Chilli
Chilli is Estonia's largest experiences marketplace, connecting 200,000+ active consumers with 2,709 partner businesses across dining, spa, entertainment, activities, beauty, and hotels via discounted vouchers, gift cards, and a Chilli Plus subscription program.
- Company typePrivate
- Founded2010
- HeadquartersTallinn, Estonia
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Chilli does
Chilli (legally Chilli Deals OÜ) is an Estonian e-commerce marketplace, founded in 2010 and headquartered in Tallinn, that operates as Estonia's largest platform for discounted experiences, vouchers, and gift cards. The company connects consumers with 2,709 partner businesses across dining, spa and wellness, entertainment, activities, beauty, and hotels, having served over 3 million cumulative customers and facilitated €41.1 million in partner revenue. The platform is delivered through a proprietary technology stack including a consumer website (chilli.ee), iOS and Android mobile apps, a Partnerweb B2B portal, a dedicated Chilli Partners mobile app with QR-code voucher validation, and table reservation functionality — supported in eight languages for both domestic Estonian consumers and tourists.
The business operates a two-sided marketplace monetized primarily through a 12-18% transaction commission on partner sales (with no upfront or periodic partner fees) and a secondary subscription revenue stream from Chilli Plus, priced at €9.99 per month or €99 per year. Chilli Plus members receive 3% cashback, VIP exclusive deals, 50% discount on transaction fees, free flexible returns, and free hotel cancellation. Distribution is multi-channel: a 150,000-subscriber daily newsletter, 50,000 social media followers across Facebook, Instagram, TikTok, YouTube, and LinkedIn, and printed gift cards (€25, €50, €100 denominations) delivered via Estonian parcel lockers.
Chilli is a privately held, bootstrapped company with no disclosed external funding, no parent organization, and a lean team of 1-10 employees. Recent product development in early 2026 has focused on extending the platform from voucher-based deal mediation into full transactional commerce — including direct hotel bookings with room type selection, a rebuilt Chilli Partners app, and the expansion of Chilli Plus from a standalone app to the main website. The company holds the E-Kaubandusliit "Turvaline Ostukoht" (Safe Shopping Place) trusted e-commerce certification.
Chilli firmographics
Firmographics- Name
- Chilli
- Legal name
- Chilli Deals OÜ
- Website
- https://chilli.ee
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Chilli is Estonia's largest experiences marketplace, connecting 200,000+ active consumers with 2,709 partner businesses across dining, spa, entertainment, activities, beauty, and hotels via discounted vouchers, gift cards, and a Chilli Plus subscription program.
- Ownership category
- akta.pro rank
Chilli industry classification
Industry- Product category
- Experience Marketplace
- NAICS
- Tour Operators (561520)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Travel Subscription, Membership & Deal Clubs (THAKAAAL)
Keywords
Where Chilli is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
Chilli business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Transaction Commission: Chilli charges partners a commission fee of 12-18% depending on annual customer volume. Partners pay only when they receive actual customers - no upfront costs or periodic fees to join the platform.
- Chilli Plus Subscription: Monthly subscription at 9.99€/month or annual subscription at 99€/year (8.25€/month). Includes 3% cashback, VIP deals, 50% discount on transaction fees, free flexible returns, and free cancellation on hotels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Chilli Plus Monthly Subscription |
| Subscription | Annual | Chilli Plus Annual Subscription |
| Unit Pricing | Pay-as-you-go | Gift Cards |
| Transaction based/ take rate | Pay-as-you-go | Partner Commission Rate |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Chilli product offering
Product offeringCore offering
Chilli is an Estonian online marketplace that sells discounted vouchers, gift cards, and experience packages from over 2,700 partner businesses to Estonian consumers. The platform offers deals across dining, spa, wellness, entertainment, activities, beauty services, and hotels. Chilli Plus provides a paid membership program offering cashback, fee discounts, and VIP deals, while the company also sells printed gift cards in fixed denominations.
Product overview
Chilli is a marketplace platform operating as Estonia's largest experiences and deals department store. The core platform enables consumers to purchase vouchers and deals for experiences from local service providers. Key products include the Chilli Plus premium subscription (offering 3% cashback, fee discounts, and VIP deals), the Chilli Gift Card (available in €25/€50/€100 denominations with printed and digital formats), Table Reservations for restaurant bookings, and Hotel Bookings for accommodation. The ecosystem includes a consumer mobile app (iOS/Android), the Chilli Partners App for service providers to validate vouchers via QR scanning, and the Partner Portal (Partnerweb) for comprehensive business management. The platform connects over 3 million customers with 2,709 partner businesses across categories including dining, spa/wellness, entertainment, activities, beauty, and vehicle services.
Differentiator
Problem solved
Functional benefit
Brands
- Chilli Plus: Premium subscription membership program offering 3% cashback on purchases, free flexible returns, half-price transaction fees, VIP exclusive deals, and hotel direct booking features with free cancellation.
Products and services
- Chilli Platform
- Chilli Plus
- Chilli Gift Card
- Chilli Consumer Mobile App
- Chilli Partners App
- Partner Portal (Partnerweb)
Quantifiable outcome
- 3+ million customers served since 2010
- +6 more outcomes
Companies that use Chilli
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles2 records
Chilli technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Chilli partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- Apollo KinocoreMajor cinema chain partner offering discounted movie tickets and entertainment packages through the Chilli platform.
- NOA RestocoreUpscale restaurant partner offering culinary experiences and special dining deals on the platform.
- Super SkyparkcoreEntertainment center partner with trampoline parks and science center activities.
- Swissôtel TallinncoreLuxury hotel and spa partner offering accommodation packages and wellness experiences.
- Elamus Spa MustamäecorePopular spa and wellness center partner with sauna, pool, and spa services.
- Rahvusooper EstoniacoreNational opera house partner offering cultural experience packages.
- Park Inn by Radisson Meriton TallinncoreLarge hotel and conference center with spa facilities offering accommodation and wellness deals.
- Tallink HotelscoreHotel chain partner connected to the Tallink ferry group offering accommodation and spa packages.
- Hilton Tallinn ParkcoreInternational hotel chain property offering premium accommodation and wellness experiences.
- CinamoncoreCinema chain partner offering discounted movie experiences and packages.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Chilli competitors and assessment
Company assessmentDirect peers
- Headout: Mobile-first experiences marketplace offering discounted tickets and vouchers for attractions, tours, and local activities — comparable marketplace model with similar mobile distribution emphasis.
- Klook: Asia-focused experiences and travel services marketplace offering vouchers and bookings for attractions, dining, wellness, and activities — comparable marketplace model with strong mobile-first distribution.
- Fever: Experiences marketplace focused on local leisure, entertainment, dining, and cultural events with strong demand-generation capabilities. Comparable in curating local experiences and operating a deal-driven voucher model.
- GetYourGuide: Online marketplace for tours, attractions, and experiences worldwide, offering vouchers and bookings across dining-adjacent leisure categories. Comparable in marketplace mechanics and experience-merchant model, though with broader geographic coverage.
- Groupon: Global deals and experiences marketplace operating a voucher-based model for dining, spa, activities, and entertainment — the closest direct competitor to Chilli's core offering, with Chilli being a country-focused variant of the same model.
- Viator: Experiences and attractions marketplace (owned by Tripadvisor) offering discounted vouchers and bookings for tours, activities, and leisure — directly comparable marketplace model with similar two-sided dynamics.
Broad incumbents
- Airbnb Experiences: Experiences marketplace attached to Airbnb's global accommodation brand — competes for the same leisure experience wallet share as Chilli but at significantly larger scale and with host-driven supply.
- Booking.com: Global OTA with a broad portfolio including Experiences, attraction tickets, dining, and car rentals — overlaps with Chilli's voucher/booking mechanics but operates at much greater scale and offers a wider portfolio.
Regional players
- Citybee / Baltic loyalty and deals platforms: Baltic-region consumer platforms (e.g., 1a.ee, 220.lv) operating deal-driven loyalty and discount mechanics for Estonian consumers — comparable regional players targeting similar Baltic deal-seeking consumer segments.
- Pigu (Pigu.lt / Pigu.ee): Baltic e-commerce marketplace with presence in Estonia and Lithuania, offering deals, gift cards, and a broad product marketplace — comparable as a Baltic regional deals platform, though broader in category coverage.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Chilli social profiles
Digital presenceChilli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Chilli leadership team
Management profileNumber of profiles
Chilli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Chilli M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Chilli
What does Chilli do?
Chilli is an Estonian online marketplace that sells discounted vouchers, gift cards, and experience packages from over 2,700 partner businesses to Estonian consumers. The platform offers deals across dining, spa, wellness, entertainment, activities, beauty services, and hotels. Chilli Plus provides a paid membership program offering cashback, fee discounts, and VIP deals, while the company also sells printed gift cards in fixed denominations.
Is Chilli a public or private company?
Chilli is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Chilli founded?
Chilli was founded in 2010. It employs 1 to 10 people.
Where is Chilli based?
Chilli is headquartered in Tallinn, Estonia, in the Europe region.
How does Chilli make money?
Two revenue lines are on record. Transaction Commission is the primary driver. The others are chilli Plus Subscription.
Who are Chilli's main competitors?
Direct peers on record are Headout, Klook, Fever, GetYourGuide, Groupon and Viator. Broad incumbents are Airbnb Experiences and Booking.com. Regional players are Citybee / Baltic loyalty and deals platforms and Pigu (Pigu.lt / Pigu.ee).
Does Chilli have an API?
No public API is recorded for Chilli.
What industry is Chilli in?
Chilli's product category is Experience Marketplace. Its primary akta.pro industry code is THAKAAAL, Travel Subscription, Membership & Deal Clubs. Its NAICS code is 561520 and its SIC code is 7990.