rb2
rb2 is a Dutch digital commerce agency that builds custom commerce platforms, AI agents (including the Orderpilot tool), and bespoke software for retailers, wholesalers, and manufacturers, delivered via integrated teams in the Netherlands, Portugal, and China.
- Company typePrivate
- Founded2005
- HeadquartersPurmerend, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What rb2 does
rb2 (legal entity RB2 B.V.) is a privately held Dutch digital commerce agency founded in 2005 and headquartered in Purmerend, Netherlands. The company builds custom commerce platforms, AI agents for process optimization, and bespoke software, primarily serving enterprise retailers, wholesalers, and manufacturers across the Netherlands and broader Europe. Its customer base includes named logos such as Action, De Bijenkorf, Wavin, DAF, Miele, GrandVision, Lely, EuroParcs, IPN, Gadero, and Fixami, spanning retail, automotive, agriculture, manufacturing, pet food, and hospitality verticals.
The firm operates an integrated three-country delivery model — headquarters and offices in the Netherlands (Purmerend, Nijmegen), an offshore development office in Lisbon, Portugal, and a long-standing development presence in Xiamen, China — with Dutch management overseeing offshore engineering capacity. Technology delivery is platform-agnostic, built on best-of-breed commerce and content stacks including Shopify Plus, Medusa, Commercetools, SCAYLE, Algolia, Storyblok, Contentful, BigCommerce, and Prismic, with an AI-first development methodology and a named proprietary tool, Orderpilot, for automated order processing. The AI Taskforce conducts prototyping workshops and builds custom AI agents targeted at repetitive process work, such as order verification, validation, and logistics coordination.
Revenue is generated through professional services billed on an hourly-rate and project basis, with pay-as-you-go cadence and ongoing managed-services revenue from hosting, monitoring, and maintenance. The go-to-market is enterprise field sales with C-level conversations at retailers and wholesalers, a PoC-based approach preferred over traditional RFPs, and a partnership channel through technology vendors. The company has grown organically to approximately 60 employees, has taken no disclosed external funding, and operates as a founder-managed firm led by Managing Partner/CEO Dennis van Marle, COO Mark Roex, and CCO Michel la Pierre.
rb2 firmographics
Firmographics- Name
- rb2
- Legal name
- RB2 B.V.
- Website
- https://rb2.nl
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- rb2 is a Dutch digital commerce agency that builds custom commerce platforms, AI agents (including the Orderpilot tool), and bespoke software for retailers, wholesalers, and manufacturers, delivered via integrated teams in the Netherlands, Portugal, and China.
- Ownership category
- akta.pro rank
rb2 industry classification
Industry- Product category
- Digital Commerce Software Development Services
- NAICS
- Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF)
- akta.pro secondary industry
- Purchase-to-Pay (P2P) Operations (BPAAAJAA)
Keywords
Where rb2 is headquartered
LocationHeadquarters
- HQ city
- Purmerend
- HQ country
- Netherlands
- HQ region
- Europe
Offices4 records
Markets served
rb2 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Custom Software Development: Bespoke software development services delivered by in-house teams in Portugal and China under Dutch management, using AI to accelerate development. Revenue generated through hourly rates and project-based engagements.
- Technical Consultancy: Architects translate business requirements into workable solutions, supported by AI and prototyping. Strategic consulting on technology decisions.
- IT Operations & Support: Ongoing hosting, monitoring, maintenance and support services for platforms. Ensures operational continuity and application health.
- AI Process Optimization: Process automation services using AI to optimize workflows, reduce repetitive tasks, and improve operational efficiency. Includes tools like Orderpilot.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Hourly rate-based software development |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
rb2 product offering
Product offeringCore offering
rb2 designs, builds, and operates custom e-commerce platforms, bespoke software, and AI agents for process automation for enterprise retailers, wholesalers, and manufacturers. Delivery is structured around three phases (Think & Scope, Build, Run & Grow) using in-house teams in the Netherlands, Portugal, and China under Dutch management, with the named Orderpilot AI agent as a flagship product for automated order processing.
Product overview
rb2 is a digital commerce agency that does not operate a unified SaaS product or platform; rather, it offers a portfolio of professional services and one named AI tool. Its core service offering spans four service lines: (1) Technical Consultancy — architecture, prototyping, and AI-assisted discovery; (2) Software Development — in-house teams in Portugal and China under Dutch management, using AI to accelerate development; (3) IT Operations & Support — hosting, monitoring, maintenance, and security; and (4) AI Process Optimization — pragmatic process automation using AI agents, including the named Orderpilot tool for automated order processing. These services are applied to build custom commerce platforms, AI agents, and bespoke software for retailers, wholesalers, and producers. rb2's integrated approach aligns strategy and technology through Think & Scope, Build, and Run & Grow phases, delivered via an Agile/Scrum methodology with distributed teams in the Netherlands, Portugal, and China.
Differentiator
Problem solved
Functional benefit
Brands
- Orderpilot: AI-powered automated order processing tool developed by rb2 for process optimization and efficiency improvement.
Products and services
- Orderpilot AI-powered automated order processing tool developed by rb2 that handles order verification, data validation, logistics coordination, and workflow automation to save businesses thousands of hours per year on repetitive tasks; targeted at manufacturers and wholesalers with high-volume order intake.
- Technical Consultancy Architecture, prototyping, and AI-assisted discovery engagements where rb2 architects translate business requirements into workable solutions; includes AI Taskforce prototyping workshops that build working prototypes around real business ideas at client offices.
- Custom Software Development Bespoke software development service delivered by in-house teams in Portugal and China under Dutch management, using AI to accelerate development and improve code quality; revenue generated through hourly rates and project-based engagements.
- IT Operations and Support Ongoing hosting, monitoring, maintenance, and support services for the digital commerce platforms and custom software that rb2 builds, ensuring operational continuity and application health.
- AI Process Optimization Process automation service using AI to optimize workflows, reduce repetitive tasks, and improve operational efficiency for clients; encompasses the Orderpilot AI agent and other custom-built AI agents.
Quantifiable outcome
- Studies show up to one-third of working hours lost to repetitive tasks; rb2 helps automate these processes
- +2 more outcomes
Companies that use rb2
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
rb2 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability7 records
Feature2 records
rb2 partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- ShopifycoreShopify Plus partner providing scalable e-commerce solutions. rb2 ensures the technology scales as client ambitions grow. Shopify is a core platform for commerce implementations.
- MedusacoreOpen-source commerce platform distinguished by flexibility and developer-friendliness. Offers ready-made commerce modules that are fully customizable, perfect for organizations needing a platform that fits their specific business processes.
- CommercetoolscoreCommercetools is an e-commerce platform where every piece of functionality is set up as a standalone service (microservice), working seamlessly together through 300+ APIs.
- SCAYLEcoreWith SCAYLE, companies can reach customers across all channels, tap into new growth areas and become digital market leaders. Strategic partnership for omnichannel commerce.
- AlgoliacoreThe world's only complete AI search and discovery platform. rb2 partners with Algolia for advanced search, navigation and recommendations capabilities.
- SCAPEcoreTogether with SCAPE specialists and rb2 as technical partner, customer questions are translated into concrete solutions. Strategic partnership for customer transformation.
- DoornvogelcoreMarketing partner focusing on emotional customer bonding rather than rational aspects. Creates personal attention and relevant extras for customers. Doornvogel handles creative customer insight while rb2 provides technical implementation. Partner from the very beginning.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
rb2 competitors and assessment
Company assessmentDirect peers
- Elgentos: Dutch commerce agency specialized in Magento / Adobe Commerce and headless platform builds for retailers and wholesalers — a comparable custom-development shop in the Dutch market.
- DEPT®: One of the largest Dutch digital agencies with a substantial commerce and engineering practice, serving enterprise retailers and brands across Europe — directly comparable in target customers and e-commerce platform delivery to rb2.
- Greenberry: Dutch digital agency specialized in e-commerce and commerce platforms, serving retail and brand clients in the Netherlands with custom platform builds — a close mid-market analogue to rb2.
- Experius: Dutch commerce agency (now part of VML) building headless e-commerce platforms using platforms like Commercetools and Shopify — overlapping directly with rb2's technology stack and customer base.
- Hike: Dutch e-commerce and CRM agency with deep expertise in platforms like Shopify and Voyado, serving retail clients — a comparable mid-sized Dutch commerce specialist.
- Adwise: Dutch digital agency with a strong e-commerce and performance marketing practice, serving retail and brand clients — comparable in Dutch enterprise focus and breadth of services.
- Avancé: Dutch e-commerce and digital agency focused on building and optimizing commerce platforms for retail and wholesale clients — comparable in service mix and target segment to rb2.
- WeAreReasonablePeople: Dutch digital agency delivering e-commerce, loyalty, and omnichannel platforms to enterprise retailers — closely comparable to rb2 in service lines and customer profile.
- Vaimo: European digital commerce agency delivering platform implementations, omnichannel, and loyalty solutions for enterprise retailers — a comparable professional services peer with broader geographic reach.
Broad incumbents
- Accenture: Global systems integrator with a large commerce and platform engineering practice that competes for the same enterprise transformation RFPs as rb2 — a much larger incumbent in the broader market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
rb2 social profiles
Digital presencerb2 financial estimates
Financial estimateRevenue estimate
Valuation estimate
rb2 leadership team
Management profileNumber of profiles
Profiles7 records
rb2 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
rb2 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about rb2
What does rb2 do?
rb2 designs, builds, and operates custom e-commerce platforms, bespoke software, and AI agents for process automation for enterprise retailers, wholesalers, and manufacturers. Delivery is structured around three phases (Think & Scope, Build, Run & Grow) using in-house teams in the Netherlands, Portugal, and China under Dutch management, with the named Orderpilot AI agent as a flagship product for automated order processing.
Is rb2 a public or private company?
rb2 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was rb2 founded?
rb2 was founded in 2005. It employs 11 to 50 people.
Where is rb2 based?
rb2 is headquartered in Purmerend, Netherlands, in the Europe region.
How does rb2 make money?
Four revenue lines are on record. Custom Software Development is the primary driver. The others are technical Consultancy, IT Operations & Support and AI Process Optimization.
Who are rb2's main competitors?
Direct peers on record are Elgentos, DEPT®, Greenberry, Experius, Hike, Adwise, Avancé, WeAreReasonablePeople and Vaimo. Accenture is listed as a broad incumbent.
Does rb2 have an API?
No public API is recorded for rb2.
What industry is rb2 in?
rb2's product category is Digital Commerce Software Development Services. Its primary akta.pro industry code is CRAFAHAF, Office Supplies, IT & Workplace Procurement Marketplaces, with a secondary code of BPAAAJAA, Purchase-to-Pay (P2P) Operations. Its NAICS code is 423430 and its SIC code is 7372.