How EQOM sells 10,000 SKUs across 25+ marketplaces with a lean team
How EQOM sells 10,000 SKUs across 25+ marketplaces with a lean team
EQOM Group, best known for EasyToys, manages 10,000+ products across 25+ European marketplaces with a lean team. See how centralized operations, smart repricing, and AI-supported content make it possible.
How EQOM sells 10,000 SKUs across 25+ marketplaces with a lean team
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Results summary:
25+ marketplaces and 10,000+ products managed from one platform
Pan-European operations run by a small team
Automated operations including: listings, pricing, content, and order flows across channels
+4.3% margin increase within two months of activating smarter repricing
72% fewer overpriced products, unlocking hundreds of new listings
Improved Buy Box performance without direct price wars
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EQOM Group is a leading European ecommerce company in the adult lifestyle industry. The group brings together several well-known brands, including EasyToys, Amorelie, PABO, Beate Uhse, Christine le Duc, and Kondomeriet, supplying both consumers and retailers across Europe.
With brands active from the Netherlands and Germany to Scandinavia, Spain, and Portugal, EQOM focuses on making high-quality products more accessible while supporting a more open conversation around sexuality.
As marketplace selling became a larger growth channel, the group needed an operational setup that could keep up with scale across regions, brands, and assortments. And the challenge: without scaling operational resources in parallel.
"ChannelEngine gives us the operational foundation to manage marketplace growth across Europe without adding unnecessary complexity. It lets us keep control over products, pricing, content, and orders while adapting to each local market."
- Matthijs van Lemel, Marketplace Manager, EQOM Group
Managing marketplace growth across Europe without adding operational resources
Running 10,000+ products across 25+ marketplaces with a small team takes more than connecting new sales channels.
Each marketplace has its own rules, content requirements, pricing logic, and order workflows. On top of that, EQOM manages multiple brands, local customer expectations, and market-specific assortments across Europe.
Additionally, they also needed to think about protecting profitability. Winning visibility and Buy Box share mattered, but not at the cost of direct price competition or thinning margins.
To keep growing, EQOM needed a setup that could:
Support marketplace expansion without proportional headcount growth
Reduce manual work across tasks like listings, pricing, and orders Solve pricing and Buy Box challenges at scale Unlock more listings while keeping control over performance
Building a repeatable marketplace setup with ChannelEngine
Rather than treating each marketplace as a standalone project, with ChannelEngine, EQOM built one centralized operation designed for repeatability.
Product and business data flows from EQOM's PIM and ERP systems into ChannelEngine. From there, ChannelEngine syncs inventory, content, pricing, and orders across connected channels, including Amazon, bol, Otto, eBay, Douglas, Octopia, Shop Apotheke and more.
With one repeatable process for marketplace operations across regions, EQOM could:
Launch new products faster
Process orders with less manual work
Keep pricing and content consistent across channels
With the operational foundation in place, the team is now able to focus on strategy, local market choices, and performance. Instead of manually updating hundreds of product attributes when a new product line launches.
"We knew how time and resource-consuming it would be to treat every marketplace separately. With ChannelEngine, we built one centralized process that connects our PIM and ERP to every channel we sell on, which means we can add new marketplaces without rebuilding the operation each time. For us, that was a no-brainer."
- Matthijs van Lemel, Marketplace Manager, EQOM Group
Matching each market with the right brand and assortment
A defining part of EQOM's marketplace strategy is brand-to-market fit.
Rather than pushing a single brand across all of Europe, EQOM leads with the brand most relevant to each local audience:
EasyToys: strong in the Netherlands and Southern Europe
Amorelie: Germany and Central Europe
The same logic applies to assortment. EQOM does not replicate the same catalog on every marketplace. Consumer behavior varies by country, and the product mix follows.
By tailoring both brand presence and assortment to local buyers, EQOM scales across Europe while staying locally relevant.
"Europe is not one market. ChannelEngine lets us lead with the right brand and the right assortment in each country, instead of forcing one approach everywhere. That matters not just from a seller perspective, but more importantly because it helps us reach our customers with the right products in the right places."
- Matthijs van Lemel, Marketplace Manager, EQOM Group
Scaling profitably with smarter repricing
As EQOM expanded across marketplaces, pricing became more than a tactical lever. It became a way to protect profitability while improving visibility at scale.
EQOM built its pricing on a full-cost model that accounts for all marketplace-related costs at the product level. That gives the team a clearer view of contribution margin and supports better pricing decisions per channel.
Using ChannelEngine's dynamic repricer, EQOM sets minimum, base, and maximum price thresholds and responds to competitive movement in real time. The result is a healthier balance between competitiveness, visibility, and profitability.
📈 Results callout
Within two months of activating ChannelEngine’s smart repricing tool, EQOM increased margins by 4.3% and reduced overpriced products by 72%, unlocking hundreds of new listings and increasing GMV and marketplace visibility.
"ChannelEngine's repricer has been a game-changer for us. It's easy to use and helped us increase our chances of winning the Buy Box without competing directly with the marketplace. In just two months, we saw a 4.3% increase in margins, and reduced overpriced products by 72% — allowing us to list hundreds of new items. It's made it easier to focus on growth, knowing we're in a strong position to succeed."
- Matthijs van Lemel, Marketplace Manager, EQOM Group
Managing content with AI across languages and channels
With 10,000+ SKUs across 25+ marketplaces and multiple languages, creating product content by hand is not realistic. Each channel has its own content rules, and each market needs its own language.
EQOM uses ChannelEngine's AI content capabilities to generate marketplace-ready titles, descriptions, and imagery across its catalog. That is in line with each brand's identity and tailored to each channel's requirements. What used to be a bottleneck for marketplace expansion now scales automatically with the catalog.
The same approach powers EQOM's bundle and multipack strategy. Co-purchase data helps the team identify which products belong together in product bundles. ChannelEngine handles the pricing setup, AI generates the bundle content, and orders are automatically split back into individual lines for warehouse fulfillment.
What this enables:
Faster listing across new marketplaces and languages
Consistent brand identity across thousands of SKUs
Bundles and multipacks as a profitability lever, without manual content work for each combination
The bigger picture: foundation before growth
For EQOM, marketplace growth is no longer about just adding more channels. It is about having the right foundation to scale efficiently, stay locally relevant, and keep operations lean as the business grows.
From Owen Bruijn’s perspective as EQOM’s Customer Success Manager, that foundation is also the result of a clear and mature way of working:
"What makes EQOM stand out is the way they approach marketplace growth. The team is proactive, data-driven, and clear on where each channel fits in their wider strategy. That makes our collaboration much more effective, because we are not just solving operational tasks together. We are helping turn a clear marketplace vision into scalable execution."
Centralized data, automated operations, AI-supported content, smart repricing, and a local-first brand strategy now let a small team run a pan-European marketplace operation that would otherwise demand far more hands.
The shift shows up across the business:
One repeatable process running 25+ marketplaces and 10,000+ products
Faster time to market when launching new marketplaces, languages, or assortments
Content at catalog scale with titles, descriptions, and imagery generated across brands and channels
Local brand and assortment choices in every market, without increased operational resources
Stronger profitability through smarter repricing, with margins up 4.3% and a 72% reduction in overpriced products
Automated pricing and order flows that free the team to focus on strategy instead of execution
A lean team managing a footprint that would traditionally require a much larger operation
As Matthijs shared during EQOM's presentation at Webwinkel Vakdagen 2026: "Our profit is in the preparation. The work we put into our data, pricing logic, and marketplace setup is what lets a lean team like ours run a successful operation this broad."
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See how ChannelEngine helps brands automate marketplace operations, optimize pricing, manage content at scale, and grow across multiple channels.
