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.

In one year, UFESA achieved:

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

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