What Zadaa does

Zadaa was a Helsinki-based Nordic mobile marketplace that enabled individual consumers to buy and sell secondhand fashion and lifestyle items via iOS and Android applications. Founded in 2015, the platform aggregated peer-to-peer listings across fashion, home goods, electronics, entertainment, sports equipment, and pet care categories, and reached approximately 500,000 users prior to its acquisition. The company operated a transaction-fee revenue model, charging sellers fees on completed sales, and differentiated itself through a mobile-first user experience with same-hour delivery integration via Wolt at 2.99€.

The underlying technology was a mobile-first two-sided marketplace platform distributed through the Apple App Store and Google Play, with logistics handled in partnership with Wolt for local fulfillment. No proprietary AI, ML, or algorithmic differentiation is documented for Zadaa as a standalone entity; the platform relied on conventional peer-to-peer marketplace mechanics rather than automated listing, pricing, or recommendation capabilities. Zadaa was venture-backed, raising approximately $11 million across five funding rounds between 2016 and 2021, with investors including Flyer One Ventures, Begin Capital, Impulse VC, and Superhero Capital.

On March 13, 2025, Zadaa was acquired by Finnish AI-powered recommerce startup Bought and fully integrated into the Bought app. The acquisition transferred Zadaa's user base and operations to Bought's automated listing platform, which uses NLP and image processing to auto-generate resale listings from users' online shopping emails. Following the acquisition, the Zadaa brand ceased independent operations and all users were migrated to the Bought platform.

Name

Zadaa

Website

https://zadaa.co

Company type

Private

Founded year

2015

Operating status

Acquired

Headcount range

11–50 employees

Short description

Zadaa was a Helsinki-based Nordic mobile secondhand marketplace enabling peer-to-peer buying and selling of fashion and lifestyle goods, serving approximately 500,000 consumers via iOS and Android apps before its March 2025 acquisition by Bought.

Ownership category

akta.pro rank

Product category

Online Secondhand Marketplace

NAICS

Used Merchandise Retailers (459510), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Peer-to-Peer (C2C) Resale Marketplaces (CRAFAGAM)

akta.pro secondary industries

Apparel, Footwear & Accessories Resale (CRAFAGAA), Fashion & Accessories C2C Resale (CRAFAKAB)

Keywords

• Secondhand marketplace
• Recommerce platform
• Mobile resale app
• Peer-to-peer selling
• Pre-owned fashion

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Marketplace transaction fees: Standard secondhand marketplace model facilitating peer-to-peer sales of secondhand items between users.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels1 record

Core offering

Zadaa operated a Nordic mobile peer-to-peer marketplace for buying and selling secondhand fashion and lifestyle items. Users could list items across categories including women, men, kids and babies, home, electronics, entertainment and art, sports and outdoor equipment, and pet care. The platform leveraged AI to auto-generate listings from users' online shopping email receipts, simplifying the selling process.

Product overview

Zadaa was a Nordic mobile secondhand marketplace operating as a single unified mobile application focused on pre-owned fashion and lifestyle items. The platform enabled peer-to-peer selling and buying of secondhand goods. In March 2025, Zadaa was acquired by Finnish startup Bought and its operations, user base (500,000 users), and infrastructure were integrated into the Bought app. Zadaa had previously raised $11 million in funding as a standalone company.

Differentiator

Problem solved

Functional benefit

Products and services

• Zadaa Mobile Secondhand Marketplace A mobile peer-to-peer marketplace for individual consumers in the Nordic region to buy and sell pre-owned fashion and lifestyle items across categories including women, men, kids and babies, home, electronics, entertainment and art, sports and outdoor equipment, and pet care. The platform used AI to auto-generate sales listings from users' online shopping email receipts, simplifying the resale process.

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Vinted: Europe's leading C2C peer-to-peer fashion and lifestyle resale marketplace. Directly comparable to Zadaa in model (peer-to-peer secondhand), target buyer (individual consumers), and category focus (fashion-led, expanding into home, electronics, etc.).
• Depop: Mobile-first C2C fashion resale marketplace targeting younger consumers. Comparable to Zadaa in mobile-native, peer-to-peer recommerce model and emphasis on fashion.
• Poshmark: Social C2C marketplace for fashion and accessories. Comparable to Zadaa in peer-to-peer secondhand model, predominantly fashion category, and consumer-to-consumer transaction fees.
• Tise: Nordic/Scandinavian C2C fashion resale mobile marketplace. Closely comparable to Zadaa given overlapping Nordic geography, mobile-first distribution, and fashion-led recommerce focus.
• Wallapop: Mobile C2C marketplace for secondhand goods across multiple categories including fashion. Comparable to Zadaa in mobile-first peer-to-peer marketplace model and broad category coverage.

Broad incumbents

• Vestiaire Collective: Global C2C luxury and premium fashion resale platform. Comparable to Zadaa in peer-to-peer recommerce and take-rate business model, but focused on luxury/premium price tiers.
• ThredUp: US-based online resale platform with both C2C and managed services. Comparable to Zadaa in secondhand apparel focus, but operates at significantly larger scale with a managed-consignment layer.
• eBay: Global C2C and B2C marketplace with significant secondhand inventory. Comparable to Zadaa in peer-to-peer resale mechanics and broad consumer goods coverage, but vastly broader in scale and category.
• The RealReal: Online marketplace for authenticated luxury consignment and resale. Comparable to Zadaa in transaction-fee-driven resale model, though focused on authenticated luxury rather than mass-market secondhand.
• Facebook Marketplace: Meta-operated C2C local and shipped goods marketplace with significant secondhand fashion and consumer goods volume. Comparable to Zadaa in C2C resale and category breadth, with effectively unlimited distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/zadaaco
• Facebookfacebook.com/zadaa-351441331711967
• LinkedInlinkedin.com/company/zadaa

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors4 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 Zadaa