Poland’s Juo secures €4M to scale its physical product subscription platform

Warsaw-based Juo, a platform for physical-product subscriptions, raised €4M in a seed round to expand its e-commerce tools.

Warsaw-based Juo, a startup that develops technology for managing and growing subscriptions based on physical products, has secured €4M in seed financing. With this round, Juo has raised around €5M to date.

Market One Capital and Peak led the round, with added participation from SMOK Ventures, BADideas, FJ Labs, and Lakestar.

Jacek Łubiński, Partner at Market One Capital, says, “Juo is a textbook story of progress and founders-market fit. From experience in e-commerce to infrastructure that, based on a modern tech stack, truly delivers key value in increasing revenue for businesses. 

“We see maturity in decision-making, speed of iteration, and a culture of the highest quality that combines product perfectionism with discipline in delivery, which clients love. It’s a rare combination of long-term product vision and execution that builds a lasting advantage and enormous potential for Juo.”

Thijs Dijkman, Partner at Peak, adds, “Juo team has achieved remarkable international momentum, particularly in the Netherlands, one of Europe’s most competitive and innovative e-commerce markets. Their ability to win over leading brands demonstrates clear product-market fit and shows they are ahead of the curve. We’re thrilled to partner with them on building the platform and becoming the default infrastructure for physical-product subscriptions.”

Launch and manage subscription models for physical products

Juo is a platform for managing physical product subscriptions, built for e-commerce companies. It allows brands to create any type of subscription while keeping engineering and operations work separate.

The company was founded by Leszek Zawadzki (CEO), Alina Prelicz (COO), and Paweł Tatarczuk (CTO), who spent many years building software companies together and had direct experience operating a subscription-focused business.

Co-founder Zawadzki says, “Many businesses today don’t realise they could be subscription-based, even though the model has expanded far beyond digital products. But the infrastructure and developer tools haven’t caught up.”

“Physical-product subscriptions are far more complex – each with different products, pricing models, and ordering frequencies. Flexibility is crucial, and that’s what we provide. We’re building the backbone that powers these subscriptions as a core part of modern commerce.”

The Juo team expects subscription growth to continue, so they are building technology that reduces the complexity of current subscription workflows for merchants, e-commerce developers, and future AI agents.

Co-founder Tatarczuk adds, “The technology we’re building will be essential for the next stage of commerce. AI agents like ChatGPT won’t integrate with every store individually — they’ll rely on standardised protocols such as MCP to communicate and transact. Our goal is to provide that missing layer for physical-product subscriptions, so the systems of the future can connect seamlessly with the commerce that already exists.”

Juo solves subscription management challenges for physical products at the infrastructure level. It offers tools to design, launch, and manage subscription models for many product types, from recurring goods like supplements, cosmetics, meal kits, and pet food to higher-value items like home appliances or medical equipment.

With separate work contexts, operators and developers use the same environment with tools matched to their roles. Juo’s system lets developers work with any stack (such as React or Vue), while business teams handle operations without using code.

Juo includes a logic layer, API, SDK, CLI, and a collaborative editor. With the API and ready components, subscription integration takes days instead of months. The toolkit works with e-commerce systems including Hydrogen (Shopify), Medusa, and commercetools, as well as older platforms like PrestaShop and Shopware.

The company supports recurring payments through credit cards, SEPA Direct Debit, and regional methods such as iDEAL and BLIK. Partnerships with Adyen, Mollie, PayU, and Tpay provide market coverage and smooth payment processing.

The platform now manages over 500,000 subscriptions for companies across Europe and North America. Businesses using Juo include Pulse4all, Mother’s Earth, Meowbox, Impossibrew, Boerschappen, Guud, Yummygums, and Natulim.

Alina Prelicz, co-founder and COO of Juo, mentions, “Subscribers order twice as often as returning customers. Across our clients, we’ve seen that once brands make subscriptions truly convenient – for example, by supporting local payment methods – checkout conversion increases significantly. These are not abstract numbers.”

“We work directly with e-commerce teams who see the impact every week in their dashboards: higher retention, more predictable revenue, and stronger relationships with their customers. Convenience drives growth. Our job is to make it simple.”

Capital utilisation

With new investment, Juo is preparing to broaden what the platform can do for developers, operational teams, and AI-driven tools. The company already processes transactions in the hundreds of millions of złoty each year and manages more than 500,000 ongoing subscriptions.

This funding marks the beginning of Juo’s next phase. The team plans to extend support for custom builds and major e-commerce platforms, strengthen compatibility with modern front-end frameworks, and introduce Model Context Protocols (MCPs) so AI systems can work directly with subscription infrastructure.