What SEZAMO does

SEZAMO is a Romanian online grocery delivery service operating exclusively in the Bucharest and Ilfov metropolitan area. Founded in 2022 and operating within the Rohlik Group ecosystem, it serves urban consumers through a direct-to-consumer e-commerce platform accessible via a responsive website (sezamo.ro) and native iOS and Android applications. The platform offers over 17,000 products across 19 categories — fresh produce, bakery, dairy, meat and fish, deli, frozen, pantry, beverages, cleaning, cosmetics, baby and child, household, pet shop, and pharmacy — with a 3-hour standard delivery window (as fast as 90 minutes in select areas) and 15-minute slot precision. Notable platform features include an AI shopping assistant, a Chef Sezamo recipe-based shopping platform with over 1,813 recipes, and a Help Net pharmacy integration for OTC and health products.

The business model combines transactional grocery sales with a layered subscription and loyalty structure. The Xtra premium membership (15.83 lei/month after a 30-day free trial) provides over 100,000 members with free delivery, 10% discounts on private label and ECO products, and additional benefits; Sezamini is a free club for parents offering baby and child product discounts. SEZAMO also operates a portfolio of 10 private label brands (Moddia, Ubomi, Yutto, Kitchin, Miil, Dacello, Pauu, Moddia BABY, Lambini, Pappudia) to capture higher margins, and offers corporate accounts (Sezamo pentru companii) for B2B employee benefits with meal card integration (Pluxee, Edenred, Up). Marketing channels include content via Chef Sezamo, weekly promotional emails, a referral program, and seasonal campaigns such as the Summer Lottery.

The company employs 51-100 people and has no disclosed funding history or revenue figures. Its mobile app maintains a 5.0/5 rating on Google Play with 14,721+ reviews. Geographic operations are constrained to Bucharest and Ilfov, with no documented plans for Romanian nationwide expansion or international growth.

Name

SEZAMO

Legal name

Sezamo

Website

https://sezamo.ro

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

SEZAMO is a Romanian online grocery delivery service operating in the Bucharest and Ilfov metropolitan area, offering 17,000+ products with 3-hour delivery. It serves urban consumers via web and mobile platforms, combining transactional grocery sales with the Xtra subscription program and 10 private label brands.

Ownership category

akta.pro rank

Product category

Online Grocery Delivery

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

On-demand Grocery Delivery Platforms (CRAFAFAA)

akta.pro secondary industries

Grocery & Convenience Delivery Platforms (BPAMAHAC), Grocery & Pantry Inventory-led Online Retailers (CRAFADAF)

Keywords

• Online grocery delivery
• Supermarket marketplace
• Grocery subscription
• Private label brands
• Fresh food delivery

Headquarters

HQ city

Stefanestii De Jos

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Grocery Product Sales: Core revenue stream from direct sales of grocery products including fresh produce, dairy, meat, frozen goods, beverages, household items, and personal care products. The platform operates as an online marketplace connecting consumers with local and national brands as well as Sezamo's own private labels.
2. Xtra Premium Subscription: Monthly subscription program providing members with free delivery, 10% discounts on private label brands and ECO products, 4 orders below minimum value per month, exclusive offers, and reusable bag benefits. Priced at 15.83 lei/month after 30-day free trial.
3. Private Label Products: Revenue from proprietary brands including Moddia (paper products), Ubomi, Yutto (pantry), Kitchin, Miil (dairy), Dacello (deli meats), Pauu, Moddia BABY, Lambini, Pappudia. These offer higher margins than third-party products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SEZAMO operates an online supermarket and marketplace delivering 17,000+ grocery and household products across 19 categories (fruits and vegetables, bakery, dairy, meat, frozen, beverages, cleaning, cosmetics, baby, pet, etc.) to consumers in the Bucharest and Ilfov metropolitan area in Romania. Orders are fulfilled with 3-hour delivery in 15-minute time slots, supported by a web platform, iOS/Android mobile apps, an AI shopping assistant, a recipe-based shopping feature (Chef Sezamo), private label brands, and subscription membership (Xtra) with free delivery and exclusive discounts.

Product overview

Sezamo.ro is an online supermarket and market operating in Bucharest and Ilfov, Romania, offering rapid delivery within 3 hours (with 15-minute delivery slots). The platform provides 17,000+ products across 19 categories including fruits/vegetables, bakery, dairy, meat/fish, ready-to-eat meals, deli, plant-based, pantry, frozen foods, beverages, cleaning products, cosmetics, mother/baby care, household items, pet shop, and special nutrition. The core product is the Sezamo.ro Marketplace supplemented by the Sezamo Xtra subscription membership (offering free delivery, 10% discounts on private brands and ECO products for 15.83 lei/month), the Sezamini parent club, and the Chef Sezamo recipe-based shopping feature. Sezamo operates a portfolio of 10 private label brands (Moddia, Ubomi, Yutto, Kitchin, Miil, Dacello, Pauu, Moddia BABY, Lambini, Pappudia). The platform includes a Help Net pharmacy integration, corporate account services, gift vouchers, and a referral program. A mobile app is available on iOS and Android with a 5.0-star rating.

Differentiator

Problem solved

Functional benefit

Brands

• Xtra: Premium membership program offering free delivery, exclusive discounts, and additional benefits for subscribers
• Sezamini
• Moddia
• Ubomi
• Yutto
• Kitchin
• Miil
• Dacello
• Pauu
• Moddia BABY
• Lambini
• Pappudia

Products and services

• Sezamo.ro Online Supermarket Marketplace Online supermarket platform offering 17,000+ products across 19 categories including fresh produce, dairy, meat, bakery, pantry, frozen, beverages, cleaning, cosmetics, baby, pet, and household items. Operates in Bucharest and Ilfov area, featuring both national brands and Sezamo's own private label products, with 3-hour delivery and 15-minute time slot precision.
• Sezamo Xtra Premium Membership Premium subscription membership offering free delivery, 10% discount on private brands and ECO products, 4 orders below minimum value per month, 4 express deliveries per month, same-day delivery guarantee for orders placed before 17:00, exclusive offers, and reusable bags. Priced at 15.83 lei/month after 30-day free trial. Over 100,000 members.
• Sezamini Parent Club Free membership club for parents with young children offering free delivery and special discounts on mother and baby products including baby food, diapers, children's personal care, and eco baby items.
• Sezamo Corporate Accounts (Sezamo pentru companii) Business account service allowing companies to manage employee food benefits, corporate gifting with vouchers, and meal card payments (Pluxee, Edenred, Up cards) for employee purchases on the Sezamo platform.
• Sezamo Private Label Brands Portfolio of 10 proprietary private label brands sold through the Sezamo marketplace: Moddia (paper products), Moddia BABY (baby care), Ubomi (personal care), Yutto (pantry), Kitchin (pantry), Miil (dairy), Dacello (deli meats), Pauu (plant-based), Lambini (baby food), Pappudia (pastries/prepared foods). Marketed at 10% below competitor pricing.
• Help Net Pharmacy Online Ordering Pharmacy product ordering service integrated into the Sezamo platform through partnership with Help Net pharmacy chain. Includes medical equipment, OTC medications, vitamins and supplements, beauty products, and mother and child products, fulfilled from authorized Help Net pharmacies in Bucharest.

Quantifiable outcome

• Average Xtra member saves 178 lei over 3 months (89 lei product discounts + 49 lei delivery savings + 40 lei other benefits)
• +4 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Help Net PharmacycoreChannel Partner/ Reseller/ DistributorSEZAMO has partnered with Help Net Pharmacy to offer online pharmacy services through the platform. Customers can access Help Net's product catalog including medical equipment, OTC medications, vitamins/supplements, beauty products, and mother/child products. Help Net operates authorized pharmacies in Bucharest with contact available through SEZAMO's customer service.

Scale indicators7 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Bringo: Bringo is a Romanian online grocery delivery platform operating in Bucharest and other cities, focused on supermarket-level assortments with same-day delivery. It competes for the same urban online-grocery customer as SEZAMO.
• Tazz (by eMAG): Tazz is eMAG's quick-commerce and food-delivery platform active across Romania, including Bucharest. It directly competes with SEZAMO for on-demand grocery orders from urban consumers and overlaps in restaurant/food and convenience delivery.
• Freshful (by eMAG): Freshful is eMAG's dedicated online grocery delivery service in Romania. It operates a similar inventory-led, scheduled-delivery model with comparable SKU breadth and is the closest head-to-head competitor to SEZAMO in Bucharest.
• Glovo Romania: Glovo operates a multi-category on-demand delivery platform in Romania including groceries and convenience items from partner stores. It competes with SEZAMO on speed, assortment depth from partner retailers, and delivery-fee economics in Bucharest.

Broad incumbents

• Profi Romania: Profi is a large Romanian convenience and proximity-store chain with broad urban coverage. While primarily offline, it competes with SEZAMO on small-basket, top-up grocery trips for urban consumers.
• Auchan Romania: Auchan operates hypermarkets and supermarkets in Romania with online ordering and home delivery. It competes with SEZAMO for full-basket weekly grocery orders in the Bucharest metro area.
• Lidl Romania: Lidl has dense urban and suburban coverage in Romania with a strong private-label offering. Although its online presence is more limited, its discounter pricing directly pressures SEZAMO's price-conscious shoppers.
• Kaufland Romania: Kaufland is one of the largest hypermarket chains in Romania with its own online delivery service and an extensive private-label range. It competes with SEZAMO on price, assortment breadth, and private-label economics.
• Carrefour Romania: Carrefour operates hypermarkets and supermarkets across Romania and offers online grocery delivery. While its assortment is broader and its model is store-based, it competes for the same weekly grocery basket that drives SEZAMO's volume.

Emerging players

• Knuspr (Rohlik Group): Knuspr is the Rohlik Group's online-grocery brand active in other Central European markets. It is comparable because it shares SEZAMO's parent, logistics playbook, and private-label strategy, providing a direct benchmark for unit economics and expansion approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sezamoromania
• Facebookfacebook.com/sezamoromania
• LinkedInlinkedin.com/company/sezamo-ro

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 SEZAMO