What Floriday does

Floriday is a digital platform purpose-built for the ornamental horticulture (sierteelt) sector, connecting flower and plant growers (kwekers) with buyers (kopers) to execute commercial and logistics processes from a single interface. Founded around 2017 and headquartered in Aalsmeer, Netherlands, the company operates as a wholly-owned subsidiary of Royal FloraHolland, the world's largest floriculture auction cooperative. The platform supports 5,500 weekly active growers and buyers, 8 million product supply lines, and approximately 350,000 weekly transactions across 60 countries, with multilingual support in Dutch, English, and German. Floriday monetizes primarily through subscription-style recurring fees paid by growers and buyers for platform access, supplemented by potential fees from API and EDI integration services offered to software vendors.

The technology stack is structured as a modular core platform (app.floriday.io for growers, customers.floriday.io for buyers, shop.floriday.io for MyShop) with composable capabilities including Daytrade (real-time trading), Direct Sales, Clock/Auction ("veilen op de klok"), Contracts, Track & Trace logistics, Explorer inventory discovery, MyShop buyer portal, Network discovery, Messaging, and Smart Purchasing ("Slim inkopen"). The platform exposes APIs for both buyer and seller integrations and supports EDI messaging, with a dedicated developer portal for third-party software vendors. Underlying differentiation rests on the combination of marketplace liquidity, Royal FloraHolland's incumbent floriculture infrastructure, and integration with physical clock-auction and logistics flows rather than on proprietary AI/ML models.

Go-to-market is product-led and self-serve: growers and buyers onboard through dedicated online workshops, in-product help centers, and interactive roadmaps for feature requests. Customer segments span primary users (growers and buyers), service providers such as trading agents and carriers, and software vendors integrating via API. No external funding rounds or institutional investors are disclosed; governance reflects cooperative ownership through Royal FloraHolland rather than conventional venture or private equity backing.

Name

Floriday

Legal name

Floriday

Website

https://floriday.io

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Floriday is a Dutch digital marketplace that connects flower and plant growers with buyers across 60 countries, enabling them to manage sales, contracts, auctions, daytrade, and logistics through one modular platform owned by Royal FloraHolland.

Ownership category

akta.pro rank

Product category

Floriculture Trade Platform

NAICS

Support Activities for Crop Production (11511)

SIC

Agricultural Services (700)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Farm Data Platforms, Integration & APIs (Interoperability/Middleware) (AFAAAFAG)

Keywords

• Floriculture trade platform
• Ornamental horticulture marketplace
• Flower plant commerce platform
• Horticulture digital marketplace
• Flower auction software

Headquarters

HQ city

Aalsmeer

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Services for Growers: Floriday provides a platform for growers to manage inventory, orders, and sales across multiple channels including Daytrade, direct sales, clock auctions, and contracts. The platform likely charges transaction or subscription fees for these services.
2. Platform Services for Buyers: Buyers use the platform to purchase flowers and plants from growers via various channels including Explorer, direct purchasing, contracts, and Daytrade. Fees may apply for buyer access and transactions.
3. API and Integration Services: Software vendors can connect their software to Floriday through API integrations, potentially with associated fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Floriday operates a digital B2B platform for the ornamental horticulture sector, connecting flower and plant growers with buyers to manage commercial and logistics processes through one integrated system. The platform supports multiple sales channels including day trade, direct sales, clock auctions, and contracts, along with logistics tracking, messaging, and API/EDI integration for software vendors.

Product overview

Floriday is a unified digital platform for the floriculture (sierteelt) sector, connecting growers (kwekers) and buyers (kopers) to manage commercial and logistics processes from one central location. The platform operates as a core platform with multiple integrated modules including Daytrade for trading, Track & Trace for logistics visibility, Explorer for inventory browsing, MyShop for buyer management, Messenger for communications, Direct Sales, Contracts, Clock/Auction, Network, Logistics, and Smart Purchasing modules. Additional services include API integration for software suppliers and EDI messaging. The platform serves approximately 5,500 weekly active users across 60 countries, processing 350,000 transactions per week with 8 million supply lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Floriday Platform (Core Platform) Centralized digital B2B platform for the floriculture (sierteelt) sector where growers (kwekers) and buyers (kopers) manage their commercial and logistics processes through one integrated system. Also serves service providers (trading agents, transporters) and exposes API connections for software vendors.
• Floriday API Integration API connection services enabling software suppliers and developers to integrate their software applications with the Floriday platform via the dedicated developer portal. Supports both seller-side and buyer-side integrations.
• Floriday Daytrade Day trading functionality that enables growers to sell and buyers to purchase flowers and plants via real-time day-trade mechanisms on the Floriday platform.
• Track & Trace Logistics tracking module providing real-time visibility into order status and location. Includes new logistics screens and expanded scanning points across the logistics process for both clock/auction and direct trade.
• Floriday Explorer Inventory browsing module for buyers to explore and discover available flowers and plants from growers across the platform.
• MyShop Buyer portal for managing flower and plant purchases and orders within the Floriday platform.
• EDI Messages via Floriday Electronic Data Interchange (EDI) messaging service enabling standardized communication and data exchange between trading partners on the Floriday platform.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

One partnership is on record.

• Royal FloraHollandcoreStrategic or Co-development PartnerRoyal FloraHolland is the parent organization of Floriday. As stated on the website: 'Floriday is onderdeel van Royal FloraHolland' (Floriday is part of Royal FloraHolland). This is a subsidiary relationship where Floriday operates as part of the Royal FloraHolland ecosystem, leveraging the infrastructure and market position of the largest flower auction in the world.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tridge: Tridge is a global B2B trade platform connecting buyers and sellers of agricultural commodities, including flowers and horticultural products. It is directly comparable to Floriday in operating a multi-sided marketplace with international reach, supplier discovery, and transaction facilitation for fresh agricultural goods.
• Farmers Business Network (FBN): FBN is a farmer-to-farmer network and digital commerce platform for agricultural inputs, crop marketing, and data analytics. Comparable to Floriday in building a member-driven commerce and data network that aggregates fragmented agricultural producers and connects them to buyers.
• Indigo Ag: Indigo Ag operates a digital marketplace and agronomic platform that connects growers with buyers for grains, oilseeds, and specialty crops. It is a direct peer in operating a B2B agricultural marketplace with integrated data, traceability, and seller services for crop producers.
• AgriDigital: AgriDigital is a digital supply chain and commerce platform for agricultural commodities with strong provenance and settlement capabilities. It is a direct peer in offering API-driven, multi-party B2B infrastructure for agricultural trade flows.

Emerging players

• PlantHaven International: PlantHaven International is a plant marketing and licensing agency representing breeders of ornamental plants to the global horticulture trade. It is an emerging peer operating in the same ornamental horticulture value chain that Floriday digitizes, addressing discovery and commercialization between breeders and growers.

Regional players

• WayCool Foods: WayCool is an India-based B2B food and agri-commerce platform moving produce from farms to retailers and food services. Comparable to Floriday in operating a multi-channel B2B distribution and commerce platform for perishable agricultural goods, with a different geographic focus.
• Ninjacart: Ninjacart is an India-based B2B platform connecting farmers and agri-producers with retailers for fresh produce. While regionally focused on India, it is structurally comparable to Floriday in operating a B2B marketplace that aggregates fragmented supply, manages logistics, and serves retail buyers.

Others

• Holex Flowers: Holex Flowers is a Dutch-based wholesale exporter of cut flowers with global distribution. It is an industry-adjacent comparable: a major European flower trader operating in the same supply chain Floriday serves, though as a wholesaler rather than a marketplace platform.

Broad incumbents

• Royal FloraHolland: Royal FloraHolland is the parent cooperative of Floriday and the world's largest flower auction. It operates the traditional clock-based auction infrastructure that Floriday digitizes, providing Floriday with captive supply and distribution but also representing a legacy mechanism within the same ecosystem.
• Climate FieldView (Bayer): Climate FieldView is Bayer's digital agriculture platform aggregating farm data, APIs, and decision support for growers globally. It is a broad incumbent comparable to Floriday in the API and farm data integration layer, though focused on crop agronomy rather than trade and logistics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Floridayio
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/floriday

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 Floriday