Case Study: Foodl achieves an open, scalable B2B food marketplace with commercetools

Let‘s Get Cooking! Recipe for the perfect digital marketplace

Foodl, an open B2B marketplace founded in 2019 in Utrecht for chefs, hospitality entrepreneurs and suppliers, needed a platform that was easily accessible (no login until purchase), delivered an exceptional user experience, connected across many touchpoints, and could scale without limits. Foodl worked with solution partner Mindcurv and selected commercetools as its headless backend, paired with a Vue Storefront progressive web app, to meet those requirements.

With commercetools powering the backend and Vue Storefront as the frontend, Foodl launched in January 2020, quickly connecting many suppliers and customers in the Amsterdam region and building a catalog of over 3,000 products from about 300 brands. The open, future‑proof architecture improved onboarding, enabled rapid iteration during the hospitality shutdown, and provided a scalable foundation for national roll‑out and broader multi‑channel commerce.

Foodl

Lieke Kamp

Product Owner