# Yaga

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/yaga

- Industry: Internet
- Headquarters: Gauteng, South Africa
- Website: www.yaga.co.za/
- Total disclosed funding: $2.3M
- Latest round: Seed (Nov 10, 2022)
- Investors on record: 4

## About

Founded in 2017 by Karl Erik Kotkas and Aune Aunapuu, and based in Cape Town, South Africa, Shop Yaga (Pty) Ltd., doing business as Yaga, operates as an e-commerce platform that sells second-hand clothes. It provides a secure, user-friendly platform for individuals to list, discover, and purchase pre-loved clothing and accessories. The company emphasizes sustainability and circular fashion, aiming to reduce fashion waste and promote reuse. In October 2025, Yaga raised EUR 4 million in pre-series A funding led by Specialist VC, with participation from Trind Ventures, Startup Wise Guys, H&M Group Ventures, and individual investors. 

Yaga offers an online selling and shopping platform, which is a social e-commerce platform that enables users to buy and sell second-hand clothes, accessories, shoes, and beauty products for both men and women. In addition, the company offers a mobile application for both Android and iOS users. As of 2023, the company had offices in Estonia, South Africa, India, and Kenya.

Yaga earns revenue through transaction fees on sales, premium seller services and strategic partnerships with logistics and payment providers. The second-hand fashion market grew 15% globally in 2024 to $227 billion and is expected to grow from $227B in 2024 to $367B by 2029, positioning Yaga at the heart of this booming sector.

The company will use the October 2025 funding to strengthen existing markets, explore new ones including the Middle East and North Africa, and continue building its sustainable fashion marketplace. Yaga's platform is designed to be safe and user-friendly, offering an escrow-based payment system and localised logistics to protect buyers and sellers. Items are typically 50-80% cheaper than new, making fashion more accessible while helping reduce the industry's environmental footprint.

## Funding rounds

- Seed, Nov 10, 2022, $2.3M — Startup Wise Guys, Rubylight, Trind Ventures, Specialist VC

## Investors

- Startup Wise Guys (https://capitalatlas.ai/funds/startup-wise-guys) — Seed
- Rubylight (https://capitalatlas.ai/funds/rubylight) — Seed
- Trind Ventures (https://capitalatlas.ai/funds/trind-ventures) — Seed
- Specialist VC (https://capitalatlas.ai/funds/specialist-vc) — Seed