WHATaECO

What WHATaECO does

WHATaECO (legal name WHATaECO, dba WHATaECO Lifestyle Vegetale) is an Italian direct-to-consumer e-commerce platform headquartered in Modena that curates and resells 100% plant-based, vegan, and plastic-free products across personal care, home care, food supplements, sustainable menstruation, plant-based food and beverages, rescued food, and sun care. The storefront operates a hybrid model: it sells directly under its own vendor account and functions as a marketplace for third-party brands such as Teanatura, Officina Naturae, La Saponaria, NUTRA, Femieko, Fiordiluna, Frutteto, Vegan Betta, and BANBU. The technology stack is a WooCommerce-based WordPress e-commerce site on InfraWP infrastructure, with standard retail functionality including category browsing, wishlist, gift cards, Mystery Box product bundles, the Punti Foglia loyalty-points program, and the VEP+ subscription membership offering free shipping over a €39.90 threshold.

The company monetizes through product margin on direct sales and marketplace transactions, with unit pricing ranging from €2.90 (e.g., luffa soap dish) to over €25 (e.g., NUTRA D3 PLUS at €25.80), plus recurring revenue via the VEP+ membership. Distribution is exclusively domestic (Italy) with single-country shipping and a free-shipping incentive, and customer acquisition combines SEO-optimized category pages, email/VEP Club newsletter (10% first-order discount), influencer and TikTok activity, and an affiliate program. The only disclosed funding instrument is €24,955 of cumulative Italian de minimis state aid against a registered share capital of €10,718.97, and the company has 1-10 employees, is privately held with no disclosed external investors, and carries no patents, certifications, or public awards.

The operational posture is bootstrapped micro-cap: the website is actively maintained with copyright 2026 in the footer, and the company is broadening its catalog across verticals (sustainable menstruation, rescued food, sun care) while layering retention mechanics (loyalty, subscription, mystery boxes) to convert first-time eco-conscious shoppers into repeat customers.

Name

WHATaECO

Legal name

WHATaECO

Website

https://whataeco.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

WHATaECO is an Italian Modena-based e-commerce platform curating and reselling 100% vegan, plant-based, and plastic-free personal care, home care, supplements, and food products, serving eco-conscious Italian consumers through a WooCommerce storefront and VEP+ subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

Modena

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct online retail of third-party sustainable and vegan products. The marketplace model features both direct sales (sold by WHATaECO) and vendor marketplace sales (sold by partner brands). Revenue is generated through product margin on sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

WHATaECO is an Italian online marketplace specializing in 100% vegan and plant-based products across personal care, home care, food supplements, sustainable menstruation, and plant-based food and beverages. The platform curates and sells products from third-party eco-friendly brands (La Saponaria, Officina Naturae, Teanatura, NUTRA, Femieko, Fiordiluna, BANBU, Vegan Betta) through its WooCommerce-powered storefront, with products either sold directly by WHATaECO or via vendor marketplace listings. The company also offers a VEP+ subscription program, a Mystery Box product bundle, gift cards, and a Punti Foglia loyalty points system.

Product overview

WHATaECO is an Italian e-commerce platform specializing in 100% vegan and sustainable products. The core offering is a multi-category marketplace featuring personal care products (hair care, body care, oral hygiene, cosmetics), food supplements, home care (eco-friendly cleaning products), sustainable menstruation products, plant-based food and beverages, and rescued 'ugly but good' products. The platform operates on a marketplace model, selling products from various third-party brands including La Saponaria, Officina Naturae, Teanatura, NUTRA, Femieko, Fiordiluna, BANBU, and Vegan Betta. The business model includes a subscription service called VEP+ offering free shipping and exclusive discounts, a Mystery Box product bundle concept, a Gift Card program, and a loyalty points program called Punti Foglia. Free shipping is available for orders over €39.90. The company positions itself as facilitating easy and affordable access to 100% plant-based shopping.

Differentiator

Problem solved

Functional benefit

Brands

• VEP+: Subscription service offering free shipping and exclusive benefits for subscribers.
• VEP Club

Products and services

• VEP+ Subscription

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• TeanaturacoreChannel Partner/ Reseller/ DistributorBrand partner selling products through the WHATaECO marketplace. Offers eco-friendly household and personal care products including cellulose sponges, sodium percarbonate, and dishwashing powder.
• Officina NaturaecoreChannel Partner/ Reseller/ DistributorMajor brand partner specializing in COSMOS-certified organic and vegan cosmetics. Products include CO.SO. solid cosmetics line, solid shampoos, and household cleaning products.
• La SaponariacoreChannel Partner/ Reseller/ DistributorCertified natural cosmetics brand offering leave-in conditioners, face serums, and other personal care products sold through the marketplace.
• NUTRAcoreChannel Partner/ Reseller/ DistributorVegan food supplement brand offering vitamin D3, B12, and other health supplements sourced from natural ingredients.
• FemiekominorChannel Partner/ Reseller/ DistributorBrand specializing in menstrual swimwear (BODY Mestruale Thea) for adolescents, serving the sustainable menstruation product category.
• FruttetominorChannel Partner/ Reseller/ DistributorBrand offering plant-based frozen fruit products (Ghiaccioli di Frutta), serving the vegan food and beverage category.
• FiordilunaminorChannel Partner/ Reseller/ DistributorBrand offering organic cotton sanitary products (assorbenti) for sustainable menstruation.
• Vegan BettaminorChannel Partner/ Reseller/ DistributorBrand offering vegan hand cream and personal care products.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/EcoWha
• Facebookfacebook.com/whataeco

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 WHATaECO