Joom
- Company typePrivate
- Founded2016
- HeadquartersRiga, Latvia
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Joom does
Joom is a cross-border mobile marketplace headquartered in Riga, Latvia, founded in 2016. The platform connects European buyers with sellers based in China, Korea, Turkey, Europe, and other countries, enabling direct cross-border commerce through a mobile-first shopping experience. The company operates at a scale of 251-500 employees and is led by co-founder and Chairman Ilya Shirokov. Its core product is the Joom mobile application, which aggregates long-tail inventory from international sellers for distribution into European consumer markets.
Joom's business model follows a standard cross-border marketplace structure: it earns revenue via take-rates, advertising, and transaction fees on third-party seller sales, without owning inventory itself. The company's value proposition centers on price-disaggregated access to Asian and other international supply for European consumers. Operating geographies confirmed in the data include France and the United Kingdom, though the platform appears to serve a broader European footprint. No pricing model, GMV, or revenue mechanics are publicly disclosed in the available source material.
The company faces material regulatory headwinds in its core European markets. French authorities (Bercy/DGCCRF) have created VigE-Commerce, a dedicated surveillance cell targeting Joom alongside other cross-border platforms, and have filed legal actions related to non-compliant products and the alleged sale of childlike sex dolls. These regulatory actions represent both a near-term compliance burden and a potential structural risk to the company's low-cost, low-friction marketplace model if forced to implement stricter seller vetting and product screening.
Joom firmographics
Firmographics- Name
- Joom
- Website
- https://joom.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Joom industry classification
Industry- Product category
- Cross-border online marketplace
- NAICS
- Wholesale Trade (42)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- Cross-border Marketplaces (Multi-seller) (CRAFAJAA)
- akta.pro secondary industries
- Cross-border Import/Export Generalist Marketplaces (CRAFAAAE), Localization & Internationalization Services (Language/Currency/Pricing) (CRAFAJAI)
Keywords
Where Joom is headquartered
LocationHeadquarters
- HQ city
- Riga
- HQ country
- Latvia
- HQ region
- Europe
Markets served
Joom business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Joom product offering
Product offeringCore offering
Joom operates a cross-border mobile marketplace that connects international sellers—primarily from China, Korea, Turkey, and Europe—with consumer buyers across multiple European countries. The platform enables third-party merchants to list and sell goods to end consumers via a mobile app and website. Joom earns revenue by facilitating these transactions between independent sellers and buyers.
Differentiator
Problem solved
Functional benefit
Products and services
- Joom Mobile Marketplace A cross-border mobile-first marketplace platform where third-party sellers from China, Korea, Turkey, Europe, and other countries list and sell goods to consumer buyers, primarily across European markets such as France and the United Kingdom. Accessed via the Joom mobile app and website.
Companies that use Joom
Customer profileIdeal customer profiles2 records
Joom technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Joom partnerships and signals
Strategic signalRecent moves3 records
Joom competitors and assessment
Company assessmentDirect peers
- DHgate: China-based cross-border B2C and B2B marketplace connecting Chinese wholesalers and manufacturers to global buyers. Operates the same cross-border e-commerce trade lane as Joom with overlapping European customer base.
- Banggood: China-based cross-border online retailer selling electronics, apparel and general merchandise to European consumers. Closely aligned with Joom on product mix, sourcing geography and European GTM.
- Temu: PDD-owned cross-border marketplace aggregating Chinese sellers for European and US consumers. Same mobile-first cross-border GMV model and currently expanding aggressively in the same European geographies where Joom operates.
- AliExpress: Alibaba-owned cross-border marketplace connecting Chinese and international sellers with global buyers, particularly in Europe. Directly comparable cross-border GMV model and named alongside Joom in French regulatory actions.
- Wish: Mobile-first cross-border marketplace historically focused on low-cost goods from China to Western consumers. Named alongside Joom in French childlike doll investigations and operates a nearly identical low-AOV cross-border model.
- LightInTheBox: Cross-border e-commerce retailer specializing in apparel and general merchandise shipped from China to European and US consumers. Directly comparable cross-border fulfillment model and customer profile.
- MiniInTheBox: Cross-border marketplace operated by LightInTheBox focused on small accessories and general merchandise from China to European consumers. Overlapping low-AOV cross-border model and seller base.
- Shein: Fast-fashion cross-border marketplace with direct-to-consumer mobile commerce, sourcing primarily from China. Operates in the same European cross-border value segment and faces the same EU regulatory scrutiny as Joom.
Broad incumbents
- eBay: Global C2C and B2C marketplace with broad cross-border flows, named alongside Joom in French regulatory investigations. Larger incumbent with wider assortment but overlapping marketplace model and European customer base.
- Amazon Global Store: Amazon's cross-border storefront allowing international sellers to reach European and US consumers. Operates as a broader incumbent with cross-border capability rather than a niche cross-border specialist.
Market position
Strengths3 records
Weaknesses3 records
Competitive moat3 records
Key risks4 records
Key highlights4 records
Customer concentration
Joom social profiles
Digital presenceJoom financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joom leadership team
Management profileNumber of profiles
Profiles1 record
Joom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joom M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joom
What does Joom do?
Joom operates a cross-border mobile marketplace that connects international sellers—primarily from China, Korea, Turkey, and Europe—with consumer buyers across multiple European countries. The platform enables third-party merchants to list and sell goods to end consumers via a mobile app and website. Joom earns revenue by facilitating these transactions between independent sellers and buyers.
Is Joom a public or private company?
Joom is a private company. It is classified as unknown and is currently operating.
When was Joom founded?
Joom was founded in 2016. It employs 251 to 500 people.
Where is Joom based?
Joom is headquartered in Riga, Latvia, in the Europe region.
Who are Joom's main competitors?
Direct peers on record are DHgate, Banggood, Temu, AliExpress, Wish, LightInTheBox, MiniInTheBox and Shein. Broad incumbents are eBay and Amazon Global Store.
Does Joom have an API?
No public API is recorded for Joom.
What industry is Joom in?
Joom's product category is Cross-border online marketplace. Its primary akta.pro industry code is CRAFAJAA, Cross-border Marketplaces (Multi-seller), with a secondary code of CRAFAAAE, Cross-border Import/Export Generalist Marketplaces. Its NAICS code is 42 and its SIC code is 5331.