How UFESA tripled its marketplace sales in just one year

UFESA is a home appliances brand that is part of the B&B Trends Group. With a well-established presence in Spain, alongside its D2C online business, UFESA also sells through retailers and distributors in physical stores and online.

In parallel, marketplaces are a key part of its strategy to expand reach, increase visibility and connect with new customer profiles, while maintaining brand consistency and competitiveness in a fast-moving environment.

Laptop mockup showing the Ufesa website homepage.

Industry

Home appliances
Type

Brand (D2C)
Market

Spain
Size

~600 products
Revenue

n/a
Used by

E-commerce Manager
Products used

In one year, UFESA achieved:

its marketplace sales

125%

increase in orders

€21

increased average basket value

Challenges and objectives

After an initial learning phase in 2023 – when UFESA progressively started selling on marketplaces to understand how they work – the brand identified several key needs to scale successfully:

Professionalise the channel: move from an “experimental” presence to a clear strategy with defined processes.
Gain flexibility and control: centralise and optimise catalogue and feed management to meet the requirements of each marketplace.
Ensure operational efficiency: manage multiple marketplaces with a lean team, while staying consistent and agile.
Improve competitive visibility: monitor competitors and the Buy Box (including distributors selling UFESA products) to make better-informed decisions.

How Lengow helped

To support this evolution, UFESA decided to switch integrators and choose Lengow to scale its marketplace channel with a more advanced and controlled operation.

With NetMarkets, UFESA was able to:

●Centralise multi-marketplace operations in a single environment, gaining control and visibility.

●Launch new channels autonomously, supported by guides and documentation.

●Use channel-specific rules to adapt the catalogue and maintain consistency across marketplaces.

●Manage catalogue, pricing and stock more efficiently, reducing manual effort.

●Enrich product information and promotions via additional data sources (e.g. through Drive) when marketplaces require data not available in its e-commerce platform.

●Apply assortment exclusions by channel to prioritise profitability, positioning and logistics (for instance, avoiding low-margin products on marketplaces with less favourable conditions, or protecting new launches).

With NetRivals, UFESA uses the solution to:

●Monitor prices and the Buy Box in a highly competitive environment.

●Compare performance against competitors and distributors that also sell UFESA products.

●Make decisions with greater visibility across marketplaces such as Carrefour, El Corte Inglés, Fnac, MediaMarkt, PC Componentes, Worten and Amazon.

Key benefits with Lengow

Operational scalability: ability to manage multiple marketplaces efficiently with a lean team.

Channel-by-channel control: adapting assortment and data through rules, exclusions and additional sources based on each marketplace’s requirements.

Greater agility: faster execution and the ability to evolve the marketplace strategy as the channel grows.

Better-informed competitiveness: Buy Box and price visibility to understand the market and act with more context.

We are very happy with Lengow’s service and the integration with our e-commerce platform, as well as the support and team behind it. It makes it much easier to sell across multiple channels in a simple and effective way, thanks to a very intuitive platform.

Helena García

E-commerce Manager

UFESA

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