What Ananas E-commerce does

Ananas E-commerce d.o.o. Beograd is a Serbian multi-vendor e-commerce marketplace operator founded in 2020 and headquartered in Belgrade, with a wholly owned Fulfillment-by-Ananas (FBA) distribution center at Prva centralna radna 4, Nova Pazova. The company operates the ananas.rs marketplace as a horizontal online shopping platform connecting third-party sellers and its own first-party inventory with consumers across 25-plus product categories spanning electronics, home and garden, fashion, appliances, sports, beauty, food and beverages, children's products, books, office supplies, auto parts, and pet supplies. Its core technology stack integrates a Seller Portal (mportal.svc.ananas.rs), a Seller Academy (academy.ananas.rs), a real-time Warehouse Management System, a proprietary Electronic Fiscal Device (Ananas EFU) approved by the Serbian Tax Administration (decision 000-092-00-00461/2022-0000 dated 21.04.2022), and payment processing through a dedicated Electronic Money Institution escrow account (namenski racun) that delays settlement to merchants by up to 30 days. Last-mile delivery is handled via three channels: courier, the Paket Zone network of authorized retail-partner pickup locations (cafes, shops, florists, currency exchanges), and the Ananas Paketomati automated parcel locker network.

The company's revenue model is built on a brokerage commission (posrednicka naknada) deducted as a percentage of each transaction value held in the escrow account, supplemented by per-shipment delivery fees (differentiated by weight and dimensions across FBA and seller-fulfilled inventory), FBA storage and handling charges per item sold, and platform advertising services sold on a separate contract basis. Pricing is fully transaction-based with no subscription tiers, and exact take rates are governed by individual merchant contracts and are not publicly disclosed. Sub-brands include the Ananas Plus (A+ Klub) loyalty program, Ananas Superstore promotional storefront, Ananas Global international shipping program, Ananas Direct / Ananas As private-label products, Ananas eSIM, and Ananas gift cards. Geographic footprint spans Serbia (ananas.rs), Montenegro (ananas.me), Bosnia and Herzegovina (ananas.ba), and North Macedonia (ananas.mk), with the latter two anchored by the October 2022 acquisitions of Grouper.mk and Paopao.mk from Vebspot/Payten. Ananas operates as a subsidiary of Delta Holding, a diversified Serbian conglomerate that has committed approximately 100 million euros over five years to fund the regional expansion strategy.

Name

Ananas E-commerce

Legal name

Ananas E-commerce d.o.o. Beograd

Website

https://ananas.rs

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Multi-vendor e-commerce marketplace connecting third-party sellers and its own private-label inventory with consumers across Serbia, Montenegro, Bosnia, and North Macedonia, with integrated FBA fulfillment, Paket Zone and Paketomati last-mile delivery, and proprietary fiscalization; subsidiary of Delta Holding.

Ownership category

akta.pro rank

Headquarters

HQ city

Belgrade

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Commission / Brokerage Fee (Posrednicka naknada): Ananas charges traders a brokerage commission (posrednicka naknada) calculated as a percentage of the transaction value, automatically deducted from customer payments held at the Electronic Money Institution. VAT is additionally applied to the commission amount.
2. Delivery / Logistics Services: Fee-based delivery organization services charged per shipment based on product weight and dimensions. Sellers using their own warehouses (DS) or Ananas FBA warehouse pay different rates per weight band. Monthly invoicing with 15-day payment terms.
3. FBA Storage and Handling: Storage and manipulation fees charged per product sold from Ananas' fulfillment center in Nova Pazova. Fees vary by product weight and dimensions. Monthly billing with 15-day payment terms.
4. Platform Advertising: Advertising services on the platform are provided upon seller request and approval, subject to a separate contract between Ananas and the trader.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Ananas E-commerce operates a multi-vendor online marketplace (ananas.rs) connecting third-party sellers and first-party Ananas Direct private-label products with consumers across the Western Balkans. The platform spans more than 25 product categories from electronics and home goods to fashion, sports, beauty, food, and toys, and is supported by integrated Fulfillment-by-Ananas (FBA) warehousing, last-mile pickup networks (Paket Zone and Paketomati), electronic fiscalization (Ananas EFU), and escrow-based payment processing through a Serbian Electronic Money Institution.

Product overview

Ananas E-commerce is a multi-platform Serbian e-commerce marketplace operating across the Western Balkans. Its core product is the ananas.rs marketplace, a multi-vendor online shopping platform where third-party merchants and Ananas itself sell products across categories including electronics, home and garden, fashion, sports, beauty, and food. The platform's own-brand private label products are sold under the 'Ananas As' (Ananas Direct) sub-brand. Ananas operates several adjacent services: the Ananas+ loyalty subscription program, a Seller Portal and Seller Academy for merchant onboarding and management, and a fullfilment-by-Ananas (FBA) service from its warehouse in Nova Pazova. Delivery is handled through Ananas's own courier network, a network of partner Paket Zone retail pickup points, and automated Paketomati parcel lockers. Regional expansion is served by country-specific marketplace sites (ananas.me for Montenegro, ananas.ba for Bosnia and Herzegovina, ananas.mk for North Macedonia). Acquired Macedonian brands Grouper.mk (the first e-commerce platform in North Macedonia, launched 2011) and Paopao.mk were added in October 2022. Additional offerings include Ananas eSIM telecommunications products and an editorial blog with buying guides.

Differentiator

Problem solved

Functional benefit

Brands

• Ananas Plus: Seller academy and loyalty program for merchants and sellers on the platform.
• Ananas Superstore
• Ananas Global
• Ananas Seller Akademija
• Paketomati
• Paket Zona
• Ananas eSIM
• Ananas poklon kartice

Products and services

• Ananas Marketplace (ananas.rs) Primary multi-vendor Serbian e-commerce marketplace platform enabling third-party sellers and Ananas itself to list and sell products directly to consumers across more than 25 product categories including electronics, home and garden, fashion, appliances, sports, beauty, food, toys, books, auto parts, and pet supplies. Includes browsing, cart, checkout, order tracking, multiple payment methods, and customer complaint handling.
• Ananas+ Loyalty Program (A+ Klub) Loyalty subscription program providing members with exclusive benefits, progressive rewards, and discounts when shopping on the ananas.rs marketplace, designed to drive consumer retention and lifetime value.
• Fulfillment-by-Ananas (FBA) — Nova Pazova Distribution Center Fee-based fulfillment service for third-party marketplace merchants in which Ananas receives, inspects, stores, picks, packs, and ships seller inventory from its Nova Pazova distribution center, with storage and handling fees billed monthly based on product weight and dimensions.
• Paket Zone Partner Pickup Network Last-mile parcel pickup and delivery service operating through a network of authorized local retail partner locations such as cafes, shops, florists, and exchange offices, enabling flexible collection of Ananas orders near the customer's home or workplace in densely populated urban areas.
• Ananas Paketomati Parcel Locker Network Automated self-service parcel locker network providing 24/7 collection and return points for Ananas marketplace orders as an alternative to courier home delivery and Paket Zone retail pickups.
• Regional Marketplace Sites (Montenegro, Bosnia and Herzegovina, North Macedonia) Country-specific localized Ananas marketplace storefronts for regional Western Balkans expansion: ananas.me for Montenegro, ananas.ba for Bosnia and Herzegovina, and ananas.mk for North Macedonia, each operating as a regional consumer marketplace with dedicated support and logistics.
• Ananas Direct (Ananas As) Private Label Ananas's first-party private-label product line sold under the Ananas As label on the marketplace, offering competitively priced goods such as SUP boards, blenders, garden furniture, and supplements alongside third-party marketplace assortment.

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Grouper.mk (Grouper)coreChannel Partner/ Reseller/ Distributor · 1 October 2022Grouper was the first e-commerce platform in North Macedonia, launched in 2011. Acquired by Ananas in October 2022 along with Paopao to create the largest marketplace in North Macedonia as part of regional expansion strategy.
• Paopao.mk (Paopao)coreChannel Partner/ Reseller/ Distributor · 1 October 2022Paopao was a North Macedonian online shopping brand acquired by Ananas in October 2022 together with Grouper.mk from Vebspot/Payten as part of the same transaction to establish a dominant marketplace position in North Macedonia.
• Banca IntesaminorOthersBanca Intesa is a financial institution partner providing payment processing services. Ananas platform displays the Banca Intesa logo as an accepted payment and security partner alongside card payment services.
• AllSecureminorOthersAllSecure is a payment security services provider. Ananas platform displays the AllSecure logo alongside payment card options indicating secure payment processing integration.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• eMAG: Largest online marketplace in Romania and Hungary, owned by Naspers/Prosus, with an 'eMAG Balkans' push into Bulgaria and the wider region. Directly comparable to Ananas as a multi-category 3P/1P marketplace targeting CEE consumers with proprietary fulfillment and rapid delivery promises.
• KupujemProdajem: Leading Serbian classifieds/marketplace platform with very high domestic traffic and active listings across multiple categories. Direct competitor to Ananas in Serbia for buyers and sellers, though it operates a lighter, classifieds-style model rather than a managed marketplace with FBA.
• Limundo: Major Serbian online auction and marketplace platform (with sister site Kupindo for fixed-price listings). Competes head-to-head with Ananas for Serbian sellers and shoppers, offering marketplace infrastructure without Ananas's proprietary fulfillment and last-mile layer.
• Shoppster: Serbian online retailer/marketplace focused on electronics, home appliances and household goods. Comparable to Ananas as a domestic multi-category e-commerce operator targeting Serbian consumers with home delivery and installment payment options.
• Allegro: Poland's dominant horizontal marketplace and one of the largest in CEE. Operates a similar 3P marketplace model with proprietary fulfillment (Allegro Smart!, One Fulfillment) and is a useful benchmark for Ananas's potential scale trajectory within the Western Balkans.

Broad incumbents

• Wildberries: Russia-founded global marketplace with active expansion into the Balkans and broader Europe. Competes with Ananas on assortment breadth and cross-border pricing, but does not replicate Ananas's local Paket Zone retail-partner pickup or Serbian fiscal compliance stack.
• Amazon: Global e-commerce incumbent and benchmark for marketplace economics, FBA, and Prime-style loyalty. Does not currently operate a dedicated Western Balkans storefront but competes indirectly via cross-border shipping, raising the strategic ceiling Ananas must clear to dominate the region.
• AliExpress: Cross-border marketplace operated by Alibaba, widely used across Serbia and the Western Balkans for low-priced imported goods. Competes with Ananas on price-led assortment and effectively constrains Ananas's pricing power in commodity categories.

Emerging players

• OLX Balkans: OLX operates localized classifieds marketplaces across BiH, Serbia, and other Balkan countries. Partially overlaps with Ananas as a C2C/small-merchant listing platform but lacks a managed checkout, FBA, and proprietary last-mile network.
• Emmezeta: Regional home-furnishings and household goods retailer with physical stores and an online storefront across the Western Balkans. Partially overlaps with Ananas in furniture and home categories but operates a 1P retail model rather than a multi-vendor marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCOGxzjqza0GkP0nG7_Fj2ug
• Facebookfacebook.com/ananasEcommerce
• LinkedInlinkedin.com/company/ananas-e-commerce
• Instagraminstagram.com/ananas.ecommerce

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ananas E-commerce