What Highbiza does

Highbiza B.V. is a Dutch e-commerce and website platform vendor headquartered in Deventer, Netherlands, founded over 20 years ago by Geert Jan. The company sells an integrated webshop-plus-CMS platform that merges Wagtail CMS with Django Oscar into a single managed environment, eliminating the dual-system problem common to competitors such as Magento, Shopify, WooCommerce, and Lightspeed. The proprietary Roadrunner Pagemaker (container/column/block page builder) and 100+ reusable building blocks form the customization surface, while ISO 27001:2022, WCAG 2.1 AA, and GDPR compliance are positioned as foundational to the product rather than add-ons. Automated Jenkins-based quality control (functional, screenshot, and security testing) and reported 90%+ Google PageSpeed scores underpin the technical performance narrative.

The company serves B2B and B2C merchants across seven verticals: wholesale, technical wholesale, retail, e-tail, jewelers, government, and other specialized organizations. Tiered offerings span E-commerce Launch (entry-level SMB), Core (growing businesses), Prestige (established), and Enterprise (large organizations), with deployment scenarios ranging from SMB jewelers (Juwelier Bijland, Hip Juweliers) to multi-brand industrial manufacturers (Kroon-Oil, operating in 90+ countries) and high-volume e-tailers (Loods28, 50,000-100,000 orders per year). Revenue derives from subscription/managed services (software, hosting, security, maintenance bundled) and professional services for migrations, ERP integration (Logic4, Exact, Business Central), and customization under a 7-step methodology. Go-to-market is consultative, Dutch-language direct sales with prominent free demo CTAs and sales-led engagement across all tiers.

Name

Highbiza

Legal name

Highbiza B.V.

Website

https://highbiza.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Highbiza B.V. is a Dutch e-commerce and CMS platform vendor headquartered in Deventer, serving 420+ wholesale, retail, e-tail, jeweler, and government clients across four tiers (Launch to Enterprise) on a unified Wagtail + Django Oscar stack.

Ownership category

akta.pro rank

Product category

E-commerce Platform Software

NAICS

Software Publishers (5132), Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)

akta.pro secondary industry

Software/Application Support (SaaS, Enterprise Apps) (BPAAACAC)

Keywords

• Webshop software
• E-commerce platform
• Cms website builder
• B2b wholesale platform
• Django ecommerce

Headquarters

HQ city

Deventer

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Webshop & Website Software (SaaS/Managed): Highbiza provides webshop and website software on a managed services model. The platform includes software, hosting, security, and maintenance as an integrated subscription. The software is built to scale from small businesses to large enterprises, with different product tiers (Launch, Core, Prestige, Enterprise) corresponding to different price points and feature sets.
2. Custom Development & Implementation Services: Highbiza provides professional services for building, migrating (e.g., from Magento, WooCommerce, Shopify, Lightspeed), and customizing the platform to each client's needs. This includes the 7-step working methodology, ERP integration, design, and project management. The terms of service document indicates both fixed fee and time-and-materials billing models.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Highbiza sells managed webshop and website software as an integrated subscription, built on Django (Python), Django Oscar, and Wagtail CMS and delivered in four tiers (Launch, Core, Prestige, Enterprise) targeted at wholesale, retail, e-tail, jewelry, and government organizations. The platform merges content management and e-commerce into a single environment with built-in ERP, POS, payment, and search integrations, automated backups, continuous Jenkins-based testing, and ISO 27001:2022-certified security. The offering is complemented by professional services for migration, customization, ERP integration, and implementation via a 7-step methodology, with consultative Dutch-language personal support.

Product overview

Highbiza offers a unified e-commerce and website platform combining Wagtail CMS and Django Oscar into a single integrated system. The platform is available in four tiers: Launch, Core, Prestige, and Enterprise. Core functionality includes webshop and website software with the proprietary Roadrunner pagemaker for page building. Specialized modules include a loyalty/spaarpunten system, jeweler-specific features (certificates, gold rate pricing, inventory), and technical wholesale features (Elastic Search, ERP integration, customer-specific pricing). The platform supports both B2B and B2C operations without separate systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Highbiza E-commerce Platform A managed e-commerce platform combining Wagtail CMS and Django Oscar into a single integrated environment, supporting both B2B and B2C operations with integrated ERP/PIM/POS and back-office integrations (Exact, Business Central, Logic4), real-time inventory, customer-specific pricing, tiered discounts, Elastic Search, loyalty/savings points, AI-powered translation, and WCAG 2.1 AA accessibility. Offered in four tiers: Launch (SMB), Core, Prestige, and Enterprise (large organizations with multi-site deployments).
• Highbiza Website Software Website building and content management software using Wagtail CMS with the proprietary Roadrunner Pagemaker, allowing drag-and-drop page construction from containers, columns, and blocks with per-element Bootstrap 5 styling. Supports multi-language sites, AI-powered translation, WCAG 2.1 AA accessibility, and ISO 27001:2022-certified security, and is positioned for (semi-)government and general corporate websites as well as the content layer of Highbiza-powered webshops.

Quantifiable outcome

• Achieves 90%+ Google PageSpeed scores, even on mobile devices
• +4 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability2 records

Feature9 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Logic4coreTechnology or Integration · 27 March 2023Logic4 is an all-in-one ERP solution combining webshop, inventory management, purchasing, customer information, and invoicing. Highbiza partnered with Logic4 to provide HR Premium Parts with an integrated platform replacing separate Excel files and email chains. The Logic4 integration enables real-time dashboards for revenue, product rotation, and customer behavior, representing a core infrastructure partnership for B2B e-commerce clients needing ERP integration.
• DeliveryMatchminorOthersDeliveryMatch is described as Highbiza's 'zuster' (sister) company, specialized in smart shipping software and logistics automation. The relationship is structural/familial within the same parent organization rather than a commercial partnership.
• Wagtail TranslatecoreTechnology or IntegrationWagtail Translate is referenced as a tool co-invested by Kroon-Oil for automated website translation with human editorial override. Highbiza supports Wagtail Translate as the translation solution within its platform, enabling clients to present their websites in multiple languages with AI-generated translations that can be manually corrected.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shopware: German open-source e-commerce platform built on Symfony/PHP (vs Highbiza's Django/Python stack). Like Highbiza, Shopware emphasizes B2B features, ERP integrations, and customization for the DACH market, making it the closest architectural and geographic peer.
• Sana Commerce: Dutch-headquartered B2B e-commerce platform focused on deep ERP integration (SAP, Microsoft Dynamics, Exact). Like Highbiza, Sana serves wholesalers and technical distributors in the Netherlands and beyond, with a comparable mid-market and vertical GTM.
• Lightspeed Commerce: Canadian-headquartered commerce platform with strong presence in the Netherlands and Belgium. Lightspeed is explicitly named by Highbiza as a competitor platform and targets similar retail, e-tail, and omnichannel SMB segments with comparable B2B/B2C functionality.
• Centra: Swedish B2B-focused e-commerce platform purpose-built for fashion and lifestyle wholesale brands. Like Highbiza, Centra emphasizes ERP integration, customer-specific pricing, and wholesale workflows for European mid-market merchants.

Broad incumbents

• Shopify: Global SaaS e-commerce leader and the most-cited competitor in Highbiza's own comparison content. Shopify serves all of Highbiza's verticals (retail, e-tail, wholesale to a lesser extent) at massive scale with fully hosted, self-serve pricing — the dominant incumbent Highbiza positions against.
• WooCommerce: WordPress-based open-source e-commerce plugin operated by Automattic. Like Highbiza, WooCommerce is open-source and customizable; it competes directly for SMB and mid-market Dutch merchants and is named in Highbiza's migration comparison content.
• Adobe Commerce (Magento): Enterprise-grade e-commerce platform from Adobe, formerly Magento Open Source. Multiple Highbiza customers (e.g., Loods28 in 2021, HR Premium Parts) explicitly migrated from Magento to Highbiza, making it a direct displaced-incumbent comparable.

Emerging players

• Sylius: Headless e-commerce platform built on Symfony/PHP, targeting developers and agencies building custom commerce solutions. Comparable to Highbiza in its open-source, framework-based, customization-first approach, though with a smaller ecosystem and more technical buyer.
• Vendure: Open-source headless commerce framework built on Node.js/TypeScript. Like Highbiza's Django Oscar foundation, Vendure provides a developer-friendly e-commerce base for agencies and integrators building customized B2B/B2C storefronts.

Regional players

• Optimizers (formerly known for PrestaShop implementations): Dutch e-commerce agency and platform provider offering PrestaShop and other open-source implementations in the Netherlands. Comparable to Highbiza in regional focus, agency-led delivery model, and Dutch mid-market customer base, though on a different technology stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

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 Highbiza