Ulabox

What Ulabox does

Ulabox is a Barcelona-headquartered online supermarket operating exclusively through digital channels, founded in 2010 and self-described as Spain's "pure player" online grocery leader — meaning it runs no physical retail stores and competes via a direct-to-consumer e-commerce platform for groceries and household goods. The company targets Spanish consumers with home delivery of supermarket assortment and positions itself as an all-digital alternative to traditional grocers.

The business has been built across roughly four funding rounds totaling approximately $7.7M, with capital sources progressing from early-stage Spanish investors (SeedRocket in 2010, Cabiedes & Partners and VIKO GROUP in 2011) to a 2015 round of ~$5.5M led by Sonae, the Portuguese retail conglomerate — a relationship that signaled potential consolidation or partnership leverage with a large European retailer. Leadership is centered on CEO Jaume Goma Llairo and co-founder Sergi de Pablos, with the organization reportedly operating at 11–50 employees. No pricing model, customer segmentation, or product detail beyond the online-grocery positioning is disclosed in the source data, reflecting a thin publicly observable surface area.

The most material signal in the data is negative: the company's primary domain, ulabox.com, is currently listed for sale on Atom.com (a domain marketplace), a strong implicit indicator of brand abandonment, operational wind-down, or distressed asset divestiture. Combined with the 2019 round having been the last disclosed capital event and at a meaningfully reduced size relative to 2015, the available evidence points toward a company that has either materially contracted, been acquired/absorbed without notice, or ceased active operations. No acquisitions, partnerships, leadership changes, or restructuring events other than funding rounds are documented.

Name

Ulabox

Website

https://ulabox.com

Company type

Private

Founded year

2010

Headcount range

11–50 employees

Short description

Ulabox is a Barcelona-headquartered online supermarket founded in 2010 that sells groceries and household goods to Spanish consumers through a direct-to-consumer e-commerce platform, operating without physical retail stores.

Ownership category

akta.pro rank

Product category

Online Grocery

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Online grocery
• Online supermarket
• E-commerce groceries
• Home delivery
• Online food retail

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Core offering

Ulabox is an online supermarket selling groceries and household products directly to consumers in Spain via its e-commerce platform. Customers order online and receive home delivery. The company focuses exclusively on online grocery retail as a pure player, distinguishing itself from generalist e-commerce sites.

Differentiator

Problem solved

Functional benefit

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Broad incumbents

• Mercadona: Spain's largest grocery chain with a growing online grocery service. Comparable as the dominant omnichannel grocery competitor to Ulabox in the Spanish market, though vastly larger and not a pure-play.
• Carrefour España: Operates online grocery delivery in Spain as part of its broader hypermarket business. Directly competes with Ulabox for online grocery shoppers in Spain while also offering pickup and home delivery.
• Día: Spanish-origin discount grocery chain with online operations. Competes with Ulabox in the value-oriented Spanish online grocery segment.
• El Corte Inglés: Spain's leading department store group with a significant online grocery offering. Competes with Ulabox in online grocery while operating a broader retail portfolio.
• Amazon Fresh (Spain): Amazon's online grocery delivery service active in Spain. Competes directly with Ulabox in the pure-play online grocery category, with substantially greater logistics and capital resources.
• Glovo: Multi-category delivery platform with significant online grocery presence in Spain. Competes with Ulabox for online grocery orders and now owns Lola Market, a former direct competitor.

Direct peers

• Lola Market: Spain-based online grocery and personal shopper delivery service. Closely comparable as a Spanish pure-play online grocery operator targeting similar urban customers before its integration into Glovo.
• Delihero: Online supermarket focused on the Spanish market with delivery from multiple grocers. Directly comparable to Ulabox as a Spanish pure-play online grocery delivery competitor.
• Everli: European online grocery marketplace operating across multiple countries including Spain. Comparable as a pure-play online grocery operator with similar multi-supplier marketplace model.

Emerging players

• Rohlik: European online grocery operator expanding across multiple markets. Comparable as a pure-play online grocer focused on urban European customers, though primarily active in Central Europe rather than Iberia.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/Ulabox
• Facebookfacebook.com/ulabox

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 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 Ulabox