Yaga
Yaga is an Estonian-founded, South Africa–focused peer-to-peer online marketplace for second-hand fashion, connecting individual buyers and sellers via web and mobile apps with integrated payments and six delivery partners. It monetizes through transaction commissions on a zero-seller-fee model and aims to become Africa's largest resale fashion platform.
- Company typePrivate
- Founded2017
- HeadquartersTallinn, Estonia
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Yaga does
Yaga is a Tallinn-headquartered, Estonia-founded online marketplace specializing in peer-to-peer resale of second-hand fashion, with primary operations in South Africa (legal entity Shop Yaga Pty Ltd, operational hub in Cape Town). Founded in 2017 and operating at a headcount of 11–50, Yaga connects individual buyers and sellers through a web platform (yaga.co.za) and native iOS and Android apps, supporting categories that include women's and men's clothing, kids, beauty, home, sports, books, and pets, featuring brands such as Nike, Adidas, Zara, H&M, Cotton On, Poetry, Mango, and Levi's. Products on the platform are typically priced 50–80% below new retail, positioning Yaga between informal peer-to-peer channels and full-price retail.
The platform's technical differentiator is its integrated logistics and payments stack: Yaga aggregates six South African delivery and pickup options (Paxi, Pudo, The Courier Guy, Pargo, PostNet, Aramex) and routes payments through Ozow instant EFT, Visa, Mastercard, and standard EFT, addressing the trust and fulfillment friction that constrains peer-to-peer fashion resale on Facebook Marketplace and Gumtree. The platform reports over 1.67 million active users (with one source citing more than 2 million customers), 12 million monthly visits, more than 4.2 million items sold cumulatively, and 100,000+ monthly transactions, against a stated €50 million GMV run rate.
Yaga monetizes solely through transaction commissions — sellers list for free, and Yaga takes a percentage of each completed sale — and runs a marketing mix anchored on TikTok, Meta, and X organic and paid social plus an affiliate program. The company is venture-backed with €7.2 million raised to date across a €2.2M seed (November 2022) and a €4M pre-Series A (October 2025) led by Specialist VC with H&M Group Ventures, Trind Ventures, Start-up Wise Guys, and angel investors participating; stated plans target geographic expansion into Kenya, Nigeria, and the broader Middle East and North Africa region.
Yaga firmographics
Firmographics- Name
- Yaga
- Legal name
- Shop Yaga Pty Ltd
- Website
- https://yaga.co.za
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Yaga is an Estonian-founded, South Africa–focused peer-to-peer online marketplace for second-hand fashion, connecting individual buyers and sellers via web and mobile apps with integrated payments and six delivery partners. It monetizes through transaction commissions on a zero-seller-fee model and aims to become Africa's largest resale fashion platform.
- Ownership category
- akta.pro rank
Yaga industry classification
Industry- Product category
- Second-hand Fashion Marketplace
- NAICS
- Clothing and Clothing Accessories Retailers (4581)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Marketplace / Platform Acquiring (PayFac & Sub-Merchant Management) (FSAMABAF)
- akta.pro secondary industry
- Convenience Retail with Parcel & Pickup Services (PUDO/Lockers) (CRAHABAL)
Keywords
Where Yaga is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices2 records
Markets served
Yaga business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Transaction Commission: Marketplace commission on completed sales. Sellers pay no listing fees but Yaga takes a percentage of each transaction. Products typically priced 50-80% below new retail with high transaction volume driving revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free seller listing with commission on sales |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Yaga product offering
Product offeringCore offering
Yaga operates an online marketplace platform that enables individuals to buy and sell second-hand fashion items. The platform provides integrated secure payment processing (Ozow, Visa, Mastercard, EFT) and multiple shipping options through partnerships with Paxi, Pudo, The Courier Guy, Pargo, PostNet, and Aramex. Sellers list items for free and Yaga earns commission on completed transactions, with products typically priced 50-80% below new retail.
Product overview
Yaga operates as a unified online marketplace platform for second-hand fashion, connecting buyers and sellers primarily in South Africa. The platform consists of the main web marketplace (yaga.co.za) and native mobile applications for iOS and Android. Yaga differentiates itself through secure payment processing via integrated payment gateways (Ozow, Visa, Mastercard, EFT), multiple delivery options (Paxi, Pudo, The Courier Guy, Pargo, PostNet, Aramex), and a no-seller-fees model. The platform serves over 1.6 million users with categories spanning women, men, kids, beauty, home, sports, books, pets, and other fashion items, featuring brands like Nike, Adidas, Zara, H&M, Cotton On, Poetry, Mango, and Levi's.
Differentiator
Problem solved
Functional benefit
Products and services
- Yaga Marketplace Online marketplace platform enabling users to buy and sell second-hand fashion items with secure payment processing, integrated shipping options, and no seller fees. The platform serves over 1.6 million users with categories spanning women, men, kids, beauty, home, sports, books, pets, and other fashion items.
- Yaga Mobile App (iOS) iOS mobile application for buying and selling pre-loved fashion on the Yaga marketplace, providing native mobile access to the platform's listings and transactions.
- Yaga Mobile App (Android) Android mobile application for buying and selling pre-loved fashion on the Yaga marketplace, providing native mobile access to the platform's listings and transactions.
Quantifiable outcome
- Products priced 50-80% below new retail prices
- +1 more outcomes
Companies that use Yaga
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Yaga technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature2 records
Yaga partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- OzowcorePayment processing integration enabling secure instant EFT payments for South African customers alongside card payment options (Visa, Mastercard).
- PaxicoreParcel locker and point-to-point delivery service integrated into Yaga's shipping options for convenient buyer pickup and delivery.
- PudocoreConvenient parcel pickup point network integrated for Yaga buyers to collect their purchases at nearby locations.
- The Courier GuycoreDoor-to-door courier delivery service integrated into Yaga's shipping options for buyers requiring home delivery.
- PargosupportingClick-and-collect parcel point network providing additional delivery flexibility for Yaga customers.
- PostNetsupportingCourier and business services franchise network offering shipping options through Yaga's delivery integrations.
- AramexsupportingInternational express delivery and logistics services integrated for broader shipping coverage across South Africa.
Scale indicators8 records
Recent moves14 records
Expansion highlights5 records
Yaga competitors and assessment
Company assessmentDirect peers
- Vinted: Europe's largest C2C second-hand fashion marketplace with integrated shipping and a buyer-pays service fee model. Directly comparable to Yaga in marketplace mechanics, target buyer (cost-conscious and eco-aware), and category focus.
- Depop: Peer-to-peer fashion resale marketplace (owned by Etsy) targeting Gen Z and younger demographics with a social commerce feel. Highly comparable on seller-side mechanics and second-hand fashion positioning.
- Poshmark: US-based social commerce marketplace for second-hand fashion and accessories with social/sharing features and seller fees. Comparable C2C marketplace model with curated fashion categories similar to Yaga.
Broad incumbents
- ThredUp: US-listed online resale platform for apparel and accessories with an owned-inventory managed-marketplace model. Comparable in category (second-hand fashion) and resale thesis, though operates at much larger scale with a different supply model.
- Vestiaire Collective: Global C2C luxury and premium fashion resale marketplace with authentication. Comparable in peer-to-peer resale fashion mechanic, including authentication/trust features analogous to Yaga's Hellopeter trust score.
- Facebook Marketplace: Meta-operated free peer-to-peer listings product integrated with Facebook's social graph. Cited as a primary competitor; offers free listings and massive distribution that puts sustained pressure on Yaga's take-rate economics.
- The RealReal: US-listed online marketplace for authenticated luxury consignment with managed supply. Comparable as a fashion-resale marketplace operator, though focused on luxury tier with authentication more analogous to Yaga's trust features.
Regional players
- OLX South Africa: Leading South African horizontal classifieds platform where users list used goods including fashion. Comparable as a South Africa-based C2C listings competitor that Yaga explicitly targets and differentiates against with payments/shipping rails.
- Gumtree South Africa: Major classifieds platform in South Africa used for peer-to-peer second-hand fashion trading. Named in Yaga's competitive set; comparable as the most direct local incumbent to displace in the second-hand fashion category.
- Mabaya: South African online marketplace platform covering fashion and lifestyle categories. Comparable as a regional horizontal marketplace competitor and a relevant peer for cross-border expansion ambitions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Yaga social profiles
Digital presenceYaga financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yaga leadership team
Management profileNumber of profiles
Yaga funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yaga M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yaga
What does Yaga do?
Yaga operates an online marketplace platform that enables individuals to buy and sell second-hand fashion items. The platform provides integrated secure payment processing (Ozow, Visa, Mastercard, EFT) and multiple shipping options through partnerships with Paxi, Pudo, The Courier Guy, Pargo, PostNet, and Aramex. Sellers list items for free and Yaga earns commission on completed transactions, with products typically priced 50-80% below new retail.
Is Yaga a public or private company?
Yaga is a private company. It is classified as venture growth investor backed and is currently operating.
When was Yaga founded?
Yaga was founded in 2017. It employs 11 to 50 people.
Where is Yaga based?
Yaga is headquartered in Tallinn, Estonia, in the Europe region.
How does Yaga make money?
One revenue line is on record: transaction Commission.
Who are Yaga's main competitors?
Direct peers on record are Vinted, Depop and Poshmark. Broad incumbents are ThredUp, Vestiaire Collective, Facebook Marketplace and The RealReal. Regional players are OLX South Africa, Gumtree South Africa and Mabaya.
Does Yaga have an API?
No public API is recorded for Yaga.
What industry is Yaga in?
Yaga's product category is Second-hand Fashion Marketplace. Its primary akta.pro industry code is FSAMABAF, Marketplace / Platform Acquiring (PayFac & Sub-Merchant Management), with a secondary code of CRAHABAL, Convenience Retail with Parcel & Pickup Services (PUDO/Lockers). Its NAICS code is 4581 and its SIC code is 5961.