What Yellow Lab does

Yellow Lab (legal name: Yellowlab), founded around 2010-2011 in Utrecht, Netherlands, is a privately held, founder-owned e-commerce marketing agency. The firm was created when its founders, Maartje and Jeroen, shifted from running their own Thuiswinkel Award-winning webshop to building a systematic agency for Dutch e-commerce businesses; the company was originally branded Webshophelpers before rebranding to Yellowlab. It serves primarily Dutch webshops and e-commerce brands with a horizontal focus, helping them grow online sales through Google Ads management, SEO (zoekmachine optimalisatie), social media marketing (Facebook, Instagram, and more recently TikTok and Meta), conversion rate optimization (CRO), and Bol.com marketplace advertising. Named clients include Keukenloods, De Boer Drachten, Tumble 'n Dry, Verf365, Mr Maria, and Schattige Babykleertjes, spanning both enterprise and SMB customers.

The service portfolio is delivered by a small specialist team (1-10 employees) of named account leads, including Maartje Valk (owner and first point of contact), Don Schinkel (SEO/Google Ads teamlead), Erik Nesselaar, Paul Smit, Iris Timmermans, Marielle Dijs (CRO), Marc Weijman, and Maarten (Bol.com specialist). Yellow Lab does not build proprietary technology; it is a certified partner of Google, Shopify, Lightspeed, Channable (feed management for marketplaces), and Datatrics (AI-driven personalization), and deploys best-in-class third-party tools such as VWO for A/B testing and Hotjar for behavior analytics. The agency holds no patents and has no disclosed funding or institutional investors.

The business model is professional-services led, with monthly retainer-style engagements and a free 1-hour analysis session as the top-of-funnel conversion mechanism. Go-to-market is sales-led and direct, operating from a single Utrecht office at Biltstraat 156, serving customers primarily in the Netherlands with some Benelux cross-border work. Marketing channels include an extensive Dutch-language content blog, SEO, Google Ads, and social, all of which also function as showcases of the agency's expertise.

Name

Yellow Lab

Legal name

Yellowlab

Website

https://yellowlab.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Yellow Lab is a privately held, founder-owned e-commerce marketing agency in Utrecht, Netherlands, helping Dutch and Benelux webshops grow via Google Ads, SEO, social media marketing, conversion optimization, and Bol.com marketplace services through specialist retainer engagements.

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Consulting Services: Yellow Lab generates revenue through professional services engagements including Google Ads management, SEO optimization, social media marketing, conversion rate optimization (CRO), and Bol.com marketplace services. Services are delivered by specialist teams and priced based on scope and ongoing retainer arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Yellow Lab is a Dutch e-commerce agency (e-commerce bureau) based in Utrecht that helps webshops grow through digital marketing services. Its core offerings include Google Ads management, search engine optimization (SEO), social media marketing (Facebook and Instagram), conversion rate optimization (CRO) using A/B testing and heatmaps, and Bol.com marketplace advertising. The firm also provides supporting services such as SEO audits, SEO training, and Hotjar-based user behavior analyses, delivered as ongoing retainers and project-based engagements.

Product overview

Yellow Lab is an e-commerce agency (e-commerce bureau) offering a suite of digital marketing services focused on helping webshops grow. The core service portfolio includes Google Ads management, SEO (Zoekmachine optimalisatie), Social Media Marketing, and Conversie Optimalisatie (CRO). The agency also specializes in Bol.com marketplace optimization and advertising. Supporting services include A/B Testing (using VWO), Hotjar Analyses, SEO Training, and SEO Audit. Yellow Lab operates as a certified partner for major e-commerce platforms including Lightspeed and Shopify, and works with Channable for feed management and Datatrics for personalization.

Differentiator

Problem solved

Functional benefit

Products and services

• Google Ads Management Paid search advertising service for e-commerce webshops, including campaign setup, optimization, and management across Google Search, Google Shopping, and Display networks to drive traffic and conversions.
• SEO – Zoekmachine optimalisatie Search engine optimization service designed to improve organic visibility and rankings in Google search results for e-commerce webshops.
• Social Media Marketing

Quantifiable outcome

• 53% increase in orders for Keukenloods
• +5 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 2manydots: Dutch digital agency specializing in SEO and online marketing for e-commerce and SME clients. Comparable in size, Dutch market focus, and SEO-led offering.
• OrangeValley: Dutch performance marketing agency offering SEO, SEA, and CRO services to e-commerce and B2B clients. Highly comparable in service mix and Dutch SMB/webshop target market to Yellow Lab.
• Mindspace: Dutch digital agency offering strategy, performance marketing, and content services. Comparable as a similarly-sized Dutch digital agency competing for e-commerce clients.
• Traffic Builders: Netherlands-based digital agency focused on performance marketing, SEO, and data for e-commerce clients. Closely comparable in services and customer profile to Yellow Lab.
• Bizon Marketing: Dutch digital agency focused on SEO, content, and link building for e-commerce and SaaS. Comparable as a Dutch boutique with overlapping e-commerce SEO/service offerings.
• Mosquito Digital: Dutch digital agency with strong SEO, content, and performance marketing services for e-commerce brands. Directly comparable in Dutch market positioning and service stack.

Broad incumbents

• Dept Agency: Large, established Dutch-headquartered global digital agency offering the full spectrum of marketing, technology, and creative services. Comparable in category but operates at much larger scale and broader scope than Yellow Lab.
• Conclusion: Large Dutch digital and IT services firm covering consulting, marketing technology, and digital transformation. Comparable in serving Dutch enterprise clients with digital services, though at significantly greater scale and scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/yellowlabnl
• Facebookfacebook.com/yellowlabnl
• LinkedInlinkedin.com/company/yellowlabnl

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Yellow Lab