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Scarica (335.14Ko)ADEO consolidates its marketplace strategy with Mirakl
To meet the needs of private and professional customers, ADEO, the European leading Home Improvement and DIY retail Group, is expanding its marketplace business, which now accounts for more than 80% of its e-commerce growth. ADEO is extending its partnership with Mirakl and is preparing to launch its 8th marketplace in Poland.
Since 2020, ADEO has set up, with Mirakl, a single marketplace structure to unify its international approach. Rather than one marketplace per country, ADEO has a global platform providing access for its selling partners to all European geographies and to market-leading traffic levels.
ADEO puts a major focus on collaborating closely with its selling partners and offering the best possible experience. Its global structure simplifies their experience and gives them access to a complete set of services, including high-impact data tools and fulfillment solutions operated by partners interfaced with Mirakl.
For inhabitants, the marketplaces provide access to an ever-expanding carefully selected range of products, complementing those already available in stores and on e-commerce.
François Yared, Managing Director of ADEO Marketplace Services
“The marketplace, combined with the brand’s in-store and e-commerce offerings, plays a key role in ADEO’s platform strategy, enabling us to meet our customers’ expectations for diversity and choice, and to quickly win over new customers for our retail brands. We set a high bar on product quality and customer experiences to make sure we delight our customers and continue to build their loyalty to our strong retail brands.”
A FAST EXPANSION AND A CLEAR AMBITION
The first ADEO marketplace was launched in 2017 with Leroy Merlin Brazil. In Europe, the COVID-19 pandemic accelerated the deployment of the marketplace in 2020 with Leroy Merlin France. Since then, other ADEO companies have opened their marketplaces : Leroy Merlin South Africa in 2020, Leroy Merlin Italy and Bricoman France in 2021, Leroy Merlin Spain in 2022, and Leroy Merlin Portugal in 2023. In 2025, it will extend to Leroy Merlin Poland.
Today, almost 5,000 selling partners market their products on ADEO marketplaces, meeting high standards of compliance, quality and customer experience, and getting access to some of the highest market traffic levels.
Thanks to its attractive model, the Marketplace is a keygrowth accelerator for ADEO. Ranked among the top marketplaces in Spain, Italy, France and Portugal, it recruits more than 50% of Adeo local companies’ new web customers and unpaid traffic.
For the coming years, ADEO has three major ambitions for its Marketplace: geographic expansion, the integration of marketplace journeys into the physical stores, and continuing to differentiate on quality and customer experience, with the aim of becoming Europe’s preferred marketplace.
Sophie Marchessou, Chief Customer Officer at Mirakl
“We are very proud to count ADEO among our historical customers. Our long-standing partnership is a perfect illustration of how the combination of technological expertise and retail leadership can generate exceptional growth on an international scale. After 8 years of fruitful collaboration, we are excited to accompany ADEO in a new phase of acceleration, particularly in omnichannel integration and the development of new geographies.”
About ADEO
ADEO brings together an ecosystem of companies (Leroy Merlin, Weldom, Kbane, St Maclou, M, Bricocenter) dedicated to home improvement. ADEO is the leader in Europe and the 3rd largest player worldwide in the home improvement and DIY market, with a turnover of €31.5 billion including tax in 2024.
Thanks to its network of 1,200 points of sales, marketplaces and partners, ADEO distributes its solutions for positive housing on 4 continents and is the only player in its market to have such an international presence.
Every day, our 115,000 employees propose products and solutions in stores and online, to support projects of inhabitants or professionals. Living in a healthy, safe, responsible, sustainable, economical and comfortable environment is essential to the well-being of people all over the world.
WE MAKE HOME A POSITIVE PLACE TO LIVE.
About MIRAKL
Mirakl is the leading provider of eCommerce software solutions. Mirakl’s suite of solutions provides enterprises with a transformative way to drive significant growth and efficiency in their online business.
Since 2012, Mirakl has been pioneering the platform economy, empowering retail and b2b enterprises with the most advanced, secure and scalable technology to digitize and expand product assortment through marketplace and dropship, improve efficiency in supplier catalog management and payments, personalize shopping experiences, and boost profits through retail media.
Mirakl is trusted by 450+ industry-leading businesses worldwide.
For more information: www.mirakl.com
For more information, please contact:
- Véronique Rétaux – vretaux@presse-cie.com
- Marie-Camille Dehaut – marie-camille.dehaut@adeo.com