What Wer Liefert Was does

Wer Liefert Was (WLW), headquartered in Hamburg, Germany and operating under parent company Visable, is the leading B2B marketplace serving the DACH region. The platform connects over 600,000 suppliers, manufacturers, and wholesalers with approximately 400,000 monthly buyers across 111 industry sectors and 750,000+ product listings. Founded in 1932 with 251-500 employees, WLW records approximately 75,000 daily searches from buyers actively sourcing suppliers, with the marketplace accessed through wlw.com and native iOS/Android mobile applications.

The core platform combines a structured B2B directory, a Request for Quotes (RFQ) system, and a recently launched AI-powered natural language search feature that processes complex supplier queries (e.g., 'manufacturers of insulated bottles that can support customization and are located in Germany'). Additional technical capabilities include verified supplier badges, response-time indicators, the Request Hub surfacing real-time buyer demand, and an asset library of 1.2 million product images and videos. The platform is certified with the BME Seal of Approval and maintains a strategic trusted-partner relationship with Alibaba for cross-border distribution. Leadership comprises CEO Peter Schmid, Chief Sales Officer Patrick Sostmann, and Chief Marketing Officer Doreen Schlicht.

WLW operates a freemium business model: suppliers create free basic profiles and product listings, while premium upgrades unlock enhanced visibility, better placement, Request Hub access, and analytics. Revenue is therefore driven by subscription-based premium subscriptions on the supplier side. Customers are split between B2B Buyers (procurement teams and purchasing managers in the DACH region) and B2B Suppliers (manufacturers, wholesalers, distributors, and service providers). A 2017 funding round led by Idinvest Partners supported platform development, and the 2024 product launches of AI Search and Request Hub indicate continued investment in monetization and buyer-supplier matching depth.

Name

Wer Liefert Was

Legal name

Wer Liefert Was GmbH

Website

https://wlw.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

251–500 employees

Short description

Wer Liefert Was (WLW) is a Hamburg-based B2B marketplace connecting over 600,000 suppliers with 400,000 monthly buyers across 111 industry sectors in the DACH region, monetizing via freemium premium subscriptions and RFQ services.

Ownership category

akta.pro rank

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Marketplace commission: WLW generates revenue by charging suppliers for premium profiles, enhanced visibility, and access to the Request Hub feature. The platform connects over 600,000 B2B providers with 400,000 monthly buyers, monetizing through subscription/premium listings for suppliers seeking enhanced exposure.
2. Premium supplier services: Suppliers can upgrade to premium profiles offering additional benefits such as better placement, analytics, and enhanced customer engagement tools.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Wer Liefert Was (WLW) operates an online B2B marketplace connecting buyers with more than 600,000 verified suppliers, manufacturers, and wholesalers across 111 industry sectors in the DACH region. The platform lets buyers search 750,000+ products and 1.2 million images/videos via AI-powered search, post Request for Quotes to receive multiple competing offers, and lets suppliers respond to real-time buyer demand through the Request Hub. Free basic supplier listings are offered alongside paid premium profiles that unlock enhanced visibility and lead-generation tools.

Product overview

Wer Liefert Was (WLW) operates a B2B marketplace platform that connects buyers with suppliers across the DACH region. The core product is the online marketplace supporting 600,000+ suppliers, 400,000 monthly buyers, and 750,000+ product listings. The platform includes Request for Quotes (RFQ) functionality for buyer requests, a Request Hub enabling suppliers to access real-time buyer demand, and mobile apps for iOS and Android. The platform also features AI-powered search capabilities for complex natural language queries.

Differentiator

Problem solved

Functional benefit

Products and services

• B2B Marketplace Platform The main online B2B marketplace connecting buyers with over 600,000 suppliers, manufacturers, and wholesalers in the DACH region. Features product search, company directories, and RFQ capabilities across 750,000+ products and 1.2 million pictures and videos.
• Request for Quotes (RFQ) Service allowing buyers to post requests and receive multiple quotes from verified suppliers on the platform, supporting competitive sourcing of industrial goods, components, and services.
• Request Hub Platform feature for suppliers to browse and respond to real-time buyer requests in the DACH market, enabling direct B2B transaction initiation and lead generation.
• AI-Powered Search AI-powered natural language search feature enabling complex content searches across suppliers and products, e.g., processing queries such as 'looking for manufacturers of insulated bottles that can support customization and are located in Germany'.
• WLW Mobile App (iOS and Android) Native mobile applications for iOS (App Store) and Android (Google Play) enabling supplier search and inquiry creation on-the-go for B2B procurement professionals.

Quantifiable outcome

• 600,000+ B2B providers listed
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• BME (Bundesverband Materialwirtschaft, Einkauf und Logistik e.V.)coreStrategic or Co-development PartnerBME is the German Association for Materials Management, Purchasing and Logistics. WLW is certified with the BME Seal of Approval, demonstrating compliance with professional standards for B2B procurement platforms. This certification provides credibility and trust signals for buyers using the WLW marketplace.
• AlibabaflagshipGTM or Marketing PartnerWLW is positioned as a trusted partner of Alibaba, one of the world's largest B2B marketplaces. This partnership enhances WLW's credibility and provides cross-platform visibility for suppliers looking to reach both regional DACH buyers and global B2B markets.
• VisablecoreOthersVisable is the parent company of WLW, operating the B2B marketplace platform. The company also provides Visable Media Services for online marketing solutions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ThomasNet: Leading North American B2B sourcing platform for industrial suppliers and manufacturers. Functionally comparable marketplace with RFQ and supplier search — main difference is geographic (US vs DACH).
• IndustryStock: German-based B2B marketplace focused on industrial and manufacturing suppliers. Closest direct competitor to WLW with overlapping DACH supplier base and similar B2B sourcing/RFQ functionality.
• Kompass: Global B2B directory with strong European presence, offering company listings, supplier search, and RFQ tools. Direct competitor in B2B supplier discovery with comparable product offering.
• Europages: European B2B directory and marketplace connecting buyers with suppliers across multiple countries. Direct competitor to WLW in continental European B2B sourcing, with similar supplier-listing and RFQ model.
• DirectIndustry: European B2B marketplace specializing in industrial and manufacturing equipment. Direct competitor to WLW in the European industrial supplier-sourcing category with similar product discovery and RFQ mechanics.

Emerging players

• Xometry: Online B2B marketplace for on-demand manufacturing services (CNC, 3D printing, injection molding). Comparable marketplace model connecting buyers with manufacturing suppliers, though more vertically specialized and platform-managed.

Broad incumbents

• GlobalSources: Asia-headquartered B2B marketplace with global buyer reach, particularly for sourcing manufactured goods. Comparable B2B platform model with verified suppliers and RFQ; primarily Asia-anchored supply.
• Alibaba: World's largest B2B marketplace and an explicit WLW partner. Operates a global supplier/buyer marketplace that dwarfs WLW in scale; both partnership leverage and competitive overlap exist with WLW's DACH focus.

Regional players

• TradeIndia: India-focused B2B marketplace with global buyer reach, offering supplier listings, product catalogs, and RFQ functionality. Comparable marketplace business model, though anchored in India rather than DACH.
• Solostocks: Southern European (Spain/Italy/LatAm) B2B marketplace for product sourcing between businesses. Operates a comparable supplier/buyer marketplace model with RFQ capabilities, though focused on Mediterranean markets rather than DACH.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Xx.com/werliefertwas
• LinkedInlinkedin.com/company/wer-liefert-was-gmbh
• Facebookfacebook.com/werliefertwas

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wer Liefert Was