is an e-commerce open platform, centrally managed, where products/services from third parties are sold to users and is deployed in a specific vertical market.

It leverages stakeholder engagement to give all the necessary stakeholders within a value chain a reason to participate by implementing automation and/or features and functionality that makes their own roles easier and adds value to them and the whole value chain

An open platform – brief overview:
The GW platform - unlike usual marketplace models where it is run by sellers and buyers while the provider, such as Amazon provides the facilities - considers the whole value chain of a vertical market and gives them a place inside the whole ecosystem.

From manufacturers managing their own product data, to associations having a communication portal and access point to related entities within the value chain through to the creation of a reseller network with those actors in front of and/or in direct communication with the end customer/user.


To better understand the problems GW is trying to solve, we first must look at what is going on – and why – in online market places and eCommerce.

Businesses of all sizes typically view their business from a siloed perspective. This, in simple terms for the retail market, means that retailers and resellers typically focus only a fraction of their valuable time on actual sales and spend a lot of their resources ineffectively on matters that could be handled more efficiently from a value chain perspective.

This also leads to another problem for these small entities – lacking the ability to benefit from the economies of scale in terms of marketing and customer acquisition, product purchasing and distribution, and following up on the latest technical trends, which in the era of the Amazon’s and Alibaba’s, their businesses are slowly dying.

This is somewhat controversial as it is known that there is a vast majority of customers who still prefer to buy their products based on an expert’s recommendation. Customers expect access to more information on the product before a purchase decision is being made and many prefer to do it with a real person, although we know that after getting more information, many will still go and search online for the cheapest price or quickest delivery/availability.

Amazon has many pros for customers, but nothing comes without the cons. Customers feel that the product catalogue is overwhelming, and it is hard to find the product you are looking for, many still distrusts a foreign operator, it is a faceless self-serve platform and it is trying to do everything for everyone. In the same regard, Alibaba is no different.

Roughly 30 million people in Europe work in industry of manufacturing and roughly the same amount of people work in retail and wholesale. To put it in another way: for any given product, as many people work in selling, as in designing and manufacturing the product.

This means that a major part of the price of any product is from the costs of these elements of the value chain. Selling to consumers has been revolutionized on-line by global giants like Amazon and Alibaba not to mention B2B trade of commodities also happens largely on-line.

However, the largest employer sector in Europe is services and there is a large - and largely untapped - online market of goods sold in connection to these services. This is where our stakeholder engagement comes in – in order to get the tradesmen, and similar, to change their ways, we need to improve their productivity or simply make their jobs easier.

The other side is that we also try to help the marketeers in the value chain do their jobs more efficiently – for example it is much more effective to advertise built-in appliances to people who are in process of renovating their kitchen than to general populace in general advertisement platforms. Giving access to brands and product owners to manage their own product data and to analytics of their performance in the markets makes our platform a truly open one.

How better can we help the marketeers and sellers then give them the opportunity to sell without the need to buy – through dropship arrangements with manufacturers we can negate the largest risk the resellers have. No need to buy or store inventory.

The GW built its offering with scalability in mind - in terms of low running and implementation, maintenance and server costs. This is done by utilising a serverless cloud infrastructure and core components that extend to vertical specific features and add-ons, such as the stakeholder engagement aspect of each independent vertical.

The 4 differentiating factors of the GW versus other online marketplaces:

Value Chain inclusive strategy
Open Platform
Stakeholder Engagement
Selling without the need to Buy

Our vision is to see experts thrive and succeed in the future of retail.

Our mission is to create similar competitive tools for those experts selling the product as the giants have, to give the power back to the small entities to meet the customer demands for personalized service and connection with an expert.

Contact people

Contact person Title Phone Email
Mika Ketola CEO, founder +358 44 231 7706
Patrick Dudley COO, founder +358 40 719 8684
Kimmo Parviainen-Jalanko CTO, partner +358 44 734 7614
Jaana Keränen CFO +358 40 821 6176


Our office is located at Äyritie 12 A, 01510 Vantaa, Finland (close to the HEL airport).,+01510+Vantaa/@60.2942388,24.9642029,17z/data=!3m1!4b1!4m5!3m4!1s0x468df808ef5e1611:0x661fad436b9b88ad!8m2!3d60.2942362!4d24.9663916