Overview
PHH Group is the leading e-commerce and marketplace group in the Baltic states and a major player in Finland. It runs four well-known online stores: Pigu.lt in Lithuania, 220.lv in Latvia, Kaup24.ee in Estonia and Hobby Hall in Finland. One seller account gives access to all four markets and about 11.5 million potential customers. For a brand that wants to reach the Baltics and Finland, PHH Group is the most important marketplace in the region.
Who is behind PHH Group
PHH Group was formed in 2021 when Pigu, the largest e-commerce platform in the Baltics, combined with the Finnish-Estonian Hobby Hall Group, after the private equity fund Mid Europa Partners bought Pigu from its founders. Hobby Hall has a long history: its first mail-order catalogue was published in Finland in 1975, and it launched online in 2000. The group's local brands kept their own identities, but share logistics, purchasing and technology. PHH Group says its marketplace has been active in Baltic e-commerce since 2008.
PHH Group in numbers
Almost 2 million customers shop in PHH Group's marketplace ecosystem. In 2025 the group handled 4.3 million orders and 120 million sessions, and Pigu.lt was named Lithuania's favourite online store. The group has returned to profitability and runs a large warehouse of around 23,000 square metres. PHH Group says its marketplace has shifted its focus from the size of its range to the quality of its products.
How selling on PHH Group works
- One account, four markets. Sellers can place offers on Pigu.lt, 220.lv, Kaup24.ee and Hobby Hall, with prices set per country.
- Local-language content for each store: Lithuanian, Latvian (and often Russian), Estonian and Finnish.
- Fees. PHH Group publishes a monthly fee starting from EUR 39 and a sales commission of 5% to 15%, depending on the category.
- Fulfilment by Pigu. Sellers can use PHH Group's fulfilment service for storage, packing, shipping and returns.
- Customer service in five languages, handled by PHH Group.
- Detailed product data, with EANs and the deepest category level required, across more than 1,300 categories.
- Integration through PHH Group's API or tools such as Base.com.
Why PHH Group matters for brands
The Baltics and Finland are attractive markets with few large local marketplaces. PHH Group gives brands one route into four countries through trusted local store brands.
How eBrands looks at PHH Group
eBrands sells on the PHH Group marketplaces and, with our home base in Helsinki, follows the Finnish and Baltic markets closely. If you want to see how PHH Group could sit alongside the channels you already use, we are happy to talk it through.
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