LabelVie Group, a subsidiary of the Best Financière Group, is one of Morocco’s leading retail groups, managing well-known brands such as Carrefour. The group also operates Atacadão, a cash-and-carry B2B brand serving traditional retailers, including shopkeepers, cafés, restaurants and hotels. This wholesale division drives significant growth for LabelVie by offering a wide range of high-quality products at competitive prices, supported by regular and appealing promotions.

Challenge:
As part of the LabelVie Group’s “Vision 2028,” Atacadão sought to expand its successful B2B cash-and-carry model by building a strong eCommerce presence. With only 5% of target customer needs met via physical stores and an untapped base of 120,000 traditional retailers, the opportunity for digital growth was massive. Atacadão needed a flexible, scalable commerce platform to support this digital transformation and future expansion.

Solution:
Atacadão chose commercetools Composable Commerce for B2B to build a mobile-first eCommerce platform tailored to small and medium retailers. Key features included:

• Real-time inventory sync via APIs
• Curated product catalog (1,600 SKUs from 9,000)
• Dynamic pricing with daily and conditional discounts
• A mobile app MVP launched in just 5 months
• Location-specific logistics for Casablanca and Tangier
• This approach enabled Atacadão to scale fast and tailor the experience to regional buying behaviors.

Results:

• Achieved ROI within months of launch
• €60,000 in average daily online sales
• App traffic up 20%, basket size up 10–20% during promotions
• NPS of 71 and 4.3-star app rating
• Hybrid sales model with commission for reps on online orders
• Expanded eCommerce operations to new cities, with plans to reach new customer segments like cafés and hotels

Impact:
Atacadão’s digital initiative not only improved operational efficiency but also elevated customer satisfaction and loyalty. Backed by commercetools’ flexibility, the brand is scaling confidently toward a future of balanced physical and digital sales, aligned with its long-term vision.