Financial statements summary 2025

Johku concentrated on a strategic change in which the universal approach that had prevailed since the company was founded was turned into a sharp focus on the tourism vertical, without forgetting, however, the fact that tourism companies are hardly ever a business of just one or two products.

The 2025 financial year in a couple of bullet points:

• Resourcing for Johku's development continued at a strong level.

• Johku's migration from the US-based Amazon AWS to the Finnish UpCloud was fully completed in the second quarter of the financial year. All merchant data is now verifiably in Finland and within the EU.

• Johku shifted its strategic focus to the tourism vertical and its growth.

• Johku moved the focus of all its research and development to the tourism vertical.

Strategically and operationally optimized

For Johku, 2025 was a year of strategic and operational optimization. The focus of the business's operational development shifted from fine-tuning profitability to automating the entire production process in all sectors. At the strategic level, in turn, the company decided to shift its emphasis from a general-purpose commerce system to a platform specialized in tourism and the experience economy, in which Johku as a brand already has a remarkably strong role. The outlook for the tourism vertical is one of growth, and Johku's current range of features is excellent for that vertical. The stronger focus helped the company prioritize its development work and resourcing more effectively than before. This is estimated to have a strong impact on building future growth.

Technologically, Johku is highly optimized and automated from the first contact to onboarding and product creation, all the way to the merchant's first sale. Several key development projects were completed during the financial year. The entire service was moved from the cloud infrastructure of the US-based Amazon Web Services to the platform of the Finnish UpCloud in Helsinki. With this change, all the data of Johku and its merchants is verifiably located physically in Finland. The main goals of the solution were to strengthen data protection as a whole and resilience in a highly turbulent market. The company also wanted to improve its competitive position, especially with customers who place value on where their data is located. An extensive overhaul of the Johku App user experience significantly optimized the workflows in Johku admin, while also bringing several new features that are useful to many tourism merchants. During the financial year, a large number of changes were also made to Johku's storefronts and widgets to improve the conversion capability of the purchase processes. Of these, the deep integration with MobilePay deserves a mention, especially its implementation directly on the storefront's product page. This was found to have a considerable positive effect on purchase decisions, as the friction of entering one's own personal details was removed from the process.

The tourism sales volume processed through Johku grew by about 20% to about €42 million (2024: about €35 million). The number of tourism transactions processed also grew by about 20%. Revenue grew by 4.0% to €425,335 (2024: €408,932). The share of revenue from commissions rose from 72% to 77%, reflecting a business model weighted even more strongly toward recurring, transaction-based commission income. EBITDA excluding capitalized own work improved clearly from the previous year. Loans from financial institutions were paid down during the financial year on the strength of the business's positive cash flow, which strengthened the company's solvency.

The strategic focus on one sector has steered the prioritization and resourcing of product development toward the needs of tourism. While this has made the company's decision-making considerably clearer, it has had a negative effect on the company's ability to give weight to the needs of the largest cinema operators in particular. This has led to situations in which the company has had to weigh whether future growth will come from tourism or from cinemas.

The reach of the Johku Ecosystem remained strong: the whole ecosystem had an average of about 255,000 visitors a week (+10%). The ecosystem's average conversion rate was about 5% (Johku Ecosystem data), which is about twice the global e-commerce average (about 2–2.5%, IRP Commerce 2026, Dynamic Yield) and also exceeds the level of the industry's top decile (about 4.7%, Shopify/Littledata).

Johku: Finland's leading commerce system for tourism

Johku is Finland's most popular commerce system for the tourism industry and one of the most technically advanced platforms built entirely in Finland. The system includes more than a thousand features and configuration options with which a merchant can adapt their entire commerce process to their own needs, from bookings and payments to the channel manager and reporting.

Johku: a new source of unique Finnish experiences

Johku already brings together more than 30,000 Finnish travel products and tourism entrepreneurs into one of the largest selections of unique Finnish travel products, where availability, pricing, content and the ability to buy come in real time directly from the entrepreneurs themselves.

Business figures 2025