Datema
- Company typePrivate
- Founded1964
- HeadquartersSolna, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Datema firmographics
Firmographics- Name
- Datema
- Legal name
- Datema AB
- Website
- https://datema.se
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Datema industry classification
Industry- Product category
- Retail Self-Scanning and Enterprise Mobility Software
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- Professional Services Automation (PSA) & Services ERP (HDAEAEAF)
Keywords
Where Datema is headquartered
LocationHeadquarters
- HQ city
- Solna
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Datema business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- EasyShop (Retail Self-Scanning Software): Software licensing and platform fees for the EasyShop self-scanning solution, which is hardware-agnostic and deployed across leading retail chains in Europe.
- EasyLogic (Low-Code App Platform): Platform licensing and customization services for the EasyLogic low-code application development platform, which can be integrated with or operate outside of ERP/business systems.
- Hardware Sales (via Onitio Webshop): Sale of hardware products including handheld computers, tablets, receipt and label printers, barcode scanners, computers, and screens through the Onitio Solutions webshop.
- Standard and Professional Services: Onitio Solutions provides standard services (packaged services), service agreements, Mobile Device Management services, and consulting services. Separate terms apply for Other Services beyond standard packaged offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hardware products available via Onitio webshop with publicly listed prices in SEK, DKK, EUR, and NOK |
| Other | Multi-year contract | Quote-based pricing for custom/enterprise solutions |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Datema product offering
Product offeringCore offering
Datema provides two proprietary software platforms for business customers: EasyShop, a hardware-agnostic retail self-scanning platform used across several European countries and processing over 5 million transactions daily, and EasyLogic, a low-code mobile application development platform that extracts and customizes workflows from ERP systems. The company also distributes enterprise hardware (handheld computers, tablets, printers, scanners, screens) and professional/MDM services through the Onitio Solutions webshop.
Product overview
Datema offers IT solutions for transport, logistics, and retail, organized under two main product lines: EasyShop (self-scanning software) and EasyLogic (low-code application development platform). EasyShop is a hardware-independent retail self-scanning platform enabling shoppers to scan items with dedicated devices or smartphones, used across several European countries processing over 5 million daily transactions. EasyLogic is a low-code mobile app development platform that extracts and customizes workflows from ERP systems, operating independently of specific operating systems or hardware. Both product lines serve distinct market segments but share Datema's focus on modernizing business processes through mobility and software.
Differentiator
Problem solved
Functional benefit
Brands
- EasyShop: Self-scanning solution for retail stores, hardware-independent platform enabling customers to scan items during shopping using dedicated devices or smartphones, used across Europe with over 5 million daily transactions.
- EasyLogic
Products and services
- EasyShop A hardware-independent self-scanning software platform for retail stores. Enables shoppers to scan items during their shopping trip using dedicated devices or their own smartphones, with payment at a checkout terminal or directly in the app. Supports API integration, cloud or on-premise deployment, and processes over 5 million transactions daily across several European countries. Used by leading retail chains across Europe.
- EasyLogic A low-code mobile application development platform with a companion mobile application, independent of operating systems or hardware. Extracts workflows from ERP systems, allows customization and re-integration, or operates independently outside the ERP. Enables companies in transport, logistics, and mobility to create professional mobile applications quickly and cost-effectively using built-in functions.
Quantifiable outcome
- Over 5 million transactions processed daily via EasyShop across Europe
- +2 more outcomes
Companies that use Datema
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Datema technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Datema partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Datalogic S.p.A.coreDatalogic, a publicly listed company on Euronext STAR Milan and global leader in Automatic Data Capture and Industrial Automation, acquired 100% of shares in Datema Retail Solutions AB on April 29, 2025. The acquisition strengthens Datalogic's position as the leading European provider of complete retail self-shopping solutions and aligns with its vision to drive retail innovation and expand its software portfolio. Both companies have more than 20 years of experience in the self-shopping domain, creating synergies in technology, expertise, and market knowledge. EasyShop is the flagship software product.
- Onitio Group / Onitio SolutionscoreOnitio Group, a Norwegian investment company backed by Aars (Norwegian investment firm), acquired Datema Mobility AB on August 21, 2024. Datema Mobility became part of Onitio Solutions, continuing to operate from the Solna Strand office in Stockholm County. The acquisition strengthens Onitio Group's presence in the Swedish market. Work was done during spring to ensure compatibility and potential synergies between the two companies. Other Datema Group companies (Datema EasyLogic and Datema Retail) retain their current corporate structure under Datema AB.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Datema competitors and assessment
Company assessmentDirect peers
- OutSystems: Low-code application development platform provider. Directly comparable to EasyLogic in enabling rapid mobile and business workflow app development, although operating at significantly larger global scale.
- Appian: Low-code automation platform with strong workflow and process-mining capabilities. Comparable to EasyLogic for businesses needing workflow digitization, though focused on larger enterprise automation use cases.
- Mendix (Siemens): Enterprise low-code platform owned by Siemens, used to build custom applications and integrate with ERP/business systems — directly comparable to EasyLogic's low-code ERP-extension positioning.
Broad incumbents
- Toshiba Global Commerce Solutions: Retail technology provider offering POS, self-checkout, and scanning solutions — comparable to EasyShop within European and global grocery/retail deployments.
- Diebold Nixdorf: Global retail self-service and POS provider. Competes with EasyShop in self-scanning/SCO retail deployments, with broader hardware and software portfolio.
- Datalogic S.p.A. Acquirer of Datema Retail Solutions and global leader in Automatic Data Capture. Now owns the EasyShop platform but is no longer a Datema AB peer — included as the most directly adjacent strategic counterpart in retail self-shopping technology.
- NCR Voyix (NCR Self-Checkout / Self-Scan): Global provider of self-checkout and self-scan hardware/software for grocery and retail — directly comparable to EasyShop, but operating at substantially larger global scale.
- Microsoft Power Apps: Microsoft's low-code platform within the Power Platform. Competes directly with EasyLogic in allowing business users to build apps atop ERP/dataverse systems, benefiting from Microsoft 365 distribution.
Regional players
- Strongpoint: Nordic-headquartered retail technology provider specializing in in-store efficiency, picking, and self-checkout solutions — direct regional peer to EasyShop/Datema Retail across the Nordics.
- Onitio Group: Nordic IT company (acquired Datema Mobility AB) providing enterprise mobility, hardware, and managed services to businesses across the Nordics — overlapping with Datema's historical transport, logistics, and mobility customer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Datema social profiles
Digital presenceDatema compliance and trust
Trust signalCompliance2 records
Datema financial estimates
Financial estimateRevenue estimate
Valuation estimate
Datema leadership team
Management profileNumber of profiles
Profiles3 records
Datema subsidiaries and ownership
Company hierarchySubsidiaries2 records
Datema funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Datema 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 Datema
What does Datema do?
Datema provides two proprietary software platforms for business customers: EasyShop, a hardware-agnostic retail self-scanning platform used across several European countries and processing over 5 million transactions daily, and EasyLogic, a low-code mobile application development platform that extracts and customizes workflows from ERP systems. The company also distributes enterprise hardware (handheld computers, tablets, printers, scanners, screens) and professional/MDM services through the Onitio Solutions webshop.
Is Datema a public or private company?
Datema is a private company. It is classified as unknown and is currently operating.
When was Datema founded?
Datema was founded in 1964. It employs 11 to 50 people.
Where is Datema based?
Datema is headquartered in Solna, Sweden, in the Europe region.
How does Datema make money?
Four revenue lines are on record. EasyShop (Retail Self-Scanning Software) is the primary driver. The others are easyLogic (Low-Code App Platform), hardware Sales (via Onitio Webshop) and standard and Professional Services.
Who are Datema's main competitors?
Direct peers on record are OutSystems, Appian and Mendix (Siemens). Broad incumbents are Toshiba Global Commerce Solutions, Diebold Nixdorf, Datalogic S.p.A., NCR Voyix (NCR Self-Checkout / Self-Scan) and Microsoft Power Apps. Regional players are Strongpoint and Onitio Group.
Does Datema have an API?
Yes. EasyShop offers well-documented and powerful APIs that allow integration of the software with existing systems, apps, CRM systems, and more. The APIs support integration via dedicated servers or cloud-based setups. On the main Datema website, no public API documentation portal, SDK references, or developer portal were identified.
What industry is Datema in?
Datema's product category is Retail Self-Scanning and Enterprise Mobility Software. Its primary akta.pro industry code is HDAEAEAF, Professional Services Automation (PSA) & Services ERP. Its NAICS code is 541511 and its SIC code is 7371.