NetOnNet
NetOnNet operates a hybrid e-commerce and physical warehouse-store model for consumer electronics, home appliances, smart home, mobile, gaming, and outdoor products across Sweden, serving individual consumers and business customers via netonnet.se and 29 Lagershop locations.
- Company typePrivate
- Founded1999
- HeadquartersBorås, Sweden
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What NetOnNet does
NetOnNet is a Swedish consumer electronics retailer founded in 1999 and headquartered in Borås, Sweden, operating a hybrid online-and-physical warehouse retail model under the 'Hemelektronik till Lagerpris' (Home Electronics at Warehouse Prices) positioning. The company serves Swedish consumers and business customers through its e-commerce storefront at netonnet.se and through 29 'Lagershopar' — physical warehouse/retail pickup locations distributed across Sweden from Malmö in the south to Umeå in the north, including five locations in Stockholm, two in Gothenburg, and two in Malmö. The company employs 501-1,000 people and is privately held.
The product portfolio spans consumer electronics, computing and tablets, gaming, audio, mobile phones and smartwatches, home and leisure products, grilling equipment, white goods, and smart home devices. Assortment covers major brands including Apple (iPhone 15/16, AirPods 4 with Active Noise Cancellation), Samsung (QLED, Neo QLED, Galaxy), LG (QNED), Electrolux, Philips, Xiaomi, Roborock, Dreame, Kärcher, Weber, TP-Link (Tapo security and sensor ecosystem), Aqara, and many others; select categories include emerging higher-ASP products such as LiDAR robot lawn mowers (Dreame, Ecovacs, Mova) and IP54-rated outdoor smart home sensors.
NetOnNet operates a tiered membership pricing model — non-member standard pricing versus reduced 'medlemspris' for registered members — supported by weekly member deals ('Veckans Medlemspriser'), standard 'Veckans Klipp' weekly promotions, and a dedicated 'Fyndvara/Outlet' clearance channel for returned, refurbished, or excess inventory. Additional conversion levers include installment payments (delbetalning, approximately 12 months) and a 30-day open purchase policy. A separate 'Handla som företag' (Shop as a business) portal serves B2B procurement. The underlying technology is a standard e-commerce platform integrated with physical retail inventory and pickup logistics; no proprietary AI, data, or platform IP is evidenced in the source data.
NetOnNet firmographics
Firmographics- Name
- NetOnNet
- Website
- https://netonnet.se
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- NetOnNet operates a hybrid e-commerce and physical warehouse-store model for consumer electronics, home appliances, smart home, mobile, gaming, and outdoor products across Sweden, serving individual consumers and business customers via netonnet.se and 29 Lagershop locations.
- Ownership category
- akta.pro rank
NetOnNet industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Electronics and Appliance Retailers (4492)
- SIC
- Retail-Radio, Tv & Consumer Electronics Stores (5731)
- akta.pro primary industry
- Off-Price Small Appliances & Home Electronics Retail (CRAEACAH)
Keywords
Where NetOnNet is headquartered
LocationHeadquarters
- HQ city
- Borås
- HQ country
- Sweden
- HQ region
- Europe
Offices29 records
Markets served
NetOnNet business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales
Revenue model
- Product Sales: NetOnNet generates revenue through the sale of consumer electronics, home appliances, and home & garden products. Revenue is derived from both full-price retail and discounted outlet/fyndvara (clearance) inventory. The company offers a membership program with discounted member pricing as a customer retention and acquisition lever.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Non-member standard pricing for all products |
| Freemium | Pay-as-you-go | Reduced member pricing for registered members |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
NetOnNet product offering
Product offeringCore offering
NetOnNet is a Swedish retailer of consumer electronics, home appliances, smart-home devices, and home & garden products, sold through its e-commerce platform netonnet.se and 29 Lagershop (warehouse-and-retail) stores across Sweden. The company offers competitive warehouse-style pricing, a two-tier member/non-member pricing model, an integrated Fyndvara/Outlet clearance channel for returned and excess inventory, installment payment (delbetalning) plans, and a 30-day open purchase policy. It carries 100+ brands including Apple, Samsung, LG, Electrolux, Philips, Xiaomi, Roborock, Dreame, Kärcher, TP-Link Tapo, Aqara, Weber, and Pit Boss.
Product overview
NetOnNet is a Swedish consumer electronics e-commerce retailer and warehouse store chain offering home electronics at discounted warehouse prices. The company operates both online and through physical lagershop locations across Sweden. Their product portfolio includes TV & Display products (Samsung QLED/Neo QLED, LG QNED, Toshiba, Luxor Smart TVs), Computer & Tablet products (laptops, Android/iPad tablets), Gaming products (consoles, controllers, video games including Grand Theft Auto 6), Audio products (JBL speakers, Apple AirPods with ANC), Mobile & Smartwatch products (iPhone 15/16 series, Samsung Galaxy devices), Home & Leisure products (portable AC units, robot vacuum cleaners, smart home devices including TP-Link Tapo security cameras and sensors, kitchen appliances including Avant ice makers), Grill products (Weber gas/charcoal/pellet grills, Austin and Barbeque, pizza ovens), White Goods/appliances (freezers, refrigerators), Robot Lawn Mowers (Dreame, Ecovacs with LiDAR navigation), and Smart Home products (Aqara ecosystem compatible with HomeKit/Alexa/Google, Philips Hue outdoor sensors). The company also operates an Outlet section for discounted returned items and offers a membership program with weekly exclusive member prices.
Differentiator
Problem solved
Functional benefit
Products and services
- NetOnNet E-commerce Platform Swedish online retailer and warehouse store for consumer electronics, offering home electronics at discounted warehouse prices with both online shopping at netonnet.se and physical Lagershop locations across Sweden.
- TV & Display Products Television and display category offering Samsung QLED and Neo QLED, LG QNED, Toshiba QLED, and Luxor Smart TVs in various screen sizes with smart TV platforms, targeted at Swedish household and business buyers.
- Computer & Tablet Products Laptops, tablets (including Android and iPad options), and computer accessories for personal and professional use.
- Gaming Products Gaming consoles, controllers, and video games including popular titles such as Grand Theft Auto 6 for PlayStation platforms.
- Audio Products Sound bars, speakers, and headphones including JBL portable speakers and Apple AirPods with active noise cancellation.
- Mobile & Smartwatch Products Smartphones including Apple iPhone 15 and 16 series, Samsung Galaxy devices, and smartwatches with various connectivity options.
- Home & Leisure Products Climate control products including portable AC units and fans, air purifiers, robot vacuum cleaners, smart home devices, and kitchen appliances.
- Grill Products Gas grills, charcoal grills, pellet grills, pizza ovens, and grilling accessories from brands including Weber, Austin and Barbeque, and Pit Boss.
- White Goods / Appliances Refrigerators, freezers, washing machines, dishwashers, and other major home appliances.
- Smart Home Products Smart home devices including TP-Link Tapo security cameras, smart sensors for temperature and humidity, and home automation controllers.
- Robot Lawn Mowers Smart robotic lawn mowers including Dreame, Ecovacs, and Mova brands with LiDAR navigation and cable-free installation options.
- NetOnNet Outlet Discounted and returned electronics products sold at reduced prices including laptops, headphones, smartphones, and displays, available both online and in stores.
- NetOnNet Member Pricing Free-to-join loyalty pricing tier offering reduced prices on all products for registered NetOnNet members, with weekly exclusive member deals.
- Business Purchasing (Handla som företag) Dedicated B2B purchasing option on the website that lets business customers in Sweden procure electronics and appliances for commercial or professional use through a separate storefront flow.
Companies that use NetOnNet
Customer profileSegments2 records
Ideal customer profiles2 records
NetOnNet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability17 records
NetOnNet partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
NetOnNet competitors and assessment
Company assessmentDirect peers
- CDON: Nordic online marketplace listing electronics, home, and lifestyle inventory; competes with NetOnNet's e-commerce offering for Swedish online electronics demand, particularly on third-party breadth.
- Power: Major Nordic electronics chain with strong Sweden presence, offering TVs, white goods, and consumer electronics across stores and online; competes with NetOnNet on price-driven weekly deals and broad assortment.
- Proshop: Nordic online electronics retailer with strong B2B and B2C presence in Sweden, focused on computers, components, and home electronics; competes directly with NetOnNet's online pricing and B2B channel.
- Kjell & Company: Swedish electronics, accessories, and tech-accessories retailer with a large physical store network plus online; competes with NetOnNet on consumer electronics and home-tech accessories, particularly for the smart-home and home-leisure assortment.
- Elgiganten: Sweden's largest consumer electronics and home appliance retailer (part of the Dixons/Curry's group), operating a hybrid big-box store and online model that most directly competes with NetOnNet's Lagershop-plus-web positioning.
- Webhallen: Sweden-focused online-first electronics and gaming retailer offering very deep SKU coverage of components, laptops, and consumer electronics; competes with NetOnNet for the same Swedish digitally-minded electronics buyers.
- Komplett: Large Nordic omnichannel electronics retailer with Swedish operations, selling computers, components, and consumer electronics; competes with NetOnNet's online offering while overlapping less on physical warehouse pickup.
Broad incumbents
- Clas Ohlson: Nordic multi-category home and hardware retailer with overlapping smart-home, small-appliance, and electronics categories; broader assortment than NetOnNet but only partial overlap on its electronics-heavy core.
- MediaMarkt: Pan-European big-box consumer electronics chain with Swedish stores; broader geographic and operational scope than NetOnNet but overlapping assortment of TVs, computers, and appliances under a strong private-label services model.
- Amazon Sweden: Global e-commerce giant now operating a dedicated Sweden storefront; competes with NetOnNet on the full electronics and home-appliance catalog and pressures its pricing model, though lacks NetOnNet's physical pickup option.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
NetOnNet social profiles
Digital presenceNetOnNet compliance and trust
Trust signalCompliance1 record
NetOnNet financial estimates
Financial estimateRevenue estimate
Valuation estimate
NetOnNet leadership team
Management profileNumber of profiles
Profiles1 record
NetOnNet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NetOnNet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NetOnNet
What does NetOnNet do?
NetOnNet is a Swedish retailer of consumer electronics, home appliances, smart-home devices, and home & garden products, sold through its e-commerce platform netonnet.se and 29 Lagershop (warehouse-and-retail) stores across Sweden. The company offers competitive warehouse-style pricing, a two-tier member/non-member pricing model, an integrated Fyndvara/Outlet clearance channel for returned and excess inventory, installment payment (delbetalning) plans, and a 30-day open purchase policy. It carries 100+ brands including Apple, Samsung, LG, Electrolux, Philips, Xiaomi, Roborock, Dreame, Kärcher, TP-Link Tapo, Aqara, Weber, and Pit Boss.
Is NetOnNet a public or private company?
NetOnNet is a private company. It is classified as unknown and is currently operating.
When was NetOnNet founded?
NetOnNet was founded in 1999. It employs 501 to 1,000 people.
Where is NetOnNet based?
NetOnNet is headquartered in Borås, Sweden, in the Europe region.
How does NetOnNet make money?
One revenue line is on record: product Sales.
Who are NetOnNet's main competitors?
Direct peers on record are CDON, Power, Proshop, Kjell & Company, Elgiganten, Webhallen and Komplett. Broad incumbents are Clas Ohlson, MediaMarkt and Amazon Sweden.
Does NetOnNet have an API?
No public API is recorded for NetOnNet.
What industry is NetOnNet in?
NetOnNet's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRAEACAH, Off-Price Small Appliances & Home Electronics Retail. Its NAICS code is 4492 and its SIC code is 5731.