Kaartje2go
Kaartje2go is a Dutch e-commerce platform founded in 2006 that lets consumers design, personalize, and order physical greeting cards and small mailbox-friendly gifts for delivery across the Netherlands, Belgium, and Germany, serving over one million registered customers.
- Company typePrivate
- Founded2006
- HeadquartersUtrecht, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Kaartje2go does
Kaartje2go is a Dutch e-commerce platform founded in 2006 and headquartered in Utrecht that enables consumers and businesses to design, personalize, and order physical greeting cards and small gifts for delivery through the postal system. The company's core product is a browser-based card designer (Online Kaartmaker) that allows customers to upload photos and customize text, backgrounds, fonts, colors, frames, and figures across a catalog of more than 50,000 designs contributed by 150+ external designers. The catalog spans occasions including birthdays, births, weddings, graduations, communions, anniversaries, holidays, get-well wishes, and condolences, and is complemented by a portfolio of mailbox-friendly gifts (flowers, plants, balloons, chocolate, wine, personalized mugs, puzzles, tiles, posters, and wine labels). Technology integration with print production and delivery partners (PostNL, Trunkrs, Packs) enables same-day dispatch for orders placed before 21:00, with a stated 95% next-day delivery rate within the Netherlands.
The business operates on a primarily transactional, unit-pricing model with per-card prices typically ranging from €4.95 to €29.95+, gift products from €4.95 to €29.95+, and gift cards from €15 to €100. Customer acquisition is product-led through a free first card for new newsletter subscribers, supported by SEO, content marketing (occasion-based blog and inspiration pages), email, and organic social channels. A loyalty program (bonus points plus registered-customer discounts) introduces a recurring retention mechanic, and a dedicated B2B/corporate offering serves employee jubilee and bulk-order use cases. The go-to-market is exclusively direct-to-consumer via the website and a native iOS/Android app, with no third-party retail or marketplace distribution. Sustainability positioning (CO2-neutral printing, FSC-certified/recycled paper, 18,000+ trees planted) and charity card collections (KWF, CliniClowns, KNGF, KiKa, ALS, Nierstichting) are embedded into merchandising. The company has served over 1,000,000 registered customers, holds 26,130+ verified eKomi reviews averaging 9.2/10, and has won the Dutch Shopping Awards Webwinkel van het Jaar in both 2025 and 2026.
Kaartje2go firmographics
Firmographics- Name
- Kaartje2go
- Legal name
- Kaartje2go
- Website
- https://kaartje2go.nl
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kaartje2go is a Dutch e-commerce platform founded in 2006 that lets consumers design, personalize, and order physical greeting cards and small mailbox-friendly gifts for delivery across the Netherlands, Belgium, and Germany, serving over one million registered customers.
- Ownership category
- akta.pro rank
Kaartje2go industry classification
Industry- Product category
- Personalized Greeting Cards and Gifts
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594), Greeting Card Publishers (513191), Florists (4593)
- SIC
- Retail-Catalog & Mail-Order Houses (5961), Greeting Cards (2771)
- akta.pro primary industry
- Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)
- akta.pro secondary industries
- Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN), Same-Day Gift Delivery & Courier Fulfillment (HSACANAI)
Keywords
Where Kaartje2go is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
Kaartje2go business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Card Sales: One-time purchases of personalized greeting cards and invitations across occasions including birthdays, births, weddings, graduations, and holidays. Customers design cards online and pay per order.
- Gift Products: Sale of complementary gift items including flowers, plants, chocolate, wine, personalized mugs, puzzles, balloons, and novelty items that can be sent alongside or instead of cards.
- B2B/Corporate Cards: Business solutions for corporate greeting cards including employee jubilee cards and bulk orders.
- Loyalty Program: Bonus points system where customers earn points on purchases that can be redeemed for free cards, plus fixed customer discounts for registered accounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard per-card pricing with free first card for new customers |
| Unit Pricing | Pay-as-you-go | Gift products with price range €4.95-€29.95+ |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Kaartje2go product offering
Product offeringCore offering
Kaartje2go is an online Dutch e-commerce platform that lets consumers design, personalize, and order physical greeting cards, invitations, and small gifts for personal occasions. Customers use a browser-based card designer to upload photos, add text, choose backgrounds and fonts, and the company handles in-house print production and postal delivery through logistics partners such as PostNL. The catalog spans more than 50,000 card designs covering birthdays, births, weddings, anniversaries, graduations, holidays, get-well wishes, and condolences, supplemented by mailbox-friendly gifts such as flowers, plants, balloons, chocolate, wine, and personalized items.
Product overview
Kaartje2go is a Dutch e-commerce platform for personalized greeting cards and mailbox-friendly gifts. The core product is an online card-making tool that allows customers to design and order custom greeting cards covering occasions such as birthdays, births, weddings, anniversaries, graduations, holidays, get-well wishes, and condolences. The platform's product portfolio includes over 50,000 card designs across categories including Uitnodigingen (invitations), Geboortekaartjes (birth announcements), Trouwkaarten (wedding cards), Verjaardagskaarten (birthday cards), Felicitatiekaarten (congratulations cards), Beterschapskaarten (get well cards), Condoleancekaarten (condolence cards), Geslaagd-kaarten (graduation cards), Communiekaarten (communion cards), and Jubileumkaarten (anniversary cards). Complementing the card offerings, Kaartje2go sells a wide range of gifts including flowers and plants, balloons, chocolate and candy, personalized items (mugs, puzzles, photo calendars, posters, wine labels), wine and beer, beauty products, jewelry, toys, and tea. Additional products include personalized tiles, lighting products, address stickers, seal stickers, garden signs, and foil printing enhancements. The platform operates with shipping partners including PostNL, Trunkrs, and Packs, and accepts multiple payment methods. The company was founded in 2006 and has served over 1,000,000 customers, holding multiple awards including Webwinkel van het Jaar 2025 and 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Personalized Greeting Cards Customizable greeting cards designed and ordered online through the platform's card maker, with photo upload, text, background, font and color customization. The collection covers all major life occasions and holidays, available as single units with no minimum order.
- Invitations Customizable invitation cards for parties and events including birthday parties, babyshowers, communions, weddings, children's parties, dinner parties, drinks receptions, and retirement events.
- Gifts Mailbox-friendly gifts including fresh and dried flowers, plants, balloons, chocolate and confectionery (including Tony's Chocolonely), wine, beer, cava, and personalized items such as mugs, puzzles, photo calendars, photo collages, snow globes, and personalized jewelry boxes.
- Personalized Home and Decor Products Custom-designed home and decor items including decorative tiles (15x15cm and 11x11cm), custom posters, personalized name and constellation lamps, garden signs, and welcome boards for weddings and births.
- Stationery Accessories Custom address stickers for envelope addressing, decorative seal stickers for invitations and envelopes, and personalized wine bottle labels for weddings and celebrations.
- Kaartje2go Mobile App Mobile application for iOS and Android providing on-the-go access to the card designer, ordering, address book, and calendar reminder features.
Quantifiable outcome
- 95% next-day delivery rate within Netherlands for orders placed before 21:00
- +1 more outcomes
Companies that use Kaartje2go
Customer profileSegments2 records
Ideal customer profiles2 records
Kaartje2go technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kaartje2go partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- PostNLcorePrimary delivery partner for shipping cards and gifts throughout the Netherlands. Offers same-day dispatch for orders before 21:00 with 95% next-day delivery rate. Also handles international shipments.
- TrunkrsminorSupplementary delivery partner for parcel shipments, providing alternative delivery options for customers.
- PacksminorAlternative delivery partner for parcel shipments, offering additional shipping options.
- KWF KankerbestrijdingminorCharity partner with dedicated card collection; portion of proceeds from select designs donated to cancer research.
- CliniClownsminorCharity partner bringing joy to hospitalized children; has dedicated card collection with portion of proceeds donated.
- KNGF GeleidehondenminorCharity partner supporting guide dogs; has dedicated card collection with portion of proceeds donated.
- KiKaminorCharity partner for childhood cancer research; has dedicated card collection with portion of proceeds donated.
- Stichting ALSminorCharity partner supporting ALS research; has dedicated card collection with portion of proceeds donated.
- NierstichtingminorCharity partner supporting kidney disease research and patients; has dedicated card collection with portion of proceeds donated.
- Tony's ChocolonelyminorEthical chocolate brand featured as gift product, known for 100% slave-free chocolate and sustainable production methods.
Scale indicators6 records
Recent moves6 records
Expansion highlights3 records
Kaartje2go competitors and assessment
Company assessmentDirect peers
- Moonpig: UK-based online personalized greeting card and gift retailer with the same card-designer-plus-same-day-delivery model. Directly comparable in product, business model, and target customer, but operating primarily in the UK market.
- Greetz: Dutch-headquartered personalized card and flower delivery brand owned by Cardmarket. Most direct head-to-head competitor for Kaartje2go in the Netherlands with overlapping occasion-based product range and same-day delivery.
- Funky Pigeon: UK personalized card and gift platform (formerly WHSmith-owned). Closely aligned in online card design, photo personalization, and gifting — directly comparable operating model in a different geography.
- Vistaprint (Cimpress): Global custom print and personalized product platform covering cards, invitations, mugs, and gifts. Comparable on the customization toolchain and small-business/consumer order flow, though at much larger scale.
Broad incumbents
- Hallmark Cards: Largest global greeting card brand with omnichannel retail and a growing digital personalization platform (Hallmark eCards). Broad incumbent covering the same occasion-based card category but at vastly greater scale.
- American Greetings: Major US-based greeting card publisher with digital properties (AG.com, Blue Mountain) offering personalized ecards and print cards. Comparable category presence but operates as a broad incumbent across multiple channels.
- Card Factory: UK-listed greeting card and gift specialty retailer. Comparable product mix focused on everyday and seasonal cards but delivered through a high-street retail chain rather than a digital-first model.
Emerging players
- Albelli: European photo-based personalized product platform (photo books, prints, gifts) with strong Dutch market presence. Comparable on customization technology and gift adjacency, but skewed toward photo products rather than greeting cards.
- Postable: US-based online platform offering personalized stationery, cards, and invitations. Comparable digital-first customization model and target consumer, though smaller scale and US-focused.
Regional players
- HEMA: Dutch variety retailer with a sizable in-store and online greeting card and gift assortment. Not a personalized-card specialist, but a relevant same-market competitor for non-customized card occasions in the Netherlands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kaartje2go social profiles
Digital presenceKaartje2go financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kaartje2go leadership team
Management profileNumber of profiles
Kaartje2go funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kaartje2go 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 Kaartje2go
What does Kaartje2go do?
Kaartje2go is an online Dutch e-commerce platform that lets consumers design, personalize, and order physical greeting cards, invitations, and small gifts for personal occasions. Customers use a browser-based card designer to upload photos, add text, choose backgrounds and fonts, and the company handles in-house print production and postal delivery through logistics partners such as PostNL. The catalog spans more than 50,000 card designs covering birthdays, births, weddings, anniversaries, graduations, holidays, get-well wishes, and condolences, supplemented by mailbox-friendly gifts such as flowers, plants, balloons, chocolate, wine, and personalized items.
Is Kaartje2go a public or private company?
Kaartje2go is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kaartje2go founded?
Kaartje2go was founded in 2006. It employs 11 to 50 people.
Where is Kaartje2go based?
Kaartje2go is headquartered in Utrecht, Netherlands, in the Europe region.
How does Kaartje2go make money?
Four revenue lines are on record. Card Sales are the primary driver. The others are gift Products, B2B/Corporate Cards and loyalty Program.
Who are Kaartje2go's main competitors?
Direct peers on record are Moonpig, Greetz, Funky Pigeon and Vistaprint (Cimpress). Broad incumbents are Hallmark Cards, American Greetings and Card Factory. Emerging players are Albelli and Postable. HEMA is listed as a regional player.
Does Kaartje2go have an API?
No public API is recorded for Kaartje2go.
What industry is Kaartje2go in?
Kaartje2go's product category is Personalized Greeting Cards and Gifts. Its primary akta.pro industry code is CRALAJAE, Greeting Cards, Wrap & Party Supplies Retail, with a secondary code of CRAFABAN, Flowers, Gifts & Specialty Occasion Marketplaces. Its NAICS code is 45942 and its SIC code is 5961.