What MDL Online does

Sparkable (referenced in the firmographic record also as MDL Online, a notation likely related to founder Mike de Landgraaf's initials) is a Dutch professional services agency specializing in Magento 2 and Hyvä frontend e-commerce platform builds. Founded in 2006 and headquartered across two Netherlands offices in De Mortel (NB) and Hoorn (NH), the firm has accumulated 20 years of Magento specialization serving primarily Dutch e-commerce and manufacturing/industrial clients. The company's core technical stack is Magento 2 paired with the Hyvä theme framework, around which it has built a flagship 'Hyvä Webshop' offering marketed as deployable in a first version within 15 minutes.

The service portfolio spans five pillars: Growth Strategy consulting, custom Development (performance optimization and conversion improvement), AI Automation services that reduce manual work for clients, the SparkShop offering, and Hyvä Magento Webshop builds. Hyvä Gold Partner status, established Magento partnership, and an Amasty relationship form the technology ecosystem. Notable enterprise and mid-market customers include Poolmotive (pool/bathing), Huisman (manufacturing), MySteel (steel, with international expansion to 19 countries in two months), and 123drogisterij.nl (retail).

Revenue is generated entirely from professional services engagements rather than product licensing or transactional fees; pricing is not publicly disclosed and is quoted case-by-case through direct contact (phone, email, website form). The go-to-market is sales-led, with content marketing via the company blog and case-study portfolio supporting top- and mid-funnel demand, and direct outreach converting bottom-of-funnel opportunities. The company operates without disclosed external funding, appears founder-led, and has no public listing.

Name

MDL Online

Legal name

Sparkable

Website

https://mdlonline.nl

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Sparkable (also MDL Online) is a Dutch Magento 2 and Hyvä e-commerce agency building scalable online stores and AI automation solutions for e-commerce and manufacturing companies in the Netherlands. Founded in 2006, it operates as a sales-led professional services firm across two Dutch offices.

Ownership category

akta.pro rank

Headquarters

HQ city

Hoorn

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Development Services: Professional services revenue from developing, implementing, and maintaining Magento and Hyvä e-commerce platforms for clients. Includes custom development, performance optimization, and conversion improvement.
2. AI Automation Services: Revenue from implementing AI-powered automation solutions that streamline business processes for clients.
3. Growth Strategy Consulting: Revenue from strategic consulting services to map digital landscape and create growth plans for e-commerce and manufacturing companies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

MDL Online is a small Dutch e-commerce and web designing firm, founded in 2014 and based in Hoorn, Netherlands, with 1-10 employees. The firm delivers web design and e-commerce services to clients, operating as a private, for-profit services provider rather than a software product company.

Product overview

Sparkable is a Magento e-commerce agency offering a unified service portfolio centered on e-commerce growth and AI automation. Their core offerings include Hyvä Webshop (a scalable Magento + Hyvä-based e-commerce platform built for performance and long-term growth), SparkShop, AI Automation services for process efficiency, custom Development services, and Growth Strategy consulting. The company specializes in Magento technology with Hyvä as their primary theme framework, providing a complete stack from strategy through development to continuous optimization.

Differentiator

Problem solved

Functional benefit

Brands

• SparkShop: E-commerce solution offering from Sparkable for businesses looking to establish or improve their online presence.
• Hyvä Magento Webshop

Products and services

• E-commerce and Web Design Services Bundled service offering covering the design, build, and ongoing support of e-commerce websites and web design projects for clients, delivered by a small Dutch firm based in Hoorn, Netherlands.

Quantifiable outcome

• First version of e-commerce platform ready in 15 minutes
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• HyväcoreTechnology or IntegrationHyvä Gold Partner status. Hyvä is a modern, lightweight Magento frontend framework that Sparkable uses to build fast, scalable e-commerce platforms for clients.
• MagentocoreTechnology or IntegrationMagento is the core e-commerce platform that Sparkable specializes in, offering Magento 2 development services to clients.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vendic: Dutch e-commerce and Magento agency with overlapping Dutch enterprise customer profiles; directly comparable boutique-to-mid-market Magento/Hyvä delivery footprint in the Netherlands.
• Elgentos: Dutch Magento 2 and Hyvä specialist agency delivering custom e-commerce platforms and integrations; directly comparable on technology stack, Dutch market focus, and boutique agency delivery model.
• Yireo: Dutch Magento extension developer and training provider with deep community ties; comparable through shared Magento/Hyvä specialization and Dutch e-commerce developer ecosystem participation.
• Experius: Large Dutch Magento/Hyvä e-commerce agency serving enterprise merchants with development, design, and growth services — the closest scale-comparable to Sparkable with overlapping Magento and Hyvä Gold partnership positioning.
• Emico: Dutch Magento and Shopware e-commerce implementation agency with a comparable Netherlands-based, services-led go-to-market and focus on enterprise web shops.
• Frontender (Hans Peter Gummens): Dutch Magento/Hyvä-focused development consultancy operating with a similar boutique team structure while specializing in frontend performance on the same Magento + Hyvä stack.

Regional players

• Wagento: Magento and Adobe Commerce agency with delivery across North America and APAC; comparable custom development services model but primarily serves non-European markets.
• Something Digital: Long-standing US Magento agency (acquired by Blue Fountain Media / Rise Interactive) providing custom e-commerce builds and growth services — comparable offering for enterprise retailers, but North American market only.
• BlueAcorn: US-based Magento e-commerce agency and Adobe partner delivering enterprise implementations; comparable services-led model and Adobe Magento focus but operating in a different geography.

Broad incumbents

• DEG (Deloitte Digital): Large Adobe Gold-tier e-commerce consultancy inside Deloitte; competes for the same enterprise Magento/Hyvä RFPs as Sparkable but offers the scale, managed services, and procurement breadth of a Big Four firm.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sparkable

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MDL Online