InstallatieBalie: four storefronts, one engine
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.
In short
InstallatieBalie, a Dutch technical wholesaler for professional installers, kept its B2B prices behind a login, so its catalog stayed invisible in channels such as Google Shopping. A public-pricing B2C webshop fixed that but left two very different storefronts sharing one catalog, one stock pool and the in-store workflows. With implementation partner Innovadis, the company moved to Virto Commerce: four storefronts — B2B, B2C and two in-store portals — now run on one composable engine with 60+ modules, the MVP went live in 8 weeks, revenue recovered within 6 months of the migration, and the B2C webshop grew about 80% year over year 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.
Challenge: gated prices hid the catalog
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: four storefronts on one composable engine
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
Result: revenue back in 6 months, then ~80% growth
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.
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.
