What Komplett does

Komplett operates komplett.se, the Swedish storefront of the Komplett Group, which runs nine online retail platforms across Norway, Sweden, and Denmark and reports group revenue of approximately SEK 10 billion. The company sells consumer and business electronics — computers, components, peripherals, TVs, audio equipment, and mobile devices — both as a multi-brand marketplace and as the manufacturer of Komplett-PC, its in-house custom-built desktop brand, of which it produces over 35,000 units annually, making it the largest PC builder in the Nordics. The underlying technology is an integrated e-commerce platform combining catalog, inventory, order processing, and CRM, with value-added services such as Live Shopping (real-time video customer service) layered on top.

The business model is anchored on one-time hardware sales, supplemented by a growing stack of recurring and finance-adjacent revenue streams: Komplett FLEX (a buy-now-pay-later financing product with a 24-month exchange option, operated via partners Resurs Bank and Fairown Finance AB), Komplett Bank invoice payments, extended support contracts (Supportavtal), Tryg insurance revenue share, the Komplett Club loyalty program, and Inbyte (trade-in). Customer segments split between individual tech-savvy consumers served through komplett.se and corporate/SMB customers served through komplettforetag.se and the Itegra IT-services subsidiary. Distribution is direct-to-consumer e-commerce with no physical retail, logistics handled primarily via PostNord, and a centralized warehouse in Sandefjord, Norway.

Post the February 2022 merger with NetOnNet, Komplett positions itself as the largest online-first electronics platform in the Nordics. The company is ISO 14001:2015 certified for environmental management, GDPR-compliant with an appointed DPO, and subject to the Norwegian Transparency Act. Competitive positioning rests on price matching against defined rivals (Inet, Elgiganten, Power, Webhallen), a 60-day open purchase policy, free returns for private customers, and the loyalty-driven free-shipping benefit for Komplett Club members.

Name

Komplett

Legal name

Komplett Services AS

Website

https://komplett.se

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Komplett is the Swedish storefront of Komplett Group, the largest online-first electronics retailer in the Nordics, selling consumer and business computers, components, and electronics across nine storefronts in Norway, Sweden, and Denmark with ~SEK 10B group revenue and 35,000+ custom PCs manufactured annually.

Ownership category

akta.pro rank

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices3 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. Hardware Sales: Primary revenue stream from selling computer components, computers, consumer electronics, and accessories to end customers through the e-commerce platform. Products include gaming PCs, laptops, peripherals, TVs, and audio equipment.
2. FLEX Financing Service: Revenue from financing arrangements through partnership with Fairown Finance AB and Resurs Bank. Customers pay monthly installments over 30 months with the option to exchange products after 24 months.
3. Support Contracts: Revenue from selling support agreements for products such as laptops, providing customers with extended service coverage beyond standard warranties.
4. Insurance Services: Revenue sharing from insurance offerings through partner Tryg forsikring for product protection plans.
5. Custom PC Manufacturing: Revenue from manufacturing over 35,000 customized Komplett PCs annually as part of their product offering.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Komplett operates a multi-category online electronics retail platform selling computer components, computers, laptops, peripherals, TVs, audio equipment, and consumer electronics directly to consumers and businesses across the Nordics. The company manufactures its own custom-built desktop PCs (Komplett-PC) at over 35,000 units annually, complemented by value-added services including installment financing (Komplett FLEX), a loyalty program (Komplett Club), trade-in (Inbyte), gift cards, and extended support agreements.

Product overview

Komplett operates komplett.se, a multi-category e-commerce platform for consumer and business electronics in Sweden, serving as the Swedish storefront of Komplett Group — the largest Nordic online retailer with nine net stores and approximately SEK 10 billion in revenue. The core offering is an online marketplace spanning computer components, computers, home electronics, and accessories, anchored by Komplett's own custom-built PC brand (Komplett-PC), of which they manufacture over 35,000 units annually, making them the largest PC producer in the Nordic region. The platform's primary value-added services include Komplett FLEX (installment financing with product exchange after 24 months), Inbyte (trade-in for old electronics), Komplett Club (loyalty program with free shipping and personalized offers for members), Komplett Företag (B2B storefront), invoice payment via Komplett Bank, and extended support agreements. Returns are covered by a 60-day open purchase policy with free return shipping for private customers.

Differentiator

Problem solved

Functional benefit

Brands

• Komplett Club: Customer loyalty program offering member benefits, exclusive deals, and personalized offers. Members earn points for product reviews and receive special pricing.
• Komplett FLEX
• Komplett-PC

Products and services

• Komplett-PC Komplett's own brand of custom-built desktop PCs manufactured in-house, targeted at consumers and businesses seeking tailored computing solutions.
• Komplett FLEX Installment financing service enabling customers to pay 0 kr upfront and spread payments over 30 months, with the option to exchange the product after 24 months. Example pricing: 149 kr/month for 30 months, total 4,418 kr (13.43% effective interest rate).
• Komplett Club Loyalty program offering members free shipping, exclusive deals, reward points for product reviews, and personalized offers based on purchase and click history.
• Inbyte (Trade-In) Trade-in service that lets customers exchange old electronics for a discount on a new product or gift card, with factory reset and quality inspection handled by a Komplett service partner.
• Komplett Företag (B2B) Separate B2B storefront at komplettforetag.se offering IT equipment and electronics to corporate and business customers with business-friendly terms.
• Live Shopping Video chat service with customer service representatives allowing customers to interact via video call for real-time product support and inquiries.
• Presentkort (Gift Cards) Digital and physical gift cards available for purchase, usable across the Komplett platform.
• Supportavtal (Support Agreements) Extended support agreements offered for laptops and other products, providing ongoing technical support beyond the standard warranty period.
• Komplett Bank Faktura Invoice payment service managed by Komplett's separate banking entity, allowing customers to pay for purchases on credit with billing handled by Komplett Bank.

Quantifiable outcome

• Over 35,000 custom PCs manufactured annually, making them the largest PC builder in the Nordics
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NetOnNet ABcoreStrategic or Co-development Partner · 9 February 2022Merger agreement creating the largest online-first electronics platform in the Nordic region. Komplett acquired all shares in NetOnNet from SIBA Invest through company shares and cash. Both companies operate under Komplett Group.
• Tryg forsikring A/S (Trygg-Hansa)minorStrategic or Co-development PartnerInsurance partner offering product insurance to customers. Handles claims and assumes responsibility for customer data when insurance is purchased.
• PostNordminorOthersPrimary logistics and delivery partner for shipping products to customers across the Nordic region.
• Meta (Facebook/Instagram)minorGTM or Marketing PartnerAdvertising partner for targeted marketing campaigns on social media platforms. Customer matching performed with encrypted data sharing.
• Google (including YouTube)minorGTM or Marketing PartnerAdvertising partner for search and display marketing campaigns. Customer matching performed with encrypted data sharing.
• SweclockersminorGTM or Marketing PartnerSwedish tech community partner for co-branded competitions and marketing campaigns targeting gaming enthusiasts.

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• NetOnNet: Swedish online electronics retailer now operating within Komplett Group following the February 2022 merger. NetOnNet offers a comparable low-cost online electronics assortment and is the most direct historical competitor now consolidated under the same parent.
• Webhallen: Swedish online and physical retailer specializing in gaming PCs, computer components, and consumer electronics. Webhallen is a wholly-owned Komplett Group subsidiary and a directly comparable gaming/PC-focused Nordic e-tailer that Komplett also names in its Prismatch policy.
• CDON: Nordic online marketplace selling consumer electronics, computers, and home goods. CDON competes for the same broad Nordic online electronics buyer as Komplett with overlapping categories in computing and consumer electronics.
• Elgiganten: Sweden-based (Nordic-wide) omnichannel electronics retailer selling computers, peripherals, gaming gear, and home electronics. Elgiganten is explicitly one of Komplett's named Prismatch competitors and competes head-to-head on the same Swedish consumer electronics buyer.
• Inet: Swedish online retailer focused on gaming PCs, components, and peripherals. Inet is one of Komplett's explicitly named Prismatch competitors and serves the same gaming/PC enthusiast customer with overlapping SKU selection and pricing dynamics.
• Power (Power.no / Power.se): Large Nordic omnichannel electronics retailer with strong presence in Norway and Sweden. Power is named in Komplett's Prismatch policy and competes directly across consumer electronics, computers, and home entertainment.

Emerging players

• Proshop: Nordic-focused online retailer specializing in gaming PCs, custom builds, and IT hardware for consumers and businesses. Proshop overlaps with Komplett's custom PC and gaming categories and represents an emerging specialist competitor in the same niche.

Broad incumbents

• Amazon (Nordic): Global e-commerce incumbent with growing Nordic presence across consumer electronics, computers, and peripherals. Amazon represents a broader incumbent threat given its marketplace scale, logistics, and pricing power that can undercut pure-play Nordic electronics e-tailers.
• MediaMarkt: Pan-European omnichannel consumer electronics retailer operating across the Nordics. MediaMarkt competes with Komplett in laptops, peripherals, gaming, and home electronics but on a much broader multi-country footprint and with significant physical retail presence.

Others

• Komplett Bedrift / Itegra: Komplett Group's B2B IT services and procurement subsidiaries. Included as ecosystem participants since they share branding and ownership but operate in the enterprise procurement vertical that complements Komplett's consumer retail business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/komplettse
• YouTubeyoutube.com/user/komplettse
• Facebookfacebook.com/komplettse
• Instagraminstagram.com/komplettse

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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