Onnautic

What Onnautic does

Onnautic (legal entity JF Consultores TIC S.L.) is a Spanish specialty retailer of marine electronics founded in 1998 and headquartered in El Puerto de Santa María, Cádiz, with additional offices in San Pedro de Alcántara (Málaga) and a nationwide store and e-commerce footprint. The company sells fish finder/GPS plotters, transducers, radar systems, electric trolling motors, marine batteries, autopilots, VHF/AIS communication equipment, cartography, mounting systems, and related accessories, primarily to recreational anglers, kayak and "pato" (duck boat) fishermen, and boat owners across Spain.

Its core product offering is built around authorized distribution of leading marine electronics brands, including Navico's Lowrance, Simrad, and B&G lines, alongside Airmar transducers, C-MAP and Navionics cartography, Compass eMaps, PoweryMax lithium and gel batteries, Borika (FASTen) mounting systems, Watersnake and MotorGuide electric motors, Hydrodrive hydraulic steering, and Sionyx/FLIR night vision. Underpinning the retail proposition is the "PoweryMax Ready" pre-configured pack concept, which bundles sonar units with PoweryMax batteries, chargers, and cartography tailored to specific fishing modalities (kayak, pato, boat), and "ONNautic 360," an advisory and after-sales technical service intended to reduce buyer friction in selecting and installing compatible marine electronics.

Onnautic generates revenue primarily through one-time direct product sales via its own e-commerce storefront (onnautic.com) and a physical store network, supplemented by financing-driven transaction fees through its partnership with Aplázame (up to €1,500, 0% TAE over six months) and technical support bundled into purchases. Pricing spans roughly €6 accessories to over €1,500 premium sonar/motor systems, with free next-day shipping for orders over €150 across Spain's Peninsula and Balearic Islands. Marketing is driven by content (blog, tutorials, buying guides), email newsletters, social channels, promotional campaigns, and customer reviews. The firm is privately held with no disclosed external funding, 1-10 employees, and no public revenue disclosure.

Name

Onnautic

Legal name

JF Consultores TIC S.L.

Website

https://onnautic.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Onnautic is a Spain-based specialty retailer and authorized distributor of marine electronics (fish finders, GPS plotters, transducers, electric motors, batteries) founded in 1998, serving recreational anglers, kayak fishermen, and boat owners nationwide through e-commerce and physical stores.

Ownership category

akta.pro rank

Product category

Marine Electronics Retail

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511), Electronic and Precision Equipment Repair and Maintenance (8112)

akta.pro primary industry

Fishing Electronics & Marine Tech Retail (Fishfinders, GPS, Sonar) (CRAMALAH)

akta.pro secondary industries

Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF) (CRAMAIAH), Saltwater & Offshore Fishing Specialty Retail (CRAMALAC)

Keywords

• Marine electronics retail
• Fish finder distribution
• Nautical equipment supply
• GPS plotter sales
• Marine accessories

Headquarters

HQ city

Málaga

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (E-commerce): Direct online sales of marine electronics including fish finders, GPS plotters, transducers, electric motors, VHF radios, AIS systems, batteries, and accessories. Products sold at various price points from accessories (under €10) to high-end sonar systems (€1000+).
2. Financing Services: Partnership with Aplázame to offer installment payment options (up to 6 months, 0% TAE for amounts up to €1500) facilitating higher-value purchases.
3. Technical Support Services: Technical service and support for product selection, installation, and troubleshooting included with purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Onnautic (legal entity JF Consultores TIC S.L.) is a Spain-based specialty retailer of nautical and marine electronics, operating an e-commerce storefront (onnautic.com) plus a network of physical stores. The company sells fish finder/GPS plotters (Lowrance, Simrad), transducers, marine radar, autopilots, VHF/AIS radios, electric trolling motors, marine batteries (PoweryMax lithium and gel), digital cartography (C-MAP, Navionics, Compass eMaps), mounting systems (Borika/FASTen), T-Tops, night vision cameras, and related accessories, bundled into pre-configured packs for boat, kayak, and "pato" (duck boat) anglers.

Product overview

ONNautic is a specialized e-commerce retailer of nautical electronics for fishing and boating. The product portfolio centers on Lowrance and Simrad fish finder GPS plotters (Eagle, Elite FS, HDS Pro, HOOK2, Simrad GO, Simrad NSS4/NSX) complemented by electric motors with GPS positioning (Lowrance Ghost, Lowrance Recon, Watersnake), marine batteries (PoweryMax TX lithium and Gel series), radar systems (HALO), autopilots, hydraulic steering (Hydrodrive), and VHF/AIS communication equipment. Supporting accessories include transducers, cartography (C-MAP, Navionics, Compass eMaps), mounting systems (Borika, Rocket), T-Tops, night vision (Sionyx Aurora), and networking equipment (NEP-2, NMEA2000). The offering is structured as a complete marine electronics ecosystem for fishing vessels, combining branded hardware with proprietary PoweryMax power solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Lowrance Eagle Series Fish Finders Entry-level fish finder GPS plotters with CHIRP sonar, DownScan Imaging, and automatic adjustments for plug-and-play use, targeted at recreational anglers.
• Lowrance Elite FS Series Fish Finders Advanced fish finder GPS plotters with ActiveTarget live sonar support, CHIRP, and high-resolution imaging for serious anglers.
• Lowrance HDS Pro Series Professional-grade multi-function displays with advanced sonar, radar integration, and networking capabilities for serious marine electronics installations.
• Lowrance HOOK2 Series Value-oriented fish finders with automatic sonar settings and wide-angle coverage for beginners and casual anglers.
• Lowrance ActiveTarget Live Sonar Live sonar transducers providing real-time fish tracking views including forward, down, and Scout modes for enhanced fishing visualization.
• Simrad GO Navigation Displays Multi-function navigation displays combining chart plotting, sonar, and radar integration for recreational and sport fishing vessels.
• Simrad NSS4/NSX Navigation Systems Advanced navigation systems with touch screen interface, sonar modules, and networking for powerboats and fishing vessels.
• HALO Broadband Radar Broadband radar with pulse compression for detecting vessels and obstacles in all weather conditions.
• Lowrance Ghost Electric Trolling Motor Electric trolling motor with GPS positioning for anchor lock and waypoint navigation, using brushless motor technology for quiet operation.
• Lowrance Recon Electric Motor GPS-enabled electric motor with integrated transducer support for Lowrance sonar, available in freshwater and saltwater versions.
• Watersnake Electric Motors Electric motors in 12V, 24V, and 36V configurations for kayak, kayak boat, and small vessel propulsion with optional GPS positioning.
• PoweryMax TX Lithium Batteries Lithium LiFePO4 batteries in various capacities (e.g., TX50 12V 50Ah, TX36100 36V 100Ah) for powering marine electronics and electric motors.
• PoweryMax Gel Batteries Gel batteries designed specifically for electric motors, offering reliable deep-cycle performance for marine applications.
• Marine Transducers Sonar transducers including transom-mount, through-hull, and in-hull/motor-mounted variants supporting CHIRP, HDI, Active Imaging, and TripleShot technologies.
• Marine Cartography Digital nautical charts including C-MAP DISCOVER, Navionics Platinum+, and Compass eMaps with Genesis Live bathymetric mapping support.
• Marine Autopilots Autopilot systems including tiller, hydraulic, and mechanical variants, sold in packs including remote control and compass for automatic navigation.
• Hydrodrive Hydraulic Steering Systems Hydraulic steering systems for outboard motors including MF90W (up to 90HP) and MF75W (up to 75HP) models.
• VHF Radios and AIS Systems Marine VHF radios and Automatic Identification System (AIS) transceivers for vessel communication and collision avoidance.
• Sionyx Aurora Night Vision Cameras Digital night vision cameras and viewers for enhanced visibility in low-light conditions during night fishing or navigation.
• Borika (FASTen) Mounting Systems Modular mounting systems with adhesive bases, screw-mount bases, rail mounts, tube mounts, transducer supports, screen mounts, camera supports, rod holders, and extenders for kayak and boat installations.
• Rocket Rod Holders Heavy-duty fishing rod holders with lifetime warranty, designed for extreme conditions and adaptable to various boat types.
• T-Tops and Boat Seats Aluminum T-tops and seats for central console fishing boats, including the T-Top 600 from PoweryMax starting at €1,995.
• NMEA2000 Networking Cabling Network cables, connectors, and accessories for NMEA2000 data communication between marine electronics devices.
• Marine Audio Equipment and Speakers Marine audio equipment and speakers designed for use on boats and other marine vessels.

Quantifiable outcome

• 24-hour shipping available for orders across Spain
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Navico (Lowrance, Simrad, B&G)coreChannel Partner/ Reseller/ DistributorONNautic is an authorized distributor of Navico brands including Lowrance, Simrad, and B&G marine electronics. They offer the complete product range including fish finders, GPS plotters, radars, and accessories with official distributor pricing and warranty support.
• C-MAPcoreChannel Partner/ Reseller/ DistributorAuthorized distributor of C-MAP cartography products including DISCOVER and Reveal chart series for marine navigation on Lowrance and Simrad compatible devices.
• NavionicscoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Navionics cartography products including Platinum+ series for Mediterranean coast and other regions.
• Compass eMapscoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Compass eMaps cartography including Basic, Lake, and Large series with coverage for Iberian Peninsula, Canary Islands, and major lakes.
• AirmarcoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Airmar transducers including through-hull, in-hull, and transom-mount models compatible with various fish finder brands.
• PoweryMaxcoreChannel Partner/ Reseller/ DistributorOfficial distributor of PoweryMax marine batteries including TX series lithium-ion and GL series gel batteries, along with HomeKit and power accessories. Products are offered under 'PoweryMax Ready' branding for compatible sonar systems.
• Borika (FASTen)coreChannel Partner/ Reseller/ DistributorOfficial distributor of Borika (FASTen) mounting systems including adhesive bases, screw-mount bases, rail mounts, tube mounts, transducer supports, screen mounts, camera supports, rod holders, and extenders.
• WatersnakecoreChannel Partner/ Reseller/ DistributorOfficial distributor of Watersnake electric outboard motors including bow-mount GPS positioning motors available in 12V, 24V, and 36V configurations for both saltwater and freshwater use.
• AplázameminorOthersFinancial technology partner providing installment payment options for online purchases. Offers up to 6 months interest-free (TAE 0%) for orders up to €1500.
• HydrodriveminorChannel Partner/ Reseller/ DistributorDistributor of Hydrodrive hydraulic steering systems for boats up to 90HP, including MF75W and MF90W models.
• FLIR (Sionyx Aurora)minorChannel Partner/ Reseller/ DistributorDistributor of FLIR thermal imaging and Sionyx Aurora night vision cameras for marine use, enhancing visibility in low-light conditions.
• MotorGuideminorChannel Partner/ Reseller/ DistributorDistributor of MotorGuide electric motors including saltwater models with anode and propeller kit accessories.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Defender Marine: US specialty retailer of marine electronics, safety equipment, and boating supplies with deep technical support and broad brand assortment including Lowrance, Simrad, Garmin, and Raymarine.
• West Marine: Largest US-based marine electronics and accessories retailer with both e-commerce and physical stores. Most direct comparable in business model — multi-brand marine electronics specialist with strong technical support and bundle offerings.
• Fisheries Supply: US-based specialty retailer of commercial and recreational fishing equipment including marine electronics. Comparable specialist-retailer model with deep product expertise and customer service orientation.
• Compass24: European online marine retailer with broad assortment of marine electronics, navigation, and safety equipment. Comparable multi-brand specialist model targeting recreational and semi-professional boaters.
• SVB (Scheepvaartkwartier): Germany-based leading European online marine electronics and boating accessories retailer. Competes for similar recreational angler and boat-owner customers across continental Europe with comparable brand portfolio (Lowrance, Simrad, Raymarine).

Broad incumbents

• Amazon: Generalist e-commerce platform that increasingly distributes marine electronics from the same brands ONNautic carries. Represents both a competitive threat (price and convenience) and a potential distribution channel.
• Garmin Marine: Major marine electronics OEM competing with ONNautic's principal brands. Not a direct retailer, but increasing direct-to-consumer e-commerce puts it in competition for the same end-customer purchases.
• Decathlon: Global sporting-goods retailer with marine and fishing electronics sections. Competes with ONNautic on entry-level and mid-range fishing electronics through broader scale, in-store experience, and aggressive pricing.
• Navico (Lowrance/Simrad/B&G): OEM manufacturer of the Lowrance, Simrad, and B&G marine electronics brands that constitute the bulk of ONNautic's assortment. While not a direct retailer competitor, Navico's distribution strategy and pricing directly determine ONNautic's economics and access to product.

Others

• Airmar Technology: Manufacturer of sonar transducers, one of ONNautic's principal suppliers. Relevant as a key upstream partner whose product roadmap, pricing, and distribution strategy directly affect ONNautic's transducer assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/onnautic
• Xx.com/onnautic_
• LinkedInlinkedin.com/company/onnautic

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 Onnautic