On September 23, 2026, one of the largest retailers of home appliances and electronics, Comfy, officially announced the launch of a marketplace. Now, the chain's website and mobile application will feature products from third-party selling partners alongside the company's own products.
On September 23, 2026, one of the largest retailers of home appliances and electronics, Comfy, officially announced the launch of a marketplace. Now, the chain's website and mobile application will feature products from third-party selling partners alongside the company's own products.
At the first stage, the marketplace will offer an assortment in the usual Comfy categories, but in the future the company plans to expand the catalog with related product groups, Forbes Ukraine reports .
Each product page will list a specific seller, and buyers will be able to view reviews and choose a convenient delivery method.
Orders will be delivered directly from the partner to the buyer, bypassing Comfy warehouses.
By the end of 2027, the retailer expects to attract more than 300 partners and increase the marketplace's assortment to 500,000 products.
The management team made the decision to transform the business model at the end of 2025 based on the results of an in-depth market analysis. According to Comfy, over 70% of consumers choose a specific product online before visiting a store.
"Launching the marketplace is our strategic step in response to global changes in retail. Today, competition based solely on price is meaningless, so we are building an ecosystem that combines assortment, a proven level of service, and high brand trust," emphasized Stanislav Ronis, founder and key beneficiary of Comfy.
During 2026–2027, the retailer plans to actively expand its IT infrastructure, improve tools for partners, and develop online shopping personalization services.
As a reminder, Comfy began testing the marketplace format in February of this year . The main task of the pilot project was to test new scenarios in product cards and collect customer feedback on the updated interface.
