Unifying B2B & B2C Commerce for a Leading Dutch Technical Wholesaler

Installatie Balie, a major electrical-components distributor operating across Benelux, traditionally relied on an offline-first model. As B2B buyers

Case Study Overview

Installatie Balie, a major electrical-components distributor operating across Benelux, traditionally relied on an offline-first model. As B2B buyers increasingly moved to online channels, Installatie Balie’s gated-pricing model made them invisible during the digital discovery phase.

To regain that visibility and reach both B2B and B2C buyers, Installatie Balie acquired the consumer-facing Elektroshoplabel and partnered with Virto Commerce and Innovadis to implement a unified, composable commerce architecture. Virto now powers four storefronts (B2B, B2C, and two in-store portals) from a single centralized backend, integrating seamlessly with Microsoft Dynamics 365, two PIM systems, Tweakwise, Mollie, and logistics providers.

With Virto’s Commerce Innovation Platform, Installatie Balie achieved:

✅ MVP delivery in 8 weeks

✅ 4 storefronts under 1 composable commerce core

✅ 2x revenue growth within 6 months

✅ 100% real-time stock accuracy across all locations