Investments in AI Development for Perfectly Connecting Buyers and Sellers

In its eighteen years of existence, Njuškalo has gone through several important periods that have marked and shaped it into the leading digital trading platform in Croatia. Mario Vrgoč, Njuškalo’s CEO, recalls that they started as an innovative project that offered people a new, simpler, and safer place to buy and sell. Soon, he emphasized, they built a strong community of over two million users and became an indispensable destination for all types of transactions: from cars and real estate to everyday items.

How have pivotal business events directed the company’s development?

– Each phase of development brought new challenges and pivotal moments. These included decisions to invest in technology and security, expanding the offering into new segments, as well as transforming the platform towards mobile and AI-driven solutions. A particularly important moment was the introduction of new solutions that brought users a completely new experience, such as personalized recommendations or searching for ads via photos. All these decisions directed us towards a clear vision of being the first choice for every user and a platform that constantly pushes the boundaries of digital commerce.

What have been the decisive business decisions so far?

– The crucial ones are those that have directed us towards constant technological advancement and market adaptation. We decided to invest in the development of our own technological solutions and continuously improve the user experience, whether through app design, simpler ad submissions, or new search capabilities. A significant leap was also when we decided to further invest in security, introducing advanced user protection mechanisms and ensuring that Njuškalo is a reliable trading environment. This leap relates to the development and implementation of PayProtect, which enables safer purchasing and delivery of products. Equally important was the decision to invest in people and culture. We are aware that technological changes cannot be successful without engaged and skilled employees. Therefore, we systematically invested in education, development, and motivation of teams. It is precisely the combination of technological courage and investment in people that has proven crucial for long-term success and maintaining a leadership position in the market.

What is the role of the platform in extending the lifespan of products? How do you support the circular economy?

– Njuškalo naturally supports the circular economy as it allows products to gain new life and find new owners instead of ending up as waste. In this way, their lifespan is extended, the need for the production of new items is reduced, and the environment is simultaneously preserved. For example, used mobile phones, computers, household appliances, furniture, or clothing items are extremely sought after and contribute to more responsible consumer behavior. We see great value in this role, as every transaction of a used item also means a reduction in CO₂ emissions and resources needed for production. Meanwhile, users receive quality products at more favorable prices, and we create an environment that supports sustainable decisions. We believe that Njuškalo is not just a trading platform, but an ally in building a more responsible society and promoting sustainable habits.

What kind of organizational culture do you nurture and how do you care for your employees?

– We believe that people are Njuškalo’s greatest strength. Our organizational culture is based on trust, collaboration, and continuous development. We strive to create an environment where employees have the opportunity to learn, advance, and simultaneously work on projects that have a real impact on the market and users. Motivated and satisfied employees are also the greatest drivers of change, and it is precisely these changes that form the foundation of our business. We are particularly proud of our dual certification as a Great Place to Work, as it confirms that employees recognize the value of our culture and feel satisfied within it. We see this recognition as a responsibility to continue investing in the well-being, development, and satisfaction of our people. The goal is for Njuškalo to always be a place where expertise is valued, creativity is encouraged, and a sense of community is nurtured.

What new services and technological solutions are you preparing?

– Our strategic priority is to achieve and maintain a perfect connection between buyers and sellers, what we internally call perfect matchmaking. To achieve this, we are intensively investing in the development of advanced technological solutions based on artificial intelligence. It is important for me to emphasize that all AI solutions are developed exclusively by internal teams. One of the latest is the ability to automatically generate item descriptions when submitting ads. In this way, we facilitate the publication process for sellers and provide buyers with clearer and more precise information. Additionally, we continue to develop personalized recommendations and advanced search methods that allow users to quickly and intuitively find the desired product. Our goal is for the experience on Njuškalo to be simple, efficient, and always a step ahead of user needs.

How will artificial intelligence impact business?

– Artificial intelligence already has a strong impact on our business, and in the future, its role will be even more important. We believe that artificial intelligence will further enhance the efficiency of our business model, create new opportunities, and improve the experience of all users on the platform. Artificial intelligence will play a key role in strengthening the platform’s security. We are developing our own machine learning models that help us identify and prevent suspicious activities, from fraud attempts to irregularities in ads. In this way, we ensure a reliable and protected environment for trading. As online fraud becomes increasingly sophisticated, we believe that artificial intelligence will be the most important tool in preventing and preserving user trust. Security is the foundation of every online transaction, and therefore AI will play an even more important role in maintaining high protection standards on Njuškalo in the future.

Can you compare Njuškalo with similar European platforms?

– Although we operate in a smaller market, in terms of technological breakthroughs and the breadth of our offering, Njuškalo can be compared to leading European platforms. Our strength lies in the fact that we combine an exceptionally wide range of categories, from cars and real estate to fashion and electronics, providing a comprehensive trading experience in one place. We stand out by the fact that we develop most of our solutions internally, tailoring them to the needs of our users. In this way, we ensure that Njuškalo not only keeps pace with but also sets standards in terms of innovation and quality of user experience in our market.

How do you deal with competition in the market?

– The response to competition is a combination of constant development, adapting to user needs, and investing in employees. We believe that the best way to remain competitive is to offer our users more: a safer, simpler, and more intuitive trading experience. A wide offering and a strong community of users further solidify our position in the market. At the same time, investing in employees and developing their knowledge allows us to always have a team that can respond to new challenges. Thanks to this combination of technology, people, and community, Njuškalo maintains its position as a market leader and sets standards that others strive to follow.

How have you influenced the Croatian market through digital transformations?

– Over the years, we have introduced a range of solutions that have improved the way buying and selling is done in Croatia through digital channels. We are particularly proud of the fact that we develop most of these solutions ourselves, which allows us to tailor them to the needs of users and the local market. In this way, we not only follow the digital transformation in the country but actively shape it, ensuring that Njuškalo remains synonymous with the leading classifieds and a standard in the Croatian digital economy.