MERLIN GROUP Valuation Multiples

Amazon is the leading online retailer and marketplace for third party sellers. Retail related revenue represents approximately 74% of total, followed by Amazon Web Services (17%), and advertising services (9%). International segments constitute 22% of Amazon's total revenue, led by Germany, the United Kingdom, and Japan.

Tencent is the world's largest game publisher, with top-grossing mobile hits like Honor of Kings and Peacekeeper Elite and a steady pipeline of new titles. It also operates WeChat-China's super-app with roughly 1.3 billion users-embedded in daily life for messaging, short video, mini programs, payments, and shopping. Beyond its own platforms, Tencent is a prolific strategic investor, holding stakes in leading internet companies such as PDD, Kuaishou, and Xiaohongshu.

Alibaba is the world's largest online and mobile commerce company as measured by gross merchandise volume. It operates China's online marketplaces, including Taobao (consumer-to-consumer) and Tmall (business-to-consumer). The China retail e-commerce platform is the most valuable cash flow-generating business at Alibaba. Additional revenue sources include China wholesale e-commerce, international retail and wholesale e-commerce, local consumer services, travel services, cloud computing, digital media and entertainment, Cainiao logistics services, and other businesses.

PDD Holdings operates commerce businesses in over 80 countries globally. Its main operations are Pinduoduo, a social commerce platform in China, and Temu, a global e-commerce marketplace. PDD also has a community group purchase business in China. PDD has built a network of sourcing, logistics, and fulfillment capabilities that support its underlying businesses.

MercadoLibre runs the largest e-commerce marketplace in Latin America, with about 150 million active users and more than 600 million active listings across 18 countries stitching into its commerce network or fintech solutions when last reported. The company operates a host of complementary businesses to its core online shop, with shipping solutions (Mercado Envios), a payment and financing operation (Mercado Pago and Mercado Credito), advertisements (Mercado Clics), classifieds, and a turnkey e-commerce solution (Mercado Shops) rounding out its arsenal. MercadoLibre generates revenue from final value fees, advertising royalties, payment processing, insertion fees, subscription fees, and interest income from consumer and small-business lending.

Sea started as a gaming business, Garena, but in 2015 expanded into e-commerce. Sea operates Southeast Asia's largest e-commerce company, Shopee, in terms of gross merchandise value. Shopee is a hybrid C2C and B2C marketplace platform operating in Indonesia, Taiwan, Vietnam, Thailand, Malaysia, the Philippines, and Brazil. For Garena, Free Fire is the key revenue generating game. Sea’s third business, SeaMoney, provides lending, payment, digital banking, and insurance services.As of March 31, 2025, Forrest Xiaodong Li, the founder, chairman and CEO, owned 59.1% of voting power. Tencent owned 18.5% of issued shares with no voting power.

Carvana Co is an e-commerce platform for buying and selling used cars. The company derives revenue from used vehicle sales, wholesale vehicle sales and other sales and revenues. The other sales and revenues include sales of loans originated and sold in securitization transactions or to financing partners, commissions received on VSCs and sales of GAP waiver coverage. The foundation of the business is retail vehicle unit sales. This drives the majority of the revenue and allows the company to capture additional revenue streams associated with financing, VSCs, auto insurance and GAP waiver coverage, as well as trade-in vehicles.

JD.com is the third-largest Chinese e-commerce platform by gross merchandise volume in 2024. it offers a wide selection of authentic products with speedy and reliable delivery. The company has built its own nationwide fulfilment infrastructure and last-mile delivery network, staffed by its own employees, which supports both its online direct sales, its online marketplace and omnichannel businesses.

Coupang is South Korea’s largest e-commerce platform that sells both owned and third-party inventory. Headquartered in the US, Coupang operates e-commerce businesses mainly in South Korea and Taiwan. The company has built an integrated logistics network that covers the entirety of South Korea, with extensive fulfillment centers that ensure timely delivery, even for orders placed seconds before midnight. Outside of its bread-and-butter e-commerce business, Coupang has expanded into Rocket delivery services to third-party merchants (fulfillment and logistics by Coupang), online grocery delivery Rocket Fresh, online meal delivery (Eats), e-commerce in Taiwan, luxury e-commerce (Farfetch), and travel.

Naver has been the leading search portal in South Korea for many years. The company has also been evolving into an internet platform providing a variety of internet services, such as news, a dictionary, maps, digital comic content, social networking, e-commerce, videos, fintech services based on online payments, and Cloud services. Naver was also the incubator of Line Yahoo, the leading mobile messaging app in Japan, Taiwan, Thailand, and Indonesia, which merged with Z Holdings (Yahoo Japan), with Naver now owning 32.5% of the merged entity renamed LY.

JD Health is the largest healthcare e-commerce platform in China in terms of revenue. The company offers pharmaceutical drugs and healthcare products on its platform, both as a marketplace that connects merchants to consumers and as a first-party, or 1P, direct retailer. It also offers online consultation from real life doctors and separately partners with offline pharmacies that can provide location-based 24/7 delivery as part of an omnichannel initiative to complement its core e-commerce business. Its closest competitors are Alibaba Health and Meituan for its e-commerce business. As of Dec. 31, 2024, the platform has over 200 million active annual users and over 70,000 merchants. JD Health is 67.49% owned by its parent company, JD.com.

LY is a leading Japanese internet services conglomerate. Its main services are Yahoo Japan, the oldest portal site in Japan that offers a wide variety of services, such as news, e-commerce, financial information, and Line, a national messenger application. In 2019, the company acquired Zozo, a leading online apparel retailer, to grow its e-commerce business. In 2022, LY consolidated with its wholly owned subsidiary PayPay, the most popular QR code payment service in Japan.

Rakuten is a leading e-commerce and fintech service provider in Japan. It has built up a comprehensive Rakuten ecosystem in Japan, including Rakuten Ichiba for e-commerce, Rakuten Travel, Rakuten Card, Rakuten Bank, Rakuten Securities, and became the fourth mobile network operator in Japan in April 2020. The loyalty program, Rakuten Super Points, has encouraged cross-use of services in its ecosystem. About 90% of its revenue is generated from the Japanese market.

Chewy is the largest e-commerce petcare retailer in the US, generating $11.9 billion in fiscal 2024 sales across pet food, treats, hard goods, and pharmacy categories. The firm was founded in 2011, acquired by PetSmart in 2017, and tapped public markets as a stand-alone company in 2019 after spending time developing under the aegis of the pet superstore chain. The firm generates sales from pet food, treats, over-the-counter medications, medical prescription fulfillment, and hard goods like crates, leashes, and bowls.

Alibaba Health is of one of China's leading e-commerce platform specializing in healthcare-related products, including prescription drugs, OTC drugs, traditional Chinese medicine, health foods, and so on. The company operates both a third-party B2C service, or 3P, and its own direct-to-consumer business, or 1P, with its own inventory, which can both be accessed by Alibaba’s Tmall app and Alipay. The company also provides online consultation services in a separate app called Yilu or “Dr. Deer,” although its e-commerce businesses remain its core competency in the long-term. E-commerce accounted for 93% of revenue in fiscal year 2022. We estimate that AliHealth holds about 45% of market share in the industry in terms of GMV. AliHealth is 63.74% owned by its parent company, Alibaba Group.

Meesho Ltd is a technology platform that integrates commerce, logistics, and content creation to support e-commerce activities under the Meesho brand. The Company also provides digital financial services by facilitating financing arrangements between non-banking financial companies and sellers to support access to credit, and it operates a supply-chain service for the delivery of groceries and other products. The Company operates through the Marketplace segment, which is a technology platform connecting consumers, sellers, logistics partners, and content creators, and the New Initiatives segment, which includes a low-cost local logistics network for daily essentials and a digital financial services platform. The majority of the Company's revenue is generated from the Marketplace segment.

Lenskart Solutions Ltd is a technology-driven eyewear company, with a belief that clear vision is fundamental to personal development and well-being. It sells a range of eyewear products including prescription eyeglasses, sunglasses, and other products such as contact lenses and eyewear accessories.

Wayfair engages in e-commerce in the United States (88% of 2025 sales), Canada, the United Kingdom, and Ireland. It's also embarked on expansion into the brick-and-mortar landscape, with 12 stores (excluding outlets) between the AllModern, Birch Lane, Joss & Main, and Wayfair banners. At the end of 2025, the firm offered more than 40 million products from more than 20,000 suppliers under the brands Wayfair, Joss & Main, AllModern, Birch Lane, and Perigold. Its offerings include furniture, everyday and seasonal decor, decorative accents, housewares, as well as advertising and logistics services. Wayfair was founded in 2002 and began trading publicly in 2014.

FSN E-Commerce Ventures Ltd is engaged in the business of manufacturing, selling and distributing beauty, wellness, fitness, personal care, health care, skin care, hair care products, fashion garments, fashion accessories and equipments on the online portals or websites such as e-commerce, m-commerce, internet, intranet as well as through physical stores, stalls, general trade and modern trade etc. In addition, it also provides marketing support services. The group operates in the following segments: Beauty, Fashion, and Others. The majority of its revenue is generated from the Beauty segment, which comprises online beauty platform, beauty-owned brands, physical retail stores, eB2B distribution business, and Nykaa Man BPC business. Geographically, the group derives key revenue from India.

Vipshop is a leading Chinese online discount retailer offering branded products at attractive discounts ranging from 10%-90% off their original price through daily flash sales. It operates warehousing, retailing, product procurements, software development, and information technology support in-house while outsourcing to third-party logistics providers for distribution and shipments. Branded products on Vipshop’s platform are sourced mostly through a consignment model with global brand partners . As of March 31, 2025, Eric Ya Shen, chairman and CEO, had 64.5% voting rights. Leading Chinese social media firm and strategic shareholder Tencent also holds an 12.5% interest.

Zalando, founded in 2008, is Europe’s biggest pure-play online fashion platform. Zalando is present in 25 European countries, and its major market is the DACH region, comprising Germany, Austria, and Switzerland. The company commands around 12% market share in European online apparel sales. After the About You acquisition, it has 17 fulfillment centers, offers over 7,000 brands, and as of September 2025, had 61 million active users (more than 10% of the population in countries where the firm has a presence).

Vishal Mega Mart Ltd is engaged in the wholesale and retail trade of apparel, fast-moving consumer goods, and general merchandise. The group offers products across three product categories: apparel, general merchandise, and fast-moving consumer goods through a pan-India network of nearly 645 Vishal Mega Mart stores. Its brands are Yellow Hippo, Wavelength, Brink, Home Pure, Outshine, Tandem, Home Finery, and Others. The Group operates in the reportable segment of Contract Manufacturing and Wholesale and Retail Trading.

Zozo was established in 1998 by Yusaku Maezawa (founder and former CEO), and its main business is Zozotown, the largest fashion e-commerce platform in Japan. Zozotown’s business consists mainly of consignment sales, where each brand’s products are stocked in Zozotown’s logistics bases, and brands open their shops on Zozotown as tenants. As of 2025, Zozotown sold clothing from over 9,000 brands and boasted about 12.8 million annual active users. Zozo acquired LYST, a UK-based fashion e-commerce platform operator, in 2025.

Mango Excellent Media Co Ltd is a China-based company engaged in the provision of E-commerce services through Television, Internet, Catalogs, and other multimedia channels. The company operates three main business segments. The Mango Television Internet Video Business segment delivers content such as variety shows, TV dramas, films, movies, animations, and short videos. The New Media Interactive Entertainment Content Production Business segment covers the creation and operation of dramas, variety programs, and games, alongside artist management, music copyrights, and game development. The Media Retail Business segment focuses on TV shopping, media e-commerce, and overseas-related operations. The company generates maximum revenue from the Mango Television internet video business segment.

Global E Online Ltd provides e-commerce solutions. The company offers a platform to enable and accelerate direct-to-consumer cross-border e-commerce. The platform was purpose-built for international shoppers to buy seamlessly online and for merchants to sell from and anywhere in the world. The company localizes the shopper experience to make international transactions as seamless as domestic ones. The platform increases the conversion of international traffic into sales by removing much of the complexity associated with international e-commerce. The company derives maximum revenue from the United States.

Inchcape PLC, based in the United Kingdom, is a distributor and retailer of premium and luxury automobiles through partnerships with original equipment manufacturers (OEMs). The company has three reportable segments and two operating business units: distribution and retail. The distribution segment delivers new vehicles and parts in three geographies (Asia Pacific (APAC), the Americas, Europe and Africa) and provides associated marketing and logistics operations. The retail segment sells new and used vehicles in the U.K. and Europe. The company’s profitable revenue sources are distribution services performed in APAC and retail services in the U.K. and Europe.

Openlane Inc provides a digital marketplace for used vehicles, connecting sellers and buyers in North America and Europe for fast and transparent transactions. Its services include financing, repossessions, repairs, transportation, warranty, and inventory management. The company operates used-vehicle auctions and has two main segments: Marketplace and Finance, with majority revenue coming from the Marketplace segment, which to used vehicle remarketing, including marketplace services, remarketing, or make ready services and all are interrelated, synergistic elements along the auto remarketing chain. The Finance segment, through AFC engaged in business of providing short-term, inventory-secured financing to independent vehicle dealers.

Beijing United Information Technology Co Ltd operates business to business e-commerce platform. The company provides online commodity trading, commercial information services, and Internet technology for industrial products and raw materials for related industries. It also provides online commodity trading services for upstream and downstream industries such as coating chemicals, sanitary products, and glass, including self-operated e-commerce, third-party e-commerce, and SaaS services.

PT Global Digital Niaga Tbk is engaged in the business of Retail Trading and programming Activities, as well as Web Portals and/or Digital Platforms. Its segments are Online Retail (First party and Third party), Institution, and Physical store.

Polibeli Group Ltd is engaged in goods trading and others to promote the circulation of goods with a focus on making trading easier. The products offered by the company include consumer electronic accessories, household appliances, skincare products, oral-care products, cosmetics products, toys and game products, and health-care products. Geographically, the company derives the majority of its revenue from Japan.

Founded in 2000, Ocado provides automation and logistics solutions to grocers. Ocado operates in two segments: logistics and solutions. Logistics provides fulfillment and delivery services in the United Kingdom. Solutions is based on the Ocado Smart Platform, a modular, automated online retail fulfillment and delivery solution that provides software, fulfillment hardware, and support services to corporate customers in return for upfront and recurring fees. Partners include leading grocers around the world, like Sobeys, Morrisons, ICA, Groupe Casino, Bon Preu, Kroger, and Coles. Ocado also has a 50% stake in Ocado Retail, a pure-play e-grocery business. The other 50% is owned by Marks & Spencer.

E-MART Inc. is a hypermarket retail company in Korea. The company mainly operates its businesses through seven divisions: domestic hypermarket, tourism hotel, food, supermarket, resort, overseas hypermarket, and bakery. It operates around148 branch locations in Korea (including Emart Traders) and approximately 16 branches in China under management. In addition, by 2023, it plans to expand presence throughout the projected 200 store locations of more, while penetrating into overseas markets in Vietnam and Mongolia.

Suning.com Co Ltd, formerly Suning Commerce Group Co Ltd, is a retail shop offering electronic appliances such as air-conditioners, refrigerators, washing machines, color TVs, audio-video products, small home appliances, communication products, computers and digital products.

DeNA Co Ltd is a social media service provider in Japan. It generates majority of the portion of its revenue by providing social media and Internet marketing-related services through its Social Media segment. The E-commerce segment offers E-Commerce related services, including the operation of auction shopping and cellular phone websites under the names DeNA shopping and Mobaoku, respectively. The Others segment is engaged in travel agency and insurance agency services, and professional baseball related business. The company has its primary market in North America.

momo.com Inc is an e-commerce company that serves Taiwan. The company is engaged in TV and radio production, radio and TV program distribution, radio and TV commercial, video program distribution, issuing of magazine, retailing, and retail sale no storefront. The Group has two reporting segments: E-commerce division and Multimedia business division. It derives maximum revenue from E-Commerce Segment.

Modivo SA operates in the footwear and apparel segment across multiple European markets. The group follows an omnichannel retail model that includes a network of physical stores and e-commerce platforms. Its operations are conducted under several brands, including CCC, HalfPrice, eobuwie.pl, MODIVO, Worldbox, and Boardriders.

Syoung Group Co Ltd is an e-commerce company. It owns multiple independent skincare brands such as Yunifang, Xiaomazu, Dadihui, and Huayaohua.

Tuhu Car Inc operates an integrated online and offline platforms for automotive service in China. Online, the company streamlines diverse car service needs into one centralized platform through its flagship TUHU Automotive Service APP and online interfaces, delivering the digital and on-demand service experience to customers. Offline, the company has three different types of stores, including self-operated Tuhu workshops, franchised Tuhu workshops, and third-party partner stores. It serves the passenger vehicle models sold in China, fulfilling automotive service demands ranging from tires and chassis parts replacement to auto maintenance, repair, detailing, and more. All of the company’s geographic operations are carried out in PRC.

Sailvan Times Co Ltd  is a technology-driven export cross-border brand e-commerce. The company sells high-quality and individuality to global consumers through third-party e-commerce platforms such as Amazon, Walmart, eBay, Wish, and vertical category self-operated websites such as SHESHOW and Retro Stage. It offers modern lifestyle products, including clothing accessories, sports and entertainment, department stores and home furnishings and others. The company also provides logistics services to third parties based on its comprehensive cross-border warehousing and logistics system.

Revolve Group Inc is an emerging e-commerce retailer, selling women’s dresses, handbags, shoes, beauty products, and incidentals across its marketplace properties, Revolve and FWRD. The platform is built to suit the "next-generation customer," emphasizing mobile commerce, influencer marketing, and occupying an aspirational but attainable luxury niche. With $1.1 billion in 2024 net sales, the firm sits just outside the top 30 apparel retailers (by sales) in the U.S, but has consistently generated robust top-line growth as the industry continues to favor digital channels. Revolve generates approximately 18% of sales from private-label offerings, while focusing on building an inventory of distinctive products from emerging fashion brands with less than $10 million in annual sales.

Brainbees Solutions Ltd is engaged in the business of buying, selling, advertising, and promoting baby and kids products and Fast Moving Consumer Goods (FMCG) goods on a wholesale basis through various business partners. It also runs the pre-school business for kids through various franchisee partners in India.

ACV Auctions Inc operates a mobile platform for wholesale car auctions. It provides a digital marketplace for wholesale vehicle transactions and data services that offer transparent and accurate vehicle information for customers. Additionally, the company's marketplace platform is supported by remarketing centers in various locations throughout the United States.

Baoxiniao Holding Co Ltd engages in the manufacture and sale of clothes in China. Its products include men's suit jackets, shirts, dress pants, clothing coats, suit pants, and vests. The company sells its products through its sales outlets and online sales network.

D-MARKET Electronic Services & Trading offers an e-commerce platform in Turkey and the surrounding region. The company is comprised of one reportable segment, namely e-commerce operations. The Group derives revenue from the sales of goods, marketplace revenues and other revenues.

We Buy Cars Holding Ltd is an automotive retailer focused on buying, reconditioning, and retail sales through both physical supermarkets and its digital platforms. The company's two reportable segments are: i) Buyer, distributor and retailer of pre-owned motor vehicles with the attendant sale of finance and insurance products and other ancillary products. ii) Property rental: Rental of warehouses to group companies. The majority of the company's revenue is derived from the Buyer, distributor and retailer of pre-owned motor vehicles segment.

GoodRx Holdings Inc is a consumer-focused digital healthcare platform that aims to lower the cost of healthcare in the United States. It operates a price comparison platform that provides consumers with curated, geographically relevant prescription pricing, and provides access to negotiated prices through codes that can be used to save money on prescriptions across the United States. GoodRx generates revenue from core business from pharmacy benefit managers (PBMs) that manage formularies and prescription transactions including establishing pricing between consumers and pharmacies. It also offers various healthcare products and services, including pharma manufacturer solutions, subscriptions, and telehealth services.

Moonpig Group PLC operates in the gifting market. The company is an online greeting cards and gifting platform, comprising the Moonpig, Red Letter Days, and Buyagift brands in the UK and the Greetz brand in the Netherlands. Its products and services include a range of cards, a curated range of gifts, personalization features, and next-day delivery offerings. The company's operating segments are Moonpig, which derives key revenue, Greetz, and Experiences. Geographically, the company generates maximum revenue from the United Kingdom and the rest from the Netherlands, Ireland, the United States, and Australia.

Apotea AB (publ) is engaged in the online pharmacy with fast deliveries, good prices and a large selection. Its vision is to be tomorrow's pharmacy by constantly facilitating and simplifying for the customer.