Building a B2B Wholesale Marketplace for European Brands

The Challenge

The organization ran on systems built a decade ago. Staff spent hours on manual data entry that should have taken minutes. Customer information lived in separate spreadsheets across three departments, and response times to client requests were getting worse, not better.

Our Approach

Research, Analysis, and Strategic Foundation

• Pulled user behavior data from every touchpoint and found where people were leaving and why
• Benchmarked against five competitors to see what was working in the market and what was not
• Set up a measurement framework tied to actual business outcomes, not vanity metrics

Design, Development, and Implementation

• Redesigned the key user flows based on the research findings, cutting three unnecessary steps from signup
• Built a testing framework so the team could ship changes weekly instead of monthly
• Added personalization based on what users actually did in the product, not just demographics
• Created dashboards that gave the leadership team a clear picture without requiring a data analyst to interpret them

Launch, Optimization, and Scale

• Scaled the campaigns that were working and shut down the ones that were not
• Expanded into two adjacent market segments that early data suggested would convert well
• Signed partnership deals with three complementary companies to reach new audiences
• Built retention programs focused on the first 90 days, where most churn happened

Key Takeaways

1. Growth worked best when marketing and product shared the same goals. Treating acquisition and retention as separate problems led to conflicting priorities.
2. Starting in one market segment instead of three kept the budget focused and gave us real data to work with before expanding. The temptation to go broad early is strong, but the results argue against it.
3. When marketing, sales, and product all tracked different numbers, every meeting turned into a debate about whose data was right. Agreeing on metrics first eliminated that.
4. The organic content we published in month two was still generating leads eight months later. Paid campaigns stopped the moment we stopped paying for them.
5. Translating the website was not enough. Each market needed different pricing anchors, different trust signals, and sometimes a completely different value proposition.

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B2B wholesale buyers expect the same supply chain visibility in manufacturing their factories rely on, so stock and order status stay in step from warehouse to checkout.