UDEA is a leading organic wholesaler in the Benelux, supplying retailers and partners with a wide portfolio of sustainable products. As digital expectations increased across the supply chain, B2B e-commerce became a critical strategic capability rather than a supporting channel.

The existing platform limited scalability, performance, and flexibility. To support continued growth, digital commerce needed to evolve from an operational necessity into a structured growth engine.

The legacy B2B platform struggled to keep pace with evolving customer requirements and increasing transaction volumes. Performance bottlenecks, limited flexibility, and complex integrations slowed innovation and created operational friction.

At the same time, the organization required stability and continuity. The transformation had to strengthen the digital foundation without disrupting daily operations or commercial momentum.

UDEA needed a scalable, future-ready commerce platform that could support growth while improving internal efficiency and customer experience.

Proshore's embedded team works as part of Udea's digital organization, operating inside their systems, their tools, and their processes.

The focus was not only on technical renewal, but on creating a stable architecture that supports ongoing innovation, seamless system integration, and performance optimization.

Delivery was structured in close collaboration with internal stakeholders, ensuring business priorities and technical execution remained fully aligned.