Pigu Group

What Pigu Group does

Pigu Group operates Pigu.lt, the largest e-commerce company in the Baltic region, serving consumers in Lithuania, Latvia, Estonia, and Finland. Founded in 2007 and headquartered in Vilnius, Lithuania, the company runs a marketplace platform where hundreds of third-party sellers offer millions of SKUs across electronics, appliances, fashion, home goods, toys, automotive, and more, alongside Pigu's own direct retail inventory. The platform combines a website and iOS/Android mobile applications with a dense distribution network comprising company-operated pickup points, LP EXPRESS and Omniva parcel terminals, Lithuanian Post offices, home delivery, and a Drive-in Service that uses vehicle identification for contactless handoff.

The technical stack is a multi-vendor e-commerce marketplace on web and mobile, integrated with advertising partners (Google, Meta, TikTok, Adform, Criteo) for retargeting, Salesforce for lifecycle marketing and segmentation, and Inbank for consumer credit at checkout. Customer engagement layers include the Pigu PLUS loyalty program, the Pigu Klubas membership tier, and the PiguEurai reward currency, all of which drive repeat purchase behavior.

Revenue is generated through four streams: direct product sales, marketplace commissions from third-party sellers, advertising services delivered through the integrated ad-tech stack, and transaction fees derived from Inbank-branded installment and leasing products such as 'Moki 3' (pay in three months with a 0.99% monthly administration fee) and longer-tenure leases up to 60 months. Pricing is unit-based across categories, with a freemium overlay for Pigu PLUS membership. The company is a privately held subsidiary of PHH Group, a diversified Baltic e-commerce conglomerate that also operates 220.lv (Latvia), Kaup24.ee (Estonia), and Hobbyhall.fi (Finland).

Name

Pigu Group

Legal name

UAB "Pigu"

Website

https://pigu.lt

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Pigu Group operates Pigu.lt, the largest e-commerce marketplace in the Baltic region, serving consumers in Lithuania, Latvia, Estonia, and Finland with millions of SKUs from hundreds of third-party sellers, supported by loyalty programs, mobile apps, and an integrated last-mile delivery network.

Ownership category

akta.pro rank

Headquarters

HQ city

Kaunas

HQ country

Lithuania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Revenue model

1. Product Sales: Direct retail revenue from selling products to consumers through the Pigu.lt platform. The platform offers products across multiple categories including electronics, appliances, fashion, and home goods.
2. Marketplace Commission: Revenue generated from third-party sellers operating on the Pigu.lt marketplace platform. Sellers from Baltic countries and beyond pay commissions to list and sell products on the platform.
3. Advertising Services: Revenue from targeted advertising services using customer data and browsing behavior. Partners include Google Ads, Facebook, TikTok, Adform, Criteo, and Salesforce for personalized marketing campaigns.
4. Financing Services: Revenue from financing partnerships offering installment payments, leasing options, and 'Moki 3' payment plans. Partners include Inbank for leasing services.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Pigu Group operates the Pigu.lt e-commerce marketplace platform, which aggregates millions of products from hundreds of third-party sellers alongside direct retail inventory. The platform serves consumers across Lithuania, Latvia, Estonia, and Finland, offering electronics, appliances, fashion, home goods, toys, automotive, beauty, and other categories with multiple payment options including installments (Moki 3) and interest-free leasing, supported by an extensive pickup-point and parcel-terminal delivery network.

Product overview

Pigu Group operates a multi-platform e-commerce marketplace ecosystem. The flagship Pigu.lt platform in Lithuania serves as a marketplace where hundreds of third-party sellers offer products alongside Pigu's own inventory. The offering spans multiple product categories including electronics, appliances, fashion, home goods, toys, automotive, and more. The group also operates regional e-commerce brands (220.lv in Latvia, Kaup24.ee in Estonia, Hobbyhall.fi in Finland) under the PHH Group umbrella. Supporting the core marketplace are Pigu PLUS loyalty program, PiguEurai rewards currency, and mobile applications for iOS and Android. The platform supports various payment methods including installment options and operates a network of pickup points for delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Pigu PLUS: Loyalty program offering special pricing, accumulated PiguEurai rewards, and additional benefits for members.
• Pigu Club (Pigu Klubas)

Products and services

• Pigu.lt Marketplace Platform E-commerce marketplace platform serving Lithuania, Latvia, Estonia, and Finland with millions of products across electronics, appliances, fashion, home goods, toys, automotive, beauty, and more. Combines direct retail with hundreds of third-party sellers.
• Pigu PLUS Loyalty Program Paid loyalty program offering members exclusive pricing, PiguEurai cashback, special delivery offers, and personalized recommendations based on purchase and browsing history.
• PiguEurai Rewards Currency Reward points earned by customers that can be redeemed for discounts on future purchases within the Pigu.lt ecosystem.
• Pigu.lt Mobile App Mobile application for iOS and Android enabling customers to browse, purchase, track orders, and manage accounts on Pigu.lt.
• Moki 3 Installment Plan Buy-now-pay-later installment offering that lets customers split purchases into 3 monthly payments with a 0.99% monthly administration fee and no surcharge, available on Pigu.lt checkout.
• Interest-Free Leasing (Inbank partnership) Leasing service for select categories (garden items, furniture, electronics, appliances) offering 0% interest with up to 60-month terms through financing partner Inbank.

Quantifiable outcome

• Customer satisfaction rating of 4.7/5 based on 22,791 reviews

Named customers1 record

Segments1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Google (Ads & Marketing Platform)coreTechnology or IntegrationGoogle provides advertising technologies including Google Ads and Google Marketing Platform for personalized internet advertising, retargeting across devices, and ad performance tracking. Cookies stored for up to 395 days for Google Ads.
• Facebook/MetacoreGTM or Marketing PartnerFacebook technologies enable efficient targeting of users with Pigu.lt advertisements by forming targeted audiences based on Pigu.lt data and user segments. Cookies stored for up to 3 months.
• TikTokcoreGTM or Marketing PartnerTikTok technologies allow targeting users with Pigu.lt advertisements on TikTok network by forming targeted audiences based on user data and segments. Cookies stored for up to 2 months.
• AdformcoreGTM or Marketing PartnerAdform used for advertising personalization based on previous user behavior (retargeting). Can link user information across different devices and create user profiles. Cookies stored for up to 60 days.
• CriteocoreGTM or Marketing PartnerCriteo used for internet advertising personalization based on user's browsing history on Pigu.lt (retargeting). Cookies stored for up to 1 year.
• SalesforcecoreTechnology or IntegrationSalesforce used to personalize Pigu.lt content and direct marketing offers (SMS, email, app) based on user's browsing and purchase history. Used for creating user profiles and segments. Cookies stored for up to 2 years.
• LP EXPRESScoreChannel Partner/ Reseller/ DistributorThird-party delivery service providing parcel terminal network for Pigu.lt customers to pick up orders at convenient self-service locations.
• OmnivacoreChannel Partner/ Reseller/ DistributorThird-party parcel locker network providing convenient 24/7 pickup options for Pigu.lt customers across the Baltic region.
• RTB HouseminorGTM or Marketing PartnerRTB used for internet advertising personalization based on user's browsing history on Pigu.lt (retargeting). Cookies stored for up to 1 year.
• CirclewiseminorGTM or Marketing PartnerCirclewise used to attract new customers and provide them with relevant offers. Also helps track commission fees payable to partners. Cookies stored for up to 2 years.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Allegro: Allegro is the largest e-commerce marketplace in Central Europe (Poland), operating a multi-category platform with hundreds of millions of listings, a loyalty program (Smart!), and consumer financing. It is the closest direct comparable to Pigu in business model and customer proposition, though at materially larger scale and in a bigger market.
• 1a.lv: 1a.lv is one of the largest online retailers in Latvia, with strong positions in electronics, appliances, and home goods. It is a direct regional competitor to Pigu in the Baltic market with overlapping assortment and a similar horizontal, multi-category proposition.

Broad incumbents

• Amazon: Amazon is the global e-commerce marketplace incumbent with Prime, FBA, and broad third-party seller ecosystem. It competes with Pigu for cross-border seller recruitment and consumer mindshare across Europe, and represents the structural ceiling/competitor that any regional marketplace must defend against.
• eBay: eBay is a global C2C and B2C marketplace with established European operations. It competes with Pigu for sellers and buyers in cross-border categories and serves as a comparable on marketplace-commission economics and seller-tools monetization.

Regional players

• Bol.com: Bol.com is the leading general merchandise marketplace in the Netherlands and Belgium, with a third-party seller program and its own retail operations. It is a strong comparable for the multi-category marketplace + first-party retail hybrid model that Pigu operates, though in a different geography.
• CDON: CDON is a Nordic e-commerce marketplace operating primarily in Sweden, Norway, Denmark, and Finland with a broad assortment model. It is comparable to Pigu in being a regional multi-category marketplace in Northern Europe, though smaller in scale and with a less developed loyalty ecosystem.
• Senukai: Senukai is the largest DIY and home improvement retail chain in the Baltics, with both physical stores and online operations. It overlaps with Pigu in home goods, appliances, and tools categories and competes for the same Baltic consumer wallet share.
• eMAG: eMAG is the leading general merchandise online marketplace in Romania with expanding operations across Hungary and Bulgaria. It is a comparable regional marketplace operator in emerging European markets with similar assortment breadth, marketplace seller programs, and own-retail hybrid model.
• Wildberries: Wildberries is the largest online marketplace in Russia/CIS, operating a multi-category third-party seller platform with logistics integration. Comparable to Pigu as a regional horizontal marketplace operator, though operating at much larger scale in a different regulatory and consumer environment.
• Hepsiburada: Hepsiburada is the leading multi-category e-commerce marketplace in Turkey with a third-party seller program and own retail operations. It is a useful comparable for emerging-market regional marketplace economics, take rates, and logistics integration strategy.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pigu_news
• Facebookfacebook.com/pigult

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 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 Pigu Group