AMOI is a Norwegian digital marketplace that connects customers with local specialty goods through coordinated ordering and delivery. Originally launched in 2020 under Posten, the platform was designed to let customers shop from multiple local stores in one checkout with combined delivery, making Oslo's specialty products more accessible online.
After a period of closure due to cost-saving measures, AMOI has relaunched in partnership with Mathallen Oslo, focusing specifically on raw ingredients and food products from Mathallen tenants. The platform now serves customers in Oslo and surrounding areas who want access to premium local food producers without visiting each shop separately, maintaining its mission to connect people with the best the city has to offer through reliable delivery.
Our Review
We'll be honest: AMOI caught our attention because it's one of those "simple idea, tricky execution" companies that makes you wonder why more cities don't have something similar. This Norwegian marketplace lets you order from multiple local specialty shops in one go, then delivers everything together to your door.
What started as a Posten innovation project in 2020 has had quite the journey. The original AMOI was ambitious, covering groceries, flowers, books, restaurant kits, and even outdoor gear across Oslo. Then came the pandemic pivot to national distribution, followed by a complete shutdown during cost-cutting measures, and finally a phoenix-like relaunch focused solely on Mathallen Oslo.
The Mathallen Focus Makes Sense
The current version is much more focused, and frankly, that's probably smart. Instead of trying to be everything to everyone, AMOI now concentrates on delivering products from Mathallen tenants like Annis, Vulkanfisk, and Galopin. Think specialty meats, fresh fish, and artisanal ingredients rather than takeaway meals.
This narrower approach solves a real problem: Mathallen is fantastic for food lovers, but it's not exactly convenient for regular shopping trips. Being able to browse their vendors online and get everything delivered removes that friction entirely.
What's Clever About the Model
The "one checkout, combined delivery" concept is genuinely useful. Anyone who's tried to coordinate orders from multiple small vendors knows the pain of separate payments, different delivery windows, and managing multiple customer service contacts. AMOI handles all of that coordination behind the scenes.
We also appreciate that they're not trying to compete with the big grocery delivery players. Instead, they're carving out the specialty foods niche where customers actually want curated, local options and are willing to pay for that experience.
Room for Growth
The question mark for us is scalability. The Mathallen partnership works well as a proof of concept, but we'd love to see AMOI expand to other food halls or specialty districts in Oslo. The infrastructure they've built could easily support similar partnerships elsewhere in the city, and potentially other Norwegian cities down the line.
Features
Client acquisition automation
Digital marketing tools
Lead generation
Sales funnel management
Integration with CRM
FAQs
Ploy was founded in 2024.
AMOI is a digital marketplace bringing together your local leading specialty stores, so you can get fish from the fishmonger, bread from the baker, sausages from the butcher and flowers from the florist, all in one place. This means that you can handpick and get favourite products in a combined delivery, wherever you want when it suits you. At AMOI, we offer a broad but carefully selected range from your local stores with consistently high quality. Right now we deliver in Oslo, Bergen and Stockholm, and national wide in Norway.
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