March 11, 2024
Empowering Online Business: How Salesupply’s Automation is Reshaping European E-Commerce

Founded in 2009 by Tim Oosterbaan, Toine Bastiaans, Henning Heesen, and Jeroen Leenders, Salesupply is reshaping e-commerce through automated customer care and fulfillment solutions.
Headquartered in Nijmegen, it serves over 500 brands, including Tory Burch, Carhartt, Asics, and Panasonic, with a global network spanning fulfillment and call centers in Europe, North America, and Asia. The company delivers a wide array of services, from logistics and return handling to customer support in 36 languages, enabling efficient, reliable partnerships that help clients focus on their core business and expand internationally.
With facilities in fourteen countries, including the USA and China, Salesupply has established itself as a trusted partner for scalable e-commerce solutions. We spoke to the company’s founders about its growth, challenges, and what it sees for the future.
In 2007, we launched our webshop with the goal of expanding into numerous new markets. However, we faced a challenge in providing customer support across multiple languages; hiring in-house staff was not viable within our business model, and our operational volume was insufficient for outsourcing to an external call center.
Recognizing that we were not alone in facing this obstacle, we were inspired to create a solution not just for ourselves but for other webshops encountering similar issues. So we established Salesupply, adopting a shared model to minimize costs. Our mission has remained consistent: to address widespread challenges and offer those solutions to others.
During the Covid-19 period, our company saw substantial growth, which brought about challenges in expanding our team. In response to the hiring difficulties of that time, we opted to bring on many junior employees. In retrospect, our onboarding and support for these new hires were not as thorough as they should have been, leading to subsequent challenges. It’s clear now that we could have benefited from dedicating more effort and thought into our recruitment strategies.
Coming from an e-commerce background, we deeply comprehend the hurdles our clients face. Our commitment to our customers’ success is unwavering. Thanks to our proprietary technology, robust infrastructure, extensive resources, and local presence, we provide a comprehensive global solution that offers our clients both time and cost savings.
Initially launched as a services enterprise, we are currently evolving into a platform-based company. Our ambition is to fully automate the operational aspects of e-commerce, aiming to be the premier platform in Europe where the next generation of online merchants can effortlessly manage their businesses from their laptops, leveraging our infrastructure.
By focusing on our clients’ success and taking ownership of our commitments, we pave the way for mutual achievements. Our philosophy is to empower our team members with the autonomy to make informed decisions within their roles, trusting in their capabilities and holding them accountable. This approach ensures that by prioritizing our clients’ needs, our own success naturally ensues. We recruit exceptional individuals and entrust them with the freedom to navigate their responsibilities effectively.
As a self-funded organization, financial constraints have consistently been a hurdle to our expansion. Despite this, we possess ambitious goals and are eager to discover methods to accelerate our growth and scaling efforts.
Participating in the Rise programme has been instrumental, offering us valuable insights into the operations, thought processes, and strategies employed by successful tech companies. Engaging in discussions with fellow founders and embracing a culture of knowledge sharing within a secure setting has proven to be immensely beneficial.