Metro introduces its first B2B online marketplace for the foodservice industry

Date : 20 September 2019

The German wholesaler Metro has launched its first B2B online marketplace in Germany that’s dedicated to HoReCa customers (hotel, restaurant, catering).

20,000+ non-food SKU’s from around 40 partners

The product assortment consists of more than 20,000 non-food items that are sourced from around 40 partners.

Olaf Koch, chairman of the management board of Metro AG, said: “Our aim is to create the greatest and most relevant online marketplace for HoReCa (Hotel, Restaurants, Catering) customers in Europe. Together with trading partners from around the world, we want to offer restaurateurs access to a unique variety of products.”

He adds: “So we’re making our platform and our strong customer access available to our partners. For Metro, this enlarges our spectrum of services and therefore also our relevance for HoReCa customers."

Metro Markets was founded back in the summer 2018 as a wholly owned Metro subsidiary for the development and operation of the digital B2B platform.

Philipp Blome, CEO of Metro Markets, said: “At Metro Markets, we’re responsible for developing and realising the technical platform and for the operation of the marketplace – for the entire business model, so to speak.” He adds: “We set ourselves the task of making market access as easy as possible for other retailers and producers – because we’re convinced that we can scale the platform much faster if products can be offered not only by Metro, but also by an infinite number of partners via our marketplace. By the end of the year, we aim to bring together on the platform the most relevant food service industry competence and, step by step, expand the customer experience and augment our services.”

The new platform is at its pilot stage, and is accessible to all retailers, producers and food service industry professionals, independent of the Metro customer card. According to Metro, the platform will be rolled out in other European countries based on the success of the trial.

According to the retail research institute IFH Köln, €1.3 trillion worth of electronic business has been carried out by B2B customers in Germany last year.

Metro added that websites, online shops, and marketplaces are believed to generate around one-quarter of B2B e-commerce sales.

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