Morele.net
Polish online consumer-electronics and general e-commerce platform founded in 2000 and headquartered in Kraków.
Last updated September 26, 2026
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Overview
Morele.net (formally Morele.net sp. z o.o.) is a Polish e-commerce platform and online retailer headquartered in Kraków. It was founded in 2000 by Michał Pawlik and Radosław Stasiak, who initially built and administered computer networks, mainly in student dormitories of the Kraków University of Economics; the '.net' element of the name refers to that original networking specialisation. The company launched its online store in its current form in 2005, initially offering custom-built PC sets and computer hardware. Today Morele.net is one of Poland's leading online sellers of consumer electronics, covering computers, laptops, components, smartphones, consumer electronics (RTV), home appliances (AGD) and gaming consoles. The site lists roughly 3 million offers across many categories and reports more than 3 million customers. According to group data for fiscal year 2024/2025, gross merchandise value (GMV) reached approximately PLN 2.1 billion. In the 2025 ranking of the 500 largest enterprises in Poland prepared by the daily Rzeczpospolita, the company placed 331st. The controlling shareholder is the private equity fund MCI.TechVentures (MCI Capital Group), which took a stake in 2011. Morele.net operates exclusively online; its former network of stationary pickup points, called netpunkty, was closed in 2020. The company has expanded through acquisitions (1klik.pl in 2009, sklep-presto.pl in 2017, the eMAG.pl domain in 2020) and through a 2018 combination with Baltic e-commerce leader Pigu.lt under a shared holding in which MCI.TechVentures retained more than 50%. Since the early 2020s it has pursued a strategy built on own product brands (D2C) and a marketplace model, alongside consolidation of its separate online shops onto the main morele.net platform. It also runs Morele Business for B2B customers and fulfils orders in 13 foreign European markets.
History
Morele.net was founded in 2000 in Kraków by Michał Pawlik and Radosław Stasiak, then students who began by building and administering computer networks, mainly in dormitories of the Kraków University of Economics. The '.net' part of the name refers to this original networking specialisation. In 2005 the company formally launched the Morele.net online store, initially offering custom PC assembly and computer hardware. In 2007 it introduced a network of so-called netpunkty — stationary personal pickup points in several dozen Polish cities. In 2009 Morele.net acquired the online shop 1klik.pl from Zakupy.com, expanding its customer base and organic traffic. In 2011 the fund MCI.TechVentures (MCI Capital Group) took more than 50% of the company, allocating PLN 10 million for that purpose. The fund's capital injection enabled expansion of the sales platform, logistics infrastructure and product range. In the following years Morele.net consistently strengthened its position in online electronics sales in Poland, developing both its assortment and its own logistics infrastructure. In 2014 it launched the moreleTV channel on YouTube, devoted to reviews of computer hardware and electronics; by 2025 the channel had gathered more than 435,000 subscribers. In 2017 Morele.net acquired the sports shop sklep-presto.pl, then one of the largest online sports stores in Poland — its first significant move outside the electronics segment. In November 2018 the company announced a combination with Latvia-Lithuania-based Pigu.lt, the e-commerce leader in the Baltic states (Lithuania, Latvia, Estonia). Both companies entered a shared holding in which MCI.TechVentures retained more than 50%. The aim of the consolidation was to achieve operational synergies and create a platform for further acquisitions in the Central and Eastern European region. Also in 2018 the site suffered a cyberattack in which an unauthorised party gained access to the shop's customer database. In a statement the company said it had taken strategic action to rebuild, strengthen and improve the security of its infrastructure. The measures listed in the official communication included two-step verification when changing the email address and phone number assigned to a user account, a change in hashing method and hashing of sensitive data, expanded monitoring of internal systems and additional anti-bot verification. At the beginning of 2019 customers gained access to the Morele.net mobile app, and for the visual-communication changes introduced on its website the company received a nomination for the prestigious Mobile Trends Awards 2018 in the mobile/RWD website or service category. At the end of March 2020 the company decided to close all its stationary pickup points, the netpunkty. In July 2020 it acquired the eMAG.pl internet domain (formerly agito.pl), which until March 2023 redirected traffic to morele.net and then to the Romanian emag.ro domain. From the early 2020s Morele.net developed a strategy based on its own product brands (D2C) and a marketplace model — a platform enabling sales by external entities. The strategy also envisaged further acquisition of e-commerce companies and market consolidation. At the beginning of 2021 a refreshed visual identity, including a new logo, was presented. Alongside the rebranding the company introduced the Morele MAX programme (free deliveries and returns) and launched the Morele ASK platform. It also decided to consolidate its previously separate online shops (including hulahop.pl, amfora.pl, budujesz.pl, meblujesz.pl), moving their assortments onto the main morele.net platform. In 2022 the Logistics Centre in Sosnowiec was expanded, with a robotic ASRS (Automated Storage and Retrieval System) installed, providing throughput of 1,200–1,500 fulfilled orders per hour in automatic mode. In 2023 artificial-intelligence solutions were implemented, integrating the ChatGPT model with the customer-service function. The platform also began fulfilling orders in 13 foreign European markets. Today the platform offers roughly 3 million offers, including own-brand assortments: Zipro, Peme, Preyon, BlackWheels, Sense7, 4Swiss and MOLIV. The group also includes Morele Business, dedicated to serving B2B customers. Morele.net is a limited-liability company registered in the National Court Register, operating exclusively online; it has no stationary sales network of its own, as the netpunkt pickup network was liquidated in 2020.
- 2025
Ranked 331st in Rzeczpospolita's list of the 500 largest enterprises in Poland.
- 2024
Group data for fiscal year 2024/2025 reported GMV of approximately PLN 2.1 billion.
- 2023
Integrated ChatGPT-based AI into customer service; began fulfilling orders in 13 foreign European markets.
- 2022
Expanded the Sosnowiec Logistics Centre with a robotic ASRS system.
- 2021
Presented a refreshed visual identity and new logo; introduced Morele MAX and Morele ASK; consolidated separate shops onto morele.net.
- 2020
Closed all netpunkty pickup points (March); acquired the eMAG.pl domain (July).
- 2019
Customers gained access to the Morele.net mobile app; nominated for Mobile Trends Awards 2018.
- 2018
Announced combination with Baltic e-commerce leader Pigu.lt under a shared holding; suffered a cyberattack on its customer database.
- 2017
Acquired the sports e-shop sklep-presto.pl, its first major move outside electronics.
- 2014
Launched the moreleTV YouTube channel for hardware and electronics reviews.
Products and positioning
Competitive prices, fast delivery and customer service; broad electronics assortment plus marketplace and own brands.
Morele.net online marketplace
Platform with roughly 3 million offers across electronics and other categories.
Morele MAX
Programme offering free deliveries and returns.
Morele ASK
Platform launched alongside the 2021 rebranding.
Morele Business
Entity dedicated to serving B2B customers.
Own brands: Zipro, Peme, Preyon, BlackWheels, Sense7, 4Swiss, MOLIV
Direct-to-consumer product brands offered on the platform.
Sources3 sources
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