Lab Digital
Lab Digital is a Utrecht-based digital commerce consultancy and platform provider offering the Evolve composable commerce accelerator and AI-ready agentic commerce capabilities to enterprise clients including Mars, Toyota, Danone, Frasers Group, and Zeeman across 20+ markets.
- Company typePrivate
- Founded2015
- HeadquartersUtrecht, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Lab Digital does
Lab Digital B.V. is a Utrecht-headquartered digital commerce consultancy and platform company founded in 2015 that designs, builds, and operates composable commerce architectures for complex enterprise clients. Its named customer base includes Frasers Group (Sports Direct), Zeeman, HBM Machines, Mars, Toyota, Danone, and IONA, spanning retail, B2B, FMCG, automotive, and food and beverage verticals, with delivery active across at least 20+ markets including the Netherlands, UK, Germany, France, and Austria.
The company's core technology is the Evolve platform, a composable commerce accelerator built on MACH principles (Microservices, API-first, Cloud-native, Headless) and orchestrated through a GraphQL Federation gateway that provides a single typed entry point across catalog, checkout, orders, and accounts microservices. Evolve incorporates an Evolve Storefront pre-built front end, deployable on Vercel, and an auto-generated MCP (Model Context Protocol) Server that exposes governed commerce capabilities to AI agents via persisted documents and hash validation. Lab Digital open-sourced the supporting graphql-codegen-mcp-tools pipeline on GitHub in March 2026 and added an Agentic B2B Buying module, a conversational Shopping Assistant extending to WhatsApp, and a Generative Engine Optimization layer structuring product data for AI consumption. The platform is ISO 27001 and ISO 42001 certified, GDPR-aligned, and supports deployment on AWS, Azure, or Google Cloud.
The business operates on a hybrid platform-plus-services model. Professional services (research and strategy, AI innovation, app development, content and experience, commerce implementation, engineering and integration, enablement and operations) are delivered on a quote-based, multi-year enterprise contract basis. Recurring revenue is generated through Evolve platform licensing as a SaaS accelerator with standardized pre-built components. Go-to-market is enterprise-field-sales-led, supplemented by a developer-relations motion through GitHub, MACH Alliance membership, and technical thought leadership. The company was founded by Pim Vernooij (CTO) and Niels Smits (Managing Director) and remains privately held with no disclosed external funding.
Lab Digital firmographics
Firmographics- Name
- Lab Digital
- Legal name
- Lab Digital B.V.
- Website
- https://labdigital.nl
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lab Digital is a Utrecht-based digital commerce consultancy and platform provider offering the Evolve composable commerce accelerator and AI-ready agentic commerce capabilities to enterprise clients including Mars, Toyota, Danone, Frasers Group, and Zeeman across 20+ markets.
- Ownership category
- akta.pro rank
Lab Digital industry classification
Industry- Product category
- Composable Commerce Platform
- NAICS
- Computer Systems Design and Related Services (54151), Software Publishers (5132)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Enterprise Application Modernization & Upgrades (incl. S/4HANA, cloud migrations) (BPAEAGAG)
- akta.pro secondary industry
- Model Development & Training Platforms (AutoML, Notebooks, Feature Stores) (HDAEANAB)
Keywords
Where Lab Digital is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Lab Digital business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Digital Commerce Consulting & Implementation Services: Professional services for composable commerce transformation including strategy, architecture, development, and integration. Services span research & strategy, AI innovation, creative services, app development, content & experience, commerce, engineering & integration, and enablement & operations.
- Evolve Platform Licensing: Evolve composable commerce accelerator platform provided as a SaaS solution enabling rapid composable commerce implementations with pre-built components and standardized architecture.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise digital commerce transformation services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Lab Digital product offering
Product offeringCore offering
Lab Digital provides enterprise digital commerce transformation through its proprietary Evolve composable commerce accelerator platform, combined with professional services for strategy, implementation, and integration. The Evolve platform delivers a vendor-independent, API-first, cloud-native, headless architecture powered by GraphQL Federation, enabling rapid rollout to production (as little as 12 weeks) and AI-agent-ready commerce capabilities for complex, ambitious businesses.
Product overview
Lab Digital offers a platform-plus-services model centered on the Evolve composable commerce accelerator. Evolve is the core product—a pre-built, AI-ready composable commerce platform that includes a GraphQL Federation gateway, pre-built storefront, and agentic commerce capabilities. Supporting this platform are specialized sub-products including the Evolve MCP Server (auto-generated Model Context Protocol tools for AI agents), Shopping Assistant, Generative Engine Optimization, Agentic B2B Buying, and the open-source graphql-codegen-mcp-tools. The company also provides professional services including Research & Strategy, AI Innovation, Commerce implementation, and Engineering & Integration to help clients implement and optimize their composable commerce architectures.
Differentiator
Problem solved
Functional benefit
Brands
- Evolve: Lab Digital's composable agentic commerce platform accelerator that provides ready-to-use building blocks for composable commerce architecture. It is used in production across dozens of sites and processes over €2 billion in orders per year.
Products and services
- Evolve Platform Lab Digital's flagship composable commerce accelerator platform providing ready-to-use building blocks for digital commerce architecture. Powers 50+ production sites processing €2B+ in yearly revenue across 20+ markets, with a pre-built storefront, GraphQL Federation API gateway, and AI-ready agentic commerce capabilities. Targeted at enterprise organizations undergoing digital commerce transformation.
- Evolve MCP Server Auto-generated Model Context Protocol server derived from the GraphQL schema, providing AI agents with secure, governed access to products, pricing, cart, and checkout through pre-approved GraphQL operations with persisted document validation. Targeted at enterprise commerce teams building AI-driven shopping experiences.
- Evolve Shopping Assistant Conversational AI assistant built on Evolve's structured commerce data that spans sessions, remembers customer preferences, and extends to channels such as WhatsApp. Targeted at retailers and commerce brands seeking AI-powered customer engagement.
- Evolve Generative Engine Optimization (GEO) Structured data layer that presents product catalog, pricing, and availability in AI-readable formats, enabling AI models to index, discover, and act on product information for generative commerce experiences. Targeted at commerce brands needing AI-discoverable catalogs.
- Evolve Agentic B2B Buying AI-agent-driven procurement module that automates routine B2B orders while enforcing business rules, approval workflows, and budget constraints. Targeted at B2B organizations needing automated procurement and complex pricing workflows.
- Evolve Storefront Pre-built, best-in-class frontend storefront with a UI Design System for composable commerce implementations, deployable on Vercel. Targeted at developers and designers building composable commerce frontends.
- graphql-codegen-mcp-tools Open-source code generation tool that converts GraphQL operations into MCP tool definitions, producing persisted documents with hash validation for secure AI-to-API communication. Published on GitHub and available to the developer community.
- Research & Strategy Services Consulting service covering opportunity discovery across commerce operations, journey mapping for human users and AI agents side by side, and value-driven prioritization and roadmapping. Targeted at enterprise clients planning digital commerce transformation.
- AI Innovation Services AI-focused consulting and implementation service for integrating artificial intelligence into commerce platforms, including AI-readiness assessment and agentic commerce implementation. Targeted at enterprise clients adopting AI in their commerce operations.
- Commerce Implementation Services Composable commerce implementation service powered by the Evolve platform, enabling rapid rollout and scaling to new markets and brands with AI-ready integrations. Targeted at enterprises implementing or migrating composable commerce architectures.
- Engineering & Integration Services Technical implementation service for composable, vendor-independent architecture with API-first platforms and meaningful transformation and team enablement. Targeted at enterprises integrating multiple commerce and content platforms.
Quantifiable outcome
- €2B+ yearly revenue processed across production sites
- +4 more outcomes
Companies that use Lab Digital
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles1 record
Lab Digital technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
AI capability11 records
Feature5 records
Lab Digital partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and major.
- commercetoolscorePrimary commerce platform partner integrated with Evolve. Enables headless commerce capabilities with composable architecture supporting rapid deployment.
- ContentfulcoreHeadless CMS integration for content management and experience delivery across commerce platforms.
- AWScoreCloud infrastructure partner enabling multi-region deployments. Evolve can be deployed on AWS with full infrastructure support.
- AzurecoreCloud hosting and platform services partner enabling Azure deployments for clients requiring Microsoft ecosystem integration.
- Google CloudcoreCloud infrastructure partner providing storage and deployment options for Evolve platform implementations.
- AmpliencemajorDigital experience platform integration for content and experience management in composable commerce implementations.
- Apollo (GraphQL)coreGraphQL federation and tooling partnership enabling the unified API layer central to Lab Digital's architecture approach.
- AdyenmajorPayment processing integration for commerce platforms handling checkout and payment flows.
- AlgoliamajorSearch and discovery integration providing intelligent search capabilities for commerce product catalogs.
- StoryblokmajorHeadless CMS partnership for content management and omnichannel content delivery.
- VercelmajorFront-end hosting and deployment platform for storefront and application delivery.
- AkeneomajorPIM (Product Information Management) integration for structured product data management.
- StripemajorPayment processing integration alternative to Adyen for commerce checkout.
- Commerce LayermajorHeadless commerce API platform integration for commerce capabilities including cart, checkout, and orders.
- Talon OnemajorPromotion and loyalty platform integration for commerce promotion management.
- MACH AlliancecoreIndustry alliance membership promoting MACH principles (Microservices, API-first, Cloud-native, Headless). Lab Digital joined as a member to advance composable commerce standards and ecosystem development.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Lab Digital competitors and assessment
Company assessmentDirect peers
- DEPT: DEPT is a Dutch-headquartered global digital agency with deep composable commerce and engineering practices serving enterprise brands. Directly comparable as a Netherlands-based competitor offering MACH-aligned commerce transformation, content, and engineering services at larger scale.
- Valtech: Valtech is a global digital commerce consultancy specializing in composable commerce implementations for enterprise brands. Comparable as a services-led peer targeting the same MACH-based commerce modernization buyer with overlapping enterprise customer base.
- Vaimo: Vaimo is a digital commerce agency specializing in composable commerce and headless implementations across Europe and global markets. Comparable as a services-and-platform delivery peer operating within the MACH ecosystem for enterprise retailers.
- Gorilla Group (Talan): Gorilla Group, now part of Talan, is a digital commerce consultancy with strong B2B and B2C commerce practices. Comparable as a consulting-led peer with a similar platform-and-services delivery model serving enterprise commerce buyers.
- Spryker: Spryker is a composable commerce platform vendor serving enterprise customers via APIs and a PaaS model. Comparable as a direct platform competitor in the same composable commerce ecosystem targeting enterprise digital commerce transformations.
- Elastic Path: Elastic Path is a composable commerce platform vendor offering commerce APIs for headless MACH implementations. Comparable as a platform peer with overlapping enterprise customer base and similar vendor-independent composable architecture positioning.
- Emporix: Emporix is a composable commerce platform vendor built on MACH principles and targeting enterprise digital commerce transformation. Comparable as a similar MACH-based platform competitor with overlapping enterprise buyer segment.
Others
- commercetools: commercetools is Lab Digital's primary commerce platform partner and a leading headless commerce platform vendor. Related as the key underlying technology provider and ecosystem anchor that Evolve implementations are built upon rather than a direct competitor.
Broad incumbents
- Publicis Sapient: Publicis Sapient is a large global digital transformation consultancy with a significant commerce practice. Comparable as a much larger broad incumbent offering overlapping enterprise commerce transformation services at global scale.
- Accenture: Accenture is the largest global consulting firm with an extensive digital commerce practice. Comparable as a broad incumbent providing enterprise commerce transformation at substantially larger scale and broader geographic reach.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lab Digital social profiles
Digital presenceLab Digital compliance and trust
Trust signalCompliance3 records
Lab Digital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lab Digital leadership team
Management profileNumber of profiles
Profiles6 records
Lab Digital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lab Digital 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 Lab Digital
What does Lab Digital do?
Lab Digital provides enterprise digital commerce transformation through its proprietary Evolve composable commerce accelerator platform, combined with professional services for strategy, implementation, and integration. The Evolve platform delivers a vendor-independent, API-first, cloud-native, headless architecture powered by GraphQL Federation, enabling rapid rollout to production (as little as 12 weeks) and AI-agent-ready commerce capabilities for complex, ambitious businesses.
Is Lab Digital a public or private company?
Lab Digital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lab Digital founded?
Lab Digital was founded in 2015. It employs 101 to 250 people.
Where is Lab Digital based?
Lab Digital is headquartered in Utrecht, Netherlands, in the Europe region.
How does Lab Digital make money?
Two revenue lines are on record. Digital Commerce Consulting & Implementation Services are the primary driver. The others are evolve Platform Licensing.
Who are Lab Digital's main competitors?
Direct peers on record are DEPT, Valtech, Vaimo, Gorilla Group (Talan), Spryker, Elastic Path and Emporix. commercetools is listed as an others. Broad incumbents are Publicis Sapient and Accenture.
Does Lab Digital have an API?
Yes. Evolve uses GraphQL Federation as its single entry point API gateway to all backend microservices (catalog, checkout, orders, accounts). The GraphQL API provides type-safe, documented operations for products, pricing, cart, checkout, promotions, orders, content, payment, quotes, and search. The platform auto-generates Model Context Protocol (MCP) tools from the GraphQL schema, giving AI agents secure, governed access to commerce capabilities. Developer documentation is at docs.evolve.labdigital.nl.
What industry is Lab Digital in?
Lab Digital's product category is Composable Commerce Platform. Its primary akta.pro industry code is BPAEAGAG, Enterprise Application Modernization & Upgrades (incl. S/4HANA, cloud migrations), with a secondary code of HDAEANAB, Model Development & Training Platforms (AutoML, Notebooks, Feature Stores). Its NAICS code is 54151 and its SIC code is 7370.