What eKupi Hrvatska does

eKupi Hrvatska (legal entity: EKUPI d.o.o. za trgovinu, usluge i turističku agenciju) is a Croatian direct-to-consumer e-commerce retailer operating the ekupi.hr platform and accompanying iOS/Android mobile applications. Founded in 2010 and headquartered in Buzin (Zagreb), the company is a wholly-owned subsidiary of M SAN Group, the leading Croatian retail and distribution conglomerate. eKupi operates as a single-country multi-category online store spanning 15+ categories — computers, consumer electronics, household appliances, personal care, fitness, e-mobility, tools, home & garden, toys, books, automotive supplies, pet market, and supermarket goods — purchasing inventory directly and reselling at fixed prices with periodic promotional discounts. Its technology stack is a conventional cloud-based e-commerce platform (Azure Blob Storage for image assets) augmented by an AI chatbot ('DOT') built on Google Cloud Vertex AI for customer support, 3D product visualization via Binkies B.V., and CCTV-backed pickup-location security.

Name

eKupi Hrvatska

Legal name

EKUPI d.o.o. za trgovinu, usluge i turističku agenciju

Website

https://ekupi.hr

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

eKupi Hrvatska is a Croatian multi-category online retailer (ekupi.hr) selling electronics, appliances, toys, fitness, tools, and supermarket goods directly to Croatian consumers and businesses as a wholly-owned subsidiary of M SAN Group.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

NAICS

Electronics and Appliance Retailers (44921), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Consumer Electronics & Appliances Marketplaces (CRAFABAD)

akta.pro secondary industries

Office, School & Business Supplies Marketplaces (CRAFABAM), Camping & Overlanding Equipment Retail (CRAMAAAC), Parcel Shipping, Labeling & Rate Shopping Platforms (CRAFAMAF)

Keywords

• Consumer electronics
• Household appliances
• E-commerce platform
• Online retail
• Pickup point network

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

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. Product Sales: Revenue generated from retail sales of consumer electronics, home appliances, tools, fitness equipment, toys, automotive supplies, and other consumer goods. Products are sold at fixed prices with periodic promotional discounts. The company acts as a direct retailer, not a marketplace, purchasing inventory and reselling to end consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

eKupi Hrvatska operates the ekupi.hr online retail platform selling consumer electronics, household appliances, fitness equipment, toys, baby gear, automotive supplies, tools, e-mobility products, and supermarket goods across more than 15 product categories. The company serves Croatian consumers with home delivery, a network of pickup points and Paketomat lockers, installment payment options up to 24 months, and a dedicated B2B offering for corporate and public-sector customers requiring invoice-based procurement.

Product overview

eKupi.hr is a Croatian e-commerce online shopping platform (internet trgovina) operating as a multi-category consumer retail marketplace. The platform is structured around its core web platform and mobile application (iOS/Android), supplemented by exclusive SMART DAYS mobile-only promotions offering additional discounts. The offering encompasses major product categories: Electronics (computers, phones, TVs, gaming, audio, photo/video), Household Appliances (white goods, small appliances, personal care devices, air conditioning), Fitness equipment, E-mobility (electric bikes/scooters), Tools & Machinery, Home & Garden, Toys & Children's Equipment, Supermarket, Books & Hobbies, and Pet Market. Supporting services include eKupi & poKupi pickup points for flexible delivery, B2B corporate sales, and Ključ u Ruke installation service for large appliances. The platform differentiates through promotional campaigns, installment payment options, and a wide brand portfolio including VIVAX, Samsung, Philips, LG, Bosch, Dyson, and many others.

Differentiator

Problem solved

Functional benefit

Products and services

• eKupi.hr Web Platform Croatian-language online shopping platform (internet trgovina) offering consumer electronics, household appliances, fitness equipment, e-mobility, auto/moto supplies, tools, home and garden products, toys, books, pet supplies, and supermarket items. Targeted at Croatian consumers seeking multi-category online retail with flexible delivery and installment payment options.
• eKupi Mobile Application Mobile shopping application available on iOS App Store and Google Play that enables browsing, ordering, and order tracking, with exclusive Smart Days promotional discounts (additional 5% off) available only through the app.
• B2B Offering Specialized business purchasing program providing bulk ordering, invoice-based payment, R1 invoices for Croatian tax compliance, and e-invoices for public procurement compliance. Serves corporate customers and public-sector entities in Croatia.
• Ključ u Ruke Installation Service Turnkey delivery and installation service for large household appliances such as washing machines, dryers, refrigerators, dishwashers, ovens, and hobs. Customers pay a €79.99 fee for complete installation at the customer's home.

Quantifiable outcome

• 14-day return policy for most products
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• M SAN GrupacijacoreStrategic or Co-development PartnereKupi d.o.o. is a wholly-owned subsidiary of M SAN Group, the leading Croatian business group in retail and distribution. M SAN Group provides strategic direction, operational scale, and access to supplier networks across the region.
• Corvus Pay d.o.o.coreTechnology or IntegrationPayment processing partner handling credit/debit card transactions, Corvus Wallet payments, and installment payment processing. Handles PCI DSS compliant card transaction processing. eKupi does not store or process card data directly.
• Distribution PartnerscoreChannel Partner/ Reseller/ DistributorLong-term contractual partnerships with logistics and delivery service providers for order fulfillment, including delivery to customer addresses, in-store pickup, and courier services. Partners may request ID verification upon delivery.
• Authorized Service ProvidersminorImplementation/ SI/ Consulting PartnerNetwork of authorized service centers for handling customer complaints, product warranties, and repair services for electronics and appliances purchased on the platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Amazon: Global e-commerce incumbent serving Croatian consumers (commonly via amazon.de). Comparable in multi-category breadth and online retail model, with materially larger assortment, pricing power, and Prime logistics footprint.
• Harvey Norman (Croatia): Global multi-category big-box retailer with Croatian operations focused on electronics, appliances, and home furnishings. Comparable in electronics and appliance category, with broader omnichannel footprint and international brand power.

Direct peers

• Mall.hr: Croatian multi-category online retailer selling electronics, appliances, toys, sports, and home goods. Most directly comparable in product mix, market geography, and inventory-led model serving Croatian B2C consumers.
• Elipso: Croatian online electronics and appliance retailer. Comparable category focus (electronics and household appliances) and Croatian B2C customer base, competing head-to-head in mid- to high-ticket items.
• Svijet Medija: Croatian online retailer focused on consumer electronics, IT equipment, and home appliances. Directly overlaps with eKupi's electronics category and competes for the same Croatian tech buyer.
• Sancta Domenica: Croatian specialty electronics and home appliance retailer with both online and physical stores. Comparable for electronics/appliance assortment and Croatian consumer base, with overlap on categories like TVs, white goods, and small appliances.
• eKupi (Bosnia and Herzegovina): Sister platform under M SAN Group operating in Bosnia and Herzegovina with the same multi-category model. Highly comparable in product mix, technology stack, and brand portfolio, serving an adjacent Balkan market.
• Emmezeta (Croatia): Croatian home furnishings, electronics, and appliances retailer with online and offline presence. Comparable multi-category breadth and Croatian consumer targeting, with overlapping furniture and appliance assortment.

Regional players

• iStyle: Apple Premium Reseller and electronics retailer operating in Croatia and broader Adriatic region. Comparable in premium consumer electronics and accessories retail, though narrower in category breadth.
• Coolshop: European online retailer specializing in consumer electronics, gaming, and home products. Comparable in online electronics-led assortment and tech-forward operating model, though operating primarily outside Croatia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eKupi
• Facebookfacebook.com/ekupi.hr
• LinkedInlinkedin.com/company/ekupi

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 eKupi Hrvatska