocery retailer and sibling company under the Oda Group (MatHem's parent). Directly comparable business model — own distribution, full-basket online grocery delivery — making it the most relevant peer for benchmarking Nordic e-grocery unit economics.
- Handla.se (formerly Mat.se / Mathem competitor): Online grocery delivery service in Sweden, focused on home delivery of groceries. Direct online-grocery competitor in the same Swedish market.
Broad incumbents
- ICA Gruppen (ICA): Sweden's largest grocery retailer, operating ICA Maxi, ICA Kvantum, and ICA Nära stores with a growing online delivery offering. A formidable incumbent competitor leveraging thousands of physical stores as fulfillment nodes for online orders in the same Swedish market.
- Axfood: Swedish grocery group operating Willys, Hemköp, and Apohem, and a notable investor in MatHem. Competes with MatHem in online grocery while simultaneously holding a financial stake, creating a complex competitor-investor relationship that shapes Swedish e-grocery dynamics.
- Coop Sverige: Major Swedish cooperative grocery retailer with extensive store network and an online grocery platform. A direct Swedish competitor with established customer base and growing e-commerce capabilities.
- Lidl Sverige: German discount grocer operating in Sweden with growing e-commerce presence. Competes on price in the same market, putting pressure on MatHem's Prismatch guarantee program.
- Willys: Swedish discount grocery chain owned by Axfood (also a MatHem investor). Aggressive on price and increasingly active in online grocery delivery, posing a price-competition threat to MatHem's value proposition.
- Amazon Fresh: Amazon's online grocery delivery service operating in select markets. A broad incumbent that, while not yet dominant in Sweden, represents a long-term competitive threat from a global e-commerce giant with vast logistics resources.
Emerging players
- Ocado: UK-based online grocery technology and fulfillment specialist that licenses its platform to brick-and-mortar grocers. Comparable technology-enabled online grocery model and an emerging global player in the same category.
- Too Good To Go: Surplus food marketplace operating across Europe. Comparable on the consumer-food delivery and food-waste adjacency in the Nordic region, though distinct in product positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MatHem social profiles
Digital presenceMatHem compliance and trust
Trust signalCompliance1 record
MatHem financial estimates
Financial estimateRevenue estimate
Valuation estimate
MatHem leadership team
Management profileNumber of profiles
Profiles7 records
MatHem subsidiaries and ownership
Company hierarchySubsidiaries1 record
MatHem funding detail
Funding detailFunding overview
Funding rounds13 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MatHem M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MatHem
What does MatHem do?
MatHem operates a direct-to-consumer online grocery marketplace that combines a complete digital grocery store with recipes and subscription services, delivering fresh food and household goods directly to Swedish households via its own refrigerated-truck fleet. The offering spans the mathem.se website, native iOS and Android apps, subscription-based recurring orders, fresh-produce guarantees, price matching, gift cards, a Pant bottle-return service, pharmacy/OTC products, and a dedicated B2B grocery offering for corporate customers.
Is MatHem a public or private company?
MatHem is a private company. It is classified as venture growth investor backed and is currently operating.
When was MatHem founded?
MatHem was founded in 2009. It employs 251 to 500 people.
Where is MatHem based?
MatHem is headquartered in Stockholm, Sweden, in the Europe region.
How does MatHem make money?
One revenue line is on record: online Grocery Sales.
Who are MatHem's main competitors?
Direct peers on record are Oda and Handla.se (formerly Mat.se / Mathem competitor). Broad incumbents are ICA Gruppen (ICA), Axfood, Coop Sverige, Lidl Sverige, Willys and Amazon Fresh. Emerging players are Ocado and Too Good To Go.
Does MatHem have an API?
No public API is recorded for MatHem.
What industry is MatHem in?
MatHem's product category is Online Grocery Retail. Its primary akta.pro industry code is CRAHAIAA, General Online Grocery (Full-Basket), with a secondary code of CRAFABAE, Grocery & Specialty Food Marketplaces. Its NAICS code is 42441 and its SIC code is 5961.