etronixx Sales

What etronixx Sales does

etronixx Sales GmbH is a Hamburg-based e-commerce operator founded in December 2000 that has evolved from a single-category mobile phone retailer (mobilejoker.de, launched July 2001) into a multi-category marketplace operator. The company runs its own online shops — ejoker.de (a multi-category marketplace offering approximately 100,000 articles across 8,000+ categories including household goods, consumer electronics, DIY, garden, toys, pet supplies, and decor) and handyattacke.de (a discount-focused mobile phone platform) — alongside a white-label and fulfillment service for B2B partners such as NetCologne (telecom white-label shop and SIM card logistics since October 2007), HAGENBECK Kaffee (exclusive brand shop launched December 2021), and several former telecom partners (schwarzfunk, blau.de, FYVE/ProSiebenSat.1, wilhelm.tel). The group addresses 1.5 million cumulative transaction customers, primarily in the D-A-CH region with extended reach into the UK, France, Spain, and Italy via Amazon.

The technology foundation consists of company-developed proprietary BI systems combined with SAP BusinessOne ERP (implemented March 2012), supporting multi-channel order processing, inventory management, and data-driven decision-making across 100,000+ SKUs. Distribution is multi-channel: own shops, Amazon Prime (qualified November 2015), eBay, Check24, Crowdfox, idealo, and B2B white-label/fulfillment operations. The company holds Trusted Shops certification (since November 2001, among the first certified German online shops), eKomi certification, Google Merchant certification (4.5/5 stars), Amazon Prime seller status, and an organic/bio certification (DE-ÖKO-070).

Revenue is generated through four streams: direct retail margin on own-shop sales (B2C), marketplace transaction sales across European platforms, white-label shop design and operation (managed services), and end-to-end fulfillment services (warehousing, order processing, shipping, returns, after-sales). The company is privately held and founder/management-owned under managing director Christopher Deecke; no external investors, funding rounds, or acquisition activity have been disclosed. Recent strategic emphasis is on expanding white-label partnerships and marketplace channels rather than aggressive geographic expansion.

Name

etronixx Sales

Legal name

etronixx Sales GmbH

Website

https://etronixx-sales.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

etronixx Sales GmbH is a Hamburg-based e-commerce operator running the multi-category marketplace ejoker.de (100,000+ articles), the discount mobile platform handyattacke.de, and white-label shop and fulfillment services for B2B partners across D-A-CH and select European markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (Own Online Shops): Direct B2C sales through own online shops ejoker.de and handyattacke.de, earning retail margin on product sales across 100,000+ articles in multiple categories.
2. Marketplace Sales: Sales through Amazon, eBay, Check24, Crowdfox, and other European marketplaces. Operates as Amazon Prime seller.
3. White-Label Shop Solutions: Design and operation of customized online shops for business partners. Services include shop branding, inventory management, and ongoing operational support.
4. Fulfillment Services: End-to-end fulfillment including warehousing, order processing, shipping, returns management, and after-sales customer service for white-label partners.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

etronixx Sales GmbH operates a multi-channel e-commerce business, selling over 100,000 articles across more than 8,000 categories (household goods, electronics, DIY, garden, toys, pet supplies) via its own online shops ejoker.de and handyattacke.de, plus extensive marketplace presence across Amazon, eBay, Check24, and Crowdfox. In parallel, it designs and operates white-label online shops and provides end-to-end fulfillment services (warehousing, order processing, shipping, returns, customer service) for B2B partners.

Product overview

etronixx Sales GmbH operates a multi-channel e-commerce portfolio consisting of proprietary online marketplaces and white-label/fulfillment services. The core retail platforms are ejoker.de (a broad multi-category marketplace with 100,000+ articles across 8,000+ categories) and handyattacke.de (a discount-focused mobile phone platform). Supporting these are White-Label Onlineshop Lösungen (custom-branded storefront design) and Fulfillment Services (comprehensive logistics including warehousing, order management, branded shipping, returns, and after-sales support). The company also operates proprietary in-house BI systems as the technological foundation for their operations. The HAGENBECK Kaffee Brand Shop represents a brand-exclusive partnership. The business operates across online marketplaces (Amazon, eBay, Check24, and others) in addition to direct-to-consumer channels.

Differentiator

Problem solved

Functional benefit

Brands

• HAGENBECK Kaffee: Exclusive brand shop launched December 2021 for Hagenbeck coffee products

Products and services

• ejoker.de Multi-category online retail shop offering approximately 100,000 articles across more than 8,000 categories including household goods, consumer electronics, hardware, garden supplies, toys, pet supplies, and decor. Ships across Europe via DHL and DHL Express with multiple payment options.
• handyattacke.de Discount-focused online platform for mobile phones and accessories, operated as a brand within the ejoker family for budget-conscious consumers.
• White-Label Onlineshop Lösungen Custom-designed e-commerce storefront solutions branded to client specifications. etronixx designs the online shop, manages the merchandise assortment, pricing, and product data (images, specifications, videos, descriptions) on behalf of partners.
• Fulfillment Services End-to-end logistics and fulfillment service including warehousing, order processing via ERP systems, branded packaging, domestic and international shipping via major parcel services and freight carriers, customer service handling, returns management, warranty processing, and debt collection.
• HAGENBECK Kaffee Brand Shop Exclusive branded online shop for HAGENBECK Kaffee premium coffee products, operated as a brand-exclusive white-label partnership storefront.

Named customers3 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

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• HAGENBECK KaffeecoreOEM/ Whitelabel/ Licensing Partner · 1 December 2021Launched exclusive brand shop shop.hagenbeck-kaffee.de in December 2021 as a white-label e-commerce solution.
• FYVE (ProSiebenSat.1)minorStrategic or Co-development Partner · 1 October 2010Started mobile shop for FYVE prepaid tariff by ProSiebenSat.1 in October 2010.
• wilhelm.tel / willy.telminorStrategic or Co-development Partner · 1 September 2010Took over SIM card and mobile phone logistics for wilhelm.tel and willy.tel starting September 2010.
• blau.deminorStrategic or Co-development Partner · 1 October 2009Started mobile phone shop for blau.de and blauworld.de in October 2009.
• schwarzfunk GmbHminorStrategic or Co-development Partner · 1 January 2008Took over mobile phone and SIM card logistics for schwarzfunk GmbH starting January 2008.
• NetColognecoreStrategic or Co-development Partner · 1 October 2007Partnership since October 2007 for SIM card logistics and white-label mobile phone online shop for NetCologne. etronixx designed and operates the NetCologne mobilshop platform.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Wayfair: Global multi-category online home goods retailer with strong DACH presence. Comparable as a broad-line online retailer operating across household, decor, and lifestyle categories with massive SKU breadth and proprietary technology infrastructure.
• Cyberport: German consumer electronics and lifestyle online retailer operating own webshop plus marketplace channels. Comparable to etronixx in multi-category online retail with focus on electronics and household categories in the DACH market.
• Westwing: European online home and living retailer operating across DACH and other European countries. Comparable as a multi-category European e-commerce operator with home/lifestyle focus, similar geographic reach, and own-shop plus marketplace distribution strategy.
• Home24: European online retailer specializing in furniture and home furnishings across DACH and other European markets. Comparable as a multi-category European e-commerce operator selling household goods and decor, with similar cross-border ambitions and own-shop plus marketplace presence.
• Notebooksbilliger.de / NBB: German multi-category online retailer specializing in consumer electronics, IT hardware, and related categories. Directly comparable as a German online specialist operating own storefront plus marketplace presence with broad assortments and similar B2C focus in the DACH region.
• Reichelt Elektronik: German online electronics retailer with broad assortment across consumer electronics, IT, and household categories. Comparable to etronixx in multi-category German e-commerce with own storefront focus.

Broad incumbents

• MediaMarkt: Germany's largest consumer electronics retailer with both physical stores and strong online presence. Comparable as a broad-line electronics/household goods retailer in DACH, but operates at significantly larger scale with omnichannel capabilities that etronixx abandoned in 2015.
• Otto Group: Germany's largest e-commerce conglomerate operating multi-category online retail plus multiple white-label and marketplace services. Comparable as a broad multi-category German e-commerce operator with white-label/partnership capabilities serving similar B2C customers.
• Zalando: Europe's largest online fashion platform with operations across multiple European countries. Comparable as a major European online retailer operating own storefront plus marketplace models in DACH and beyond, though more category-specialized than etronixx.

Regional players

• Shop Apotheke / Redcare Pharmacy: European online pharmacy retailer operating across DACH and other European markets. Comparable as a German-headquartered European e-commerce operator with multi-country marketplace and own-shop presence, though category-specialized in pharma/health.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights4 records

Customer concentration

• Xtwitter.com/ejoker
• Facebookfacebook.com/ejoker

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 etronixx Sales