Virtocommerce
Home Case Studies InstallatieBalie 

InstallatieBalie 

Discover how InstallatieBalie, a leading Dutch technical wholesaler, partnered with Virto Commerce and Innovadis to unify B2B, B2C, and in-store operations on a single composable commerce platform — recovering revenue within 6 months and achieving ~80% YoY growth in 2025. 

4
storefronts unified on one platform
60+
composable modules deployed
8
weeks to deliver MVP
~80%
YoY revenue growth (2025, B2C webshop)

Key Achievement

InstallatieBalie unified four storefronts — a B2B webshop, a B2C webshop, and two in-store portals — on a single platform powered by Virto Commerce, with 60+ modules deployed. Revenue was fully recovered within 6 months after migration and the B2C webshop achieved approximately 80% year-over-year revenue growth in 2025.
“
With Virto Commerce, we finally have a platform that can support very different storefronts at the same time — fast, scalable, and exactly the way we need it.
Miquel Deekman
Miquel DeekmanMarketing & eCommerce Manager at InstallatieBalie

Challenge 

Like many B2B distributors, InstallatieBalie operated with gated pricing — a model that protects negotiated rates but prevents products from appearing in public channels such as Google Shopping. As professional buyers increasingly shifted to researching products online, this made the catalog invisible during the discovery phase, while competitors with open pricing gained visibility. 

To compete, the company introduced a B2C webshop with public pricing. The strategy worked, but created new complexity: two storefronts with different pricing and UX models, one shared product catalog and inventory pool, overlapping digital and in-store workflows, and multiple systems that needed to stay synchronized at all times. 

The existing platform, Sana Commerce, could not support the scale and flexibility needed for this hybrid model without increasing technical debt. 

Solution

InstallatieBalie selected Virto Commerce after a thorough evaluation. Virto’s composable architecture, multi-storefront support, and deep integration flexibility made it the clear fit. Innovadis served as the implementation and digital success partner. 

The solution includes: 

  • Multi-storefront setup
  • 60+ composable Virto and Innovadis modules covering CPQ, advanced pricing, B2B workflows, localized payments, and Dutch logistics integrations
  • Microsoft Dynamics 365 integration for real-time inventory and location-level pricing across online and in-store channels
  • Tweakwise integration for conversational search, synonym handling, and guided filtering across both B2B and B2C storefronts
  • Role-based access, approval flows, and sales impersonation
  • Mobile-optimized interfaces for contractors ordering from job sites
  • Mollie payments and Dutch logistics integrations
Initial MVP delivered in 8 weeks, followed by regular quarterly platform updates.

Result

Following migration to Virto Commerce, InstallatieBalie established a stable, future-ready ecommerce foundation. During the transition the B2C webshop temporarily lost SEO visibility, causing a short-term revenue dip. Revenue was fully recovered within 6 months through alternative growth channels enabled by the new platform. 

InstallatieBalie Results
Revenue recovered in 6 months 
New growth channels unlocked
Synced B2B, B2C, and in-store operations on a single platform 
B2C webshop achieved 80% year-over-year revenue growth 

Business Benefits

  • Microsoft Dynamics 365 integration delivers real-time, location-level stock and pricing across online and in-store channels. 
  • White-label in-store portals allow retail staff to place digital orders on behalf of walk-in customers, bridging offline and online channels.
  • Tweakwise search with synonym handling and guided filtering improves product discovery and increases conversions across storefronts.
  • Mollie payments and Dutch logistics integrations provide localized, compliant payment and fulfillment options tailored to the Dutch market.
  • Role-based access and approval workflows give professional B2B buyers an experience aligned with how installers actually work, including complex organizational buying structures.
  • Composable modular architecture means InstallatieBalie can add, replace, or extend capabilities without disrupting the core system.

Fill in the Form to Get More Insights

Discover More Case Studies

Notions Marketing replaces its legacy B2B platform with Virto Commerce
Notions Marketing replaces its legacy B2B platform with Virto Commerce

Read more →

Bosch scales loyalty across Europe with 150K+ users on Virto
Bosch scales loyalty across Europe with 150K+ users on Virto

Read more →

HEINEKEN achieves 30% of OpCo revenue with a mobile-first B2B platform
HEINEKEN achieves 30% of OpCo revenue with a mobile-first B2B platform

Read more →