What Satonline does

Satonline GmbH is a Swiss direct-to-consumer e-commerce retailer specializing in satellite television reception equipment, CB, amateur, and DAB+ radio gear, antennas, cabling, and related consumer electronics. Founded in 2002 and headquartered in Baar, Switzerland, the company operates from an owned warehouse holding approximately 1.46 million articles and serves Swiss consumers across all three principal language markets (German, French, Italian) through a tri-language storefront.

The product mix centers on hobbyist and reception-oriented electronics — satellite receivers (including VU+ and Dream Multimedia platforms), CB and amateur radios from brands such as Albrecht, Midland, ICOM, and President, DAB+ equipment, Selfsat and Technisat antennas, and supporting cabling and accessories. The catalog has been extended in newer product areas including outdoor equipment, water dispensers, and broader household consumer electronics, indicating modest category diversification beyond the original satellite/radio core.

Revenue is generated through one-time hardware sales to individual consumers, with promotional discounts ranging 13-44%, free shipping above CHF 350, and Swiss VAT of 8.1% applied at checkout. Marketing is conducted through the website, a newsletter program, and social media channels. The operation runs with five employees and has not disclosed any external funding, M&A activity, or senior leadership changes.

Name

Satonline

Legal name

Satonline GmbH

Website

https://satonline.ch

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Satonline GmbH is a Baar, Switzerland-based direct-to-consumer e-commerce retailer selling satellite TV receivers, CB/amateur/DAB+ radio equipment, antennas, and consumer electronics from a 1.46 million-article owned warehouse, serving Swiss consumers across German, French, and Italian language markets.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

NAICS

Electronics and Appliance Retailers (44921), Electronics and Appliance Retailers (4492)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

akta.pro primary industry

Big-Box Electronics + Gaming & VR Retail (CRACAAAG)

Keywords

• Satellite TV equipment
• CB radio equipment
• Amateur radio transceivers
• IPTV receivers
• Consumer electronics retail

Headquarters

HQ city

Baar

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Satonline generates revenue through direct product sales of satellite TV receivers, radio equipment, antennas, cables, and consumer electronics. The company operates on a one-time transaction model where customers purchase individual products at listed prices. Promotional discounts (ranging from 13% to 44% off) are offered periodically on selected items. Revenue is collected at point of sale with payment methods including credit card and other standard e-commerce payment options.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Satonline operates a Swiss online retail shop (sat-online.ch) selling satellite TV receivers, IPTV devices, CB radios, amateur radio transceivers, DAB+ receivers, antennas, LNBs, CI+ modules, cables, adapters, and outdoor accessories. Products are sourced from third-party manufacturers such as Albrecht, Midland, President, ICOM, YAESU, Kenwood, Technisat, Selfsat, VU+, and Dreambox, and shipped directly from the company's own warehouse in Baar, Switzerland. The shop serves individual consumers and hobbyists across Switzerland with multi-language (German, French, Italian) support and dual-currency (EUR, CHF) billing.

Product overview

Satonline is a Swiss e-commerce electronics retailer operating since 2001, offering a diverse portfolio of satellite TV, radio communication, and consumer electronics products. The company operates from Baar, Switzerland, and stocks over 1.4 million articles in their own warehouse. Their core product offerings include CB radios (from Albrecht, Midland, President), satellite receivers (for Sat-TV, IPTV, and PayTV services like SRG, Fransat, TNT SAT), amateur radio equipment (ICOM, YAESU, Kenwood), and various accessories including antennas, LNBs, CI modules, cables, and adapters. The shop serves both individual consumers and hobbyists in the radio/satellite enthusiast community, with a focus on the Swiss and European German-speaking markets.

Differentiator

Problem solved

Functional benefit

Products and services

• CB Funkgeräte (CB Radios) Citizen's Band two-way radios for short-range voice communication, sold in AM, FM, and SSB modes from brands including Albrecht (e.g., AE5900), Midland (e.g., 8001 Pro SSB), and President (e.g., Randy 3, William 2). Targeted at Swiss consumers and hobbyist radio operators.
• Sat-Receiver (Satellite Receivers) Satellite TV receivers for decoding encrypted broadcasts, including models supporting Viaccess for Swiss SRG channels and Fransat/TNT SAT for French channels (e.g., AB-SUISSE HD Viaccess). Targeted at Swiss and cross-border consumers receiving satellite TV.
• IPTV Receiver Internet Protocol television receivers for streaming TV content over broadband internet connections. Targeted at Swiss consumers transitioning from satellite or cable to IP-based TV delivery.
• Funkantennen (Radio Antennas) Radio communication antennas including airband antennas (117–136 MHz, e.g., GT AIR-Zooka), amateur radio antennas, and CB radio antennas from manufacturers such as GT-SAT, Diamond, and Sirio. Targeted at licensed amateur radio operators and CB radio hobbyists.
• Amateurfunkgeräte (Amateur Radio Equipment) Amateur/hobby radio transceivers for licensed amateur radio operators, including HF/KW equipment from ICOM (e.g., IC-7760), YAESU, and Kenwood. Targeted at licensed amateur radio operators in Switzerland.
• CI-Module (CI+ Conditional Access Modules) CI+ conditional access modules for decoding encrypted satellite TV channels, including Tivusat HD 4K CI+ CA modules. Targeted at Swiss and Italian cross-border satellite TV subscribers.
• Sat LNB Low-noise block converters (LNBs) for satellite reception systems. Targeted at installers and end consumers building or upgrading satellite dish installations.
• Kabel & Adapter (Cables & Adapters) Cables and adapters including HDMI cables, USB adapters, and RF/coaxial connectors. Targeted at general Swiss consumers and installers of satellite or radio equipment.
• DAB+ Receiver Digital Audio Broadcasting (DAB+) receivers for over-the-air digital radio reception. Targeted at Swiss consumers listening to digital radio broadcasts.
• Outdoor-Ausrüstung (Outdoor Equipment) Outdoor equipment and supplies for camping and mobile use, extending the shop's offering beyond pure electronics into adjacent hobbyist outdoor categories. Targeted at Swiss consumers with outdoor and camping interests.

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 minor.

• AlbrechtminorOthersAlbrecht is a brand manufacturer whose products (such as the AE5900 CB radio) are sold through Satonline's e-commerce platform. The partnership represents a standard brand distribution relationship where Satonline stocks and sells Albrecht consumer radio products.
• MidlandminorOthersMidland is a radio communications equipment manufacturer whose products (such as the 8001 Pro SSB CB radio) are sold through Satonline's shop. This represents a standard retail supplier relationship for consumer radio equipment.
• ICOMminorOthersICOM is a Japanese radio communications equipment manufacturer whose amateur radio products (such as the IC-7760) are sold through Satonline's platform. This represents a brand distribution partnership for professional-grade radio equipment.
• PresidentminorOthersPresident is a CB radio equipment brand whose products (such as the Randy 3 and William 2 CB radios) are sold through Satonline. This represents a standard brand supplier relationship.
• TechnisatminorOthersTechnisat is a German manufacturer of consumer electronics and satellite equipment whose products are sold through Satonline's shop. This represents a standard brand distribution relationship.
• SelfsatminorOthersSelfsat is a satellite antenna manufacturer whose products (such as the Selfsat Snipe 2 SE) are sold through Satonline. Customer reviews indicate high satisfaction with Selfsat products purchased through the platform.
• VU+minorOthersVU+ is a manufacturer of Linux-based satellite receivers whose products are available through Satonline's product catalog. This represents a standard brand distribution relationship for digital satellite reception equipment.
• Dream MultimediaminorOthersDream Multimedia is a manufacturer known for Dreambox satellite receivers whose products are listed in Satonline's inventory. This represents a brand supplier partnership for satellite reception technology.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Interdiscount: Major Swiss consumer electronics and home appliance retailer (part of Coop); broader assortment but overlaps with Satonline on consumer electronics categories in the same Swiss market.
• Conrad Electronic: Major European electronics distributor and retailer with a Swiss storefront; overlaps with Satonline on consumer electronics and hobbyist radio components but operates at much larger scale across broader categories.

Direct peers

• Brack.ch: Swiss online consumer electronics and IT retailer offering a broad catalogue across computing, home electronics, and accessories with same-country fulfillment — directly comparable to Satonline's e-commerce model and Swiss customer base.
• ELV Elektronik: German specialist retailer focused on electronics, home automation, and radio/hobbyist components — comparable to Satonline in its specialist online positioning and enthusiast target customer.
• Pollin Electronic: German specialist retailer for electronics, hobby, and radio components serving a similar enthusiast/hobbyist audience with broad catalogue and online ordering — comparable to Satonline in customer profile and breadth.
• Microspot: Swiss online consumer electronics retailer carrying TVs, audio, and home electronics; a domestic specialist comparable to Satonline in its e-commerce focus and Swiss-language positioning.
• Digitec Galaxus: Switzerland's largest online consumer electronics retailer; while much broader in assortment, it competes head-on with Satonline for electronics hobbyists and satellite/radio equipment buyers in the same Swiss market.
• Reichelt Elektronik: German online electronics specialist with deep assortment in components, antennas, and consumer electronics — the closest German-market analogue to Satonline's specialist online electronics model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/satonline

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 Satonline