Strengthening market position with an online marketplace

Obelink has grown from a small family business into Europe’s largest camping store, with a mega-store spanning 72,500 m² in the east of the Netherlands. They offer a wide range of camping products, from tents to motorhomes.

The Challenge

As Obelink’s CEO considered his retirement, he wanted to ensure that the company remained strong and future-proof. The goal was to transform Obelink into the go-to hub for camping enthusiasts—a one-stop shop where customers could find everything they need for their camping adventures without needing to visit other stores or websites.

This required a major expansion of the product range and stronger collaborations with suppliers, enabling Obelink to compete directly with global online platforms like Amazon.

The Solution

Operai was brought in to support Obelink through this strategic transformation. We began with a series of workshops to gain a deep understanding of Obelink’s specific needs and ambitions.

The final solution was an integration of Mirakl and Adobe Commerce (formerly Magento 2). Mirakl was chosen for its ability to quickly bring a wide range of products online, while Adobe Commerce provided the flexibility and strength needed for efficient e-commerce operations.

This combination created the perfect synergy for Obelink’s ambition to scale rapidly while maintaining an efficient product catalog. Mirakl also enabled easy onboarding of suppliers, which was essential for expanding the product range.

A significant challenge during the project was integrating the existing payment service provider with a new system for vendor payouts. To ensure seamless transactions, we implemented Mangopay, which was a market-leading solution at the time.

The results

With the launch of its online marketplace, Obelink has significantly strengthened its market position. The website now attracts 44 million visitors annually, compared to 1.5 million in the physical store.

The expansion into 29 countries has led to a major increase in customer satisfaction, with ratings consistently exceeding 9 out of 10.

This growth has also strengthened partnerships with suppliers. Together, they have broadened the product range and introduced new digital selling methods, ensuring that Obelink remains the leading name in the camping market.