Follo, the fast-growing performance marketing agency, proudly announces the acquisition of Brandsom, the leading marketplaces agency in the Netherlands. With this acquisition, Follo strengthens its position in the e-commerce landscape and responds to the increasing importance of marketplaces in the digital customer journey.
Strategic expansion in a growing market
The acquisition is part of Follo's broader growth strategy. With the increasing dominance of marketplaces, marketplace expertise is becoming essential for businesses. With annual e-commerce growth of 14% to 17% in Southern Europe and Poland (EuroCommerce, 2024), and the rise of players such as Amazon and Allegro, marketplaces represent a strategic channel for international expansion. By integrating Brandsom, Follo adds deep marketplace expertise to its proposition, enabling clients to make even greater impact on platforms such as Bol.com, Amazon, and Zalando.
“Marketplaces play an increasingly important role in how consumers discover and purchase products. By bringing Brandsom into our team, we’re strengthening our leading position and continuing to build the most effective performance marketing offering in Europe.”
Mark van Hattum, CEO
Marketplaces as a solution to the messy middle
The digital customer journey has evolved. Shoppers no longer follow a linear funnel but navigate what is known as the "messy middle" — an ongoing cycle of discovery, consideration, and comparison. In this complex phase, marketplaces offer clarity, trust, and convenience. At the same time, AI and LLMs such as ChatGPT are reshaping online search behaviour. Brands are no longer found solely through Google or their own webshops, but increasingly via smart assistants and conversational interfaces. Marketplaces play a crucial role in this shift by combining rich product data and high conversion rates with exceptional customer experiences.
“Our dream is to help our clients excel on marketplaces. To achieve this, AI, data, and scale are essential. In Follo, we’ve found a partner that brings scale and shares our vision. Together, we deliver an even stronger product and better results for our clients. For me personally, this feels like the ultimate reward of entrepreneurship. You build a company with passion for years, and being able to successfully pass it on to a party like Follo is a dream come true.”
Thijs Verhoef, CEO Brandsom
About Brandsom
Founded in 2019, Brandsom is one of the largest marketplace agencies in the Benelux region, with over 20 dedicated specialists. Brandsom covers the entire marketplace spectrum—from strategy and integration to operations, content optimization, and advertising.
Brandsom is a Bol.com Gold and Advertising Partner, an Amazon Certified Agency, and part of the select group of ChannelEngine Platinum Partners. These partnerships grant clients with early access to platform features, dedicated support, and deep data insights that drive revenue growth. Thanks to its scale, certified expertise, and performance-based pricing, Brandsom is at the forefront of marketplace consultancy in Europe.
About Follo
With over 20 years of experience, Follo is a leading performance marketing agency. Its team of 200+ experts drives growth for more than 400 national and international clients across industries. With over 100 award-winning projects, we know what works. We invest in talent, innovation, and outcomes.
Our ambition? To become Europe’s #1 performance marketing agency. With expertise in Data, Organic, Paid Media, AI, and Customer Experience, Follo creates targeted marketing strategies with measurable results. From unlocking new channels to funnel optimization and brand building, Follo takes initiative and accountability—and always aims for maximum impact. Success is never a solo effort. Teamwork and shared ambition are the foundation of success. Ready to make a difference together?
Follo. Dare to lead.
