Highland Europe invests in rapidly growing European internet, mobile, and software companies that address large market opportunities and have over €10 million in annualized revenues. They can provide acquisition finance or lead secondary transactions as well as making primary investments. Their capital enables management teams to accelerate growth and build a lasting, valuable business. Highland Europe was launched in 2012 and closely collaborates with Highland Capital Partners, an independent global venture capital firm with a twenty-seven year investment experience and offices in Boston and Palo Alto.

Highland Europe

Zubr Capital is is a private equity firm focused on investments in private, fast-growing companies in the TMT sector. 10+ years of PE experience as a team. Key investors: The European Bank for Reconstruction and Development (EBRD), FMO (Dutch Development Bank), Wargaming. 20+ investments with track records of successful exits Zubr Capital is focusing on the development of capital markets, the creation of a financial ecosystem, and the promotion of equity investments among entrepreneurs in the region. Zubr Capital has developed internal expertise in a number of industries, including e-commerce, fintech, SaaS, IT services, etс.

Zubr Capital

OroCommerce

Oro Inc., founded in 2012 by industry leaders in open-source business application development, is the company behind OroCRM, OroCommerce, and OroPlatform.   OroCRM, which was launched in 2014, has rapidly established itself as a disruptive force in the CRM market. The platform’s open-source nature gives multi-channel businesses the inherent flexibility they need to tailor the product to their specific business requirements, helping them achieve a true 360-degree view of their customers. OroCRM, delivered as SaaS or on-premise, offers robust customer management tools, detailed analytics and a broad spectrum of third party software integrations for all types of businesses, from retail conglomerates to marketing and customer service organizations.   OroCommerce, a pioneering B2B-focused e-Commerce software platform, will redefine the benchmarks for best-in-class customer experience practices. By providing a diverse range of capabilities, such as personalization, localization, intelligent marketing tools, powerful reporting, and ground breaking segmentation, OroCommerce is the only true B2B eCommerce platform.   Oro’s founding team consists of Yoav Kutner, Co-Founder and former CTO of Magento; Jary Carter, former VP of Sales and Channel of Magento; and Dima Soroka, former Lead Architect for Magento. Through many years of experience in commerce and CRM, Oro is committed to delivering innovative solutions that will further disrupt the customer experience.

OroCommerce is a leading cloud-based B2B ecommerce platform that caters to manufacturers, distributors, and wholesalers. It offers a comprehensive suite of tools for B2B sales enablement, including digital commerce, multi-channel CRM, and marketplace management capabilities. In 2023, the platform drove over USD 3 billion in direct revenue for its customers.

OroCommerce Unveils Unified Brand Aligned with Vision for the Future of B2B eCommerce

Oro, an open source B2B e-commerce platform from Magento's co-founder, raises $13M

OroCommerce certified agency

Marketplaces and related solutions for selling goods and services online

Ecommerce Platforms

Allyable and OroCommerce Join Forces to Enhance Digital Accessibility in Leading Supplier Platforms

OroCommerce is a leading cloud-based B2B ecommerce platform that caters to manufacturers, distributors, and wholesalers. It offers a comprehensive suite of tools for B2B sales enablement, including digital commerce, multi-channel CRM, and marketplace management capabilities. In 2023, the platform drove over USD 3 billion in direct revenue for its customers.
OroCommerce's digital commerce solution allows businesses to create branded ordering portals, vertical marketplaces, or consolidated platforms to operate multiple subsidiaries or global divisions. Its core strengths lie in the native integration between CRM, commerce, and marketplace functionalities. The platform provides advanced features such as enhanced product kitting, storefront configurators, AI-powered product recommendations, fine-tuned search engines, and sales enablement tools for seamless integration with Google Workspace and Microsoft 365.
The platform's recent 6.0 update in March 2024 introduced intuitive interfaces and drag-and-drop functionality, making it easier than ever to manage online stores. OroCommerce's technology is recognized by global research firms, with IDC naming it a Leader in Midmarket B2B, and Gartner naming it a Visionary in 2023.

Vestiaire Collective is a leading global online marketplace for pre-owned luxury fashion items. Founded in 2009 in Paris, France, the company aims to transform the fashion industry into a more sustainable model by promoting circular fashion and reducing overconsumption and waste.
Vestiaire Collective operates a platform where buyers and sellers can buy, sell, and trade authenticated pre-owned luxury fashion items, including clothing, handbags, shoes, and accessories from renowned brands such as Louis Vuitton, Chanel, Gucci, and Prada. As of 2023, the platform had over 3 million items listed and a community of around 23 million members across 78 countries.
The company's core value proposition lies in its rigorous authentication process. All items listed on the platform undergo meticulous quality and authenticity checks by a team of trained experts, ensuring the legitimacy of the products sold. This process involves thorough examination of materials, craftsmanship, branding elements, and serial numbers, as well as the use of advanced technologies like image recognition software.
Vestiaire Collective's business model is commission-based, with the company charging a percentage fee on successful transactions. The fee structure varies based on the sale price, ranging from 15% for items sold between USD 80 and USD 13,000 to a fixed fee for higher-priced items.
In recent years, Vestiaire Collective has undertaken various sustainability initiatives, such as launching the "Brand Approved" program, which allows luxury brands to integrate circularity into their business models by facilitating the buyback and resale of their pre-owned items. The company aims to become carbon neutral by 2026 and has implemented measures to reduce its environmental footprint, including offering green shipping options and eco-friendly packaging.

Vestiaire Collective

Trendyol is a leading ecommerce platform based in Turkey that was founded in 2010 by Demet Mutlu. It operates as a marketplace connecting buyers with a wide range of sellers offering products across various categories including fashion, electronics, beauty, and groceries. Trendyol has evolved from a single shopping site to a comprehensive ecommerce ecosystem, offering complementary services such as logistics (Trendyol Express), instant delivery (Trendyol Go), digital payments (Trendyol Pay), and a secondhand marketplace (Dolap).
Initially bootstrapped with USD 300,000 by Mutlu, Trendyol witnessed rapid growth, reaching over a million customers within its first year. As of 2023, the platform boasts over 30 million customers, 250,000 sellers, and delivers more than 1 million packages daily. Trendyol's success can be attributed to its focus on affordable pricing, a diverse product range, and a sustainable business model that supports digitization of local manufacturers and small businesses.
In 2018, Alibaba Group acquired a majority stake in Trendyol, valuing the company at USD 728 million. This strategic partnership provided Trendyol with technological expertise and helped position it as Turkey's first "decacorn" (a startup valued over USD 10 billion) after raising USD 1.5 billion in 2021, reaching a valuation of USD 16.5 billion.
Trendyol's commitment to creating a positive impact is evident through its support for local talent, sustainable sourcing, and initiatives promoting women's participation in the digital economy. The company has generated significant economic impact, contributing to the growth of over 90% of its sellers and enabling over 50,000 female entrepreneurs to establish ecommerce businesses.
Key customers and partnerships
Trendyol has established notable partnerships to enhance its technological capabilities and expand its reach. In 2018, Alibaba Group secured a significant stake in Trendyol, providing expertise and resources to support the platform's growth. This strategic partnership aims to boost Turkey's e-exports by enabling Turkish SMEs to leverage Alibaba's global network for exporting their products.
Additionally, Trendyol has partnered with EVS, aligning with their shared values of positively impacting people's lives and maintaining a startup spirit. This collaboration has allowed Trendyol to contribute further to Turkey's economy and leverage EVS's expertise in areas such as mobile payments, logistics, and exports.
Trendyol has also formed a partnership with AGH, a company rich in ecommerce experience. This alliance has enabled Trendyol to absorb knowledge and best practices in areas like logistics, mobile payments, and facilitating the growth of SMEs through the platform economy.

Trendyol

SidelineSwap is the world's largest online marketplace for buying and selling new and used sporting goods. It was founded in 2015 with the mission of making sports more affordable and accessible to everyone. The platform allows athletes, fans, and sports families to safely buy and sell a wide range of sports gear across various categories, including baseball, basketball, football, hockey, golf, lacrosse, skiing, snowboarding, and tennis. SidelineSwap has enabled athletes to earn over USD 250 million to date by reselling the extra gear they have at home.
The marketplace operates on a peer-to-peer model, where sellers can create free listings, and buyers can browse through the inventory to find great deals, often at up to 70% off retail prices. Sellers receive payment through SidelineSwap's secure platform once the buyer receives and approves the item. As of April 2024, SidelineSwap had helped over 2 million athletes resell over USD 250 million worth of used sports gear, keeping 180,000 pounds of gear out of landfills annually.
In addition to its core marketplace, SidelineSwap has developed a Trade-in Platform, which provides pop-up events, in-store, and online trade-in options for brands and retailers. This platform leverages SidelineSwap's proprietary marketplace technology and resale data, enabling sellers to choose between direct resale or instant trade-in value. The Trade-in Platform has been adopted by major retailers like DICK'S Sporting Goods and MonkeySports, allowing their customers to trade in used gear for store credits.

SidelineSwap

OnBuy is an online marketplace that was founded in 2016 with the aim of providing a fair and transparent platform for retailers and consumers alike. Unlike other major marketplaces, OnBuy does not hold its own inventory or compete with sellers by offering its own product lines. Instead, it acts as a pure online marketplace connecting independent retailers and brands with customers.
The platform offers a wide range of products across various categories, including electronics, entertainment, home and garden, office supplies, and more. As of March 2024, OnBuy hosts over 35 million products from 11,000 brands and retailers. The company has witnessed rapid growth, recording a 600% year-on-year increase in sales between 2018 and 2021.
OnBuy's unique selling proposition lies in its commitment to treating all sellers equally, regardless of their size or relationship with the platform. It operates on a transparent fee structure, charging a flat commission rate of 5% on consumer electronics and 9% for all other categories, with no listing fees. This approach has resonated well with retailers, attracting hundreds of new sign-ups each month.
In July 2023, OnBuy introduced a pioneering cashback rewards program, becoming the world's first cashback marketplace. Customers can earn uncapped cashback on every purchase, which can be spent instantly on the platform or withdrawn after 30 days. This innovative loyalty program aims to disrupt the online retail landscape and provide customers with tangible rewards for their loyalty.
OnBuy's growth has been fueled by its commitment to ethical practices, fair treatment of sellers, and a focus on customer needs. The platform's success has been recognized by various accolades, including being listed in the Financial Times' 1000 fastest-growing companies in Europe and Deloitte's Fast 50.
In December 2021, OnBuy announced its plans for an anticipated IPO within the next two years, as well as international expansion into over 140 countries. The company also acquired a new headquarters in central Bournemouth in March 2022 to support its growth ambitions.

OnBuy

OpenStore is a platform that provides instant liquidity for ecommerce entrepreneurs, primarily those selling on Shopify. Founded in 2021, the company allows merchants to sell their businesses quickly by providing a cash offer within 24 hours after connecting to their Shopify store and providing relevant data. OpenStore uses proprietary algorithms and data science to analyze a merchant's historical financials, order history, and marketing data to determine a valuation for the business.
The company acquires Shopify brands with USD 1 million to USD 10 million in gross merchandise volume, with a focus on US-based, direct-to-consumer brands. After the acquisition, OpenStore takes over operations of the businesses with the intention of growing them long-term. The company has acquired dozens of brands since late 2021 and aims to streamline the mergers and acquisitions process for ecommerce businesses through automation.
OpenStore differentiates itself from other ecommerce aggregators by its rapid turnaround time and focus on direct-to-consumer Shopify brands rather than Amazon marketplace sellers. The company closed a USD 32 million funding round in September 2022, valuing it at USD 970 million. As of July 2024, OpenStore had over 100 employees and had raised over USD 150 million in equity funding from investors including Lux Capital, Atomic, Founders Fund, General Catalyst, and Khosla Ventures.

OpenStore

C2C and B2C ecommerce platforms that enable users to sell a range of goods and services via their online marketplace (e.g., eBay, Amazon).

B2B ecommerce platforms that enable businesses to sell a range of goods and services aimed mainly at other businesses. These companies mostly provide wholesale/bulk purchases (e.g., DHgate, Lightinthebox).

B2C ecommerce platforms that enable businesses to sell specialized product categories (including electronics, fast fashion, or books) via their online marketplace (e.g., Trendyol, Asos, Bookshop).

Ecommerce solutions providers that offer software for customizable ecommerce and other websites or specific modules embedded in websites such as digital experience intelligence and ecommerce management support (e.g., Shopify, CommerceIQ).

Companies that buy and grow ecommerce brands on ecommerce marketplaces (e.g., Thrasio, OpenStore, Moonshot Brands).

Companies that use GenAI as a core part of their product offering for ecommerce platforms

Some companies in the "ecommerce website solutions" segment provide B2B SaaS solutions

GenAI-based Ecommerce Platform operators offer Generative AI as a part of their core offering

Ecommerce website solutions provide services to build customized platforms/experiences for ecommerce

OroCommerce

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