Optimizers strengthens Nordics e-commerce presence with the acquisition of Vendre.

Nijkerk, 17 January 2023 –  Main Capital Partners (“Main”) announces the acquisition of Vendre, a provider of an innovative e-commerce platform, by Optimizers Group, a leading order-to-delivery software group. The acquisition adds to Optimizers’ product offering and strengthens its market position in the Nordics region.

Vendre was founded in Stockholm (SE) in 2007 and provides a unique module-based eCommerce solution with numerous functionalities such as CMS, PIM, price management, and international sales. With its offering, the platform forms a vital part of customers’ online business. The company employs c. 27 FTE and serves over 120 customers in Sweden, mostly SMEs in both B2B and B2C markets. The Optimizers Nordics staff will move into the Stockholm office of Vendre.

Complementary product offering

There is a strong strategic overlap between the product offerings of Optimizers and Vendre, as their solutions are highly complementary. This provides concrete commercial opportunities via cross-selling, for example, through Optimizers’ site search and conversion optimization solution Tweakwise. Furthermore, Vendre significantly strengthens Optimizers’ existing Nordic presence, contributing to their local market position and brand as well as their overall strategic profile. Combined, both organizations are well-positioned for the delivery of mission-critical order-to-delivery solutions to their customers. During recent years Optimizers has consistently grown its recurring revenue by 20-25% per year autonomously whilst remaining highly profitable. The acquisition results in a combined business with revenues of over EUR 20 million and 170 employees.

Stefan van Diggelen, CEO at Optimizers, comments:

“By joining forces with Vendre, the Optimizers Group doubles its market share in B2B eCommerce in Sweden. Together, we can offer a broader range of B2B / B2C tools to our existing customer base. In addition, we will pursue our strategy to become the market leader in eCommerce SaaS in the Nordics. We are thrilled that we have found a strong partner who shares the same technological passion, has a strong vision of market trends and has the capability to foresee the challenges our customers face. From our office in Stockholm, we look forward to continuing our work on innovation, technology, and strengthening our product offering.”

Karl Kihlbom, CEO at Vendre, adds:

“Optimizers has a product portfolio within integration, sales apps, personalization & search for B2B & B2C, which is completely in line with Vendre’s vision of what should be included in a state-of-the-art eCommerce system for growing companies. These services have proven themselves with market-leading eCommerce companies around Europe, including Sweden. It feels great to be part of Optimizers and use these tools to develop sales at companies that already use or will soon use Vendre as their eCommerce platform.”

Pieter van Bodegraven, Partner at Main Capital Partners, concludes:

“This acquisition marks yet another successful step towards becoming a leading pan-European order-to-delivery player. The combination will help accelerate Optimizers’ growth momentum and solidify the presence in a core region. Additionally, Vendre will complement Optimizers’ current product suite and strengthen the combined product offering. With the support of Main, Optimizers will continue focusing on both autonomous growth and a selective buy-and-build strategy.”

About Optimizers


Optimizers, founded in 2006, is a comprehensive provider of order-to-delivery solutions specialized in trade and production logistics to optimize a customer’s logistic processes. Optimizers is the developer of App4Sales, a B2B trade suite for sales representatives; Tweakwise, the number 1 in personalized site search, merchandising, and recommendations technology; Warpspeed WMS, a next-generation Warehouse Management System; and App2track, a leading Transport Management System enabling efficient transport planning and route optimization. The products are delivered to a wide range of industries in more than 25 countries, both B2B and B2C. With its headquarters in Nijkerk, The Netherlands, the company has offices in The Netherlands, Stockholm, and New York, with 160 employees, and serves 1400 customers worldwide.

About Vendre


Vendre, founded in 2007, is a Swedish SaaS company providing an innovative module-based eCommerce platform. The solution forms a vital part of customers’ online operations and includes CMS, PIM, price management, and international sales functionalities. Vendre’s customer base consists of over 120 B2B and B2C customers, mostly SMEs. The company is headquartered in Stockholm, Sweden, and has approximately 27 employees.

Main Capital Partners


Main Capital Partners is a leading software investor in Benelux, DACH, and the Nordics. Main has almost 20 years of experience in strengthening software companies and works closely with the management teams of its portfolio companies as a strategic partner in order to realize sustainable growth and build excellent software groups. Main counts 60 employees and has offices in The Hague, Stockholm, Düsseldorf, Antwerp, and Boston (US). As of October 2021, Main had over EUR 2.2 billion in assets under management. Main has invested in more than 150 software companies to date. These companies have created jobs for approximately 9000 employees.

Back to the overview

Who are Optimizers?

Optimizers is a group of 160 specialists with passion for SAAS technology. Our products are developed in-house within the range of order to delivery. We want to Optimize your future by creating the best SAAS software solutions.

We invest in long-term relationships with our customers and our employees. Let’s grow together is one of our slogans, that counts for our customers as well as for our co-workers.

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