Just TV

What Just TV does

Just TV (operating as Just-tv.lt) is a Lithuanian e-commerce platform that runs a multi-category horizontal online marketplace rather than a TV content operation despite its name. The storefront catalogs 100+ product categories organized into six primary verticals: consumer electronics (including robot vacuums and Xiaomi Roborock replacement batteries), welding equipment, home textiles (bedding, blankets, curtains), cleaning devices (vacuums, mops, brushes), heating/cooling/ventilation products (electric fireplaces, heaters, range hoods), and automotive/motorcycle parts. Secondary sub-categories extend into electronics components, toys, sports equipment, beauty products, and construction tools. Underlying technology is standard e-commerce platform functionality — product catalog management, shopping cart, wishlist, user accounts, and order processing — with no disclosed app, API, AI features, or proprietary technology stack.

The business model is direct-to-consumer unit retail. Products are listed individually in Euros with prices ranging from €0.52 to €4,741.22, and promotional banners advertise up to 70% discounts. Items are primarily sourced and shipped from mainland China on what appears to be a dropshipping or wholesale-import basis. The platform markets 24/7 customer service, secure payment, free standard shipping, and free returns as standard features. Distribution is exclusively through the company's own website; no physical retail locations, third-party marketplace presence, or app distribution have been disclosed.

Go-to-motion is product-led growth: self-serve browsing and purchase via the website with minimal dedicated sales involvement. Primary customer segments are B2C general consumers (personal vehicle maintenance, home improvement, cleaning, hobbyists) with a secondary horizontal segment targeting professional/trades buyers (auto repair shops, cleaning services, professional maintenance). The contact entity is registered in Lithuania with EUR pricing and a .lt domain, and the geographic footprint is primarily Baltic States with apparent international shipping capability. The company is private with 11–50 employees, no disclosed funding, and no public revenue figures.

Name

Just TV

Legal name

Just-tv.lt

Website

https://just-tv.lt

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Just TV (Just-tv.lt) is a Lithuanian e-commerce marketplace selling 100+ product categories — consumer electronics, automotive parts, home textiles, cleaning devices, HVAC, and home goods — to individual consumers in the Baltic States via direct online sales.

Ownership category

akta.pro rank

Product category

Online Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (449210), General Merchandise Retailers (455)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

akta.pro primary industry

Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)

akta.pro secondary industry

Television Retail (LED/LCD/OLED/QLED/Mini-LED) (CRACAEAA)

Keywords

• Online retail store
• Consumer electronics
• Automotive parts
• Home textiles
• Cleaning equipment

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. E-commerce Product Sales: Revenue generated through direct online sales of physical products across multiple categories. Customers purchase products at listed prices with occasional discounts. The platform operates on a standard retail model with product markups.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Just TV operates just-tv.lt, a Lithuanian multi-category online retail store that sells consumer electronics, welding equipment, home textiles, cleaning devices, HVAC components, automotive and motorcycle parts, and home and garden products directly to individual consumers. Products are sourced from China-based manufacturers and shipped to customers, priced in EUR, with frequent discounts of up to 70%.

Product overview

Just TV (just-tv.lt) is a Lithuanian e-commerce platform operating as a multi-category online marketplace. The platform offers a diverse product portfolio across six main categories: Consumer Electronics (including robot vacuums and electronic accessories), Welding Equipment, Home Textiles (bedding, blankets, curtains, throws), Cleaning Devices (vacuums, mops, and cleaning tools), Heating/Cooling/Ventilation products (electric fireplaces, heaters, ventilation), and Automotive/Motorcycles parts and accessories. The website also features additional sub-categories including electronics components, toys, sports equipment, beauty products, and construction tools. Just TV positions itself as a wholesale retailer offering products at competitive prices with customer services including 24/7 support, secure payment, free shipping, and free returns.

Differentiator

Problem solved

Functional benefit

Products and services

• Consumer Electronics Category Wide range of consumer electronic products including robot vacuum cleaners, replacement batteries for devices such as Xiaomi Roborock, and various electronic accessories sold to general consumers.
• Welding Equipment Category Welding supplies and equipment intended for industrial and personal use, sold through the online storefront.
• Cleaning Devices Category Cleaning appliances and tools including robot vacuums, handheld vacuum cleaners, floor mops, and replacement parts for various cleaning brands, sold to general consumers and professional cleaners.
• Home Textiles Category Home textile products including bedding sets, blankets, throws, curtains, and decorative home items sold to general consumers.
• Heating, Cooling and Ventilation Category HVAC products including electric fireplaces, heaters, range hood filters, stove fans, and ventilation components sold through the online store.
• Automotive and Motorcycles Category Auto parts and motorcycle equipment including diagnostic tools, replacement parts, car electronics, and maintenance supplies sold to vehicle owners and professionals.
• Home and Garden Category Various home and garden products including furniture, outdoor items, and household essentials sold to general consumers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Gearbest: China-sourced cross-border e-commerce platform offering consumer electronics, gadgets, home appliances, and lifestyle goods at discount prices - direct comparable in assortment and price positioning.
• Banggood: China-headquartered multi-category e-commerce marketplace selling electronics, home goods, automotive parts, and consumer goods with deep discounts - the closest direct comparable to Just TV's assortment and discount positioning.
• AliExpress: Alibaba's cross-border consumer marketplace offering China-sourced goods across electronics, home textiles, automotive, and lifestyle categories with significant discount positioning and broad consumer assortment.
• Wish: Discount-oriented cross-border marketplace focused on ultra-cheap consumer goods across verticals - serves a comparable price-sensitive consumer segment with broad assortment.
• Geekbuying: Chinese-origin multi-category online retailer focused on consumer electronics, gadgets, and home goods, shipping internationally - mirrors Just TV's model of cross-border e-commerce with diversified assortment.
• LightInTheBox: Multi-category China-sourced marketplace with discounted apparel, home goods, electronics, and accessories, shipping globally - similar discount-led cross-border model to Just TV.

Regional players

• 1a.lt: Major Lithuanian online retailer offering electronics, appliances, home goods, and consumer products with extensive domestic logistics - direct Baltic competitor across multiple categories Just TV carries.
• Pigu.lt: Lithuania's largest domestic e-commerce marketplace selling multi-category goods (apparel, electronics, home, kids) - the most direct local market peer competing for Baltic consumer wallet share.

Broad incumbents

• Amazon: Global incumbent e-commerce retailer with broad multi-category assortment, dominant logistics, and brand trust - sets the competitive ceiling and customer service benchmark for discount marketplaces.
• eBay: Long-running global multi-category marketplace with strong seller/buyer breadth across electronics, automotive, home goods, and collectibles - analogous horizontal marketplace structure competing for similar consumer use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Just TV