Sometimes, the third time’s the charm.

We first met the Juo team when they were still deep in product exploration mode—building and testing some of the most advanced web experimentation tools we’d seen. Not your typical web analytics stuff, but serious infrastructure-level tech. The ideas didn’t always hit the market the right way, but the team’s speed, ambition, and technical depth were impossible to ignore.

We passed on investing twice. But each time they came back, the thinking was sharper, the product tighter, and the use case more focused.

When they showed us early traction in July 2024—around $5K in MRR, growing 25% month-over-month—we finally said yes. Less than a year later, they’re well on track to cross €1M in ARR, with some of the biggest DTC brands in Europe already onboard.

Subscriptions in Europe are broken

Subscriptions are a holy grail for e-commerce brands—predictable revenue, better retention, stronger LTV. But in Europe, setting them up is a nightmare. Credit cards aren’t the dominant payment method. Tools built for the U.S. market rarely work out of the box. And local solutions are often clunky, rigid, or hard to integrate.

Juo fixes this. It offers a seamless subscription layer for e-commerce brands, with full support for local payments and easy integration with existing checkout flows. It’s a no-brainer for merchants—and it shows in their win rate.

Beyond subscriptions

What Juo is building under the hood goes far beyond subscriptions. While the dev-side stays intentionally low profile, the long-term vision is clear: a programmable, future-ready infrastructure layer for all physical product businesses—flexible enough to power much more than just e-commerce.

Rebuilding the e-commerce dev stack

Subscriptions are just the entry point. Juo is quietly rebuilding the modern commerce stack in Europe—modular, developer-friendly, and tailored to the real-world complexity of selling physical products. We’re proud to back a team that’s not only scaling fast, but laying deep technical foundations for what’s next.

We’re excited to be on this journey with the Juo team!

Are you fundraising for a CEE startup?

If you made it this far, liked what you read, and feel like our thinking resonates—whether you’re a founder or know someone building something great in Central and Eastern Europe—we’d love to hear from you. Check out our investment FAQ and send your deck to borys@smok.vc.

Let’s talk.