Comfy launches a marketplace and expands business beyond electronics
Ukrainian retailer Comfy has launched a full-fledged marketplace, where products from third-party companies started being sold alongside its own assortment. By the end of 2027, the company plans to attract about 300 sellers and increase the platform's offer to 500 thousand products.
The new format works on the Comfy website and in the mobile app. At the first stage, partners will offer products in the categories familiar to the retailer, but later the company plans to enter adjacent segments.
On each product page, the buyer sees a specific seller. Orders from third-party companies will be delivered directly to customers via a dropshipping model, without going through Comfy warehouses. For such purchases, delivery by "Nova Poshta" and Meest is available.
At the same time, the terms of purchase from third-party sellers differ from usual Comfy orders. According to the company's support center, Comfy bonuses cannot be used or earned on partner products, nor can gift cards, credit, or installment payments be used. Funds for the product go directly to the seller, but customers can resolve questions about orders, delivery, or returns through the Comfy contact center.
The full launch was preceded by testing of the new model. As early as February 2026, Comfy began adding offers from third-party sellers to the online store. In the spring, the company already called the marketplace one of the main digital development areas for this year.
The transition to the marketplace model occurs against the backdrop of rapid growth in the retailer's online business. In the first quarter of 2026, the share of Comfy's online sales reached 36.6% compared to 30% a year earlier. The mobile app accounted for more than a third of online sales.
The company's revenue for the first three months of the year grew by 28% year-over-year - to 14 billion UAH. As of the end of March, the network consists of 115 stores in 56 cities of Ukraine.
According to the results for 2025, Comfy reported revenue at 55.8 billion UAH, a 17% increases from the previous year's result. The share of online sales then was 33%, and the number of the network's customers exceeded more than 12.4 million. Over the year, the company paid UAH 2.3 billion in taxes and fees.
Thus, launching the marketplace allows Comfy to increase the assortment without the need to independently purchase and keep all products. The company plans to expand the number of categories, tools for partners, and IT infrastructure of the platform throughout 2026-2027.
