Tedooo
3 known investors
Israeli social-commerce platform for handmade, craft and DIY sellers, now also selling made-to-order personalized products.
Also known as M.A Tedooo Group LTD · MA Tedooo Group Ltd.
Founders & leadership
Investors · 3
Also in the syndicate · 2
Company profile
researched Aug 2026Tedooo operates a social-commerce platform aimed at the handmade, crafts and DIY market, combining marketplace listings with social-network features such as a feed, follows, interest groups, direct chat and short product-linked videos called "Mojos". Sellers can open a shop, list an unlimited number of products and keep the full sale value, as the platform charges no listing fees or commissions and directs payments straight to sellers' PayPal or Stripe accounts. Shops can be imported from Etsy or Shopify, and the platform offers AI-assisted photo enhancement (background generation, background removal, product staging) and promotional video generation. A "Dailies" section in the chat tab distributes free craft patterns and DIY projects contributed by users.
The tedooo.com website presents a direct-to-consumer, made-to-order product catalogue organized by category (wall art and décor, jewelry, home and living, bags and accessories, apparel, keepsakes and books, party, phone and tech). Buyers can describe an idea or upload a photo — including photos of people or pets — and have it produced as a customized item such as glass wall art, tufted rugs, mugs, necklaces, hoodies, mirrors and engraved rings, with listed prices largely between about $35 and $250 and a site-wide 50% promotion running at the time of capture.
A companion iOS app, published by developer M.A Tedooo Group LTD in the Shopping category, is free with in-app purchases and is positioned around connecting crafters, DIY enthusiasts and buyers and sellers, with a zero-fee marketplace.
Founding story
The company was founded in 2020 by CEO and co-founder Michelle Apelker, who had collected thousands of business cards while travelling to track brands and form partnerships, and built a basic app for herself to manage those relationships, request photos of new items and buy directly. Although not publicly listed on app stores, people began requesting access, and she partnered with her brother Mor Apelker, CTO and co-founder, who brought roughly ten years of development experience, to build the app into a company.
Business model
Two-sided platform: free marketplace and social network for makers with no listing fees or sales commissions, monetized via an optional paid subscription tier; payment processing is handled by third parties (PayPal/Stripe) and funds are not held by the platform. The tedooo.com site additionally sells made-to-order customized products directly to consumers.
Freemium subscription. A Standard plan is free (unlimited listings, community access, seller keeps 100% of sales revenue), while a PRO plan is listed at $24.99 per month or $149.99 per year and adds enhanced search visibility, automatic promotion, profile analytics and external store integration. TechCrunch reported the same $24.99/month premium tier at the time of the 2022 seed round, offering profile-view visibility, automatic promotion in search results and linking of external e-commerce accounts such as Etsy and eBay. Standard PayPal/Stripe processing fees of 2.9% + $0.30 per transaction apply to sellers.
Traction
TechCrunch reported more than 100,000 registered users in over 150 countries in July 2022, with signups rising from roughly 100 per day to 300–500 per day over about a month and thousands of new organic users weekly. Company material states a community of over one million creators. The iOS app holds a 4.1 average rating from 515 ratings. Product pages on tedooo.com display review counts in the thousands for individual items, including 19,302 reviews on one glass wall-art product.
Latest developments
Company-published material dated 2026 lists a Standard (free) and PRO ($24.99/month or $149.99/year) plan structure, AI photo-enhancement and promotional-video tools, product-linked "Mojos" video posts, Etsy and Shopify shop import, and a community of more than one million creators. The tedooo.com storefront is running a made-to-order personalized-product catalogue with new arrivals including glass wall art, suncatchers, portrait vases and mugs, custom rugs and seasonal items, alongside a site-wide 50% discount promotion.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned as a social-commerce alternative to fee-charging handmade marketplaces, most directly Etsy, with zero platform commissions as the principal contrast; company-published comparison material also situates it against Shopify and other online-selling platforms. Management has described Tedooo as a social network rather than an e-commerce platform, while acknowledging an overlapping audience with Etsy in the crafts and DIY market.
No listing fees or sales commissions with payouts going directly to sellers; combined social network and marketplace in a single product; free AI photo and video promotion tools; community features such as interest groups and daily free patterns; and shop import from Etsy or Shopify.
Technology
Mobile apps (iOS app published by M.A Tedooo Group LTD, approximately 335 MB, iPhone and iPad, rated 13+) plus a web platform. Product features include a social feed, groups, chat, search, store listings, product catalogs, offers and reviews, and product-linked video posts. The platform provides AI-based tools for photo enhancement (custom background generation, background removal, realistic product staging) and automated generation of promotional videos in commercial or user-review styles. Reported web technologies include Node.js, Express, React Router, Apollo, Amazon Web Services, Google Analytics, Google Tag Manager, reCAPTCHA, Google and Facebook login, Mailjet and Google Workspace.
Go-to-market
Growth has been largely organic through the community and social features, with sellers building audiences via posts, groups and product-linked videos rather than paid advertising; the company stated after its seed round that about 70% of the funds would go to product and 30% to marketing. Consumer acquisition on tedooo.com uses promotions such as free shipping on selected items, a $5 first-purchase signup incentive and site-wide discounting. Distribution channels include the website and the iOS app store listing.
Independent makers, artisans, artists, custom-product creators, vintage and secondhand sellers, and creative small businesses seeking fee-free selling; on the buyer side, consumers looking for handmade, personalized or gift items. Early focus was English-speaking countries.
Geography
Headquartered in Tel Aviv, Israel, with users reported in more than 150 countries and an initial commercial focus on English-speaking markets. The app listing supports English plus 16 additional languages.
History
Founded in 2020 around a personal app for managing supplier relationships, Tedooo grew into a social network for buyers and sellers with a focus on the handmade, crafts and DIY sector. By July 2022 it reported more than 100,000 registered users across over 150 countries and raised a $3 million seed round led by Stardom Ventures. Company-published material dated to 2026 describes a community of more than one million creators, a zero-fee marketplace with Standard and PRO plans, AI promotion tools and Etsy/Shopify shop imports, while the tedooo.com storefront has been oriented toward made-to-order personalized products.
Risks & controversies
App Store reviews raise recurring seller complaints: a 2025 review notes the absence of product variation options for listings and reports no sales after roughly a year on the platform, and a 2023 review describes stalled payment flows ("waiting for buyer to send payment"), removal of self-promotional posts, difficulty deleting an account and unanswered support messages. At the time of the 2022 seed round the company acknowledged that in-app payment completion was not yet available. Third-party data aggregators publish conflicting figures for the company, including a 2022 founding year and revenue, valuation and funding estimates explicitly labelled as derived or estimated.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 1
launches, deals, and filingsOversubscribed seed round comprising $2 million from Stardom Ventures and $1 million from angel investors; the company said the round closed in 24 hours and that roughly 70% of proceeds would go to product and 30% to marketing.
$3M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Tedoootedooo.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Tedooo do?
- Israeli social-commerce platform for handmade, craft and DIY sellers, now also selling made-to-order personalized products.
- Who founded Tedooo?
- Tedooo was founded by Michelle Apelker, Mor Apelker.
- Who are Tedooo's investors?
- Tedooo's investors include Stardom.