Pickitoo’s Origin Story: From Startup to Scalable Retail Tech

You Build It, You Run It — how our core values shaped what Pickitoo is today.

Before we were Pickitoo, we were the team behind LastMile — one of the fastest-growing grocery delivery platforms in the Baltics. As the business scaled, we made a strategic decision: to separate operations from technology. The LastMile brand, e-store, and delivery operations were spun into a new company. The original tech startup that built LastMile from scratch continued on a new path under a new name: Pickitoo, with strong backing from Rewe Ventures.

At Pickitoo, we doubled down on what we do best: building scalable software that enables retailers to further boost their growth by capturing new commerce opportunities. Today, Pickitoo is a modular platform that supports everything from in-store fulfillment to full-stack digital retail.
You can:

• Launch white-label shopping apps and web stores

• Connect to local marketplaces and loyalty platforms

• Orchestrate delivery and efficiently manage in-store picking

• Do it all from one flexible system — starting with just one store or one channel

We’re already partnering with ambitious retail teams across Europe and beyond, and the results speak for themselves:

• +10–15% total store sales

• +50% online revenue growth after joining local marketplaces

• +100% sales uplift in underperforming stores

• +5–20% growth in click & collect and loyalty app channels

  
  

We now support 500+ stores across 6+ countries, including Germany, Austria, Romania, Cyprus, Lithuania, and are already piloting in the U.S.

What makes Pickitoo different isn’t just the tech.
It’s how we work. We believe in extreme ownership — you build it, you run it.
We move fast, trust our teams, and focus on outcomes.


Our mission is:

• To make every local retail store a click away

• To build the operating system for modern multichannel retail

Want the full story?
Check out the original interview with our Co-Founder & CEO, Tadas Norušaitis, on Philomaths:
You Build It, You Run It

Exploring how to scale your retail business online — without rebuilding from scratch?
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