How to reach millions of DIY customers in the Benelux
In the world of ecommerce it all starts with choosing the right sales channels. For brand owners, B2B sellers and ambitious entrepreneurs in the Benelux there is a major opportunity on the rise. Praxis in the Netherlands and Brico in Belgium have opened their doors to external sellers through their combined marketplace: Maxeda.
This marketplace connects your products to millions of active DIY and Home and Living shoppers. In this guide you will learn what Maxeda is, how the platform works and how you can successfully start selling on Praxis and Brico.
What is Maxeda, the marketplace behind Praxis and Brico
Maxeda is the joint marketplace of Praxis, Brico and BricoPlanit. Praxis is one of the best known home improvement retailers in the Netherlands. Brico is market leader in Belgium. BricoPlanit completes the group with large format stores of at least ten thousand square meters and more than forty thousand products.
Some key figures:
- three hundred and forty four stores across the Benelux
- more than seven thousand employees
- an average of one and a half million visitors per week
- around one and a half billion euros in annual revenue
Together these chains form the strongest DIY retail network in the Benelux.
Maxeda. The first online DIY marketplace in the Benelux
In February 2023 Praxis and Brico launched their shared online marketplace. With this move they became the first DIY retailers in the Benelux to introduce their own marketplace. The marketplace is fully integrated into the existing websites and apps of Praxis and Brico which gives customers access to an effectively unlimited assortment of DIY products.
For the technology behind Maxeda the companies partnered with Mirakl, a leading marketplace SaaS provider. This ensures a stable and scalable solution that fits seamlessly into the familiar channels customers already use.
Why sell on the Praxis marketplace
Maxeda is the centre of gravity for DIY and Home and Living in the Benelux. Praxis attracts more than one and a half million visitors every week and Brico brings in around nine hundred thousand. Together they create an enormous pool of customers with high purchase intent.
Why this is valuable for brands
- strong visibility through trusted retail names
- access to a loyal audience already searching for DIY solutions
- a solid reputation that enhances trust in your products
The combination of physical stores, a strong online presence and a broad assortment makes Maxeda a powerful channel for brands looking for growth.
Your assortment on Maxeda
Maxeda performs best when your products fit within the core categories of Praxis and Brico. The assortment is broad but it is not an all category marketplace like Amazon or Bol. These are the key categories on Maxeda.
- lighting and electrical
- paint and wallpaper
- building materials
- garden
- bathrooms and kitchens
- floors and tiles
- windows, doors and stairs
- decoration and storage
- tools and hardware
- heating and ventilation
- pet supplies
When your assortment aligns with these categories Maxeda can become an important driver for growth.
Can you sell on Praxis and other marketplaces simultaneously?
Yes. You can run your assortment on Maxeda alongside platforms such as Bol or Amazon without any issues. The audiences on each marketplace differ, which helps you reach new customer segments.
If you sell across multiple marketplaces it is wise to use an integrator such as ChannelEngine or ProductFlow. This lets you manage inventory, pricing and product data from one central environment.
How to start selling on Praxis
Getting started on Maxeda is straightforward. First make sure your business meets the requirements for sellers, including reliable logistics, consistent product quality and strong customer service. Once your business is approved you can connect your products to the marketplace via a direct link or an integrator.
Starting successfully in four simple steps
- Contract. Sign the contract once your business is approved.
- Setup. Connect your system and add your assortment.
- Testing. Check if all listings, pricing and product information display correctly.
- Go live. Your products appear on Praxis and Brico.
From that moment your products are part of the regular Maxeda assortment.
Take your chance to grow with Maxeda
Maxeda gives you direct access to the enormous reach of Praxis and Brico. With DIY and Home and Living demand continuing to rise in the Benelux, this is an ideal moment to join the platform. By making your products visible on this marketplace you take an important step toward scalable and predictable revenue growth.
Follo as your partner in marketplace success
We guide brands through every stage of marketplace growth. From product content to integration and strategy. Curious whether Maxeda fits your ambitions?
