Softmaat Online Solutions

Name

Softmaat Online Solutions

Legal name

Converging Lines B.V.

Website

https://softmaat.nl

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Softmaat Online Solutions is a B2B specialist that offers and develops a wide range of web and e-commerce solutions.

Ownership category

akta.pro rank

Product category

B2B eCommerce and ERP Integration Software

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

akta.pro secondary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• B2B eCommerce software
• ERP integration platform
• Wholesale order management
• Product information management
• Webshop middleware solutions

Headquarters

HQ city

Alphen Aan Den Rijn

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licenses and Subscriptions: BaS software platform sold as modular solutions. The BaS WebPortal serves as the central hub with plug-and-play modules (70+ available). Pricing likely subscription-based for SaaS access plus implementation services. Escrow arrangement available for business continuity.
2. Implementation and Consulting Services: ERP implementation, consultancy, and digital transformation projects. Softmaat provides implementation, optimization, and automation of business processes including setup of webshop, administration, and integrations. Services include guidance, support, and on-the-job support.
3. Custom Development (Maatwerk): Custom software development services. In collaborative sessions, processes are analyzed and custom solutions are built, often delivering an initial proof-of-concept within days. Ongoing development and maintenance services provided post-implementation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Softmaat Online Solutions develops and sells the BaS (Build a Solution) platform, a modular B2B eCommerce and ERP integration software suite for Dutch wholesalers. The platform consists of the central BaS WebPortal plus 70+ plug-and-play modules covering B2B webshops, internal ordering systems (IBS), product information management (PIM), ERP extensions, billing/self-billing, matrix-based ordering, returns, purchase orders, and middleware (Koppelplatform). The company also delivers implementation, consulting, and custom development services as certified partner of Exact, Visma Cash, and Uniconta.

Product overview

Softmaat Online Solutions operates a platform-plus-modules architecture under the BaS (Build a Solution) brand, centered on the BaS WebPortal as the core eCommerce platform. The product portfolio includes BaS B2B WebShop for wholesale commerce, BaS Intern Bestelsysteem (IBS) for internal ordering and ERP integration, and BaS PIM for product information management. These core modules are supplemented by specialized add-on modules including BaS eBilling/eSelfbilling for invoicing, BaS Kleur- & MaatTabel for matrix-based ordering, BaS PartnerShop for reseller portals, BaS WebProductConfigurator (WPC) for product customization, BaS LocatieManagement for multi-location management, BaS Mix & Match for promotional bundling, BaS Retouren for returns processing, BaS Inkooporders for purchasing automation, BaS Picklijsten en pakbonnen for warehouse operations, BaS Leverancierslijsten for supplier data import, BaS Stuklijstenbeheer for bill of materials, BaS Abonnementenbeheer for subscription billing, BaS Bestelmonitor for order tracking, BaS Prijslijstofferte for customer pricing, BaS ProductMatrixGenerator (PMG) for bulk product creation, BaS Planning & Agenda for training management, and BaS Koppelplatform/Middleware for system integration. The BaS Koppelplatform serves as the integration layer connecting the entire ecosystem to external ERP systems including Exact Online, Exact Globe, Visma Cash, and Uniconta, as well as eCommerce platforms like WooCommerce, Magento, and Shopify.

Differentiator

Problem solved

Functional benefit

Brands

• BaS (Build a Solution): Build a Solution - custom software and IT solutions for business process optimization, supporting wholesale companies with tailor-made software development.
• BaS WebPortal
• BaS WebShop
• BaS IBS (Intern Bestelsysteem)
• BaS PIM (Product Information Management)
• BaS ERP
• BaS Middleware (Koppelplatform)
• BaS MatrixTabel
• BaS PartnerShop
• BaS SelfBilling
• BaS Billing
• BaS LocatieManagement
• BaS Mix & Match
• BaS Retouren
• BaS Inkooporders
• BaS Abonnementenbeheer
• BaS Bestelmonitor
• BaS Prijslijstofferte
• BaS WebProductConfigurator (WPC)
• SoftmaatConnect

Quantifiable outcome

• ProductMatrixGenerator (PMG) reduces product creation from 30 minutes to 1 minute per product — 97% time reduction for seasonal collections

Named customers21 records

Segments11 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration26 records

Feature12 records

Partnerships

Five partnerships are on record, tiered core.

• Exact OnlinecoreTechnology or IntegrationCertified partner of Exact Online. Provides consultancy, setup, and custom integrations for Exact Online ERP. Multiple BaS modules available in the Exact App Center including Batch Inkooporders and Mix & Match. Integrates with Exact Online Handel, Productie, Projecten, and Boekhouden.
• Exact GlobecoreTechnology or IntegrationCertified partner for Exact Globe and Exact Globe+. Offers integration solutions for on-premise Exact Globe ERP environment with full BaS platform connectivity.
• Visma CashcoreTechnology or IntegrationCertified partner and connection partner for Visma Cash. SoftmaatConnect synchronizes orders, products, debtors, and packing slips automatically with Visma Cash.
• UnicontacoreTechnology or IntegrationPartner for implementation and integration with Uniconta ERP. Ensures seamless connection to business processes and integrates with other systems for efficient and error-free workflows.
• SmartWe CRMcoreTechnology or IntegrationCertified CRM partner. SmartWe CRM manages relationships, leads, and contact moments centrally. Integration allows immediate recognition of callers and website visitors.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sana Commerce: Netherlands-based B2B e-commerce platform tightly integrated with ERP systems (including Exact). Closest direct competitor with overlapping target market (B2B wholesalers/distributors) and a comparable ERP-anchored architecture.
• Spryker: Enterprise B2B and B2C commerce platform with strong ERP integration capabilities. Competes for the same B2B wholesale buyer, with a more enterprise/composable architecture at a larger scale.
• Hipex: Dutch Magento hosting and e-commerce specialist serving B2B merchants. Comparable Dutch B2B e-commerce focus with similar channel and integration profile.

Regional players

• Vendus: Portuguese B2B e-commerce and ERP integration specialist. Mirrors Softmaat's model of combining webshop + ERP connectivity for distributors, but operates in Iberia rather than the Benelux.

Broad incumbents

• BigCommerce: Global SaaS e-commerce platform with a growing B2B feature set (price lists, company accounts, ERP connectors). A broader alternative that competes for the same B2B wholesale budget.
• Shopify: Largest global commerce platform with Shopify Plus B2B capabilities. Competes at the horizontal level; smaller Dutch wholesalers may consolidate onto Shopify instead of integrating via BaS.
• Adobe Commerce (Magento): Open-source/enterprise commerce platform with mature B2B functionality and a Dutch partner ecosystem. Often the alternative chosen by wholesalers outgrowing entry-level B2B stacks.

Emerging players

• Channable: Dutch marketplace and feed-management platform. Overlaps with Softmaat's PIM and multi-channel data normalization use cases but focuses on marketplace syndication rather than ERP-shop integration.
• EffectConnect: Dutch e-commerce middleware/marketplace integration provider. Competes for the same integration-layer budget, though with a different go-to-market (marketplace focus over ERP).

Others

• Mplus Online: Dutch Exact-certified partner with overlapping ERP integration services. Not a direct commerce competitor, but a peer in the Dutch Exact partner ecosystem that competes for the same implementation wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Softmaat
• YouTubeyoutube.com/watch?v=lgKT7o7OFe0
• Facebookfacebook.com/softmaat
• LinkedInlinkedin.com/company/softmaat

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Softmaat Online Solutions