Udora, a global gifting marketplace, founded in 2014 and formerly known as Flowwow, has closed a $10 million private investment round and relaunched under a new brand. The startup connects customers with local florists, confectioners, and artisan makers across over 50 markets and 1,500 cities.
Following the investment, Udora targets 350,000 orders globally and plans to expand its seller base by 40%. The company expects to reach €23 million in global GMV, driven by expansion into new categories.
European Traction and Market Momentum
In Europe its growth is driven by such markets as the UK, Spain, Germany, France and Poland. Spain has emerged as the fastest-growing market, with GMV up 258% in 2025 and a further 220% year-on-year growth in Q1 2026, while orders increased by 282%. Germany recorded 346% GMV growth in 2025, while Poland saw GMV rise by 287% with orders up 250%, reflecting strong demand in underpenetrated segments. The UK also delivered solid performance, with GMV growing 97% year on year and average order value reaching $148. Together, these trends highlight momentum across both mature and emerging European markets, supporting further regional expansion.
Marketplace Model and Product Expansion
All orders on the platform are handled by independent local sellers and SMEs, including florists, confectioners, edible bouquet makers, and indoor plant shops. The platform provides digital infrastructure to help them reach customers from 50+countries they couldn’t access independently. Udora handles orders, marketing tools, and access to a paying, repeat audience through a single, tech-ready platform, without the overhead of building it in-house.
Unlike generalist marketplaces, Udora tailors its product assortment to local tastes, cultural context, and price expectations in each market it enters. In Europe, this means expanding beyond flowers into baked goods, houseplants, home decor and experiential gifting, alongside curated gift bundles suited to regional gifting occasions.
The platform features more than 150,000 products across over 25 categories, with networks of verified sellers in each market. Currently, the most in-demand categories in Europe’s key markets remain flowers, followed by confectionery, plants, and personalized gifts.
“Udora started with a simple idea: to help people feel close, no matter the distance – to do for gifting what Airbnb did for hospitality. And as long as people love each other, there will always be a place for what we’re building.The company is now entering a phase where we aim to deepen our presence in the markets where we operate, with a stronger adaptation of our offering in each region and by developing cutting-edge technology to improve the gift discovery and purchasing experience,” said Slava Bogdan, CEO and founder of Udora.
The roadmap includes gift subscriptions, wishlists, and advanced personalisation tools, including a product catalogue tailored to each customer’s browsing and purchase history. Udora also plans to roll out postal delivery across Europe, including domestic shipping options, for such categories as home decor and jewelry. At the same time, Udora aims to maintain a consistently high service standard, targeting a 4.9–5.0 rating as it scales — reinforcing trust and long-term customer loyalty.
