Transforming Ecommerce For Udea – The Proshore Way
Udea is a leading Dutch wholesaler specializing in organic food, natural personal care products, and sustainable non-food items. The company has a major presence in Benelux, supplying food service companies and retailers of organic produce.
Its B2B customers include restaurants, catering companies, hospitality groups, farm shops, and international export markets. Proshore has been a trusted technology partner since 2015. The partnership began on the B2C side. Since then, Proshore has taken the lead role in the digital transformation of Udea’s B2B ecommerce platform.
Based in
Product
Industry
The Netherlands 🇳🇱
Wholesale, Organic Food, Food Export
The challenge
- Udea’s B2B clients were still ordering via phone or email, causing friction and inefficiencies.
- Existing systems were fragmented and not scalable for growing customer demands.
- A mobile-first, always-accessible digital solution was needed to unify ordering, feedback, and future personalization.
As Udea’s B2B operation has grown, so has the complexity of its ordering systems. Many customers – ranging from boutique farm shops to large-scale hospitality providers – were still relying on manual ordering via phone or email. This created friction, inefficiencies, and limited scalability.
Udea needed a modern, mobile-first solution: a unified, API-driven customer portal that would enable 24/7 access, seamless order placement, and a consistent user experience across desktop and mobile. This meant phasing out fragmented systems and shifting toward a scalable digital shelf that could also handle product feedback, issue reporting, and future features like personalized dashboards.
Recognizing the scope of the task, Udea leaned into its long-standing relationship with Proshore. Having already collaborated on various B2C projects, the internal team trusted Proshore to bring the right mix of frontend expertise, platform integration, and remote collaboration to its B2B operations.
Partnership result
- Enhanced search performance through AI-driven suggestions
- Improved UX/UI with a modern, streamlined interface
- No more native app maintenance costs with PWA rollout
- Smooth collaboration via Agile approach, quick communication, and strong testing
- Scalable architecture designed to integrate future updates and AI-driven features
- Positive customer feedback ‘silent approval’ means it just works
- Ongoing feature updates with quarterly releases supported by Proshore
The solution
- Proshore guided Udea in evolving from a backend-heavy architecture to a balanced, scalable system through ongoing collaboration and strategic advice.
- Key tech integrations like Tweakwise improved product search with features like typo correction, relevance ranking, and AI-driven suggestions.
- A Progressive Web App (PWA) replaced native apps, unifying desktop and mobile experiences while reducing maintenance and duplication.
Working closely with Proshore, Luc and his team embraced a collaborative, learning-oriented approach to building their digital platform. Weekly meetings, workshops, and ongoing consultations ensured the process was grounded in real needs and continuous improvement.
Originally developed with a ‘lazy frontend’ (with more logic built into the ERP-integrated backend), the architecture evolved over time, guided by Proshore’s expertise. The team helped define which logic belonged where and advised on long-term, scalable solutions. As a result, Udea gained not just a technical partner but an advisory one – critical in those early phases.
More recently, the business has adopted new technologies like Tweakwise, a search engine that significantly enhanced product discoverability. Proshore supported the implementation of this integration, helping deliver a smoother and smarter user experience. The integration has enabled features such as typo correction, improved filters, relevance-based ranking, and AI-generated synonym suggestions.
One of the biggest projects was replacing native mobile apps with a Progressive Web App (PWA), eliminating duplication of effort and streamlining maintenance. This new architecture enabled a unified experience across desktop and mobile. Internal testing across departments ensured a smooth launch, which was achieved through a ‘big bang’ go-live.
Technology
The Proshore team rebuilt the frontend framework with improved design and enhanced UI/UX. Switching to a Progressive Web App (PWA) unified the mobile and desktop experience within a single codebase. Proshore also added advanced search functionality with AI support for synonyms and typo detection – all achieved with our integration of Tweakwise. Behind that, microservices architecture provided a more modular structure to enhance flexibility. Other key developments included custom-built ERP integration, ensuring pricing accuracy across systems.
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The impact
Thanks to a well-coordinated effort between Proshore and Udea, the ongoing collaboration has resulted in substantial improvements to both the B2B customer experience and Udea’s development efficiency.
For Luc and the Udea team, good communication with Proshore has been one of the standout features of the partnership. The quality of collaboration has resulted in a deeper integration between design and development.
The absence of negative feedback from customers is a strong indicator of their silent approval, and the project’s broader success:
- A unified digital buying experience, increasing mobile traffic and orders
- Improved search relevance, resulting in higher conversions and fewer drop-offs
- Faster page load times, reduced churn and improved engagement
These improvements are set to continue as Udea, with the support of Proshore, incrementally improves the UX of its B2B portal, with an ongoing program of new and improved features and functionality.
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