The first DIY marketplace in the Benelux for Maxeda

Maxeda DIY Group owns the well-known brands Praxis, Brico, and BricoPlanit and is the largest DIY retailer in the Benelux. With 353 stores and 11 private labels, Maxeda plays a central role in the home improvement market.

The Challenge

The retail market is becoming increasingly competitive, and today’s customers expect a seamless, all-in-one shopping experience. Maxeda faced the challenge of transforming from a traditional retailer into a dynamic one-stop-shop, where customers could find everything they need for DIY projects in one unified online platform.

This transformation was essential to increase customer satisfaction and compete with global online platforms like Amazon.

The Solution

Maxeda was already successfully implementing SAP solutions in partnership with our sister company Elision. When they decided to expand their digital presence with an online marketplace, they needed a partner with expertise not only in SAP but also in marketplace development. With deep knowledge of both fields, Operai was the logical choice.

We started with intensive workshops with Maxeda’s executive team, refining strategic goals and developing a clear roadmap for the marketplace rollout. After careful analysis of various technologies, Mirakl was chosen as the optimal marketplace solution, thanks to its seamless integration with SAP.

By leveraging its own online marketplace, Maxeda is now able to offer a vast range of DIY products efficiently and quickly online. Additionally, the platform allows sales partners to distribute their products across multiple store brands, making an extensive product selection accessible to all customers.

The results

The launch of the first online DIY marketplace in the Benelux was a resounding success. Maxeda’s websites have now become the go-to destination for DIY enthusiasts, with their product selection doubling to 100,000 products across 425 categories.

This expansion not only increased customer choice but also significantly improved customer satisfaction.

The marketplace also plays a key role in strengthening customer loyalty. 75% of all purchases are now made by returning customers, demonstrating the marketplace’s ability to build lasting relationships with both customers and suppliers.

With continued growth and expansion, Maxeda is reinforcing its position as the market leader in the DIY industry.

“With Operai’s help, Maxeda was able to make crucial strategic decisions. They provided expert advice on both technical and commercial choices, helping us prepare for the future. Thanks to their guidance, we were able to prioritize the most important topics, meet our deadlines, and achieve a highly successful marketplace launch!”

Sonja Kester, Marketplace Manager at Praxis/Brico