Udora, a global gifting marketplace formerly known as Flowwow, has closed a $10 million private investment round and relaunched under a new brand. This marks a new phase in the company’s global strategy. The company is investing in a deeper local presence across Europe, expanding its product catalogue, and advancing AI-powered personalisation.
Founded in 2014, Udora connects customers with local florists, confectioners, and artisan makers across 50+ markets and 1,500+ cities. In Europe — one of the world’s largest and most mature e-commerce regions — the platform is gaining traction, with key markets such as the UK, Spain, Germany, France and Poland driving growth.
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.
“Udora is the evolution of the project after a decade of connecting people through local creators. 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.
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 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.
This reflects a broader shift: the EU’s Digital Decade programme has set a target of 90% of SMEs reaching basic digital capabilities by 2030. However, today fewer than three in four have done so. Udora is directly aligned with this movement, giving European local sellers immediate access to customers across 50+ countries through a single platform.
What’s new: localisation and product expansion
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. We never wanted to limit ourselves to a single country because love has no borders. After testing in multiple markets, we’ve seen the same everywhere: people want to express affection through meaningful gifts — and the model scales. That’s why we’re ready to take it global: 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,” commented Slava Bogdan.
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.
2026 Outlook
Following the relaunch and new 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.
Udora’s focus in Europe is to scale responsibly — expanding across cities and categories, empowering local sellers, and increasing local demand, and maintaining exceptional service quality while doubling the business year on year. 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.