Udora, the global gift marketplace formerly known as Flowwow, has closed a private investment round of €9.2 million and has relaunched under a new brand. With this move, Udora reinforces its international growth strategy, with a particular focus on key markets like Spain, and bets on the platform’s technology development and expansion of its product offering.
Udora (derived from Greek eudora, meaning “good gift”) connects customers with local independent sellers in more than 50 markets and more than 1,500 cities. In this context, Spain has emerged as one of the fastest-growing markets and a key pillar for the company, which already works with more than 290 local sellers and operates in more than 60 cities, including Madrid, Barcelona, and Valencia.
In 2025, Spain accounted for 18.5% of global GMV, with €1.67 million and more than 27,500 orders. In the first quarter of 2026, its weight has continued to rise to reach 24% of global GMV, with €1.1 million and 16,000 orders. For this year, Udora expects to hit €4.6 million in GMV in Spain, surpassing 20% of the global business.
“ 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 seek to deepen our presence in the markets we operate in, including Spain where we have been present since 2023, with a greater adaptation of the offering in each region and developing the most advanced technology to improve the discovery and gift-buying experience,” says Slava Bogdan, CEO and founder.
Local small businesses connected to the world
The model enables local shops such as florists, chocolatiers, bakeries, gift stores, decor shops, cosmetics retailers, jewelers, perfumeries, artisans, among others, to increase their sales through the online marketplace, both nationally and internationally.
In some cases, up to 50% of sellers’ revenue comes from international orders. This model represents a business opportunity for SMEs, as well as a way to drive their digitization and integration into the digital economy. The marketplace gives SMEs access to the digital infrastructure necessary to reach online customers and offers marketing tools and access to a recurring paid audience, all via a single technology platform, without the costs of building it independently.
“Udora was born with a simple idea: to help people feel close, regardless of distance. We never wanted to limit ourselves to one country because love has no borders. After testing in multiple markets, we’ve seen the same thing everywhere: people want to express affection through a meaningful gift, and the model scales. That’s why we’re prepared to take it global: do for gifting what Airbnb did for hospitality. And as long as people care, there will always be a place for what we’re building,” said Slava Bogdan.
What’s new: specialization and local adaptation
Unlike generalist marketplaces, Udora focuses on the gifts category and adapts to each market. The platform features more than 150,000 products in more than 25 categories, with networks of verified sellers in each market. Currently, the most demanded categories in Spain are flowers (over 90% of sales), followed by confectionery, plants, and personalized gifts.
“Each market features a catalog tailored to local tastes, cultural preferences, and price expectations. In this sense, the value proposition centers on delivering a complete gifting experience, combining local product with technology,” adds Bogdan.
The roadmap includes AI-powered gift discovery, automated customer service, subscriptions, wish lists, and advanced personalization tools. It also incorporates a catalog tailored to each customer based on their history, making it easier to find the ideal gift and expanding the reach of sellers.
2025 results and future plans
Globally, in 2025 the company increased orders by 123% year-over-year, with GMV reaching €9.1 million (+129%). Customer satisfaction remained at 92.4% of positive reviews, well above the standard of 80-85% in e-commerce platforms.
In Spain, the average order value was €60.6 last year, rising to €64.2 in Q1 2026. This reflects healthy consumer appetite in one of Europe’s fastest-growing gifting markets, expected to grow at a compound annual growth rate (CAGR) of 7.97% through 2029.
