Preo
- Company typePrivate
- Founded2022
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Preo does
Preo ApS is a Danish event commerce SaaS company, founded in 2022 and headquartered in Copenhagen (with a registered office in Frederiksberg), that enables live event organizers and on-site suppliers to sell merchandise, beverages, food, and rental equipment through online pre-orders and onsite fulfillment. The platform combines a composable storefront layer (embeddable widgets, Apple/Google Wallet delivery, MITID age verification for alcohol), a centralized online/onsite inventory engine, a staff-facing Fast Scanner app with offline mode, and a beta Smart Terminal POS (Tap to Pay on iOS and Android) — supported by smart payment distribution that automates multi-vendor payouts. Underlying technology includes native iOS/Android applications, web/app commerce integration, and an integrations layer spanning Apple Pay, Google Pay, PayPal, Mollie, Viva Wallet, and Square Payments, alongside SSO via MITID and analytics via Google Analytics and self-hosted Matomo.
The business model is a hybrid of enterprise subscription (multi-year contracts with large festival organizers such as Roskilde, Lowlands, Smukfest, Bloodstock, Pinkpop, and Heartland), transaction-based pricing for suppliers at events, marketplace commission on multi-vendor shops, and a beta hardware/software POS offering. Go-to-market is sales-led and event-driven, with direct outreach to enterprise organizers, a Calendly-based demo flow, and case-study-led content marketing; the company also serves adjacent segments including sports organizations (DBU at Parken Stadium), brands and sponsors, and ticketing providers seeking pre-event upsell capabilities. Operationally, Preo has expanded to roughly 10 countries with regional offices in Warsaw (Central/Eastern Europe) and Toronto (North America), and reports processing 500k+ products and 200k+ rental transactions across 300+ events, with measurable customer outcomes including a 60% pre-order increase at Bloodstock, 28% sales lift at Smukfest, and 30% upsell at DBU across 10+ games.
Preo firmographics
Firmographics- Name
- Preo
- Legal name
- Preo ApS
- Website
- https://preo.live
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Preo industry classification
Industry- Product category
- Event Commerce Software
- NAICS
- Convention and Trade Show Organizers (561920), Convention and Trade Show Organizers (56192)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
- akta.pro secondary industries
- Order Management & Inventory Orchestration (OMS) (CRAFAMAC), Conference & Trade Show Registration Platforms (THAHAFAB)
Keywords
Where Preo is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices4 records
Markets served
Preo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Platform Fees: Preo charges event organizers and suppliers for access to the commerce platform including storefront elements, scanner tools, and management tools
- Transaction Processing: Revenue generated from processing pre-orders, rentals, and onsite purchases at events
- Marketplace Commission: Marketplace infrastructure fees for multi-vendor event shops with automated payout splits
- Smart Terminal/POS: Onsite point-of-sale hardware and software (currently in beta) for in-person transactions
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise Event Organizers |
| Transaction based/ take rate | Pay-as-you-go | Suppliers at Events |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Preo product offering
Product offeringCore offering
Preo operates an event commerce SaaS platform that enables event organizers and on-event suppliers to sell merchandise, food, beverages, and rental products to live-event attendees. The platform supports online pre-ordering via embeddable storefronts, onsite tap-to-pay point-of-sale, QR-code based pickup and fulfillment, advanced product lifecycles for rentals with deposit payback, and automated multi-vendor marketplace payouts. It is delivered as direct platform access and integrated into event apps, websites, and ticketing systems via white-label storefront widgets.
Differentiator
Problem solved
Functional benefit
Products and services
- Preo Event Commerce Platform A SaaS platform enabling event organizers and suppliers to manage online and onsite pre-orders, rentals, and circular services for live events.
- Storefront Elements Composable, brand-themable UI components that can be embedded into existing event websites, apps, and ticketing systems to deliver pre-order experiences, with wallet coupon delivery.
- Onsite POS (Smart Terminal) Tap-to-pay point-of-sale solution for in-person transactions at events, supporting iOS and Android devices with real-time transaction reporting (currently in beta).
- Fast Scanner App Mobile scanning application for iOS and Android that lets event staff scan QR codes for order retrieval and inventory management, with offline capability during network outages.
- Management Tools Backend CMS and dashboard for product inventories, customer support, sales reports, audience insights, and payment gateway integrations.
- Brands and Sponsors Activation Platform Sponsorship enablement offering for brands, providing VIP access passes, loyalty cardholder perks, discount programs, and product rental/giveaway opportunities for activations at live events.
- Ticketing Provider Upsell Solution Integration layer enabling ticketing providers to offer pre-order merchandise and event-branded product upsells within their existing ticketing experience.
Companies that use Preo
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Preo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature10 records
Preo partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Apple PaycorePayment processing integration enabling customers to complete purchases using Apple Pay on iOS devices. Supports digital wallet integration for QR code delivery via Apple Wallet.
- Google PaycorePayment processing integration enabling customers to complete purchases using Google Pay on Android devices. Supports digital wallet integration for QR code delivery via Google Wallet.
- PayPalcorePayment processing integration allowing customers to pay with PayPal accounts at checkout.
- Viva WalletcoreEuropean payment gateway integration for processing card transactions across event locations.
- MolliecorePayment gateway integration supporting various payment methods for European merchants.
- Square PaymentscorePayment processing integration for handling card transactions, particularly for North American operations.
- Apple (iOS)corePlatform integration for iOS scanner app and Apple Wallet support for digital passes and QR codes.
- Google (Android)corePlatform integration for Android scanner app and Google Wallet support for digital passes and QR codes.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
Preo competitors and assessment
Company assessmentDirect peers
- Festicket: Festicket (now part of POLLEN) packages festival tickets, travel, and add-ons for music-festival audiences across Europe. It overlaps with Preo in serving festival organizers with pre-event commerce and bundles, though its model leans travel-plus-ticket rather than onsite commerce.
- Vendini: Vendini provides ticketing, CRM, and event-day commerce tools for live event organizers across sports, music, and performing arts. It is comparable to Preo as a SaaS commerce layer that event operators integrate for online and onsite sales.
- Front Gate Tickets: Front Gate Tickets is a festival-focused ticketing and commerce provider in North America, owned by Live Nation. It is comparable to Preo in offering organizer-facing commerce for music festivals, though predominantly in the US market.
- Shotgun: Shotgun is a ticketing and event platform specializing in electronic music and festivals, with native event-day commerce. It is comparable to Preo in targeting festival organizers and festival-goers with pre-purchase and onsite experiences.
- DICE: DICE is a music-events discovery and ticketing platform focused on festivals and live music, with strong European penetration. It overlaps with Preo in serving music-festival audiences and increasingly offers event-day commerce features, making it the closest direct competitor in the festival-commerce niche.
Broad incumbents
- See Tickets: See Tickets is a European ticketing and event-services provider serving festivals, sports, and live entertainment. It competes with Preo in supplying commerce and onsite fulfillment tools to the same European festival organizer customer base.
- AXS: AXS is a global ticketing and live-entertainment commerce platform serving major venues, sports teams, and festivals. It competes with Preo in providing commerce infrastructure for large event organizers but at a broader scale and with venue-installed POS.
- Universe (Live Nation): Universe, owned by Live Nation, is a ticketing and event-management platform with built-in commerce and onsite tools. It is a broad incumbent serving the same event organizer buyers as Preo but with a much wider portfolio and capital base.
- Eventbrite: Eventbrite is a large-scale event ticketing, registration, and management platform serving festivals, sports, and conferences globally. It competes for the same event-organizer wallet share as Preo, particularly through its expanded commerce and onsite features.
Emerging players
- Lyte: Lyte is a ticketing exchange and event-commerce platform that partners with festivals and venues to offer fan-friendly resale and pre-event services. It overlaps with Preo's commerce-for-festivals positioning but is differentiated by its primary resale focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Preo social profiles
Digital presencePreo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Preo leadership team
Management profileNumber of profiles
Profiles4 records
Preo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Preo 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 Preo
What does Preo do?
Preo operates an event commerce SaaS platform that enables event organizers and on-event suppliers to sell merchandise, food, beverages, and rental products to live-event attendees. The platform supports online pre-ordering via embeddable storefronts, onsite tap-to-pay point-of-sale, QR-code based pickup and fulfillment, advanced product lifecycles for rentals with deposit payback, and automated multi-vendor marketplace payouts. It is delivered as direct platform access and integrated into event apps, websites, and ticketing systems via white-label storefront widgets.
Is Preo a public or private company?
Preo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Preo founded?
Preo was founded in 2022. It employs 1 to 10 people.
Where is Preo based?
Preo is headquartered in Copenhagen, Denmark, in the Europe region.
How does Preo make money?
Four revenue lines are on record. Platform Fees are the primary driver. The others are transaction Processing, marketplace Commission and smart Terminal/POS.
Who are Preo's main competitors?
Direct peers on record are Festicket, Vendini, Front Gate Tickets, Shotgun and DICE. Broad incumbents are See Tickets, AXS, Universe (Live Nation) and Eventbrite. Lyte is listed as an emerging player.
Does Preo have an API?
No public API is recorded for Preo.
What industry is Preo in?
Preo's product category is Event Commerce Software. Its primary akta.pro industry code is BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure, with a secondary code of CRAFAMAC, Order Management & Inventory Orchestration (OMS). Its NAICS code is 561920 and its SIC code is 7372.