About Yaga
Yaga is a Retail company based in Cape Town (South Africa) founded in 2017 by Aune Aunapuu and Karl Erik Kotkas. Online marketplace offering multi-category pre-owned fashion products. Yaga has raised $6.87 million across 2 funding rounds from investors including H&M Group, Startup Wise Guys and Trind VC. Its chief executive, as recorded, is Aune Aunapuu. Its website yaga.co.za draws about 2.9 million monthly visits. Yaga offers products and services including Yaga Marketplace. Its focus areas include Consumer, Fashion Tech, B2C Commerce and Multi Category. Its competitors include Drip Markets, WISI-OI and Vintique Cloud.
Company details
Yaga was founded in 2017 in Cape Town, South Africa, and operates as an e-commerce platform focused on pre-owned fashion items such as apparel, bags, and jewelry. Additional categories like books, home improvement products, and beauty items are included in the catalog. New products are also facilitated through the marketplace, serving users across various sectors.
- Headquarters Cape Town, South Africa
- Founders Aune Aunapuu, Karl Erik Kotkas
- SectorsRetail
- Website category Lifestyle · Fashion and Apparel
- Email••••••••
- Website yaga.co.za
- Social LinkedIn X Facebook
- Total Equity Funding$6.87M (USD)
in 2 rounds
- Latest Funding Round$4.66M (USD), Seed
Oct 2025
- InvestorsH&M Group
& 7 more
Products & Services of Yaga
Yaga offers a comprehensive portfolio of products and services, including Yaga Marketplace.
Online platform for buying and selling preloved fashion securely.
Funding Insights of Yaga
Yaga has successfully raised a total of $6.87M across 2 strategic funding rounds. The most recent funding activity was a Seed round of $4.66 million completed in October 2025. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $6.87M
- Total Rounds 2
- Last Round Seed — $4.66M
- First Round $2.21M
(Nov 2022)
- Investors Count 8
All 2 funding rounds of Yaga with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Oct 2025 | $4.66M | Seed | – | Specialist | |
| Nov 2022 | $2.21M | Seed | – | Startup Wise Guys |
8 investors in total: 6 institutional and 2 angel.
Investors in Yaga
Yaga has secured backing from 8 investors, including venture fund, angel, and institutional investors. Prominent investors backing the company include H&M Group, Startup Wise Guys and Trind VC.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Venture capital and startup accelerator focused on B2B and SaaS companies | 2012 | startupwiseguys.com | Tallinn, Estonia | |
Investments in ICT startups are made by Trind VC. | trind.vc | Tallinn, Estonia | ||
B2B software, fintech, and tech companies are funded by Specialist. | specialist.vc | Tallinn, Estonia | ||
Global tech startup investments are focused on by Rubylight. | rubylight.com | Riga, Latvia | ||
Brand of casual wear for men and women | 2009 | hmgroup.com | Stockholm, Sweden | |
MV Markus Villig | Founder of Bolt, Estonian entrepreneur, active angel investor in tech startups. | unknown_4e4aff11738648999 | ||
KK Kaarel Kotkas | Founder of Veriff, Estonian entrepreneur, active angel investor in tech startups | unknown_d38c64ae086f4b9b9 | ||
| trindventures.com |
Investor details for Yaga
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People of Yaga
2 people are tracked at Yaga (2 in leadership).
| Name | Role | Group |
|---|---|---|
Aune Aunapuu | Co-Founder & CEO | Leadership |
Karl Erik Kotkas | Co-Founder & CCO | Leadership |
Complete people profiles for Yaga
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Timeline of Yaga
3 dated milestones of Yaga across 8 years, from founding to its latest funding, stage changes and deals.
- Founded Yaga is founded.
- Funding First funding round of $2.2M.
- Funding Latest funding round, Seed, of $4.7M.
Competitors of Yaga
Yaga has 3 listed competitors in our database. They include Drip Markets, WISI-OI and Vintique Cloud.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| dripmarkets.com | 2020 | Stellenbosch, South Africa | An online platform for listing and selling used fashion products across various categories. | |||
| wisioi.com | 2021 | Cape Town, South Africa | Online marketplace for trading new and preloved fashion apparel to consumers. | |||
| vintique.cloud | 2022 | Rustenburg, South Africa | Online marketplace specializing in second-hand fashion products. |
Detailed competitors of Yaga
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Web traffic of Yaga
The website of Yaga (yaga.co.za) receives about 2.9M visits a month and ranks #15,455 among all websites worldwide, #715 in Fashion and Apparel.
- Monthly visits2.9M
▲ 5.3% vs previous month
- Unique visitors520.5K
per month
- Global rank#15,455
among all websites
- Category rank#715
Lifestyle · Fashion and Apparel
- Bounce rate16%
- Pages per visit10.2
- Average visit6 min 47 sec
- DevicesDesktop 28% · Mobile 72%
Websites whose visitors overlap most with Yaga. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| myrunway.co.za | 100% | 2M | #17,620 | View details | |
| superbalist.com | 89% | 4.4M | #9,367 | View details | |
mrp.com | mrp.com | 82% | #19,610 | – | |
pepstores.com | pepstores.com | 78% | #19,332 | – | |
| cottonon.com | 78% | #4,511 | View details | ||
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for Yaga
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Frequently Asked Questions about Yaga
Yaga was founded in 2017 and raised its 1st funding round 5 years after it was founded.
Yaga is headquartered in Cape Town, South Africa. It is registered at Cape Town, Western Cape, South Africa.
Aune Aunapuu is the CEO of Yaga, as recorded in our data. They have also founded this company.
Yaga is a funded company, having raised a total of $6.87M across 2 funding rounds to date. The company's 1st funding round was a Seed of $2.21M, raised on Nov 2022.
Yaga was founded in 2017 in Cape Town, South Africa, and operates as an e-commerce platform focused on pre-owned fashion items such as apparel, bags, and jewelry. Additional categories like books, home improvement products, and beauty items are included in the catalog. New products are also facilitated through the marketplace, serving users across various sectors.
Yaga's top competitors include Drip Markets, WISI-OI and Vintique Cloud.
Yaga offers Yaga Marketplace.
Yaga has 8 investors. Key investors include H&M Group, Startup Wise Guys, Trind VC, Specialist, and Markus Villig.
The website of Yaga receives about 2.9 million visits a month and ranks #15,455 among all websites worldwide.