iute expands the digital finance ecosystem with iuteMarket, a platform dedicated to online shopping

iute Group has expanded its digital banking ecosystem with iuteMarket, an integrated shopping service in the Myiute app. Customers can now discover, finance and purchase products in one place. Alongside payments, financing, banking and insurance services already available through the Myiute app, iuteMarket connects products from partner merchants with the financial services customers may need when making a purchase.

“Online shopping has become part of everyday life, and customers expect the experience around it to be simple and connected. By bringing together products from our partners with the financial services already available in Myiute, we can reduce the number of steps customers need to take and ultimately save them time. We believe time is one of people’s most valuable assets, and technology should help use it better,” said Allar Niinepuu, Chief Commercial Officer of iute Group.

Available to all Myiute customers in Albania and North Macedonia, iuteMarket offers a broad selection of products across hundreds of categories, including home appliances, consumer electronics, refurbished devices, beauty and personal care, furniture and fitness. Customers can browse products, receive relevant recommendations, and complete their purchase without leaving the app.

Alongside new products, iuteMarket also offers professionally refurbished technology. Professionally inspected, tested, and quality checked before being offered for sale, refurbished devices give customers access to a wider choice of consumer electronics while supporting a more circular use of technology.

For partner merchants, iuteMarket creates a new digital sales channel within the iute ecosystem. Instead of offering only financing at the point of purchase, merchants become part of a broader digital customer journey that connects product discovery, financing, payments, and other everyday financial services.

“We believe ecosystems create more value than individual products,” Niinepuu continued. “The more relevant services and partners we can connect through Myiute, the more useful it becomes for customers and the stronger the ecosystem becomes for our partners. iuteMarket allows us to create that value on both sides.”

Following its launch in Albania and North Macedonia, iuteMarket will continue expanding across iute Group’s markets. As of the end of the first quarter of 2026, Iute Group serves more than 247,000 active customers across its markets, while the Myiute app has been downloaded more than 1.75 million times. The Group also works with more than 4,650 active points of sale across its markets.

iute Group is a digital banking group focused on everyday financial services in Southeast Europe. Established in 2008 and headquartered in Estonia, Iute serves customers in Albania, Bulgaria, Moldova, North Macedonia, and Ukraine. Through the Myiute app and its local operations, Iute provides digital financial services including payments, banking, financing, and insurance intermediation. Iute Group finances its operations through equity, deposits, and secured bonds listed on the Regulated Market of the Frankfurt Stock Exchange and the Nasdaq Baltic Main List.