puuilo.fi
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Puuilo: Finland's DIY Giant
How a 78M€ revenue retailer dominates the home improvement space
While everyone chases SaaS valuations, Puuilo quietly built a 78M€ empire selling hammers and garden tools to 2.6 million monthly visitors. This isn't just another e-commerce play—it's a masterclass in dominating a niche so thoroughly that the competition becomes irrelevant.
"Puuilo proves that in e-commerce, depth beats breadth—they don't sell everything, they sell everything home improvement."
The Traffic Moat
With 70% organic traffic and a #19,261 global rank, Puuilo has built an SEO fortress around Finnish DIY search terms. Their top keyword 'puuilo' alone drives 50K monthly searches—more than most Finnish brands see in a year. The 24% direct traffic proves they've achieved brand dominance where customers type their URL directly, bypassing comparison sites entirely.
The Trust Paradox
Here's the fascinating contradiction: a 2.2/5 Trustpilot rating from 76 reviews, yet 2.6M monthly visits and 78M€ revenue. This reveals a brutal truth—when you're the only game in town for construction materials, customers will complain but still buy. The low rating likely stems from logistics issues in a country where 98.4% of traffic is domestic Finland, creating scale challenges in a geographically sparse market.
Puuilo's tech stack tells a story of pragmatic evolution. They're not bleeding-edge innovators—they use jQuery, Bootstrap, and Magento (evident from the privacy URL). This isn't a weakness; it's a calculated choice. When you're moving 78M€ in physical goods, stability trumps novelty. Their use of Vite and Tailwind shows they're modernizing incrementally without disrupting the revenue engine.
- Domestic dominance: 98.4% of traffic from Finland—no international dilution
- Search monopoly: 'puuilo' = 50K monthly searches, 'puulio' typo = 890 more
- Category depth: From 'puuilo olut' (beer) to 'peräkärry' (trailer)—they've expanded beyond core DIY
- Omnichannel presence: Active on Instagram, YouTube, Facebook—meeting customers where they research
The Unsexy Billion-Dollar Playbook
Puuilo's secret isn't innovation—it's relentless category focus. While startups chase AI features, they own the Finnish DIY search results. The lesson? In e-commerce, being the default choice in a boring category beats being a feature in a hot one. 78M€ says they're right.
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5 keywordsHow is Puuilo's SEO?
Open Graph Image
https://www.puuilo.fi/media/logo/default/logo.png
Meta Tags
Rakennustarvikkeet, työkalut ja paljon muuta edullisesti
Puuilosta löydät kaiken sen mitä et vielä tiennyt tarvitsevasi. Laaja tuotevalikoimamme sisältää mm. rakennustarvikkeet, työkalut, sähkö ja LVI-tarvikkeet, tuotteet kotiin, pihaan ja puutarhaan. Tuutko hakeen?
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Puuilo
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Reviews (20)
Luotettava ja hyvä palvelu
Luotettava ja hyvä palvelu
Selkeät myymälätilat ja todella hyvä…
Selkeät myymälätilat ja todella hyvä valikoima myös laadukkaita tuotteita. Johtoja saa metritavarana samoin kuin esim. mattoa joka leikataan määrämittaan.
Kannettava viilennin
Viilennin toimii erittäin hyvin makuhuoneessa on mukavan viileää nukkua
Neudorff ferramol etanasyötti 2,5kg
Hyvin pakattu ja nopeasti toimitettu. Erittäin paljon edullisempi kuin muilla tuotteen toimittajilla.
Monipuolinen valikoima kodin…
Monipuolinen valikoima kodin tarvikkeita. Linnuille talviruokintaan. Ja jos jotain .. Myös rautakaupasta käy. Eikä kovin kallis kaupungin laitamilla . Kivoja sesonkituotteita.
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About puuilo.fi
Puuilosta löydät kaiken sen mitä et vielä tiennyt tarvitsevasi. Laaja tuotevalikoimamme sisältää mm. rakennustarvikkeet, työkalut, sähkö ja LVI-tarvikkeet, tuotteet kotiin, pihaan ja puutarhaan. Tuutko hakeen?
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Technology Stack
puuilo.fi uses 20 technologies across their website including Font Awesome, Google Fonts, Algolia, HSTS, and more.
Fonts
Font Awesome, Google Fonts
Search
Algolia
Security
HSTS
Cloud & Hosting
AWS CloudFront
Advertising
DoubleClick Floodlight, Microsoft Ads
E-commerce & Payments
Magento
Traffic & Audience
puuilo.fi receives approximately 2.7M monthly visitors and ranks #19,261 globally. The website has a bounce rate of 33% with visitors viewing an average of 4.0 pages per visit. Users spend an average of 2:39 on the site.
The majority of puuilo.fi's traffic comes from undefined, undefined, .
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This page provides publicly available information about puuilo.fi. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit puuilo.fi directly at https://puuilo.fi.