ON24 Aktsiaselts

What ON24 Aktsiaselts does

ON24 Aktsiaselts (ON24 AS) is an Estonian e-commerce retailer operating under the ON24 Home & Living brand, specializing in furniture, home furnishings, appliances, decor, textiles, lighting, rugs, and pet supplies. The company sells more than 50,000 SKUs across twelve room-based categories (garden, living room, kitchen/dining, bedroom, home office, children's room, bathroom/sauna, hallway, home appliances, rugs/textiles, lighting, and pet supplies), positioning itself as a one-stop home furnishings marketplace. It operates online storefronts in Estonia (on24.ee), Finland (on24.fi), and a Russian-language version (ru.on24.ee), with no physical stores of material scale despite the contact address being listed in Viljandi.

The platform is built on a Nuxt.js frontend with an AI-powered natural language search feature that allows customers to describe desired products in plain language (e.g., "Scandinavian-style oak table"). The company also offers a mobile application for iOS and Android, customer accounts with wishlists, and cookie-based personalization integrated with social media and advertising partners. Fulfillment is centralized at a single warehouse in Lehmja (Rae vald), with delivery windows typically spanning one to two weeks and free shipping for loyalty program members.

Revenue is generated through one-time direct product sales priced in euros, with unit prices ranging from under €10 for small items to over €1,700 for premium furniture. The company employs installment payment plans (järelmaks) and supports both B2C consumers and a smaller B2B segment served by project sales and a two-man courier service. ON24 is privately held with no external funding rounds or parent company disclosed, and operates with a small team of 11–50 employees across its Viljandi headquarters and Lehmja distribution center.

Name

ON24 Aktsiaselts

Legal name

ON24 AS

Website

https://on24.ee

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

ON24 Aktsiaselts is an Estonian privately held e-commerce retailer operating the ON24 Home & Living marketplace, selling 50,000+ furniture, appliance, and home goods SKUs to consumers in Estonia and Finland via on24.ee and on24.fi, with an AI-powered natural language product search and centralized Estonian fulfillment.

Ownership category

akta.pro rank

Product category

Online Furniture and Home Furnishings Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (4492)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

akta.pro secondary industry

Off-Price Home Organization & Storage Retail (CRAEACAE)

Keywords

• Online furniture retail
• Home furnishings ecommerce
• Household goods online
• Home decor retail
• Furniture marketplace

Headquarters

HQ city

Viljandi

HQ country

Estonia

HQ region

Europe

Offices2 records

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: Revenue generated from direct sales of furniture and home goods to consumers through the e-commerce platform. The company sells a wide range of products including furniture, home appliances, decor, textiles, and pet supplies with pricing in euros.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

ON24 Aktsiaselts is an Estonian online retailer that sells furniture, home furnishings, home appliances, rugs, lighting, decor, and household goods through its own e-commerce storefronts at on24.ee (Estonia) and on24.fi (Finland), offering over 50,000 products across 12+ room categories. Orders are fulfilled from a central warehouse in Lehmja, Estonia, with free shipping for loyalty members, flexible installment payments, and a B2B project sales service for business customers.

Product overview

ON24 Aktsiaselts is an Estonian e-commerce company operating the ON24 Home & Living online marketplace (on24.ee) alongside a Russian-language version (ru.on24.ee) and Finnish site (on24.fi). The company offers over 50,000 furniture and home goods products across 12 main categories: Garden and terrace, Living room, Kitchen and dining room, Bedroom, Home office, Children's room, Bathroom and sauna, Hallway and household room, Home appliances, Rugs and textiles, Lighting and décor, and Pet supplies. The core platform includes an AI-powered search feature enabling natural language product discovery. Products are shipped from a central warehouse in Lehmja (Rae vald) with free delivery available. The company also operates physical retail locations in Estonia and maintains membership in the Estonian E-commerce Union.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

One partnership is on record.

• Eesti E-kaubanduse Liit (Estonian E-commerce Association)minorOthersON24 is a member of the Estonian E-commerce Association (Eesti E-kaubanduse Liit), which provides industry representation and consumer trust signals. The association link is displayed on the company's contact page.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Wayfair: Wayfair is the global leader in online home goods and furniture, offering millions of SKUs across dozens of categories. It is directly comparable as a pure-play e-commerce furniture/home retailer with extensive assortment and a search-led discovery experience — the global benchmark ON24's AI search is trying to match.
• Made.com: Made.com was a UK-based direct-to-consumer online furniture retailer specializing in design-led, affordable home furniture. It is directly comparable to ON24 in online-only furniture retailing with broad category coverage, though historically more design/upmarket focused.
• Westwing Group: Westwing is a European online home and living retailer operating across multiple countries with a curated assortment model. It is directly comparable to ON24 in e-commerce-only home furnishings, though Westwing adds an inspiration/content-led discovery layer.
• Article: Article is a North American direct-to-consumer online furniture retailer offering a curated mid-range assortment. Comparable to ON24 in online-only furniture retail, though more design-focused and without ON24's broad home goods/pet supply/appliance breadth.
• Home24: Home24 is a pan-European online retailer of furniture and home furnishings headquartered in Germany. It is directly comparable to ON24 in business model (pure-play e-commerce home goods), target customer (B2C consumers), and assortment breadth, but operates at significantly larger scale across multiple EU markets.
• Vivre: Vivre is an Eastern/Central European online home and lifestyle retailer (HQ Romania). It is directly comparable to ON24 as a regional e-commerce home furnishings player serving multiple CEE markets with broad assortment and localized storefronts.

Regional players

• JYSK: JYSK is a Nordic-headquartered discount home goods retailer with extensive physical and online presence in the Baltics and Finland — the same geographies ON24 serves. Comparable as a regional competitor in home furnishings with overlapping assortment and similar price positioning.

Broad incumbents

• La Redoute: La Redoute is a long-established French home and fashion retailer with strong online operations across Europe. Comparable to ON24 in online home furnishings retail with multi-category assortment, but competing as a broad incumbent with an established brand.
• H&M Home: H&M Home is the home furnishings extension of the H&M Group, operating online across Europe. Comparable to ON24 in online home goods category coverage and price positioning, but as a broad incumbent leveraging the H&M brand and supply chain.
• IKEA: IKEA is the dominant global home furnishings retailer with stores and e-commerce across the Nordics and Baltics. It overlaps with ON24's furniture and home goods assortment but competes as a broad incumbent with a vastly different showroom-led, vertically integrated model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/on24as

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 ON24 Aktsiaselts