Motonet
Motonet Estonia OÜ operates a hybrid physical warehouse store and e-commerce platform in Tallinn, Estonia, selling auto parts, motorcycle accessories, tools, fishing gear, and home/leisure products to Estonian consumers under the Motonet brand, with affiliations to Bromangroup sister companies in Finland and Sweden.
- Company typePrivate
- Founded2010
- HeadquartersTallinn, Estonia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Motonet does
Motonet Estonia OÜ is a privately held Estonian retail company headquartered at Tähesaju tee 14, Tallinn, operating as a warehouse-style department store (kaubamaja) under the Motonet brand. It sells auto parts, motorcycle parts, tools, fishing equipment, and home/leisure products to individual consumers in Estonia through both a physical store in Tallinn and an e-commerce platform at motonet.ee. The business runs a vehicle registration number-based spare parts search covering 700+ vehicles, a 'Telli & Nopi' buy-online-pick-up-in-store service, and a Püsiklient loyalty program offering a 10% first-purchase discount and member-exclusive promotions such as 'Buy 3, Pay for 2' on Motox cleaning products.
The company carries private-label brands including Emax (heating and lighting solutions), Finbullet (tools and hardware), MTX Basic (tools and accessories), and Bestway (outdoor recreation products such as pools, spas, and camping gear), alongside third-party offerings. An Outlet section lists 191 discounted products at up to 70% off, and the company runs seasonal campaigns (e.g., Summer 3 / 2026) spanning automotive, motorcycle, fishing, camping, and home categories. Customer acquisition relies on Facebook (MotonetEesti), YouTube (@MotonetEstonia), email marketing, seasonal brochures, and the loyalty program.
Motonet Estonia OÜ is part of the broader Bromangroup, sharing CDN and storefront technology infrastructure with sister companies Motonet FI (Finland) and Motonet SE (Sweden), and using the bromangroup.fi supplier onboarding portal. No revenue, headcount, funding, M&A, or AI capability disclosures are available in the source data.
Motonet firmographics
Firmographics- Name
- Motonet
- Legal name
- Motonet Estonia OÜ
- Website
- https://motonet.ee
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Motonet Estonia OÜ operates a hybrid physical warehouse store and e-commerce platform in Tallinn, Estonia, selling auto parts, motorcycle accessories, tools, fishing gear, and home/leisure products to Estonian consumers under the Motonet brand, with affiliations to Bromangroup sister companies in Finland and Sweden.
- Ownership category
- akta.pro rank
Motonet industry classification
Industry- Product category
- Auto Parts Retail
- NAICS
- Automotive Parts and Accessories Retailers (44133), Automotive Parts, Accessories, and Tire Retailers (4413)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Motorcycle Riding Gear & Apparel Retail (CRAMANAA)
- akta.pro secondary industry
- Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)
Keywords
Where Motonet is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
Motonet business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales - Auto Parts and Accessories: Motonet generates revenue primarily through retail sales of auto parts, motorcycle parts, tools, fishing equipment, and home/leisure products both in physical stores and through its e-commerce platform.
- E-commerce Sales: Online sales with delivery to customers, complementing the physical store network.
- Outlet and Clearance Sales: Discounted outlet products with discounts up to 70% on overstock, discontinued, and seasonal items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Retail Pricing |
| Subscription | Pay-as-you-go | Loyalty Program (Püsiklient) Member Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Motonet product offering
Product offeringCore offering
Motonet Estonia OÜ is a multi-channel retailer selling auto and motorcycle spare parts, tools, fishing equipment, outdoor/leisure products, and home maintenance supplies through physical warehouse stores (kaubamaja) and an e-commerce platform. The company offers parts for over 700 different vehicles searchable via registration number, alongside house brands (Emax, Finbullet, MTX Basic), third-party brands, a loyalty program, and an outlet section with up to 70% discounts.
Product overview
Motonet is an Estonian automotive and leisure products superstore operating both physical stores and an e-commerce platform. The company offers vehicle spare parts for over 700 different vehicles, tools, hardware, fishing gear, and home/leisure products through its main Motonet Store brand. The company carries several house brands including Emax (heating and lighting solutions), MTX Basic (tools and accessories), and Finbullet (tools and hardware), alongside third-party brands such as Bestway (outdoor recreation including pools and spas). Additional offerings include a loyalty program, outlet section, and vehicle-specific spare parts search functionality.
Differentiator
Problem solved
Functional benefit
Products and services
- Motonet Store (Kaubamaja) Retail superstore specializing in auto and motorcycle spare parts, tools, fishing gear, and home/leisure products, available both in-store in Tallinn and online via motonet.ee. Targets individual vehicle owners, DIY enthusiasts, and outdoor recreation consumers in Estonia.
- Vehicle Spare Parts Search Online parts search tool that allows customers to find compatible spare parts by entering their vehicle registration number or selecting vehicle make and model, covering more than 700 different vehicles. Designed for individual vehicle owners seeking compatible replacement parts.
- Outlet Discounted outlet section featuring seasonal end products, previous collection items, and limited quantities from known brands at reduced prices up to -70%. Provides value-oriented purchasing option for consumers across home, tools, auto, and outdoor categories.
- Motonet Gift Card (Kinkekaart) Gift card service offered by Motonet, listed among the company's customer services, redeemable for products across the retail assortment. Targets consumers seeking gift options for vehicle owners, DIY enthusiasts, and outdoor hobbyists.
Companies that use Motonet
Customer profileSegments3 records
Ideal customer profiles3 records
Motonet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Motonet partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Motonet FI (Finland)minorRelated company under the Bromangroup operating Motonet retail stores in Finland.
- Motonet SE (Sweden)minorRelated company under the Bromangroup operating Motonet retail stores in Sweden.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Motonet competitors and assessment
Company assessmentDirect peers
- Biltema: Nordic multi-category hardlines retailer selling auto parts, tools, outdoor, and leisure products across physical stores and e-commerce. Closest direct competitor to Motonet's horizontal assortment and DIY/auto focus.
- Halfords: UK-based retailer of automotive parts, bicycles, and leisure products operating physical stores and e-commerce. Highly comparable omnichannel model and product mix to Motonet.
- Jula: Nordic DIY and hardware retailer with stores in Sweden, Norway, and Poland. Comparable assortment of tools, auto accessories, and home/leisure products at value price points.
- Mekonomen: Nordic automotive aftermarket parts distributor and retailer with strong presence in Sweden, Norway, and Finland. Comparable to Motonet's vehicle parts search and auto-parts retail focus.
Regional players
- XXL Sport: Nordic sporting goods retailer covering outdoor, hunting, fishing, and cycling — overlapping with Motonet's outdoor recreation assortment, though primarily focused on apparel and sports equipment rather than auto parts.
Broad incumbents
- Clas Ohlson: Nordic generalist retailer of hardware, tools, and home products across multiple channels. Comparable horizontal assortment but with a broader home/Wi-Fi focus and less automotive depth.
- O'Reilly Auto Parts: US automotive aftermarket parts retailer with strong fitment lookup and dual retail/professional channel. Comparable in registering vehicle-based parts search and tiered customer engagement.
- AutoZone: Largest US specialty retailer of automotive parts and accessories. Comparable vehicle-specific parts lookup and loyalty program (AutoZone Rewards) mechanics, although at vastly greater scale.
- Bauhaus: Europe-wide home improvement and DIY superstore chain. Comparable large-format warehouse retail model and broad categories including tools, garden, and auto accessories.
- Hornbach: European DIY and home improvement retailer with deep assortment across tools, garden, and auto. Comparable broad DIY and recreational customer base, though more focused on construction.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Motonet social profiles
Digital presenceMotonet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Motonet leadership team
Management profileNumber of profiles
Profiles1 record
Motonet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Motonet 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 Motonet
What does Motonet do?
Motonet Estonia OÜ is a multi-channel retailer selling auto and motorcycle spare parts, tools, fishing equipment, outdoor/leisure products, and home maintenance supplies through physical warehouse stores (kaubamaja) and an e-commerce platform. The company offers parts for over 700 different vehicles searchable via registration number, alongside house brands (Emax, Finbullet, MTX Basic), third-party brands, a loyalty program, and an outlet section with up to 70% discounts.
Is Motonet a public or private company?
Motonet is a private company. It is classified as corporate owned and is currently operating.
When was Motonet founded?
Motonet was founded in 2010. It employs 11 to 50 people.
Where is Motonet based?
Motonet is headquartered in Tallinn, Estonia, in the Europe region.
How does Motonet make money?
Three revenue lines are on record. Retail Sales - Auto Parts and Accessories are the primary driver. The others are E-commerce Sales and outlet and Clearance Sales.
Who are Motonet's main competitors?
Direct peers on record are Biltema, Halfords, Jula and Mekonomen. XXL Sport is listed as a regional player. Broad incumbents are Clas Ohlson, O'Reilly Auto Parts, AutoZone, Bauhaus and Hornbach.
Does Motonet have an API?
No public API is recorded for Motonet.
What industry is Motonet in?
Motonet's product category is Auto Parts Retail. Its primary akta.pro industry code is CRAMANAA, Motorcycle Riding Gear & Apparel Retail, with a secondary code of CRAOANAK, Motorcycle, powersports & ATV parts and accessories distribution. Its NAICS code is 44133 and its SIC code is 5013.