myProduct

What myProduct does

myProduct GmbH is an Austrian e-commerce marketplace operator headquartered in Amstetten that connects consumers with small and medium-sized European producers. Founded in 2009, the company runs the storefront myproduct.at, offering more than 20,000 products across food, beverages, beauty and care, fashion, and home and leisure, all positioned around a direct-trade value proposition intended to eliminate opaque intermediaries between producers and buyers. The platform is built on Magento, with a dedicated B2B storefront at myproduct.at/b2b and a separate producer onboarding portal at services.myproduct.at; the customer-facing site supports accounts, wishlists, and a wide range of payment methods (Stripe, PayPal, Klarna, Apple Pay, Google Pay, Amazon Pay, eps, Sofort, and major card networks). Certifications and seals (BIO Austria, Demeter, Austrian Quality, GMO-free, GRS) and a 100% satisfaction guarantee are central to the brand promise, and marketing leans on content (inspiration blog covering recipes, lifestyle, wine, seasonal themes) plus social channels (Facebook, Instagram, TikTok, YouTube, LinkedIn).

Revenue is generated primarily through marketplace transactions on a commission / spread basis, supplemented by digital and physical gift vouchers sold in €10 and €50 denominations and a small B2B wholesale channel. The geographic footprint is concentrated in the DACH region, with shipping to Austria and Germany (some SKUs restricted from German delivery). In June 2022, the company acquired Vinotaria to bring wine into a vertically integrated position and has since launched a proprietary sub-brand, KLARHEIT (organic Austrian vodka), signaling its first move into owned-product/private-label. The company operates as a lean private entity (1–10 employees) with no disclosed institutional funding or revenue figures.

Name

myProduct

Legal name

myProduct GmbH

Website

https://myproduct.at

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

myProduct GmbH is an Austrian e-commerce marketplace that sells 20,000+ artisan food, beverage, beauty, fashion, and home products directly from small European producers to consumers across the DACH region.

Ownership category

akta.pro rank

Headquarters

HQ city

Amstetten

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (Marketplace Commission): myProduct operates as a marketplace/e-commerce platform selling products from various European producers. Revenue is generated through product sales with pricing that includes VAT and shipping. The platform facilitates transactions between producers and consumers, taking a commission on sales.
2. Gift Cards: Digital and physical gift vouchers sold at €10, €50 denominations. Gift cards can be sent via email or purchased as physical cards.
3. B2B Services: Dedicated B2B section for business customers to purchase products in larger quantities from European producers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

myProduct operates an Austrian online marketplace that aggregates over 20,000 original products from small European producers and family businesses across food, beverages, beauty & care, fashion, and home & living categories. The platform connects end consumers directly with artisan producers through a direct trade model that eliminates opaque middlemen, with each product personally quality-controlled by myProduct and backed by a 100% satisfaction guarantee.

Product overview

myProduct is an Austrian e-commerce marketplace platform connecting consumers with small European producers and artisan family businesses. The platform offers over 20,000 original products across five main categories: Food (Lebensmittel), Beverages (Getränke), Beauty & Care (Beauty & Pflege), Fashion (Mode), and Living & Leisure (Wohnen & Freizeit), plus a Gift (Geschenke) category. The platform operates both as a B2C marketplace and B2B wholesale channel, featuring sub-brands from individual producers like Bio-Lutz, Dunkelschwarz, Darbo, MLM Manuka, and Drechslerei Wimmer. Producers can join through the separate services.myproduct.at portal. The company emphasizes direct trade relationships, eliminating opaque intermediaries between consumers and manufacturers.

Differentiator

Problem solved

Functional benefit

Brands

• KLARHEIT: Premium organic vodka produced in Austria, 10x distilled in copper column stills

Products and services

• myProduct Online Marketplace Austrian consumer-facing e-commerce marketplace offering 20,000+ original products from small European producers across food, beverages, beauty & care, fashion, and home & living categories. Built on Magento, with customer accounts, wishlists, multiple payment methods, and 100% satisfaction guarantee.
• myProduct B2B Platform Business-to-business wholesale channel allowing business customers to purchase European specialty products in larger quantities for resale, hospitality, or corporate gifting purposes.
• Gift Vouchers (Geschenkgutscheine) Digital and physical gift vouchers sold at €10 and €50 denominations, deliverable via email or as physical cards, used by consumers for gifting occasions.
• myProduct Producer Portal Producer-facing platform at services.myproduct.at that enables artisan and family-business producers to list, manage, and sell their products directly to consumers through the myProduct marketplace.

Quantifiable outcome

• 20,000+ original products from European producers
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature1 record

Partnerships

One partnership is on record.

• VinotariaminorStrategic or Co-development Partner · 3 June 2022myProduct acquired Vinotaria as part of its portfolio expansion. Vinotaria is a wine-related producer that sells wine gift boxes and products through the myProduct platform. This acquisition demonstrates myProduct's strategy to own/control key producer relationships directly.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Marktschwärmer: German decentralized marketplace organizing consumer-producer pop-ups and online ordering of regional artisan food. Same producer-curation, traceability and direct-from-farmer value proposition as myProduct, focused on the German DACH market.
• Farmy: Swiss farm-to-door marketplace delivering groceries directly from producers to consumers in Switzerland and parts of Germany/Austria. Closest peer by business model—third-party producers, direct trade, organic/specialty curation, D2C delivery in DACH-adjacent markets.
• Crowdfarming: European "adopt-a-hive/beehive/tree/crop" direct-from-producer platform headquartered in Spain, selling specialty foods (honey, oils, citrus) shipped across Europe. Overlaps with myProduct's direct-trade model and small European producer sourcing thesis.

Broad incumbents

• BIO Company: Berlin-based organic grocery chain with ~50 stores and online shop focused on Bio-certified products. Comparable assortment philosophy (organic, regional, sustainable) and DACH overlap, but full-grocery retailer rather than artisan-producer marketplace.
• Alnatura: Germany's largest organic supermarket chain (340+ stores) plus online shop, owned by Theo Müller. Overlaps with myProduct's organic/BIO positioning and DACH retail footprint, but operates a brick-and-mortar-led model rather than a curated-producer marketplace.
• Manufactum: German premium mail-order and retail chain (since 1988) for handcrafted, durable goods across home, kitchen, fashion and food. Comparable curation of slow-craft, regional European producers and 'anti-mass-market' value proposition.

Emerging players

• Etepetete: German subscription/box program rescuing organic "ugly" produce from regional farms with direct-to-consumer delivery. Niche subset of the same small-producer, sustainability-driven thesis that myProduct's Lebensmittel category competes in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@myproduct.at
• YouTubeyoutube.com/user/myproductat
• Facebookfacebook.com/MyProduct.at
• LinkedInlinkedin.com/company/myproduct-gmbh
• Instagraminstagram.com/myproduct.at

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about myProduct