What Visable does

Visable GmbH is a Hamburg-headquartered operator of European B2B marketplaces, formed in May 2019 by Swiss private equity firm Capvis as the umbrella brand for wer liefert was (wlw), Germany's long-standing D-A-CH B2B marketplace, and europages, a pan-European B2B marketplace that traces its operating history back to 1995. Across both platforms Visable lists more than 2.8 million companies, 1.3 million products, and 2.5 million images and videos in 26 languages spanning 111 industries, reaching roughly 1.4 million unique visitors and 3 million B2B buyers per month with around 266,000 daily search queries. The company runs additional offices in Berlin, Münster, and Paris (Levallois-Perret), and employs approximately 600 people, up from 450 referenced in 2023 press materials.

The technology stack centers on the two flagship marketplaces plus a modular suite of attach products: Top Ranking and Sponsored Products for marketplace prominence, Website Leads for B2B visitor identification via pixel code, Google Ads management under Visable's transparent-agent model as a Google & Bing Partner, and Alibaba Keyword Advertisement following the November 2023 Alibaba.com investment. AI tooling is used at an operational layer for data analysis, personalized recommendations, fraud detection, and customer support, but no proprietary model or research-grade AI capability is disclosed. Distribution combines self-serve marketplace registration, consultative direct sales, and an international partner network (Italiaonline, KYTO, LMS, Mediatel, GeoSplet, Bee Digital, UGE), supported by content marketing through SME-Spotlight and related 1x1 B2B properties.

Visable monetizes primarily through annual subscriptions for marketplace presence with one-year auto-renewing terms and minimum one-month termination notice, layered with a portfolio of paid add-on products (Top Ranking, Sponsored Products, Website Leads, Google Ads management fees, Alibaba Keyword Advertisement). Free registration is available to seed the long-tail supply base. The company reported record turnover of €66 million in 2021; primary customer segments are industrial SMEs seeking international visibility, with B2B buyers on the demand side and premium marketplace members on the high-value supplier side. Following the November 2023 Alibaba.com investment through Alibaba International Digital Commerce Group, Capvis remains involved and Visable continues to operate independently with its own brand strategy, while CEO succession from Peter F. Schmid to Patrick Sostmann is scheduled for January 1, 2026.

Name

Visable

Legal name

VISABLE S.A.

Website

https://visable.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Visable operates the leading European B2B marketplaces europages and wer liefert was (wlw), serving more than 2.8 million listed companies and reaching roughly 3 million B2B buyers per month with subscription listings and paid add-on products including Website Leads and Google Ads management.

Ownership category

akta.pro rank

Product category

B2B Online Marketplaces

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industries

Cross-border B2B/Wholesale Trade Marketplaces (CRAFAJAC), Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• B2B marketplace
• Online visibility
• Digital marketing services
• Supplier discovery
• B2B e-commerce

Headquarters

HQ city

Baltimore

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. B2B Marketplace Subscriptions: Companies pay for marketplace presence on europages and wlw platforms, including company profiles and product catalogs. Premium visibility options such as Top Ranking and Sponsored Products are available as add-on products. Contract terms typically of one year initial period with automatic renewal.
2. Google Ads Management: Online marketing services where Visable acts as transparent agent managing advertising budgets on Google and Bing. Invoiced as overall price including media budget for advertising space and management/consulting fees. Contracts typically 6 or 12 months with automatic renewal.
3. Enhanced Visibility Products: Add-on products including Top Ranking, Sponsored Products, and Alibaba Keyword Advertisement services that provide additional exposure for suppliers on the platforms.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Visable operates two leading B2B marketplaces — europages (pan-European, available in up to 21 languages) and wer liefert was/wlw (Germany and D-A-CH region) — that connect industrial suppliers with B2B buyers. The platforms host over 2.8 million companies and reach approximately 3 million B2B buyers per month. Visable supplements the marketplaces with online marketing services including Google Ads management, Website Leads (pixel-based company visitor identification), Top Ranking and Sponsored Products visibility modules, and Alibaba.com keyword advertising through its strategic partnership.

Product overview

Visable operates a platform-plus-modules architecture centered on two B2B marketplace brands — europages (a pan-European multilingual marketplace) and wer liefert was/wlw (the leading D-A-CH region marketplace). Both marketplaces are supported by a suite of add-on products including Top Ranking and Sponsored Products (enhanced visibility modules), Website Leads (company visitor identification via pixel tracking), and Google Ads management services. Cross-platform reach is extended through an Alibaba Keyword Advertisement integration on Alibaba.com. The marketplaces collectively host approximately 2.8 million companies and reach 1.4 million unique visitors per month across 26 languages and 111 industries.

Differentiator

Problem solved

Functional benefit

Brands

• europages: The leading B2B marketplace for European trade, reaching B2B buyers worldwide in up to 21 languages.
• wer liefert was (wlw)
• wlw Inside Business
• ep Inside Business
• SME-Spotlight

Products and services

• europages The leading B2B marketplace for European trade, operating in up to 21 languages, enabling European suppliers to reach B2B buyers worldwide.
• wer liefert was (wlw) The leading B2B marketplace in Germany and the D-A-CH region, connecting suppliers with B2B buyers in German-speaking countries.
• Google Ads Online advertising service managed by Visable on behalf of clients, placing ads on Google and Bing to boost B2B visibility. Includes transparent media budget management and advertising mandate services.
• Website Leads (WSL) Pixel-code based service that identifies companies visiting a client's website, providing lead generation data including visitor company information and marketing performance metrics.
• Alibaba Keyword Advertisement Keyword-based advertising service on Alibaba.com, offered as part of the partnership integration enabling European SMEs to reach global B2B buyers through Alibaba's platform.
• wlw Supplier App Dedicated supplier mobile app extending the wlw platform portfolio, enabling suppliers to manage their presence and interactions on the go.

Quantifiable outcome

• More than 2.8 million European companies enhance their visibility on Visable's B2B marketplaces
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Alibaba.comcoreStrategic or Co-development Partner · 14 November 2023Alibaba.com invested in Visable in November 2023 as part of Alibaba International Digital Commerce Group. The partnership aims to accelerate growth of wlw and europages platforms in Europe by leveraging Alibaba.com's technology, e-commerce expertise, and international expansion experience. Visable continues to operate as an independent company with its own brand and growth strategy, gaining access to Alibaba.com's e-commerce expertise and technology know-how.
• KYTO GmbHminorChannel Partner/ Reseller/ DistributorKYTO GmbH is an international SaaS provider based in Berlin that helps industrial companies digitize their marketing activities. Through Visable partnership, KYTO provides clients optimal web positioning across 75 export markets, contributing to international trade development.
• Italiaonline S.p.A.minorChannel Partner/ Reseller/ DistributorItaliaonline S.p.A. is based in Assago, Milanofiori Nord, Italy. Partner for Visable services in Italy.
• LMSminorChannel Partner/ Reseller/ DistributorLMS is a digital marketing agency with more than 15 years of experience in internet marketing. Based in Poznań, Poland, LMS offers Visable solutions to Polish SMEs, helping them develop digitally and find business partners in Europe and worldwide.
• MediatelminorChannel Partner/ Reseller/ DistributorMediatel is a specialist in custom marketing solutions for SMEs in Slovakia and Czech Republic with more than 25 years of experience. Through exclusive partnership with Visable, Mediatel offers consulting and digital support to increase web visibility of clients' websites and products.
• GeoSpletminorChannel Partner/ Reseller/ DistributorGeoSplet is a digital marketing company based in Maribor, Slovenia, specializing in managing and optimizing online presence for SMEs and large companies. Official partner of Europages & wlw, providing strong digital presence for export-oriented clients in target markets across Adria region (Bosnia and Herzegovina, Croatia, Montenegro, North Macedonia, Serbia, Slovenia).
• Bee DigitalminorChannel Partner/ Reseller/ DistributorBee Digital is Spain's leading digital marketing solutions provider for SMEs and SOHOs. As the Exclusive Representative of Visable in Spain, Bee Digital has extensive knowledge of the Spanish SME/SOHO ecosystem and is committed to supporting Spanish companies in their international development.
• Ukraine Global Export (UGE)minorChannel Partner/ Reseller/ DistributorUkraine Global Export (UGE) is an export consulting company located in Odesa, Ukraine, helping Ukrainian SMEs expand foreign markets for their high-quality products. Partnership with Visable enables UGE clients to create effective online marketing strategies in international markets and reach potential B2B buyers worldwide. Operates in Armenia, Azerbaijan, Estonia, Georgia, Latvia, Lithuania, and Ukraine.
• Google Ireland LimitedcoreTechnology or IntegrationOfficial Google & Bing Partner. Visable offers Google Ads services as Add-on Products, purchasing advertising space on Google platforms on behalf of clients. Acts as transparent agent with full transparency on media budget and management fees.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Global Sources: Hong Kong-based B2B marketplace focused on Greater China suppliers and global buyers. Comparable as a horizontal B2B marketplace with supplier subscriptions, sponsored listings, and value-added online marketing services.
• TradeIndia: One of India's largest B2B marketplaces with paid listings, trust seals, and lead-generation features. Comparable in offering a horizontal marketplace for SMEs with subscription and add-on visibility modules.
• EC21: South Korea-headquartered global B2B marketplace serving suppliers and buyers worldwide. Comparable horizontal B2B marketplace with premium membership tiers, sponsored products, and value-added services for SMEs.
• Made-in-China: Major Chinese B2B marketplace connecting domestic manufacturers with global buyers, including premium supplier memberships and keyword advertising. Comparable platform-plus-add-on revenue model.
• IndiaMART InterMESH: India's largest B2B marketplace connecting manufacturers and suppliers with buyers, with a similar subscription and lead-generation revenue model. Highly comparable as a horizontally focused B2B marketplace operator serving SMEs.
• Kompass: European B2B directory and marketplace operating in 60+ countries with company profile subscriptions and lead-generation services. Directly overlaps with europages and wlw in geographic footprint and SME customer base.
• Alibaba.com: World's largest cross-border B2B marketplace operating in 200+ countries. Directly comparable as a B2B supplier-discovery and online-marketing platform, and now also a strategic investor in Visable following the November 2023 deal.
• ThomasNet: Leading North American B2B sourcing platform for industrial suppliers and buyers. Comparable in business model (paid listings, enhanced visibility modules, RFQ flow) and customer base (industrial SMEs seeking online visibility).

Broad incumbents

• HKTDC (Hong Kong Trade Development Council): Statutory body operating a global B2B sourcing marketplace, trade fairs, and SME services. Comparable as a B2B marketplace operator targeting SMEs seeking international visibility and lead generation.

Regional players

• Gelbe Seiten (Yellow Pages Germany): Germany's leading print-and-digital directory connecting local businesses with consumers and B2B buyers. Overlaps with wlw's D-A-CH SME base and competes for SME marketing budgets in the German market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/visable

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Visable