What Kaup24.ee does

Kaup24.ee is an Estonian consumer e-commerce marketplace operated by DLB Trading OÜ, an Estonian private limited company that has been in operation since 2003. The platform serves Estonian consumers with a horizontal product assortment spanning electronics, home appliances, cosmetics, fashion, furniture, garden and outdoor products, pet supplies, automotive goods, sports and recreation equipment, and children's and baby products. Since 2019, Kaup24.ee has combined first-party retail with a third-party marketplace hosting thousands of sellers and millions of SKUs, with brand-level sellers including Kouket, Digizone, Epood24, and Helmand Baltics.

The technology stack is a standard consumer marketplace platform with native iOS and Android apps, Salesforce-driven CRM, a cookie-based personalization and retargeting layer integrated with Google Ads, Facebook, TikTok, Adform, and Criteo, and the Kaup24 PLUS subscription loyalty system with cashback ("Kaup24-euros") and tiered VIP benefits. Logistics are fulfilled through Estonia's three principal parcel networks — Omniva, Itella, and DPD — plus a physical pickup store at Mustika keskus in Tallinn offering 1-hour and next-business-day express delivery.

Kaup24.ee is a subsidiary of PHH Group (Pigu Group), a diversified e-commerce conglomerate that also operates Pigu.lt in Lithuania, 220.lv in Latvia, and Hobbyhall.fi in Finland, sharing a common platform and marketing infrastructure. Revenue is generated through four streams: direct retail markup, marketplace commissions from third-party sellers, transaction fees on Inbank (Slice) installment financing at 0.99% monthly, and recurring Kaup24 PLUS membership fees. Customer concentration is diffuse across mass-market Estonian consumers, supported by 30,422 aggregated reviews at a 4.5/5 average rating and headcount of 51–100 employees.

Name

Kaup24.ee

Legal name

DLB Trading OÜ

Website

https://kaup24.ee

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Kaup24.ee is Estonia's leading consumer e-commerce marketplace, operated by DLB Trading OÜ under PHH Group, offering millions of products across 30+ categories via first-party retail and a third-party seller platform launched in 2019.

Ownership category

akta.pro rank

Product category

Online Marketplace

NAICS

All Other Miscellaneous Retailers (45999), Electronics and Appliance Retailers (4492), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Variety Stores (5331), Retail-Catalog & Mail-Order Houses (5961), Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Mass-Market Multi-category (1P/3P) Marketplaces (CRAFAAAA)

akta.pro secondary industries

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH), Online Closeout & Liquidation Marketplaces (CRAEAFAF)

Keywords

• Online marketplace
• E-commerce platform
• Consumer goods retail
• Loyalty program
• Mobile shopping app

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Retail Sales: Direct sales of products to consumers through the e-commerce platform, generating revenue from the markup between wholesale and retail prices.
2. Marketplace Commissions: Fees collected from third-party sellers on the marketplace platform, enabling millions of products from thousands of merchants.
3. Installment Payment Fees: Interest-free installment payments with a 0.99% monthly administration fee, generating revenue from financing charges.
4. PLUS Membership Program: Premium loyalty membership offering exclusive prices and benefits, with VIP tier requiring minimum 3 purchases and €600 spend in 12 months.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Kaup24.ee operates an online marketplace in Estonia selling a wide range of consumer products and household goods across 30+ categories, combining first-party retail inventory with a third-party marketplace launched in 2019. The platform supports mobile shopping via iOS and Android apps, offers interest-free installments through Inbank, and runs a Kaup24 PLUS loyalty program with member-exclusive discounts up to 60% off and Kaup24-euro cashback. Orders are delivered through Omniva, Itella and DPD parcel networks, with same/next-day delivery and a physical pickup point in Tallinn.

Product overview

Kaup24.ee is Estonia's leading e-commerce marketplace platform offering a comprehensive online shopping experience. The platform operates as a multi-vendor marketplace (launched in 2019) enabling thousands of sellers to offer millions of products across diverse categories. The core offering includes the main Kaup24.ee Online Marketplace combined with the Kaup24 PLUS loyalty program (offering exclusive member prices, up to 60% discounts, free delivery, and Kaup24-euro cashback), the Kaup24-euro reward system, and Express Delivery (Kätte Homme) same/next-day service. Product portfolio spans electronics (smartphones, TVs, computers), home appliances (washing machines, refrigerators, robot vacuums, coffee machines), cosmetics and perfumes, fashion and accessories, furniture and home decor, garden and outdoor products, pet supplies, automotive products, sports and recreation equipment, children's and baby products, and LEGO toys. The platform also operates an Outlet store for discounted and refurbished items.

Differentiator

Problem solved

Functional benefit

Brands

• Kaup24 PLUS: Loyalty program offering member-only prices, cashback in Kaup24 euros, extended return periods (40 days standard, 60 days for VIP), and exclusive promotions.
• Kaup24 Marketplace

Products and services

• Kaup24.ee Online Marketplace Estonia's leading e-commerce marketplace operated by DLB Trading OÜ, offering first-party retail inventory and a third-party marketplace of thousands of sellers across electronics, home appliances, cosmetics, fashion, furniture, sports, pet supplies and children's products. Targeted at Estonian consumers with nationwide delivery and a Tallinn pickup point.
• Kaup24 PLUS Loyalty Program Subscription-based loyalty membership offering member-exclusive prices up to 60% off, Kaup24-euro cashback (0.5–1% return on purchases), free delivery specials, extended return periods (40 days standard; 60 days for VIP) and priority customer service. VIP tier requires 3+ purchases and €600+ spend in 12 months.
• Kaup24-euro Cashback System
• Express Delivery (Kätte Homme)
• Outlet Store
• Marketplace Platform for Third-Party Sellers

Quantifiable outcome

• 4.5/5 average customer rating based on 30,422 reviews

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, major and moderate.

• PHH GroupcoreOthers · 1 January 2019PHH Group is the parent company operating multiple e-commerce platforms across the Baltic and Nordic regions including Pigu.lt (Lithuania), 220.lv (Latvia), Kaup24.ee (Estonia), and Hobbyhall.fi (Finland). DLB Trading OÜ operates Kaup24.ee under this group.
• OmnivacoreTechnology or IntegrationMajor Baltic parcel delivery network partner offering parcel terminal and post office delivery options across Estonia. Essential logistics partner for order fulfillment and delivery services.
• ItellamajorTechnology or IntegrationParcel delivery services provider offering delivery to parcel terminals and home delivery across Estonia. Part of the multi-carrier delivery network.
• DPDmajorTechnology or IntegrationInternational parcel delivery network providing delivery services to parcel lockers and home addresses across Estonia.
• Google AdsmajorGTM or Marketing PartnerDigital advertising platform used for personalized web advertisements based on user's browsing behavior and Kaup24.ee remarketing campaigns. Creates target audiences for effective Google network advertising. Cookies retained for up to 395 days.
• FacebookmajorGTM or Marketing PartnerSocial media advertising platform for targeting Kaup24.ee advertisements to users on Facebook network, forming target audiences based on managed data and user segments. Measures campaign performance. Cookies retained for up to 3 months.
• SalesforcemajorTechnology or IntegrationCustomer relationship management and marketing automation platform used for Kaup24.ee content and marketing personalization based on browsing and purchase history. Creates user profiles and segments. Cookies retained for up to 2 years.
• AdformmoderateGTM or Marketing PartnerAdvertising technology platform for remarketing personalized based on user's browsing behavior. Associates user data across devices and creates user profiles. Cookies retained for up to 60 days.
• CriteomoderateGTM or Marketing PartnerWeb advertising personalization platform for remarketing based on user's Kaup24.ee browsing history. Cookies retained for up to 1 year.
• TikTokmoderateGTM or Marketing PartnerSocial media advertising platform for targeting Kaup24.ee advertisements to TikTok users, forming audiences based on managed data. Measures campaign performance. Cookies retained for up to 2 months.
• Inbank (Slice)moderateGTM or Marketing PartnerInstallment payment financing provider offering interest-free installments with 0.99% monthly administration fee for customer purchases on Kaup24.ee.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bol.com: Netherlands/Belgium's leading marketplace with seller commissions, broad assortment, and loyalty benefits. Comparable as a multi-category mass-market 1P/3P marketplace serving a defined linguistic/regional consumer base.
• Verkkokauppa.com: Finland's largest online retailer, offering a wide assortment of electronics, home appliances, and consumer goods with strong logistics and pickup capabilities. Comparable as a multi-category mass-market e-commerce player in the broader Nordic-Baltic region.
• 220.lv: Latvia's leading online marketplace, also under PHH Group. Operates the identical 1P/3P marketplace blueprint with thousands of sellers and millions of SKUs, serving as the Baltic sibling and closest comparable.
• Pigu.lt: Lithuania's leading online marketplace operated by PHH Group, Kaup24.ee's parent. Runs the same marketplace-plus-retail model across electronics, fashion, home goods, and toys, making it the closest functional and structural peer.
• Allegro: Poland's dominant generalist marketplace with 1P and 3P sellers, loyalty programs, and installment financing. Comparable as a multi-category marketplace with seller commissions and consumer financing baked into the model.
• Hobbyhall.fi: Finland-based e-commerce platform within the PHH Group family. Operates a multi-category online marketplace with similar assortment and loyalty mechanics, offering a peer view of the group's Nordic playbook.

Emerging players

• 1A.ee: Estonian online retailer specializing in home appliances, electronics, and household goods. Comparable as a domestic niche retailer competing directly within Kaup24's core electronics/home categories.
• Euronics Estonia: Estonian electronics specialty retailer with online and physical presence. Comparable as a domestic competitor within one of Kaup24's largest categories (electronics and appliances).

Regional players

• CDON: Nordic marketplace aggregating third-party sellers across multiple categories. Comparable as a regional multi-vendor marketplace with similar marketplace-commission economics, though serving Sweden/Norway rather than Estonia.

Broad incumbents

• Amazon (Estonia): Global e-commerce incumbent with cross-border reach into Estonia. Comparable as a competitive threat and benchmark for marketplace scale, logistics, and Prime-style loyalty mechanics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Kaup24.ee