• Yelp for discounts on local services and experiences.

• Expedia or Booking.com for local activities, spa treatments, and dining deals.

• A digital coupon book for local businesses and goods.

• Local Deals: Provides discounted vouchers for services and experiences from local businesses, such as restaurants, spas, and activities.
• Goods: Offers discounted physical products across various categories, often sold directly or through partner merchants.
• Groupon Getaways: Features discounted travel packages, hotel stays, and vacation deals.
• Groupon Live: Sells discounted tickets for live events including concerts, sports games, and theatrical performances.

Groupon (GRPN) primarily serves individual consumers by providing a platform to discover and purchase deals on local experiences, products, and travel. While its revenue model involves a share of sales from merchant partners, the company's direct "customers" are the millions of individuals who use its platform.

Groupon serves up to three primary categories of individual customers:

1. Local Experience Seekers: These customers are looking for deals and discounts on services and activities in their local area. This includes offerings from spas, restaurants, fitness centers, entertainment venues, classes, and other local businesses.
2. Product Shoppers: This category comprises individuals interested in purchasing discounted products across a wide range of categories, such as electronics, home goods, apparel, and more, often through its "Groupon Goods" segment.
3. Travelers and Vacation Planners: These customers seek deals on hotels, flights, vacation packages, and other travel-related services, typically through Groupon's "Getaways" segment, catering to both domestic and international travel.

• Amazon Web Services (part of Amazon.com, Inc. (AMZN))
• Visa Inc. (V)
• Mastercard Incorporated (MA)
• PayPal Holdings, Inc. (PYPL)

Dusan Senkypl, Chief Executive Officer

Dusan Senkypl was appointed CEO in March 2023. He is a co-founder of Pale Fire Capital, which is Groupon's largest shareholder. Pale Fire Capital is an entrepreneurial investment firm with approximately $1 billion in assets under management, focusing on technology private equity and global macro hedge funds, and its private equity portfolio includes about 30 B2C and marketplace companies. His leadership at Groupon is part of a series of management changes following Pale Fire Capital becoming Groupon's largest shareholder and appointing several of its partners to management roles.

Rana Kashyap, Chief Financial Officer

Rana Kashyap was appointed Chief Financial Officer, effective September 1, 2025. He joined Groupon from investment firm RPD Management Fund, where he served as Director of Research. Previously, he held leadership roles at Danaher Corporation, Maini Group, and JPMorgan Chase. At Groupon, he also served as SVP, Finance, overseeing Investor Relations, FP&A, Strategy, Treasury, Corporate Development, and Tax & Accounting. He possesses a strong commercial background and deep expertise in investor relations.

Jiri Ponrt, Chief Operating Officer

Jiri Ponrt assumed the role of Chief Operating Officer effective September 1, 2025. Prior to this, he served as Groupon's Chief Financial Officer since April 2023. He joined Groupon from Pale Fire Capital, Groupon's largest shareholder, where he was Group CFO and later a Partner. Before his tenure at Pale Fire Capital, Jiri served as CFO at Alza.cz, a prominent e-commerce player in Central and Eastern Europe, where he contributed to growing the business to an annual turnover of $2 billion. He also spent 15 years at Danone/Nutricia, gaining extensive experience in various financial and commercial roles.

Josef Buryan, Chief Marketing Officer

Josef Buryan joined Groupon as Chief Marketing Officer in February 2025. He brings over 13 years of experience in digital marketing, brand strategy, and performance-driven growth. Before coming to Groupon, he was the CMO at Vilgain, a food commerce leader, where his strategic initiatives led to more than 200% year-over-year growth.

Barbara Weisz, Chief Revenue Officer

Barbara Weisz leads the Global Supply Organization and has overseen Groupon's Sales functions in International since 2020. She became part of the European founding team when she joined Groupon in January 2010. Throughout her tenure, she has held numerous Operations and Sales leadership roles and has been involved in significant projects, including launching European country markets and scaling global shared service centers.

The following clear emerging threats have been identified for Groupon (GRPN):

1. Evolution of Integrated Local Discovery and Booking Platforms

Major technology companies (e.g., Google with Maps and Local Services, Yelp with integrated booking and request-a-quote features, Meta with Facebook and Instagram local business tools, TikTok with location-based content discovery) are increasingly enhancing their platforms to serve as primary hubs for local business discovery, reviews, and direct booking or service requests. These platforms benefit from immense existing user bases and sophisticated recommendation algorithms.

This is a threat because these platforms can connect consumers with local businesses seamlessly and directly, often leveraging personal data for hyper-personalized recommendations. They can offer features like direct booking, aggregated reviews, and even promotional tools, sometimes at lower costs or as part of a broader service bundle for merchants. This allows consumers to find and book local experiences and services without needing a dedicated deal platform like Groupon, thereby eroding Groupon's core value proposition as the intermediary for local engagement and potentially siphoning off merchant acquisition from Groupon's marketplace.

2. Increased Direct-to-Consumer (D2C) Capabilities for Small and Medium-Sized Businesses (SMBs)

Small and medium-sized businesses, which are Groupon's primary merchant partners, are increasingly adopting sophisticated and affordable direct-to-consumer (D2C) tools and strategies. This includes robust website builders (e.g., Shopify, Squarespace, Wix), specialized booking software (e.g., Mindbody for fitness, OpenTable for restaurants, Calendly for appointments), integrated customer relationship management (CRM) systems, and independent digital marketing capabilities.

This is a threat because these tools empower SMBs to manage their online presence, attract and retain customers, and offer their own loyalty programs and promotions directly. By investing in their own digital infrastructure, businesses can reduce their reliance on third-party aggregators like Groupon for customer acquisition, improve profit margins by avoiding high commission fees, and build direct, long-term customer relationships. This diminishes the need for Groupon's marketplace as a primary customer acquisition channel for many local businesses.

Groupon's main products and services fall into three categories: Local (experiences and services), Goods (merchandise), and Travel (deals and packages).

Local Experiences and Services

Groupon identifies the local experiences market as its main focus, citing a total addressable market (TAM) of over $1 trillion globally. More specifically, the global local experience marketplaces market was valued at approximately $20 billion in 2024 and is projected to grow to $60 billion by 2032. North America is a leading region in this market. The global online hyperlocal services market was estimated at $370.36 billion in 2024 and is expected to reach $795.17 billion by 2033. North America held the largest share of this market in 2021 and is expected to maintain its dominance. Another estimate places the local service platform market value at approximately $150 billion USD in 2025.

Goods (Merchandise)

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Travel Deals and Packages

The global experience travel services market was valued at $138.00 billion in 2024 and is projected to increase to $372.93 billion by 2034. The global travel activities market was valued at $53 billion in 2023 and is projected to reach $98.2 billion by 2031. Furthermore, the global discount events and experiences market, which includes tours and travel, was valued at $77.4 billion in 2021 and is estimated to reach $202.6 billion by 2031.

Groupon (GRPN) is focused on several key drivers to fuel its future revenue growth over the next 2-3 years:

1. Customer Acquisition and Growth: Groupon is prioritizing the acquisition of new customers and aims to stabilize and grow its active customer base. The company reported a 4% increase in active customers to 16.1 million and a 5% rise in unit sales in Q3 2025, leveraging large platforms for customer inflow.
2. Platform Modernization and Technology/AI Investment: A significant driver is the ongoing modernization of its platform, including a full North American cutover to a new application anticipated in early Q1 2026. Groupon expects continued investment in technology and artificial intelligence to enhance efficiency, drive future growth, and improve the customer experience.
3. Expansion and Performance in North America Local and Core Local Category: The "core local category" is identified as the primary engine for growth, with North America Local billings increasing by 18% year-over-year in Q3 2025. This segment, excluding Giftcloud, comprised 89% of billings and grew 18%. Groupon's management has stated a goal of achieving over 20% billings growth in this area.
4. Optimized Marketing Investments and Brand Advertising: The company is strategically repositioning its marketing efforts to focus on measurable and scalable campaigns with a clear return on investment (ROI). Groupon plans to launch brand campaigns and adjust marketing budgets between performance and brand advertising based on their effectiveness, indicating a focus on efficient customer acquisition and engagement.
5. Enhancing Merchant Partnerships and Supply Transformation: A core component of Groupon's strategy involves building a more resilient and profitable business through curated merchant partnerships and an improved user experience. Management has highlighted the need to "accelerate our supply transformation" to support this growth.

Share Repurchases

• As of the third quarter of 2025, Groupon had $245 million remaining under a share repurchase authorization initially approved in 2018.
• The company considers share repurchases a flexible tool to return excess capital to shareholders and plans to execute opportunistically against this authorization.

Share Issuance

• In November 2023, Groupon completed an $80.0 million fully backstopped rights offering, generating gross proceeds for general corporate purposes, including potential debt repayment.
• Groupon executed a $197 million financing transaction in November 2024, which included exchanging existing convertible notes for new 6.25% Convertible Senior Secured Notes due 2027 and issuing an additional $21.0 million in 2027 Notes for $20.0 million in cash.
• In June 2025, the company announced a $244 million financing transaction involving the exchange of older convertible notes for new 4.875% Convertible Senior Notes due 2030, convertible into cash, common stock, or a combination.

Outbound Investments

• In April 2025, Groupon strategically divested its Giftcloud platform to Recharge to sharpen its focus on core business operations.
• Groupon retains a minority stake in SumUp, a European fintech company, identifying it as a valuable non-core asset.
• The CEO indicated in August 2025 that Groupon is actively seeking strategic merger and acquisition opportunities to enhance its market position and capabilities, maintaining a disciplined approach to ensure value creation.

Capital Expenditures

• Groupon's capital expenditures for the last twelve months (as of early Q4 2025) were approximately $14.79 million.
• Forecasted capital expenditures are $16.57 million for 2025, and $25.2 million for both 2026 and 2027.
• The company is undergoing a technology transformation and investing in its platform to improve customer experience, features, and development speed.