Rylee
Rylee is a Dutch SaaS platform founded in 2019 that provides product research, repricing, advertising automation, and business management tools to 12,000+ SMB sellers on the bol.com marketplace, operating as a Gold partner from Muiden, Netherlands.
- Company typePrivate
- Founded2019
- HeadquartersMuiden, North Holland, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Rylee does
Rylee is a Dutch SaaS company founded in 2019 and headquartered in Muiden, Netherlands. It operates an all-in-one software platform for sellers on the bol.com marketplace, the largest e-commerce platform in the Netherlands and Belgium. The product suite bundles product research, real-time buy box repricing, advertising automation, sales dashboards, VAT invoicing, email campaigns, a Chrome extension, and a mobile app. Underpinning these tools is a proprietary Product Database covering 4M+ bol.com listings enriched with machine-learning-calculated sales and competitor data. Rylee also offers an AI Advisor (ChatRylee) and Product Content AI to automate listing creation and seller decision support.
Rylee monetizes via tiered SaaS subscriptions — Starter at €25/month and an All-in-one plan at €49/month or €399 annually — alongside a Premium Support add-on. The company has expanded into adjacent professional services (branding, packaging, photography) and partnered financing products, distributed through a Platinum/Gold partner network. Go-to-market leverages Rylee's Gold partner status with bol.com, providing co-marketing and elevated visibility among marketplace sellers. The platform serves 12,000+ SMB customers whose aggregate sales on bol.com reached €214M in 2025, representing 64% year-over-year growth. Rylee is a privately held Dutch BV operating with a lean team of 8 employees under owner Noud van Workum, with localized product surfaces in French, German, and English to support expansion beyond the Dutch market.
Rylee firmographics
Firmographics- Name
- Rylee
- Legal name
- Rylee B.V.
- Website
- https://rylee.nl
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rylee is a Dutch SaaS platform founded in 2019 that provides product research, repricing, advertising automation, and business management tools to 12,000+ SMB sellers on the bol.com marketplace, operating as a Gold partner from Muiden, Netherlands.
- Ownership category
- akta.pro rank
Rylee industry classification
Industry- Product category
- E-commerce Marketplace Seller SaaS
- NAICS
- Software Publishers (513210), Advertising Agencies (541810), Marketing Consulting Services (541613)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)
- akta.pro secondary industries
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH), Performance Marketing Automation & Bid Management Services (MPAAACAM)
Keywords
Where Rylee is headquartered
LocationHeadquarters
- HQ city
- Muiden, North Holland
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Rylee business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS Subscription: Monthly or annual subscription model for access to the all-in-one platform for bol.com sellers. No order costs are charged. Additional fees for extra shops and team members.
- Professional Services: Additional paid services including product listing optimization, branding packages, packaging design, email marketing, video production, and Shopify/WooCommerce webshop setup.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter package - Product research only, no shop access |
| Subscription | Monthly | All-in-one monthly subscription |
| Subscription | Annual | All-in-one annual subscription |
| Other | One time/ perpetual license | Product Listing Service |
| Other | One time/ perpetual license | Branding Package |
| Other | One time/ perpetual license | Packaging Design |
| Other | One time/ perpetual license | Premium Support |
| Other | One time/ perpetual license | Video Production |
| Other | One time/ perpetual license | Email Marketing Service |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Rylee product offering
Product offeringCore offering
Rylee provides an all-in-one SaaS platform that helps entrepreneurs and SMBs sell on the bol.com marketplace through product research, automated repricing, advertising optimization, sales analytics, and operational automation. The core subscription includes access to a 4M+ product database with ML-calculated sales data, a real-time buy box repricer, sales dashboards, VAT invoicing, review email automation, and AI-powered listing tools, supplemented by a Chrome extension and iOS/Android mobile apps. In addition to the SaaS subscription, Rylee sells fee-based professional services such as product listing optimization, branding packages, packaging design, email marketing, and Shopify/WooCommerce webshop setup.
Product overview
Rylee is an all-in-one platform for bol.com sellers providing product research, pricing automation, advertising optimization, and business management tools. The platform consists of a core suite of integrated tools including the Bol Product Database (with ML-calculated sales data), Bol Repricer (real-time price optimization), Bol Winst Calculator (profit analysis), Sales Dashboards, Email Campagnes (automated review emails), Bol BTW Factuur (VAT invoicing), Sponsored Products analytics, AI-powered Product Content AI and AI Advisor (ChatRylee), plus a Chrome Extension and Mobile App for on-the-go access. The platform architecture includes tiered subscription packages (Starter at €25/month for product research only, Essentials at €39/month for repricing and advertising, and All-in-One at €33.25/month or €399/year with full functionality). Additionally, Rylee offers supplementary services including Product Listing optimization, Branding Package, Package Design, Email Marketing, 360 Video production, Shopify/WooCommerce webshop setup, Bol.com Kickstart Cursus, Bol Community, Premium Support, and business financing options. The platform serves over 12,000 customers who collectively sell €214 million on bol.com, positioning Rylee as the #1 product research tool for bol.com sellers.
Differentiator
Problem solved
Functional benefit
Products and services
- Rylee All-in-One SaaS Platform for bol.com Sellers Cloud-hosted SaaS subscription product for bol.com marketplace sellers in the Netherlands and Belgium, providing product research on 4M+ products, real-time buy box repricing, sales dashboards, automated VAT invoicing, review email flows, sponsored products analytics, and AI-driven product content generation, accessible via web, Chrome extension, and iOS/Android apps.
- Product Listing Service Done-for-you product listing optimization for bol.com sellers, including 8 product photos and conversion-optimized content (priced at €169 ex. VAT).
- Branding Package End-to-end branding service for bol.com sellers, producing a brand book, target group analysis, customer sentiment research, and visual identity assets (priced at €279 ex. VAT).
- Package Design Custom packaging design service for bol.com sellers, providing 3D mockups, printable files, and color codes in the language of choice (priced at €179 ex. VAT).
- Email Marketing Email marketing service for bol.com sellers to design and run campaigns, available from €39 ex. VAT (self-serve) or €150 ex. VAT (full service).
- 360 Video Production Professional video production service for bol.com product listings (priced at €49 ex. VAT).
- Shopify Webshop Setup Shopify webshop setup and integration service for bol.com sellers building their own branded storefront alongside the marketplace.
- WooCommerce Shop Setup WooCommerce webshop setup and integration service for bol.com sellers building their own branded storefront alongside the marketplace.
- Bol.com Kickstart Cursus Structured bol.com seller training course with tutorials, guides, and growth strategies, delivered as a paid course and bundled free with the annual All-in-One subscription.
- Bol Community Membership Paid membership community of bol.com entrepreneurs providing networking, peer knowledge sharing, and ongoing support.
- Premium Support Priority customer support tier for Rylee platform users offering faster response times and dedicated assistance (priced at €249 ex. VAT).
- Zakelijke Lening voor Bol Verkopers (Business Loan) Business financing product intermediated for bol.com sellers, providing access to working capital loans to fund inventory and growth.
Quantifiable outcome
- 64% growth in sales on Bol for Rylee users
- +2 more outcomes
Companies that use Rylee
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Rylee technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature6 records
Rylee partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered platinum and gold.
- Business Mine B.V.platinumBusiness Mine is a Platinum partner of Rylee, offering all knowledge, services, and valuable connections for online entrepreneurs in one central place. Services include an extensive bol.com Kickstart Course with the unique CIRS model, 1-on-1 coaching, supplier finding, listing design, product photography, translations, and a free community with 1,000+ members.
- VikingplatinumViking is a Platinum partner providing everything bol.com sellers need for efficient operations - from shipping items like boxes, envelopes, labels to office supplies, furniture, cleaning products, and electronics. Offers fast delivery and excellent customer service with discounts for Rylee customers.
- AvadoplatinumAvado is a Platinum partner and fulfillment center with more than 12 years of experience. Handles complete order processing from receiving orders to shipping and returns. Offers real-time order insights, secure storage, expert return processing, competitive rates across Europe, and no fixed contracts.
- De Ecom BazenplatinumDe Ecom Bazen (Rob and Michiel) are Platinum partners who daily sell on bol.com with their own brands and built €5 million+ in revenue. They have reviewed 300+ bol stores and offer a free Brand Scan to calculate brand value based on customer numbers, with honest insights from entrepreneurs actively selling on bol.
- Merk-EchtgoldMerk-Echt is a Gold partner offering extensive expertise in trademark research, registration, monitoring, and legal services. With 25 years of experience and 42 employees, they are currently the #1 trademark agency in the Netherlands, specializing in trademark protection for SMB businesses.
- RinkelgoldRinkel is a Gold partner enabling business phone numbers on personal mobile devices without extra SIM cards. Rylee customers receive 2 months of 50% discount on Rinkel subscriptions.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Rylee competitors and assessment
Company assessmentEmerging players
- Blackcurve: Dynamic pricing optimization SaaS for e-commerce retailers. Overlaps with Rylee's Bol Repricer functionality and serves a similar SMB-to-mid-market seller base across multiple channels.
Direct peers
- ChannelEngine: Marketplace integration and management platform serving brands and sellers across multiple European marketplaces including bol.com. Direct overlap in serving bol.com sellers with operational tooling and marketplace integration.
- Sellerboard: Profit analytics and inventory management SaaS for Amazon sellers. Functionally aligns with Rylee's Winst Calculator, dashboards, and inventory features, sharing the SMB seller customer base.
- AMZScout: Product research and analytics tools for Amazon sellers. Strong functional overlap with Rylee's product database and Chrome extension workflow, sharing similar product-led GTM.
- Prisync: SaaS price intelligence and competitor monitoring platform used by e-commerce retailers. Directly comparable to Rylee's repricing and competitive pricing intelligence capabilities, though broader in vertical scope.
- Helium 10: All-in-one SaaS platform for marketplace sellers (Amazon), offering product research, keyword tools, repricing, and automation. Rylee mirrors Helium 10's playbook but for bol.com, making it the closest functional peer for product strategy and GTM comparison.
- Jungle Scout: Leading product research and analytics SaaS for Amazon sellers. Comparable core offering (product database, sales estimation, opportunity scoring) and similar SMB/prosumer customer segment; useful for benchmarking Rylee's PLG funnel and database moat.
Broad incumbents
- Sellbrite (by GoDaddy): Multi-channel listing and inventory management platform for online sellers, now part of GoDaddy. Comparable in marketplace seller tooling, with broader channel reach than Rylee's bol.com focus.
- Lengow: Established European feed management and marketplace integration platform serving retailers across many channels. Competes with Rylee in marketplace seller tooling but at a broader, enterprise-oriented scale.
- bol.com Seller Central: The native seller dashboard and tooling provided by bol.com itself. Most strategically important 'competitor'—bol.com's own analytics, advertising, and order tooling increasingly overlap with Rylee's product surface.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Rylee social profiles
Digital presenceRylee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rylee leadership team
Management profileNumber of profiles
Profiles1 record
Rylee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rylee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rylee
What does Rylee do?
Rylee provides an all-in-one SaaS platform that helps entrepreneurs and SMBs sell on the bol.com marketplace through product research, automated repricing, advertising optimization, sales analytics, and operational automation. The core subscription includes access to a 4M+ product database with ML-calculated sales data, a real-time buy box repricer, sales dashboards, VAT invoicing, review email automation, and AI-powered listing tools, supplemented by a Chrome extension and iOS/Android mobile apps. In addition to the SaaS subscription, Rylee sells fee-based professional services such as product listing optimization, branding packages, packaging design, email marketing, and Shopify/WooCommerce webshop setup.
Is Rylee a public or private company?
Rylee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rylee founded?
Rylee was founded in 2019. It employs 1 to 10 people.
Where is Rylee based?
Rylee is headquartered in Muiden, North Holland, Netherlands, in the Europe region.
How does Rylee make money?
Two revenue lines are on record. SaaS Subscription is the primary driver. The others are professional Services.
Who are Rylee's main competitors?
Blackcurve is listed as an emerging player. Direct peers are ChannelEngine, Sellerboard, AMZScout, Prisync, Helium 10 and Jungle Scout. Broad incumbents are Sellbrite (by GoDaddy), Lengow and bol.com Seller Central.
Does Rylee have an API?
No public API is recorded for Rylee.
What industry is Rylee in?
Rylee's product category is E-commerce Marketplace Seller SaaS. Its primary akta.pro industry code is CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer), with a secondary code of BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms. Its NAICS code is 513210 and its SIC code is 7310.