POOKO

What POOKO does

POOKO is an Estonian direct-to-consumer e-commerce retailer (legal entity POOKO OÜ, registered in Saku vald, Harjumaa) operating the Shopify storefront at pooko.ee. Founded in 2020 and marking its fourth anniversary in August 2024, the company sells dog and cat accessories alongside smart pet electronics and adjacent smart-home products. The catalog is built almost entirely on third-party brands resold under authorized partnerships, including Patpet (electronic training collars, GPS fencing, AI bark control, automatic feeders, grooming tools), EZVIZ (security cameras and robot vacuums with pet-monitoring cameras), PAIKKA (dog apparel using reflective and FIR fabrics), and Bullybillows (collars, harnesses, leashes).

Technically, the company does not build its own products; the smart-pet category is differentiated by the underlying vendor features it curates, notably Wi-Fi/app-controlled feeders (Patpet PF01W with up to 10 scheduled meals/day), wire-free GPS containment (Patpet F810 Plus, 30–900m adjustable radius, AI scene detection), AI-based bark detection (Patpet G4), and EZVIZ robot vacuums with 3K cameras and LiDAR navigation supporting voice control via Google Assistant and Alexa. Pricing is one-time/perpetual across SKUs ranging from €9.90 (LED collar outlet) to €999 (premium robot vacuum), with discounts visible on most electronics.

The business model is straightforward transactional e-commerce: orders ship from a single Estonian warehouse to all EU member states using Omniva, Smartposti, and DPD parcel services, with free domestic shipping over €50 and 24% Estonian VAT included. Payment processing is handled by Maksekeskus AS, including buy-now-pay-later via Inbank. Marketing is executed in Estonian via Instagram, Facebook, TikTok, blog content, and an email newsletter. There is no disclosed external funding, parent company, acquisitions, leadership changes, or institutional shareholders, and the ownership structure appears founder-operated.

Name

POOKO

Legal name

POOKO OÜ

Website

https://pooko.ee

Company type

Private

Founded year

2020

Operating status

Operating

Short description

POOKO is an Estonian direct-to-consumer e-commerce retailer selling dog accessories and smart pet equipment (training collars, GPS fences, automatic feeders, robot vacuums) to pet owners across Estonia and the EU via its Shopify storefront at pooko.ee.

Ownership category

akta.pro rank

Product category

Pet Supplies and Smart Pet Equipment

NAICS

Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)

akta.pro industry

PRIMARYCRAFADAH

Pet Supplies Inventory-led Online Retailers

Consumer Products & Retail/E-commerce & Marketplaces/Online Retailers (Inventory-led)

SECONDARYCRAOAKAF

Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Pet Products Wholesale Distribution

SECONDARYCRAOAKAI

Pet Technology & Smart Devices Distribution (Trackers, Feeders)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Pet Products Wholesale Distribution

SECONDARYCRAFAEAJ

Pet Supplies Omnichannel

Consumer Products & Retail/E-commerce & Marketplaces/Omnichannel Retail E-commerce

Keywords

• Pet accessories retail
• Smart pet equipment
• Electronic dog collars
• Pet e-commerce
• Dog training devices

Headquarters

HQ city

Saku vald

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct online sales of pet supplies including electronic collars, GPS trackers, automatic feeders, dog clothing, and accessories through their Estonian e-commerce platform

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

POOKO operates a direct-to-consumer e-commerce store (pooko.ee) selling dog accessories and smart pet equipment, including harnesses, collars, leashes, clothing, electronic training collars, GPS pet fencing systems, AI-powered bark control collars, Wi-Fi-enabled automatic feeders, pet grooming tools, and smart home cameras and robot vacuums tailored for pet owners. The company sources these products from third-party brands such as Patpet, EZVIZ, Bullybillows, and PAIKKA and ships them from an Estonian warehouse to customers in Estonia and across the European Union.

Product overview

POOKO is an Estonian pet supplies e-commerce retailer offering a diverse portfolio of pet products including electronic training collars (Patpet 910 PRO, F6 Premium, Y2), GPS-based containment systems (Patpet F810 Plus), AI-powered bark control collars (Patpet G4 AI), smart automatic feeders (Patpet PF01W WiFi), pet grooming tools (Patpet M60 PRO nail grinder), smart home devices (EZVIZ security cameras and robot vacuum cleaners), and traditional walking equipment and apparel (Bullybillows, PAIKKA). The product range combines electronic pet training and monitoring solutions with conventional pet care products, serving pet owners seeking both traditional and technology-enhanced pet care options.

Differentiator

Problem solved

Functional benefit

Products and services

• Patpet PF01W WiFi Automatic Pet Feeder Wi-Fi-connected automatic pet feeder with 4-liter capacity that dispenses controlled portions of dry food via a smartphone app. Supports scheduling for up to 10 meals per day, voice recording, low-food notifications, and power outage backup. Targeted at dog and cat owners seeking scheduled feeding when away from home.
• Patpet 910 PRO Electronic Training Collar Professional-grade electronic training collar with up to 900m remote range, three training modes (sound, vibration, static stimulation), and an IPX7 waterproof receiver, suitable for dogs 6–65kg. Designed for dog owners needing long-range remote training.
• Patpet F6 Premium Electronic Training Collar Waterproof training collar with 700m range, three functions (sound, vibration, electric shock at 0–99 levels), ergonomic remote control, and dual-dog training capability via a single remote. Targeted at dog owners training one or two dogs.
• Patpet Y2 Electronic Training Collar Training collar with up to 400m range, three functions (sound, vibration, static impulse), IPX7 waterproof receiver, and 2-hour charging. Suitable for dogs 4.5–65kg. Targeted at dog owners needing mid-range remote training.
• Patpet F810 Plus Wireless GPS Radio Fence Wire-free GPS-based pet boundary system with adjustable 30–900m radius, AI scene detection, multi-level warning (sound, vibration, static), and IPX7 waterproof construction. No cables or SIM card required. For dog owners needing containment without physical fences.
• Patpet G4 AI Anti-Bark Collar AI-powered bark control collar with two training modes (electric impulse and vibration), 5 sensitivity levels, automatic safety-off after 6 consecutive activations, and IPX7 waterproof design. For dog owners addressing excessive barking.
• Patpet M60 PRO Electric Nail Grinder Rechargeable electric nail grinder for dogs with 6 speed settings (7,000–12,000 RPM), LED lights for visibility, quiet operation under 45dB, and 3-hour continuous battery life. Includes 2-year warranty. For dog owners handling at-home nail trimming.
• EZVIZ H1C 2MP Compact Home Camera Compact indoor security camera with 2MP Full HD (1080p) resolution, 108-degree wide-angle lens, night vision up to 10m, two-way audio, human motion detection, and up to 512GB SD card support. For pet owners monitoring their home and pets.
• EZVIZ RS2 Robot Vacuum and Mop All-in-one robot vacuum and mop with automatic mop installation/removal, self-cleaning and air-drying, 4,000Pa suction, LDS laser navigation, carpet detection, and a 3K camera for pet monitoring. Covers up to 300 m² per charge. For pet owners needing automated floor cleaning and home/pet monitoring.
• EZVIZ RS20 PRO Robot Vacuum and Mop Advanced robot vacuum and mop with 60°C hot water mopping and hot air drying, automatic dust collection, 7,200Pa suction, AI camera and LiDAR navigation detecting 65+ objects, carpet detection, and a 5L water tank station. Up to 220 minutes runtime. For pet owners needing high-performance automated floor cleaning with pet monitoring.
• PAIKKA Dog Clothing (Raincoats, Jackets) Dog jackets and raincoats made with reflective material for visibility and 100% waterproof protection, featuring wool-blend lining for warmth and adjustable fit for various dog sizes. Targeted at dog owners seeking weather protection and visibility for their pets.
• Bullybillows Dog Collars, Harnesses, and Leashes Premium dog collars, harnesses, and leashes, including the Combat series with triple-stitched nylon, Billowthane waterproof collars, and Benji retractable leashes. Feature quick-release clasps and rustproof hardware. For dog owners seeking durable everyday walking equipment.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• PatpetcoreChannel Partner/ Reseller/ DistributorPOOKO is an authorized reseller of Patpet brand pet products including electronic training collars, GPS trackers, automatic feeders, and grooming tools. Patpet is a pet technology brand.
• EZVIZcoreChannel Partner/ Reseller/ DistributorPOOKO is an official EZVIZ reseller selling smart home products including robot vacuums and security cameras that integrate with pet monitoring use cases.
• PAIKKAcoreChannel Partner/ Reseller/ DistributorPOOKO sells PAIKKA brand dog clothing including visibility raincoats and recovery jackets made with reflective materials and FIR fabric technology.
• BullybillowscoreChannel Partner/ Reseller/ DistributorPOOKO resells Bullybillows premium dog equipment including harnesses, collars, leashes, and training gear known for durability and comfort.
• Maksekeskus AScoreTechnology or IntegrationPayment processing partner that handles all transactions on pooko.ee, providing secure payment gateway services including bank links, card payments, and buy-now-pay-later options.
• Omniva, Smartposti, DPDcoreChannel Partner/ Reseller/ DistributorLogistics partners providing parcel terminal and courier delivery services for shipping orders within Estonia and internationally.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Tractive: Tractive is a dedicated GPS pet tracker brand and subscription service. It is an emerging player whose products overlap directly with the Patpet GPS fence and tracker lines that POOKO sells, targeting the same pet-safety use case.
• Sure Petcare: Sure Petcare (SureFlap) is a smart pet products brand focused on microchip feeders, doors, and health monitors. It is an emerging player in the smart pet category adjacent to the connected devices POOKO resells from Patpet and EZVIZ.

Broad incumbents

• Chewy: Chewy is the largest online pet retailer in the US with a broad assortment including smart pet devices. Comparable as a large-scale online-first pet retailer, although at far greater scale and a different geography than POOKO.
• Roborock: Roborock is a major robot vacuum brand competing directly with the EZVIZ RS20 PRO and RS2 models POOKO resells. Comparable as an incumbent in the smart-home cleaning category that POOKO uses to anchor higher-AOV baskets.
• Fressnapf / Maxi Zoo: Fressnapf is Europe's largest specialty pet retail chain with physical stores and online channels, offering pet food, accessories, and increasingly smart pet tech. Comparable as a broader incumbent in EU pet retail overlapping POOKO's target markets.
• Amazon (Pets): Amazon's pet supplies marketplace lists many of the same supplier brands (Patpet, EZVIZ) carried by POOKO with Prime delivery. It is the most direct scale competitor for branded pet product discovery and pricing in the EU.

Direct peers

• Zooplus: Zooplus is the largest pure-play online pet retailer in Europe, selling pet food, accessories, and smart pet products across multiple EU countries. It is the most directly comparable peer to POOKO's DTC e-commerce model and pan-EU shipping footprint.
• Bitiba: Bitiba is an online retailer (part of the Zooplus group) selling pet supplies and other categories across Europe. Directly comparable to POOKO as a multi-country European DTC pet e-commerce operator.

Others

• Patpet: Patpet is the pet technology brand whose smart feeders, GPS fences, and training collars POOKO resells. Patpet's own DTC site is both a supplier relationship and an adjacent competitor for the same end customers.
• Bullybillows: Bullybillows is a premium dog accessories brand whose harnesses, collars, and leashes POOKO resells. Comparable as a branded premium player in the same product category, with its own DTC channel competing for the same buyers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/pooko.ee
• Instagraminstagram.com/pooko.ee
• TikToktiktok.com/@pooko.ee

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 POOKO