Wibra expands to bol.com and Amazon

Inspired by the success of its cleaning brand Dasty (often resold at extortionate prices on marketplaces), Wibra is going to start selling the brand directly on platforms such as bol.com and Amazon. Meanwhile, its own webshop should soon become profitable.

Increased online offer

Wibra is professionalising its e-commerce strategy: after being forced into opening a temporary webshop during the pandemic, a full-fledged e-commerce department and a new webshop with a larger offer than in the physical shops arrived in 2021. “Items like airfryers, suitcase sets and hoovers take up too much physical shop space, but with the online channel we do not have this limitation“, e-commerce manager Roy Verwig told ecommercenews.co.uk.

The retailer sees the strongest growth in sales of discounted megaboxes of baby wipes or hand soap. Despite the big discounts, those products still generate the highest profit, because Wibra can save on logistics costs thanks to the higher volumes.

At least break-even

Online sales are growing by 10 % every quarter. If this growth continues, the webshop will at least break even by the end of this year, or possibly even make a small profit, the Dutch discounter claims. Around a third of orders come from regular customers, a figure which Wibra aims to raise to 40 % by the end of the year.

Half of the online turnover comes from cleaning products, with star brand Dasty in the lead – of which customers regularly order twenty bottles at a time. However, Dasty is increasingly found via resellers on platforms such as bol.com and Amazon, at excessive prices. To counter that, Wibra plans to start selling those products itself on marketplaces from next year. Moreover, the retailer is exploring the potential of e-commerce in other European countries.