New Case Study: InstallatieBalie Unifies 4 Storefronts on One eCommerce Platform
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Virtocommerce

Powering Unified B2B & B2C Commerce for a Leading Dutch Technical Wholesaler

Discover how Virto Commerce enabled InstallatieBalie to unify 4 storefronts on one composable commerce platform and scale digital growth.
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InstallatieBalie in Numbers

4
storefronts unified on one platform
60+
composable modules deployed
6
months to fully recover revenue after migration
~80%
YoY revenue growth (2025, B2C webshop)
THE CHALLENGE

Restoring Digital Visibility and Scaling Hybrid Commerce

As buyer behavior shifted toward online research, InstallatieBalie faced growing challenges in digital product discovery, especially in B2B scenarios where visibility determines early consideration.

The company needed to overcome:

❌ Limited digital discovery: Gated B2B pricing prevented products from appearing in public channels such as Google Shopping.

❌ Operational complexity: Running parallel B2B, B2C, and in-store workflows created risk of fragmented systems.

❌ Scaling constraints: The existing platform could not support managing multiple storefronts without increasing technical debt.

Discover how InstallatieBalie unified B2B and B2C ecommerce on one platform

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THE SOLUTION

A Unified, Composable Commerce Backend with Virto Commerce

Together with Innovadis, InstallatieBalie implemented Virto Commerce as a unified commerce backend—connecting storefronts, ERP, PIM, search, payments, and logistics into one scalable core.

Composable Multi-Storefront Architecture

 

Enables a B2B webshop, a B2C webshop, and two in-store portals to run on one platform with shared data and integrations.

Centralized Pricing & Catalog Management

 

Ensures consistent product data and pricing logic across all channels, while supporting audience-specific rules.

Deep ERP & Ecosystem Integrations

 

Microsoft Dynamics 365, PIM systems, Tweakwise search, Mollie payments, and logistics providers integrated into one operational layer.

The Result

Scalable Ecommerce for Wholesalers and Distributors

InstallatieBalie now operates a stable, future-ready ecommerce foundation that supports growth across digital and physical channels.

 

The results speak for themselves:

 

✅ 4 storefronts unified under one composable commerce core

✅ Revenue fully recovered within 6 months after migration

✅ ~80% year-over-year revenue growth (2025) for the B2C webshop

✅ Initial MVP delivered in 8 weeks, followed by regular quarterly updates

✅ 60+ composable modules powering pricing, inventory, workflows, and integrations

 

Virto’s platform enables InstallatieBalie to evolve its digital strategy without replatforming, confidently scaling operations while managing multiple storefronts from one core.

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A Few Words From Our Client

With Virto, we finally have a platform that can support two very different storefronts at the same time—fast, scalable, and exactly the way we need it.

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Miquel Deekman, Marketing & eCommerce Manager
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