Zadaa

Zadaa operated a mobile-focused consumer-to-consumer marketplace for secondhand apparel, letting individuals buy and sell used clothing directly with one another. The app matched users by size and style through algorithmic recommendation, and paired this with a proprietary logistics layer intended to make peer-to-peer shipping as inexpensive and simple as business-to-consumer shipping. The company positioned selling with no seller fees, low-cost shipping and same-hour delivery options.

The company was founded by three Finnish entrepreneurs with backgrounds in software development, gamification and B2B sales. Iiro Kormi, co-founder and CEO, had worked on Zadaa since 2015 and was named to the Forbes 30 Under 30 Europe list for retail and e-commerce in 2018. Zadaa raised a €4 million Series A in 2020 led by Begin Capital and Impulse VC, with existing investor Superhero Capital participating.

In March 2025, Helsinki-based startup Bought — founded by Olli Warro, Anna Müller and Erik Kymäläinen — acquired Zadaa as part of its launch strategy, alongside a $1.5 million (€1.4 million) funding round led by Lifeline Ventures. The integration allows Zadaa users to move their active listings and profiles into the Bought app.

Founding story

Zadaa was founded by three Finnish entrepreneurs with backgrounds in software development, gamification and B2B sales. Co-founder and CEO Iiro Kormi had been working on the company since 2015 and was included in the 2018 Forbes 30 Under 30 Europe list for retail and e-commerce.

Business model

Zadaa ran a consumer-to-consumer marketplace app in which private individuals listed and sold secondhand clothing to other individuals, with the company providing matching, payments and an integrated shipping solution. Repeat purchases accounted for 84% of revenues as of the 2020 Series A announcement.

Marketplace transaction-based; repeat purchases accounted for 84% of revenues at the time of the 2020 Series A. The current Zadaa/Bought proposition advertises €0 selling fees, with shipping priced from €1.89 and same-hour delivery at €2.99.

Traction

As of the May 2020 Series A announcement, Zadaa reported more than 400,000 customers. Retention data cited at that time: customers still purchased 60% of their sign-up-month volume 3.5 years after registering, repeat purchases made up 84% of revenues, and 80% of new users bought again within one week.

Latest developments

In March 2025 Bought acquired Zadaa and raised $1.5 million (€1.4 million) led by Lifeline Ventures, with angel participation from Marianne Vikkula, Sami Marttinen, Mikko Silventola, Pii Ketvel, Annika Sjöberg and Anniina Sulku. Zadaa's website now presents Bought as the continuation of the service, offering automated listing creation from users' online purchase history, AI-assisted photo listing, resale value estimates and offers on items held in a virtual closet.