What Metro Digital does

Metro Digital GmbH is the wholly-owned technology subsidiary of METRO AG, the German multinational wholesale group, operating as the digital backbone of METRO's wholesale business across 21 countries. The company is headquartered in Düsseldorf with engineering and operations hubs in Berlin, Bucharest, Brașov, Cluj-Napoca, and Pune, employing 650+ technologists from 44+ nationalities organized into five specialist hubs: Engineering, Design, Product, Analytics and Data Science, and Cloud.

Metro Digital builds and operates an end-to-end suite of integrated software platforms for the wholesale journey: M.Shop (e-commerce platform with 400K+ orders/month across 18+ countries), M.Companion (mobile commerce app with 300K+ active monthly users), M.Sam (sales CRM managing 150-800 business customers per rep), M.Credit (credit risk system processing 250K+ requests/year), E-Invoice (digital invoicing archiving 150M+ invoices/year), Supplier Invoice Suite (95%+ automated invoice processing at 20M+ invoices/year), M.Fulfill (order fulfillment suite handling 5.5M+ orders/year with 30%+ productivity gains), M.Transport (fleet management for 8,300+ trucks delivering 30,000 tons/day), M.POS Air (in-store checkout across 10,000+ registers in 24 countries), and Blue Yonder-powered Supply Chain Planning covering 550+ stores and 8,500+ suppliers. The technology stack is cloud-native microservices architecture deployed on Google Cloud Platform, built with Kotlin, Java, Spring Boot, React, Kubernetes, Kafka, Python, TensorFlow, Apache Spark, BigQuery, PostgreSQL, and Cassandra.

Metro Digital does not sell to external customers. As an internal technology company serving METRO AG, its revenue model is managed services delivery to its parent's wholesale operations, with budgets allocated centrally by METRO AG. Solutions are distributed to METRO's B2B customer base of HoReCa, Traders, and SCO segments through METRO's established physical wholesale stores, delivery fleet, and digital platforms. Strategic partnerships with Google Cloud (since 2018), Wipro, and Blue Yonder underpin the cloud-first transformation and supply chain planning capabilities. The company is led by a two-person Management Board (Khaled Bagban and Benjamin Weiss) and operates as a cost center within the METRO conglomerate with no external investors.

Name

Metro Digital

Legal name

METRO Digital GmbH

Website

https://metro.digital

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Internal technology services to METRO AG: METRO.digital operates as the technology backbone of METRO AG wholesale operations. As a wholly-owned or affiliated subsidiary of METRO AG, it provides integrated digital solutions across METRO's multichannel operations (stores, delivery, digital platforms) spanning 21 countries. Revenue is generated through internal service delivery rather than external product sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Metro Digital GmbH is the dedicated technology arm of METRO AG, building and operating software products that power METRO's international B2B wholesale business. It develops a portfolio of digital solutions spanning customer-facing e-commerce, in-store point-of-sale, supply chain planning, fulfillment, payments/credit, transportation, and supplier-side invoicing tools used by METRO and its HoReCa customers.

Product overview

METRO.digital operates as the technology division of METRO AG, delivering integrated wholesale solutions across 21 countries. The product portfolio consists of 10+ distinct solutions organized around the core wholesale journey: M.Shop (e-commerce platform) and M.Companion (mobile commerce) handle customer-facing digital shopping; M.Sam (CRM) manages sales relationships; E-Invoice and Supplier Invoice Suite handle invoicing and accounts payable; M.Credit manages credit decisions; M.Fulfill handles order fulfillment and warehousing; M.Transport manages fleet logistics; and M.POS Air powers in-store checkout. Supply Chain Planning By Blue Yonder provides demand forecasting and inventory optimization. The suite processes over 400,000 e-commerce orders monthly, manages 8,300+ trucks, and serves 550+ stores globally.

Differentiator

Problem solved

Functional benefit

Products and services

• M.Shop Customer-facing B2B e-commerce platform used by METRO AG's HoReCa and trade customers to browse, order, and manage wholesale purchases online.
• M.Companion Mobile companion application supporting METRO's wholesale customers and sales staff with on-the-go ordering, account management, and purchasing workflows.
• M.Sam Sales/account management tool used by METRO's sales representatives to manage B2B customer relationships, visits, and orders.
• E-Invoice Electronic invoicing solution for issuing, receiving, and processing invoices digitally between METRO, its customers, and suppliers.
• M.Credit Credit and payment solution providing B2B buyers with financing, credit lines, and payment management for wholesale purchases from METRO.
• M.Fulfill Order fulfillment software managing picking, packing, and delivery orchestration for METRO's wholesale orders across stores and distribution centers.
• M.Transport Transportation management software used to plan, dispatch, and track wholesale deliveries to METRO's B2B customers.
• M.POS Air Modern cloud-based point-of-sale system deployed in METRO's wholesale stores for in-person B2B transactions and checkout.
• Supply Chain Planning Supply chain planning software supporting demand forecasting, replenishment, and inventory optimization across METRO's wholesale network.
• Supplier Invoice Suite Suite of tools for managing supplier-side invoicing, reconciliation, and accounts payable workflows between METRO and its suppliers.

Quantifiable outcome

• 25% admin time reduction for sales teams using M.Sam CRM
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature10 records

Partnerships

Three partnerships are on record, tiered core.

• Google CloudcoreTechnology or Integration · 1 January 2018METRO has been partnering with Google Cloud since 2018 when cloud migration projects were initiated. Google Cloud provides the infrastructure platform for METRO's cloud-first strategy. METRO.digital is migrating over 100 products and services to Google Cloud Platform, aiming for higher scalability, flexibility, and cross-organizational data insights. Google Cloud is described as a great partner throughout the cloud adoption journey.
• WiprocoreStrategic or Co-development PartnerAs part of the strategic digital and IT partnership with METRO, Wipro cooperates with METRO.digital on achieving cloud-driven goals to help drive METRO's digital transformation agenda. Wipro supports cloud adoption, education, and innovation initiatives across the METRO organization.
• Blue YondercoreTechnology or IntegrationBlue Yonder supports METRO's supply chain planning solution, providing demand forecasting and planning capabilities. The partnership enables end-to-end supply chain visibility with accurate demand forecasting up to 52 weeks at article level, helping ensure products are on METRO shelves at the right time, in the right place, and in the right quantity. Deployed across 13+ user countries, 550+ METRO stores, and 8,500+ suppliers.

Scale indicators22 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Walmart Global Tech: Internal technology arm of Walmart, building digital, supply chain, and commerce platforms for one of the world's largest retail/wholesale operations. Directly comparable as a captive enterprise IT subsidiary at massive scale with product suites spanning e-commerce, fulfillment, and analytics.
• Ocado Technology: Technology division of Ocado Group, developing end-to-end e-commerce, fulfillment, and logistics platforms for grocery wholesale/retail. Closest functional analog: builds proprietary tech for online grocery operations with emphasis on automation and AI-driven logistics.
• RELEX Solutions: Provider of unified supply chain and retail planning software including demand forecasting, inventory optimization, and replenishment — directly comparable to METRO.digital's Supply Chain Planning and M.Fulfill product areas serving wholesale/retail customers globally.
• Blue Yonder: Supply chain planning and demand forecasting software vendor already partnered with METRO.digital. Comparable as a provider of the underlying capability layer for wholesale demand forecasting, replenishment, and inventory planning at enterprise scale.
• Tesco Technology: Internal technology function of Tesco, building digital platforms for one of Europe's largest grocery/wholesale operations. Comparable as a captive enterprise IT organization at large grocery retailer scale focused on omnichannel and supply chain digitalization.

Broad incumbents

• SAP SE: Global enterprise software incumbent with deep retail and wholesale solutions (S/4HANA, SAP Retail). Comparable as the broader alternative stack METRO.digital could be benchmarked against, though SAP focuses on packaged software rather than captive product engineering.
• Manhattan Associates: Provider of supply chain, inventory, and omnichannel commerce software for wholesale and retail. Comparable product overlap with M.Transport, M.Fulfill, and omnichannel order management capabilities at wholesale scale.
• Shopify Inc. Major commerce platform serving B2B and B2C merchants globally. Comparable on the e-commerce platform layer (M.Shop) though Shopify focuses on external SMB/enterprise merchants rather than captive wholesale operations.
• Salesforce Commerce Cloud: Enterprise commerce and CRM platform with retail/wholesale deployments. Comparable to METRO.digital's M.Shop (e-commerce) and M.Sam (CRM) capabilities though delivered as packaged SaaS rather than captive software.

Others

• Wipro Limited: Global IT services and consulting firm already a strategic partner of METRO.digital for cloud adoption. Comparable as both a peer (IT services delivery for retail/wholesale transformation) and a potential substitute outsourcing vendor for METRO AG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/METRO.digitalMD
• LinkedInlinkedin.com/company/metro-digitalmd
• Instagraminstagram.com/metro.digital
• Xx.com/metrodigital_

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Metro Digital