Overview
NetOnNet is a Swedish consumer electronics and home appliance retailer that sells online and through warehouse-style stores, which it calls "Lagershops", in Sweden and Norway. Its concept is simple: technology at warehouse prices, quickly and easily. For an electronics, appliance or home tech brand, NetOnNet is one of the main channels in Sweden and a growing one in Norway.
Who is behind NetOnNet
NetOnNet was founded in 1999 with the idea of selling consumer electronics at lower prices than regular stores. It is headquartered in Borås, Sweden, where it runs a central warehouse integrated with PostNord, which lets the group reach more than 90% of the population in Sweden and Norway the same day or the day after ordering. In February 2022 the Norwegian online retailer Komplett bought NetOnNet for about SEK 3.7 billion, and NetOnNet became part of Komplett Group, together with Komplett and Webhallen. At the time, NetOnNet had about 10% of the Swedish market. See also our Komplett page.
Stores and growth in Norway
NetOnNet sells to consumers and businesses online and through around 31 Lagershops in Sweden and Norway, from Umeå in the north to Malmö in the south and Bergen in the west. It is expanding in Norway with new stores in larger cities, including Oslo, Bergen and Trondheim. NetOnNet has won awards for its customer service in home electronics and celebrated its 25th anniversary in 2024. It also offers payment solutions for business customers.
How brands can work with NetOnNet
NetOnNet works with brands as a retailer, buying products for its online shop and stores, alongside its own private labels. A brand approaching NetOnNet should be ready with:
- Electronics, appliances, gaming or home tech products with clear demand.
- Competitive pricing, since NetOnNet competes on low prices.
- Swedish and Norwegian product content and packaging.
- EU and Norwegian compliance, such as CE marking, WEEE, energy labels and Norwegian requirements, since Norway is outside the EU.
- Reliable supply to NetOnNet's central warehouse, especially for campaigns such as Black Week.
Why NetOnNet matters for brands
NetOnNet is one of the largest electronics retailers in Sweden, with fast delivery across Sweden and Norway and a strong position with value-focused shoppers. As part of Komplett Group, it also links to Komplett and Webhallen.
How eBrands looks at NetOnNet
eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you want to see how NetOnNet could sit alongside the channels you already use in the Nordics, we are happy to talk it through.
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