Finnish sales platform Bought acquires Netflea.com to leverage 200,000 users’ data for seamless resale

Finnish sales platform Bought acquires Netflea.com to leverage 200,000 users’ data for seamless resale

Bought, a Finnish P2P retail sales platform, has acquired Netflea.com, a Finnish secondhand marketplace enable, to leverage 200,000 past users’ purchase histories and enable seamless resale through its AI-driven platform. The company shared the news with AIN.

Acquisition details

• Netflea.com, a once-popular Finnish secondhand marketplace, founded in 2024 and shut down earlier this year by the parent company’s bankruptcy estate. Netflea.com operated in Finland as Vähänkäytetty.fi, served users across 13 European markets.

• Bought does not plan to relaunch the marketplace but will offer its users the opportunity to automatically transfer their purchase and sales history to the new Bought app.

• The acquisition wasn’t about buying an active marketplace, instead the company plans to re-engage 200,000 past users and leverage their historical purchase data.

“Many of the clothes bought from Netflea.com are once again sitting in IKEA bags waiting for their next owners. By bringing users’ purchase history to Bought, users can automatically list their items for resale. Items still in use can be stored in their profile’s virtual closet,” says Erik Kymäläinen, CEO and co-founder of Bought.

About Bought

• Bought, a Helsinki-based startup founded by Olli Warro, Anna Müller and Erik Kymäläinen, develops an automated secondhand marketplace.

• The app’s AI-driven innovation automatically creates sales listings from users’ online shopping history. All the user needs to do is enter their email address into the app.

• Beyond email automation, Bought also offers AI-assisted manual listing, where simply taking a photo of the item is enough.