What Lino does

Lino.lk is a Sri Lankan direct-to-consumer e-commerce marketplace operated by Lino Expo (Pvt) Ltd, a private limited company headquartered in Colombo 05. The platform sells its own inventory across 12+ product categories including electronics, men's and women's fashion, kids & baby, toys, home & living, beauty & health, watches, jewellery, gift items, school supplies, and pets, with prices denominated in Sri Lankan Rupees. The company positions itself on three pillars: 100% genuine branded products from authorized suppliers, Cash on Delivery availability nationwide, and islandwide delivery to all 25 districts of Sri Lanka with tiered timeframes (1-3 days for Colombo, up to 5 days for remote areas).

The technology stack is a standard WordPress + WooCommerce deployment with SSL-encrypted checkout and integration with PayHere for online card/mobile payments. Customers can complete purchases as guests without creating an account, and a Lino Points loyalty program (1 point per Rs 100 spent, 50 welcome points, 50 referral points) drives repeat engagement. The platform also integrates Koko Buy Now Pay Later for 3-installment interest-free payments on most products, and uses Google Ads and Google Merchant Center (with SHA-256 hashed email enhanced conversion measurement) for performance marketing and product listing ads.

The business model is straightforward direct retail: Lino sources branded inventory, lists it on lino.lk, and fulfills orders via own delivery or third-party courier across Sri Lanka. Revenue streams include one-time product sales across the full category mix and digital gift vouchers (Rs 500–5,000 denominations, 1-year validity). No marketplace commissions are earned since Lino sells direct inventory. The company appears bootstrapped with no disclosed funding rounds, parent company, or external investors in the source materials.

Name

Lino

Legal name

Lino Expo (Pvt) Ltd

Website

https://lino.lk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Lino.lk is a Sri Lankan direct-to-consumer e-commerce marketplace operated by Lino Expo (Pvt) Ltd, selling its own branded and general inventory across 12+ categories with islandwide delivery to all 25 districts and Cash on Checkout nationwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Colombo

HQ country

Sri Lanka

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Product Sales: One-time product sales across 12+ categories including electronics, fashion, home & living, beauty, jewellery, watches, toys, and more. Prices displayed in Sri Lankan Rupees (LKR). Transaction-based model with no marketplace commission as Lino sells direct inventory.
2. Gift Vouchers: Digital gift vouchers sold in denominations of Rs 500, 1000, 2000, 3000, and 5000. Vouchers valid for 1 year from purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Lino.lk is a Sri Lankan online retail store operated by Lino Expo (Pvt) Ltd, selling a wide assortment of genuine brand-new products across 12+ categories including electronics, men's and women's fashion, kids & baby, home & living, beauty & health, watches, jewellery, toys, school supplies, and pets. The platform offers Cash on Delivery and Koko BNPL installments, with islandwide delivery to all 25 districts of Sri Lanka and a Lino Points loyalty rewards program.

Product overview

Lino.lk is a Sri Lankan e-commerce marketplace operated by Lino Expo (Pvt) Ltd, offering a diverse portfolio of products across multiple categories including Electronics, Men's Fashion, Women's Fashion, Kids & Baby, Home & Living, Beauty & Health, Watches, Jewellery, Toys, School Supplies, Pets, and Gift Items. The platform features both branded merchandise (PUMA, BHS, Jovees, Kejo) and general fashion/lifestyle products. A complementary Lino Rewards loyalty program enables customers to earn and redeem points. The company positions itself on offering 100% genuine products with islandwide delivery across all 25 districts of Sri Lanka.

Differentiator

Problem solved

Functional benefit

Products and services

• Lino.lk Online Retail Store Sri Lankan online retail store operated by Lino Expo (Pvt) Ltd, offering genuine brand-new products across 12+ categories including Electronics, Men's Fashion, Women's Fashion, Kids & Baby, Home & Living, Beauty & Health, Watches, Jewellery, Toys, School Supplies, Pets, and Gift Items, with islandwide delivery to all 25 districts of Sri Lanka.
• Lino Rewards Loyalty Program Loyalty rewards program where customers earn 1 point per Rs 100 spent, receive 50 welcome points on signup, and earn 50 points per friend referral. Points are redeemable at Rs 1 off per point at checkout.
• Lino Gift Vouchers Digital gift vouchers sold in denominations of Rs 500, Rs 1000, Rs 2000, Rs 3000, and Rs 5000, valid for 1 year from purchase date, redeemable across the Lino.lk product catalog for personal and corporate gifting.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• PayHerecoreTechnology or IntegrationPayment gateway integration for secure online payments. Accepts multiple payment methods including cards and mobile payments through PayHere platform.
• Koko (BNPL)coreTechnology or IntegrationBuy Now Pay Later service integrated at checkout allowing customers to pay in 3 interest-free installments. Available on most products site-wide.
• Google (Ads & Merchant Center)coreGTM or Marketing PartnerGoogle Ads for performance marketing campaigns and Google Merchant Center for product listings. Enhanced conversion measurement with SHA-256 hashed customer data for privacy-safe ad attribution.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Takas.lk: Sri Lankan general-merchandise e-commerce retailer with a breadth-and-depth assortment similar to Lino. Competes head-to-head in electronics, fashion, and home categories with islandwide delivery.
• Daraz.lk: Marketplace arm of Alibaba's Lazada group in Sri Lanka. Directly competes with Lino across electronics, fashion, home and beauty, with marketplace model, mobile app, and significantly larger assortment and marketing budget.
• Kapruka: One of Sri Lanka's longest-established online retailers, offering islandwide delivery with a similar horizontal assortment plus a strong gift and grocery focus. Comparable GTM (D2C with COD and delivery coverage) and customer base.
• MyDeal.lk: Sri Lankan e-commerce storefront with a wide general-merchandise catalogue and similar delivery-based model. Comparable target customer and assortment mix.
• Glomark.lk: Online arm of Sri Lanka's Glomark retail chain; sells groceries, electronics, and household goods with islandwide delivery. Comparable vertical and assortment breadth.
• Wow.lk: Sri Lankan online marketplace/storefront with broad assortment across electronics, fashion, and home. Direct competitor with overlapping D2C and COD-based GTM.

Others

• Shopify: Enabling commerce platform. Comparable in that Lino is built on a similar off-the-shelf e-commerce stack (WordPress/WooCommerce); Shopify represents the SaaS infrastructure layer that any competitor could deploy to replicate Lino's storefront.
• PayHere (parent): Local payment gateway that Lino integrates with. Ecosystem partner rather than a competitor; included here because PayHere onboards many similar Sri Lankan SMB online retailers, and its merchant ecosystem is a useful proxy for the broader Sri Lankan D2C addressable market.

Emerging players

• Keells Super (Online): Online grocery and general-merchandise extension of Sri Lanka's largest supermarket chain. Increasingly overlapping with Lino on home, kitchen, and household categories, with strong offline brand recognition.

Broad incumbents

• Amazon Global Store: Global e-commerce incumbent with massive assortment and logistics. Does not directly serve Sri Lanka at scale but provides a benchmark for trust, selection, and delivery that local players like Lino compete against for premium spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Linolk_SriLanka
• Facebookfacebook.com/LINOEXPO
• LinkedInlinkedin.com/company/lino-expo-pvt-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Lino