Komplett Group

What Komplett Group does

Komplett Group (Komplett ASA) is the Nordic countries' largest e-commerce player, operating across Norway, Sweden, and Denmark through a portfolio of online and omnichannel brands organized into three reporting segments: B2C (Komplett, NetOnNet, Webhallen), B2B (Komplett B2B, Ironstone), and Distribution (Itegra). The group offers more than 35,000 products spanning components, gaming, brown goods, white goods, peripherals, handheld devices, accessories, and PCs, distributed via eight to ten webshops, 20 retail stores in Sweden, and 31 NetOnNet self-service warehouse shops. Operations are anchored by an AutoStore-automated warehouse and distribution center in Sandefjord, Norway, supporting a 90% same or next-day delivery rate and 71% renewable energy usage.

The business model is primarily hardware-led retail revenue, complemented by managed IT services (Ironstone) and, as of September 2025, a partner-built Risk-as-a-Service (RaaS) platform with Two targeting fraud, credit, and identity verification for B2B operations. Komplett Group serves private consumers through Komplett's tech/gaming authority, NetOnNet's low-cost challenger positioning with private-label assortment, and Webhallen's Sweden-focused gaming community; SME and SOHO corporate customers via fully digital webshops (komplettbedrift.no, komplettforetag.se) and Ironstone cloud services; and resellers and large entities through Itegra's bulk distribution. The company is publicly listed on the Oslo Stock Exchange (OSE: KOMPL), re-listed in June 2021 following its 2011 delisting after acquisition by Canica AS, with controlling shareholders Canica Invest AS (42.4%) and SIBA Invest AB (31.7%) jointly holding approximately 74%.

Name

Komplett Group

Legal name

Komplett ASA

Website

http://www.komplettgroup.com

Company type

Public

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Komplett Group is the Nordic countries' largest e-commerce player, operating B2C, B2B, and distribution segments through brands Komplett, NetOnNet, Webhallen, Ironstone, and Itegra across Norway, Sweden, and Denmark.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

NAICS

Electronics and Appliance Retailers (4492), Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (42343)

SIC

Retail-Computer & Computer Software Stores (5734), Wholesale-Computers & Peripheral Equipment & Software (5045), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Consumer Electronics & Appliances Online Retailers (CRAFADAD)

akta.pro secondary industries

Consumer Electronics & Appliances Marketplaces (CRAFABAD), Big-Box Electronics + Wearables & Personal Tech Retail (CRACAAAJ)

Keywords

• Consumer electronics retail
• Online electronics retailer
• Managed IT services
• IT products distribution
• Nordic e-commerce

Headquarters

HQ city

Sandefjord

HQ country

Norway

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. B2C Electronics Retail: Direct sales of consumer electronics, gaming products, computer components, PCs, household electronics, brown goods, white goods, and accessories to private consumers through multiple online brands and retail stores across Norway, Sweden, and Denmark.
2. B2B Corporate Sales: Sales of electronics and IT products to small and medium enterprises (SME), small office/home office (SOHO) segments, and public sector customers through dedicated B2B webshops. Includes managed IT services through cloud-based Ironstone solutions.
3. Distribution Services: Large-scale distribution contracts for sale of mobile and IT products to retailers and B2B businesses. Itegra serves resellers and large entities requiring bulk purchases and specialized distribution services.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Komplett Group is the Nordic countries' largest e-commerce player, operating across three segments: B2C (Komplett, NetOnNet, Webhallen), B2B (Komplett B2B, Ironstone), and Distribution (Itegra). The group offers more than 35,000 products spanning consumer electronics, gaming, computer components, PCs, peripherals, brown goods, white goods, and accessories, sold through eight own webshops and 20 retail stores in Sweden, supplemented by managed IT services and bulk distribution offerings.

Product overview

Komplett Group is a multi-channel e-commerce platform operating as the Nordic countries' largest e-commerce player. The company architecture is organized around three distinct segments: B2C (Komplett B2C, NetOnNet, Webhallen), B2B (Komplett B2B, Ironstone), and Distribution (Itegra). Within B2C, Komplett is a pure online electronics brand with strong authority in tech, computing, and gaming; NetOnNet is a low-cost challenger brand with an omnichannel model combining online shops and self-service warehouses; and Webhallen is a Swedish gaming-focused omnichannel brand. The B2B segment includes Komplett B2B serving SMEs and SOHOs through digital webshops, and Ironstone providing managed IT services through cloud-based solutions. The Distribution segment operates under Itegra, specializing in large-scale distribution contracts for mobile and IT products. Additionally, Komplett Services has partnered with Two to offer the Risk-as-a-Service (RaaS) platform, combining fraud detection, credit scoring, and identity verification into an API-first platform for B2B operations. The group offers more than 35,000 products spanning components, gaming, brown goods, peripherals, white goods, handheld devices, accessories, and PCs.

Differentiator

Problem solved

Functional benefit

Products and services

• Komplett (B2C) Pure online brand with electronics focus and strong authority in tech, computing, and gaming, serving B2C customers across Norway, Sweden, and Denmark through komplett.no, komplett.se, and komplett.dk, with two pick-up points in Oslo and Sandefjord.
• NetOnNet Low-cost, low-price omnichannel challenger brand offering a broad assortment including many private label options to value-oriented mass-market consumers in Sweden and Norway, operating two online shops and 31 self-service, logistics, and warehouse shops.
• Webhallen Swedish omnichannel brand targeting gaming enthusiasts, offering consumer electronics through webhallen.com and 12 retail stores strategically located around Stockholm and bigger cities in Sweden.
• Komplett B2B Online market player for corporate customers in the Nordics focusing on small and medium enterprises (SME) and small office/home office (SOHO) segments, offering a fully digital customer journey through dedicated webshops komplettbedrift.no and komplettforetag.se.
• Ironstone Managed IT services provider delivering simple and secure managed IT services through cloud-based solutions for corporate B2B customers.
• Itegra Large-scale distribution business specializing in distribution contracts for the sale of mobile and IT products to retailers and B2B businesses in Norway and Sweden, operating through itegra.no and itegra.se for bulk orders and specialized distribution services.
• Risk-as-a-Service (RaaS) Platform Nordics' first fully integrated Risk-as-a-Service platform that automates fraud and credit checks in milliseconds, verifies businesses and buyers in real time, and eliminates manual reviews to reduce operational costs and fraud losses for B2B operations.

Quantifiable outcome

• 90% same or next day delivery rate
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature2 records

Partnerships

One partnership is on record.

• TwocoreStrategic or Co-development Partner · 2 September 2025Komplett Services (part of Komplett Group) partnered with Two to launch the Nordics' first fully integrated Risk-as-a-Service (RaaS) platform for B2B operations in Norway, Sweden, and Denmark. Two's first enterprise deployment of RaaS automates fraud and credit checks in milliseconds, verifies businesses and buyers in real time, and eliminates manual reviews to reduce operational costs and fraud losses. The partnership aims to redefine B2B payments in the digital economy by combining fraud detection, credit scoring, identity verification, and merchant-specific rules into a single API-first platform.

Scale indicators9 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Elkjøp Nordic: Elkjøp is the largest Nordic consumer electronics retailer, operating in Norway, Sweden, Denmark, and Finland. It directly competes with Komplett's Komplett, NetOnNet, and Webhallen brands across the same product categories (PCs, components, brown goods, white goods, gaming) and overlapping customer base.
• Power (Power International): Power is a major Norwegian electronics retail chain with both online and physical store presence, directly competing with Komplett in Norway and Sweden across consumer electronics, computing, and home appliances.
• Dustin Group: Dustin is a leading Nordic B2B-focused IT and electronics reseller headquartered in Sweden, directly comparable to Komplett's B2B segment (Komplett B2B and Ironstone) in serving SME, enterprise, and public sector customers with hardware and IT services.
• Coolshop: Coolshop is a Danish e-commerce retailer specializing in gaming, consumer electronics, and toys, serving the Nordic market online. It directly competes with Komplett's Webhallen and NetOnNet brands in gaming and value electronics.
• CDON: CDON is one of the largest Nordic online marketplaces, originally founded in Sweden and operating across the Nordics. It competes with Komplett's online electronics retail and overlaps in consumer electronics, home electronics, and similar mass-market product categories.
• Proshop: Proshop is a Danish e-commerce electronics retailer focused on PC components, gaming, and consumer electronics. It directly competes with Komplett.dk and Komplett's overall Nordic gaming and components offering.

Broad incumbents

• MediaMarkt: MediaMarkt is Europe's largest consumer electronics retailer with extensive Nordic presence. It offers overlapping electronics categories and competes broadly with Komplett but operates at much larger scale across multiple European countries.
• Amazon (Nordic operations): Amazon's Nordic operations (amazon.se, amazon.no, amazon.dk) increasingly compete with Komplett across broad consumer electronics, computing, and home categories. As a global e-commerce incumbent, Amazon represents both a competitive threat and a benchmark for digital retail scale.
• Best Buy: Best Buy is North America's largest specialty consumer electronics retailer with a multi-channel model combining online and physical stores. While geographically separate, it serves as a direct strategic comparable for Komplett's omnichannel electronics retail model and category management approach.
• Currys: Currys is the UK's largest consumer electronics retailer with significant online and physical store presence. It is structurally comparable to Komplett as a multi-brand omnichannel electronics specialist with both B2C and B2B exposure, despite operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/komplettno
• Facebookfacebook.com/komplettno
• LinkedInlinkedin.com/company/komplett-as

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Komplett Group