Alternate
Alternate B.V. is a Dutch e-commerce retailer selling technology hardware, consumer electronics, smart home devices, and solar products to B2B customers via zakelijk.alternate.nl and to consumers via alternate.nl, operating from a Tholen distribution center with a proprietary PC-Builder tool.
- Company typePrivate
- Founded-
- HeadquartersTholen, Netherlands
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Alternate does
Alternate B.V. is a Dutch e-commerce retailer operating the dual-domain platform zakelijk.alternate.nl (B2B) and alternate.nl (consumer), selling technology hardware, consumer electronics, smart home devices, solar energy equipment, and adjacent categories such as garden, tools, and outdoor products. The company is headquartered in Tholen, Zeeland, where it operates a distribution center with same-day shipping for orders placed before 22:00 and a self-pickup facility, and it maintains a showroom in Aartselaar, Belgium for cross-border Benelux coverage. The offering spans a broad assortment of more than fifteen categories — including a dedicated Servers en workstations line, a Zonne-energie (solar) category featuring EcoFlow and Xtorm power solutions, an extensive multi-brand Smart Home portfolio, and circular-economy Refurbished and Tweedekans product lines.
The core technology stack is a standard e-commerce platform augmented by the proprietary PC-Builder tool, which lets customers configure custom computer systems from component-level selections. Business customers are supported with dedicated account managers, payment-on-invoice options, and equipment leasing through the Topi partnership, while consumers transact via self-service checkout with iDEAL, credit card, and invoice payment options. Distribution is handled through a multi-carrier network (DHL, DPD, UPS, JLN Transport) that supports standard, evening, and oversized-pallet deliveries across the Netherlands.
Alternate's revenue model is overwhelmingly transactional product resale at fixed retail prices inclusive of VAT, supplemented by transaction-fee economics from the Topi leasing partnership. The company holds ICTwaarborg certification as a Dutch ICT quality mark and maintains social media presence across Facebook, Instagram, LinkedIn, YouTube, TikTok, and X. Alternate is privately held, employs approximately 100 staff, and was founded in 1998.
Alternate firmographics
Firmographics- Name
- Alternate
- Legal name
- Alternate B.V.
- Website
- https://zakelijk.alternate.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Alternate B.V. is a Dutch e-commerce retailer selling technology hardware, consumer electronics, smart home devices, and solar products to B2B customers via zakelijk.alternate.nl and to consumers via alternate.nl, operating from a Tholen distribution center with a proprietary PC-Builder tool.
- Ownership category
- akta.pro rank
Alternate industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Electronics and Appliance Retailers (44921), Used Merchandise Retailers (459510)
- SIC
- Retail-Catalog & Mail-Order Houses (5961), Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)
Keywords
Where Alternate is headquartered
LocationHeadquarters
- HQ city
- Tholen
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Alternate business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Revenue generated through direct product sales of technology hardware, consumer electronics, smart home devices, garden equipment, and related accessories. Products are sold at fixed retail prices with VAT included, covering categories including hardware, PCs, laptops, smartphones, Apple products, gaming, smart home, solar energy, and garden tools.
- Leasing Services (Topi): Partnership with Topi allowing business customers to lease technology products as an alternative to outright purchase, positioning leasing as 'het nieuwe kopen' (the new way to buy).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for all products |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Alternate product offering
Product offeringCore offering
Alternate is a Dutch e-commerce retailer that sells technology hardware, consumer electronics, smartphones, smart home devices, solar energy products, and related accessories through its B2B-focused webstore zakelijk.alternate.nl and a separate consumer-facing site alternate.nl. The company operates a distribution center in Tholen, Netherlands and a showroom in Aartselaar, Belgium, offering same-day shipping, multiple delivery options, and a PC-Builder tool for custom system configuration. Business customers receive dedicated account management, invoice payment, and equipment leasing through a partnership with Topi.
Product overview
Alternate is a Dutch B2B e-commerce platform specializing in technology products and consumer electronics. The offering includes a comprehensive portfolio organized around several core categories: PC hardware and custom PC-Builder services, Apple products (MacBooks, iMacs, iPads, iPhones), smartphones (Apple, Samsung, Fairphone), Smart Home devices and automation (spanning multiple protocols and brands including GARDENA smart garden systems), solar energy solutions with portable power stations and panels, fixed/IP telecommunications equipment (headsets, conference phones, VoIP), and general hardware/software. Additional services include device leasing through Topi, dedicated account management for business customers, and a PC-Builder tool for custom system configuration. The company also offers refurbished and second-chance (Tweedekans) product categories. Distribution center is located at Marconiweg 1 in Tholen, Netherlands.
Differentiator
Problem solved
Functional benefit
Products and services
- PC-Builder
- Refurbished Electronics
- Tweedekans (Second-Chance Products)
- Topi Leasing Service
Companies that use Alternate
Customer profileSegments2 records
Ideal customer profiles2 records
Alternate technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Alternate partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- TopicoreTopi is a leasing partner offering equipment leasing services to business customers, marketed as 'Leasen is het nieuwe kopen' (Leasing is the new buying). This partnership enables Alternate to serve B2B customers who prefer leasing over outright purchase.
- DHLcorePrimary delivery partner for packages within the Netherlands. Offers evening delivery service (Monday-Friday 17:30-22:00, Saturday 16:00-22:00) for €1.50 extra for in-stock products.
- DPDcoreDelivery partner for packages within Netherlands, used for standard and external warehouse shipments.
- UPSminorDelivery partner for shipments from external warehouses with typical delivery time of 1-3 business days.
- JLN TransportminorTransport partner for heavy or oversized items exceeding standard package dimensions. Pallets delivered on business days until 20:00.
- Wave DistributieminorExternal distribution partner referenced in customer service information, handling certain product distribution.
- ICTwaarborgcoreQuality assurance certification body for ICT businesses in the Netherlands, demonstrating commitment to quality and reliability standards.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Alternate competitors and assessment
Company assessmentBroad incumbents
- Coolblue: Benelux consumer electronics and appliance retailer known for same-day and evening delivery from its own logistics network. Overlaps heavily with Alternate on assortment, geography and service-led delivery positioning, but at far greater scale.
- MediaMarkt: Pan-European consumer electronics chain with a large Dutch omnichannel presence. Competes for the same electronics, appliance and smart-home spend as Alternate, adding physical store reach.
- Dustin Group: Nordic and Benelux online IT reseller serving SMEs and large organisations with hardware plus services. Comparable B2B e-commerce hardware model, with deeper managed-services and lifecycle capabilities than Alternate.
- bol: The largest Benelux online generalist marketplace, selling electronics, garden, toys and household goods. Overlaps with the full breadth of Alternate's assortment and sets the price and delivery benchmark in its home market.
Regional players
- Cyberport: German online retailer of Apple products, PCs and consumer electronics with a dedicated business shop. Runs essentially the same dual consumer/B2B e-tail model as Alternate but primarily in the German market.
Direct peers
- Centralpoint: Dutch B2B-focused ICT reseller supplying laptops, workstations and peripherals with account management and invoice terms. Directly comparable to zakelijk.alternate.nl's business-customer proposition.
- Azerty: Dutch online retailer of IT hardware, components and consumer electronics serving both consumers and business buyers. Mirrors Alternate's catalogue, PC-component focus and Netherlands-only e-commerce model.
- Paradigit: Dutch computer retailer selling PCs, laptops and components online and through stores, with custom-build services. Same product categories, same geography and a comparable mixed consumer/business customer base.
- Megekko: Dutch e-tailer specialising in PC components, gaming hardware and self-build systems with its own configurator. Competes directly with Alternate's PC-Builder and enthusiast hardware assortment in the same market.
Emerging players
- Caseking: European specialist e-tailer for PC components, custom builds, gaming and sim-racing gear. Overlaps with the enthusiast, PC-Builder and sim-racing niche Alternate promotes, though without the broad household and garden assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks7 records
Key highlights7 records
Customer concentration
Alternate social profiles
Digital presenceAlternate financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alternate leadership team
Management profileNumber of profiles
Alternate funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alternate 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 Alternate
What does Alternate do?
Alternate is a Dutch e-commerce retailer that sells technology hardware, consumer electronics, smartphones, smart home devices, solar energy products, and related accessories through its B2B-focused webstore zakelijk.alternate.nl and a separate consumer-facing site alternate.nl. The company operates a distribution center in Tholen, Netherlands and a showroom in Aartselaar, Belgium, offering same-day shipping, multiple delivery options, and a PC-Builder tool for custom system configuration. Business customers receive dedicated account management, invoice payment, and equipment leasing through a partnership with Topi.
Is Alternate a public or private company?
Alternate is a private company. It is classified as unknown and is currently operating.
When was Alternate founded?
Alternate was founded in -1. It employs 51 to 100 people.
Where is Alternate based?
Alternate is headquartered in Tholen, Netherlands, in the Europe region.
How does Alternate make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are leasing Services (Topi).
Who are Alternate's main competitors?
Broad incumbents on record are Coolblue, MediaMarkt, Dustin Group and bol. Cyberport is listed as a regional player. Direct peers are Centralpoint, Azerty, Paradigit and Megekko. Caseking is listed as an emerging player.
Does Alternate have an API?
No public API is recorded for Alternate.
What industry is Alternate in?
Alternate's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRAFAAAI, Price Comparison/Aggregator Generalist Marketplaces. Its NAICS code is 44921 and its SIC code is 5961.