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ManoMano: The DIY Giant That Outgrew Amazon
How a French startup became Europe's dominant home improvement marketplace with 10M monthly visitors
In 2013, two French engineers with a shared frustration—endless trips to hardware stores for missing parts—launched ManoMano. A decade later, it's not just a platform; it's a €60M revenue machine that dominates the European DIY landscape, outpacing Amazon in specialized home improvement.
"ManoMano didn't just build an e-commerce site—they built a trust engine for a fragmented, low-trust industry."
The Prosumer Playbook
ManoMano's genius lies in its dual-market strategy. While competitors like Leroy Merlin focus on retail consumers, ManoMano captures both DIY enthusiasts and professional contractors. The data proves it: 'manomano pro' and 'manomanopro' are among their top organic keywords, indicating a high-value B2B segment that drives recurring purchases and higher order values. This isn't accidental—it's a deliberate product architecture that separates consumer and pro experiences while sharing backend logistics.
The SEO Moat
With 2.35 million backlinks and 67% of traffic coming from organic search, ManoMano has built an almost unassailable SEO fortress. For context, most e-commerce sites struggle to exceed 30% organic traffic. Their strategy? Hyper-specific product pages for every conceivable DIY need, creating a long-tail content machine that Google loves. The brand term 'manomano' alone drives 185K monthly searches—more than many entire product categories. This isn't just traffic; it's high-intent, low-CAC traffic that scales.
The company's €705.5M funding round reveals investor confidence in their marketplace model. Unlike traditional retailers holding inventory, ManoMano operates as a platform connecting 3,000+ sellers with buyers. This capital efficiency allows them to scale without proportional inventory risk. Their 1,011 employees support a €60.8M revenue run-rate—a remarkable 1:60 revenue-to-employee ratio that beats most SaaS companies.
- Platform-first model: 3,000+ sellers, zero inventory risk
- Hyper-localized: 92.5% of traffic from their home market (France) suggests untapped international potential
- Trust at scale: 100K+ Trustpilot reviews prove marketplace trust isn't just a B2B problem
- Tech stack built for speed: Vite + Tailwind suggests modern, fast-loading UX critical for SEO
The Amazon Alternative
ManoMano proves specialized marketplaces can beat generalists. While Amazon dominates everything, ManoMano owns the DIY niche—where expertise, trust, and community matter more than logistics alone.
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https://www.manomano.fr/assets/_next/static/images/logo1080-51999ca4f583ce12.png
Meta Tags
ManoMano : Achat en ligne bricolage, rénovation et jardinage
ManoMano : tous vos produits de bricolage, rénovation et jardinage au meilleur prix
ManoMano
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Reviews (20)
Good site , good product, good delivery
Needed a part for my boiler that was broke.( the dry resistance ) Nowhere to be found in Belgian big sanitair shops ( facq, SBT , van Marcke) Found this Product via google search and ordered it after good reviews on trustpilot. 8days delivery from France to Belgium. Fits perfectly and we can have hot showers again :)
Great service
Great service. No complaints 👌
Excellent service
Excellent service. Item exceeded expectations. Fast delivery and kept informed.
After my order went missing it was…
After my order went missing it was replaced very quickly
The product arrived quickly and was in…
The product arrived quickly and was in good condition.
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About manomano.fr
ManoMano : tous vos produits de bricolage, rénovation et jardinage au meilleur prix
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manomano.fr uses 18 technologies across their website including Font Awesome, cdnjs, Cloudflare, and more.
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Font Awesome
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cdnjs
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Cloudflare
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Didomi
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Microsoft Ads
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Typeform
Traffic & Audience
manomano.fr receives approximately 10.4M monthly visitors and ranks #5,181 globally. The website has a bounce rate of 41% with visitors viewing an average of 3.6 pages per visit. Users spend an average of 2:45 on the site.
The majority of manomano.fr's traffic comes from undefined, undefined, .
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