Yaga Press Kit:

Company info, founder story, images, videos, and press materials all in one place.

Key Facts

Founded	2017 in Estonia
Users	2+ million
Items sold	6+ million
Sellers’ earnings	€80+ million
Monthly visits	12+ million
GMV run-rate	€60 million
Team	25 people
Funding	€7.2 million raised in total

About Yaga

Yaga is a social e-commerce company that makes it easy for people to buy and sell second-hand fashion. Founded in Estonia in 2017, Yaga has grown into the market-leading resale platform in South Africa and is expanding into new markets, with over 2 million users, more than 6 million items sold, and over 12 million visits each month.

With the goal of becoming the largest marketplace for second-hand fashion in Africa and the Middle East, the company aims to create economic opportunities for sellers and promote sustainable fashion at scale.

Yaga has raised a total of €7.2 million in funding from investors including Specialist VC, Trind Ventures, Startup Wise Guys, H&M Group Ventures, Rubylight, as well as Markus Villig, CEO of Bolt, and notable angel investors with backgrounds in Wise, Veriff, Katana, and Klaus.

Yaga founding story

The inspiration for Yaga came when Aune Aunapuu, the Founder and CEO of Yaga, attempted to sell a stroller that her children had outgrown. Frustrated by the time-consuming and unreliable process on existing online marketplaces, she envisioned a platform where secondhand items could find new homes seamlessly and securely. This idea led to the creation of Yaga – a platform dedicated to giving preloved items a second life while making the buying and selling experience smooth, trustworthy, and rewarding.

Aune Aunapuu: long bio

Aune Aunapuu is the Founder and CEO of Yaga, the leading secondhand fashion marketplace in South Africa.

Before founding Yaga, Aune built a strong foundation in environmental sustainability through her work as an environmental consultant. In this role, she assessed the environmental impact of large infrastructure projects, ensuring that sustainability was at the forefront of planning and implementation. Her academic background in environmental management and sciences further fuelled her passion for creating a platform that not only empowers users economically but also contributes to a more sustainable future.

Aune’s commitment to sustainability is at the core of Yaga’s mission. Through Yaga, she is championing a circular fashion economy that reduces waste and extends the life of fashion items, making sustainability both accessible and profitable for everyday people. Today, Yaga stands as a testament to her belief that environmental consciousness and economic empowerment can go hand in hand.

Aune Aunapuu: short bio

Aune Aunapuu is the Founder and CEO of Yaga, the leading secondhand fashion marketplace in South Africa. With a background in environmental sustainability, she has grown Yaga into a platform with over 2 million users and a mission to make secondhand shopping mainstream across Africa and MENA.

Team Photos

Portrait 1 – Aune Aunapuu, CEO and Co-founder (photographer: Liisa-Maria Kesa)
Team photo 1 – Aune Aunapuu, CEO and Co-founder, & Karl Erik Kotkas, CFO & Co-founder (photographer: Liisa-Maria Kesa)
Team photo 2 – Aune Aunapuu, CEO and Co-founder, & Karl Erik Kotkas, CFO & Co-founder (photographer: Liisa-Maria Kesa)
Team photo 3 - Yaga team (photographer: Liisa-Maria Kesa)