MyFlowers.Online

What MyFlowers.Online does

MyFlowers.Online is a Netherlands-headquartered B2B floral marketplace operator that connects South American flower growers with international buyers through a digital platform. The company was founded in 2022 and operates from Amsterdam (headquarters) with on-the-ground operations in Bogota, Colombia, and Quito, Ecuador, plus logistics reach into Kenya. It serves two primary customer segments: flower growers (predominantly South American farms seeking international market access) and flower buyers (international wholesalers, florists, and distributors seeking cut-fresh flower supply). The platform is built around the G2B (Growers 2 Buyers) product, which integrates a Freshportal-powered webshop for buyer access, a Grower Central inventory management tool for sellers, and integrations with Royal Flora Holland (EU auction access) and Floriday (alternative distribution channel). Beyond the marketplace, MyFlowers.Online offers integrated air and sea freight logistics services for perishable goods from Ecuador, Colombia, the Netherlands, and Kenya, along with sales outsourcing and consulting services covering invoicing, payments, PR, and trade-fair participation.

The business model is hybrid and commission-plus-services-based. Revenue is generated through transaction fees on marketplace sales, fees on logistics services (freight consolidation, cargo handling, storage, loading/unloading), and fees on managed services (sales outsourcing, consulting). Go-to-market is a blend of product-led growth (self-serve webshop access) and sales-led engagement (direct relationships managed by a small sales team, combined with trade-fair presence at IFTF and Proflora). The platform's defensible assets are its logistics network footprint, its access to Royal Flora Holland's auction infrastructure, and its grower relationships built on 25 years of founder logistics experience. The company is privately held, appears bootstrapped (no funding rounds disclosed), and operates with a team of approximately 5 employees.

Name

MyFlowers.Online

Legal name

MyFlowers.Online

Website

https://myflowers.online

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

MyFlowers.Online is a Netherlands-based B2B floral marketplace connecting South American flower growers with international buyers through a digital platform, integrating Freshportal webshop, Grower Central inventory tools, Royal Flora Holland auction access, and consolidated air/sea freight logistics.

Ownership category

akta.pro rank

Product category

Floral Trade Marketplace

NAICS

Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Agricultural Services (700)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

akta.pro secondary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• B2B floral marketplace
• Cut flower logistics
• Perishable goods freight
• Flower supply chain
• Grower buyer platform

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Platform Transaction Fees: Commission-based revenue from facilitating flower sales between growers and buyers through the digital marketplace, including auction access through Flora Holland
2. Logistics Services: Revenue from freight consolidation, handling cargo receiving, storage, loading, unloading, and transport coordination for perishable goods
3. Sales Outsourcing: Complementary services including externalized accountability for invoice and payment management, and public relations support
4. Consulting Services: Consulting solutions for floral business operations and logistics needs

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

MyFlowers.Online operates a B2B digital marketplace (G2B Platform / Growers 2 Buyers) that connects South American flower growers with international buyers, complemented by an integrated webshop (Freshportal), Grower Central inventory tool, and air/sea freight logistics services for perishable cut flowers. The platform also offers sales outsourcing and consulting services for floral businesses, including externalized invoice/payment management and PR support.

Product overview

MyFlowers.Online operates as a unified B2B floral supply chain platform built around its core G2B (Growers 2 Buyers) platform. The platform integrates a webshop (Freshportal) for buyer access, Grower Central for seller inventory management, and connects to third-party channels including Floriday and Royal Flora Holland. Logistics services for air/sea freight from Latin America and Kenya are offered as integrated add-ons, along with sales outsourcing and consulting services. The architecture combines a buyer-facing marketplace with seller-side inventory tools and freight coordination into a one-stop-shop solution.

Differentiator

Problem solved

Functional benefit

Brands

• G2B Platform (Grower 2 Buyer): One-stop-shop platform for buying and selling flowers, connecting growers with buyers internationally
• Grower Central
• Freshportal

Products and services

• G2B Platform (Growers 2 Buyers) A B2B floral supply chain platform connecting flower growers with international buyers, facilitating the selection of growers, offering flower availabilities, managing logistics, and delivering flowers to buyers. Audience: flower farms (sellers) and international buyers, florists, and distributors.
• Freshportal Webshop Online marketplace webshop for accessing cut-fresh flower varieties and availabilities. Connected platform where buyers can view offers and create accounts to purchase flowers.
• Grower Central Inventory management tool allowing growers to connect and manage their stock availability for international markets. Audience: flower growers and farms.
• Air and Sea Freight Logistics Services Logistics services for transporting perishable goods via air and sea freight from Ecuador (Quito), Colombia (Bogota), the Netherlands (Amsterdam), and Kenya. Includes freight consolidation, receiving, storage, loading, unloading, and cargo handling.
• Sales Outsourcing and Consulting Services Complementary services including externalized accountability management (invoicing and payments), public relations, trade fair participation, social media marketing support, and consulting solutions for floral business operations and logistics needs.
• Flower Catalogue Product catalogue showcasing flower varieties available through the platform, providing buyers with a visual reference of offerings.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Royal Flora HollandcoreStrategic or Co-development PartnerPlatform integration with Royal Flora Holland auction platform allowing growers to offer their production to the EU market through the established Dutch flower auction system
• FreshportalcoreTechnology or IntegrationUtilization of Freshportal webshop technology (mfo.freshportal.nl) as the primary digital sales platform for connecting buyers with flower availabilities

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Marginpar: Breeder and grower of flowers with international distribution. Comparable as a player in the floriculture value chain with global sourcing and buyer relationships, though from a producer rather than intermediary perspective.
• Blueroots: Digital B2B flower marketplace focused on direct trade between growers and buyers. Comparable as an emerging digital alternative challenging traditional intermediaries in the floral trade.

Direct peers

• Holex Flower: International flower wholesaler sourcing from growers in Ecuador, Colombia, Kenya, and the Netherlands for global buyers. Comparable as an established B2B floral supply chain intermediary with similar sourcing geographies and logistics capabilities.
• Freshportal: Technology partner that powers MyFlowers.Online's webshop. Comparable as a digital B2B platform for fresh produce and floral trade, competing for the same buyer-seller relationships in adjacent fresh categories.
• OZ Export: Dutch-based international flower exporter connecting South American and African growers with buyers worldwide. Comparable as a multi-country B2B floral intermediary with similar logistics and grower-buyer matching functions.
• Hilverda De Boer: International flower and plant exporter sourcing globally for wholesale buyers. Comparable as a B2B floral supply chain player with similar sourcing footprint and buyer relationships across continents.
• Floriday: Digital B2B platform operated by Royal Flora Holland connecting growers and buyers for direct flower trade. Most directly comparable to MyFlowers.Online's G2B platform and a direct competitor in the same digital floral marketplace category.
• Van der Plas: International cut flower exporter and wholesaler based in the Netherlands. Comparable as an established B2B floral trade intermediary serving similar buyer segments with flowers sourced from multiple global origins.

Broad incumbents

• Kuehne+Nagel: Global freight forwarder with significant perishable goods and air freight capabilities. Comparable as a logistics services provider that competes for air freight consolidation of cut flowers from Latin America and Africa to Europe.
• Royal Flora Holland: The world's largest flower auction and a strategic partner of MyFlowers.Online. Comparable as both a B2B flower marketplace and the dominant gatekeeper for EU floral trade, against which any digital platform must position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Myflowers.onlinefanpage
• LinkedInlinkedin.com/company/myflowers-online
• Instagraminstagram.com/my_flowers.online

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 MyFlowers.Online