Scalable Multi-Market
E-commerce Platform & Warehouse Automation for Visdeal
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Client name
Visdeal
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Industry
E-commerce
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Location
Netherlands
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Size
100+
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Duration
2011 – 2023
Visdeal is a Dutch leader in the fishing gear and outdoor products segment. The company was founded in 2011 by twin brothers Willem and Teun Bontrup, initially starting with a group buying platform for anglers. Today, Visdeal operates in 8 European markets, including Germany, France, and the UK, with its headquarters located in the city of Vianen (a suburb of Utrecht). A team of 100+ employees (all passionate anglers) manages a warehouse spanning 5,000 m².
Challenges
Visdeal has collaborated with us for nearly 14 years, and over this period, numerous challenges emerged that demanded prompt and strategic solutions. Below are the key obstacles we faced:
Limitations of the Legacy Platform
The initial website, built on the GetSocio website builder, had a monolithic architecture that couldn't handle increasing traffic. Slow page rendering (up to 10 seconds) reduced conversion rates, especially during seasonal sales spikes. The lack of APIs and integrations made it impossible to connect modern tools for payments, analytics, and warehouse automation.
Fragmented International Operations
8 separate websites for different markets (Netherlands, Germany, France, etc.) operated independently, leading to:
- Manual duplication of content for each region, including translations of technical product descriptions
- Custom tax, shipping, and pricing configurations for each country
- Disjointed analytics made it difficult to assess overall business performance
Warehouse Complexity
The large product assortment led to critical operational bottlenecks:
- Manual QR scanning and paper-based tracking in a 5,000 m² facility resulted in packaging and logistics errors
- No real-time sync between online orders and physical stock
Competition with Global Marketplaces
Running both a proprietary website and sales channels on Amazon/Bol.com posed several risks:
- Duplications in inventory management and data synchronization
- Brand dilution due to inconsistencies in pricing and marketing campaigns
- Lack of control over customer data and analytics
Solutions
Anadea brought a scalable e-commerce platform for passionate anglers used across 8+ countries. Visdeal received an e-commerce engine powerful enough to handle 80,000+ fishing products, also aligned with local markets and regulations. To achieve that, Anadea did the following:
Phased System Replacement
Unified Multi-Market Management
Warehouse App Transformation
Email Campaigns
Online Payment
Timeline
2011
- Visdeal founded as a daily deals platform for fishing gear
2014 - 2021
- International expansion to multiple European markets
2017
- Warehouse automation system (Picqer WMS) implemented
2021
- Integration with Channable marketplace
- Launch of Ultimate brand product line
- Logistics integrations (Sendcloud, DPD, Mondial, Red je Pakketje) for Package Point delivery
- Migration from Resque to Sidekiq for background job processing
2022
- TackleXL public release (moved to a new site instead of Visdealshop which was on Magento)
2023
- Moving to a new warehouse
- Visdeal redesign
2024
- Rebranding from Bontrup Media to Tackle Group Europe (site link - https://tacklegroupeurope.com/ )
Build a Cross-Border Brand Customers Love
Services
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E-commerce platform development
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Warehouse management system (WMS)
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Legacy system migration, multi-market localization
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Third-party API integration
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QA services
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DevOps & infrastructure optimization
Dedicated Team
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5
Back-end Developers
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2
Front-end Developers
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1
DevOps engineer
Tech Stack
Ruby on Rails
Elixir/Phoenix
RabbitMQ
Docker Swarm
Ruby on Rails
Elixir/Phoenix
RabbitMQ
Docker Swarm
Integrations
DeepL
Amazon
Adyen
Bol.com
Picqer
Copernica
ChannelEngine
Chat GPT
Tweakwise
Squeezely
TikTok
Google Tag Manager
DeepL
Amazon
Adyen
Bol.com
Picqer
Copernica
ChannelEngine
Chat GPT
Tweakwise
Squeezely
TikTok
Google Tag Manager
Business Value
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54% Revenue Growth
Achieved €21M+ annual turnover through enhanced UX and marketplace integrations.
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10x Faster Page Rendering
Reduced bounce rates and improved conversion rates during peak traffic times (e.g., seasonal fishing gear demand).
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Unified Customer Experience
Centralized CMS with AI translations (DeepL) and region-specific UX adaptations strengthened brand consistency across Europe.
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Extended Market Reach
Integration with Amazon, Bol.com, and Adyen payment gateway allowed localized transactions while maintaining centralized control over 80,000+ product listings.
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Foundation for Growth
The technical overhaul positioned Visdeal to pursue aggressive EU expansion without operational bottlenecks.
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Contact us
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