The telco-turned-retailer used Mirakl Dropship to expand its assortment more than sixfold without adding new warehousing.
Founded in 2024 through the merger of Orange España and MásMóvil, MasOrange is Spain's largest telecommunications operator, serving 35 million customers through brands including Orange, Jazztel, Yoigo, Masmovil and Euskaltel. Headquartered in Madrid, the company sells connectivity plans alongside mobile devices and accessories, a retail line historically limited to around 300 products held in its own inventory.
Under new leadership with deep retail experience from Spanish department store chain El Corte Inglés, MasOrange set out to turn its loyal, bill-paying customer base into a new source of retail revenue. The challenge was doing that without becoming an inventory-heavy retailer overnight, and without risking the trust customers place in the Orange brand.
1,900+
Live offers now available
< 9 months
From signed contract to commercial go-live
35M+
Customers reached across MasOrange's Orange, Jazztel, Yoigo, Masmovil and Euskaltel brands
6x+
Assortment expansion without adding new warehousing
The challenge: outgrowing a 300-product catalog
MasOrange had something most retailers spend years building: a massive, loyal customer base with a recurring relationship already built in. The next move was obvious, sell them more than just connectivity. The execution wasn't simple. MasOrange needed to expand its assortment without adding new warehousing, while preserving the pricing, checkout and brand experience customers associate with Orange.
- Capital risk: Buying and storing inventory to widen the device and accessories catalog would have tied up capital MasOrange wasn't ready to risk on unproven categories.
- A non-retail culture: Teams and processes were built around connectivity, not curated, multi-category merchandising. This required a mindset shift the business hadn't needed to make before.
- One brand, one checkout: As a telco, nearly all of MasOrange's customers buy exclusively from Orange and its sister brands. Staying the seller of record on every order meant customers always transacted with the brand they already trusted. Preserving control over pricing, checkout and the post-purchase experience was essential to protecting the Orange brand relationship.
MasOrange needed a way to expand its assortment quickly, without inventory risk and without diluting the trust built into the Orange relationship.
"Those customers don't distinguish between 1P, marketplace, or dropship. They buy in Orange. We need to control the overall experience: pricing, brand experience, every capital aspect. That's why we went for dropship: we could set the price, curate the assortment, which is something essential for us."
Andrés Arribas Pintado, Head of Device Sales & Loyalty, MasOrange
The solution: dropship without losing control
MasOrange chose Mirakl Dropship to expand well beyond its owned catalog while staying the seller of record customers already trust.
- Full control, no inventory risk: Dropship let MasOrange set pricing and curate its assortment while brands and wholesalers carried the inventory, giving the company the control of a retailer without the capital risk.
- Catalog quality built in from day one: MasOrange sources from brands directly and from certified wholesalers, with an Item Data Quality score flagging incomplete or inconsistent listings before they go live.
- A deliberately narrow catalog: Rather than chase scale for its own sake, MasOrange stayed intentional, onboarding only connectivity-adjacent brands and suppliers instead of letting the catalog sprawl.
- One operating system for the entire dropship operation: MasOrange runs order routing to the right vendors, on-time fulfillment tracking and returns management all within Mirakl. The same team handling connectivity support can now handle retail orders too.
The results: from telco to multi-category retailer
Since going live in September 2025, MasOrange has built a retail operation that customers can't distinguish from the rest of the Orange experience, while adding meaningful scale to its business.
- 1,900+ live offers: MasOrange's catalog has grown from around 300 owned-inventory products to more than 1,900 live offers, without adding new warehousing. New categories include major appliances, outdoor and garden, baby products and sports equipment. The company has also significantly expanded its selection in health and beauty, mobility, pet supplies, laptops, monitors and domestic appliances.
- Deeper selection in core categories: Before dropship, MasOrange offered around 20 TV models from four or five brands, mostly between 32 and 65 inches. Today, it offers around 90 TV models from nearly 10 brands, with screen sizes ranging from 24 to 100 inches.
- Under 9 months from contract to go-live: The implementation was one of the fastest dropship launches Mirakl has run, driven by early executive sponsorship that gave the program an internal fast track.
- Customers can't tell the difference: Product pages simply note "shipped by [partner]." Customers shopping across MasOrange's brands never have to think about who fulfills the order.
- 35 million customers now have a wider catalog to shop: MasOrange can offer more to the customer base it already has, without asking customers to go anywhere else.
"We set a record, one of the fastest implementations. We went from contract to go-live in about nine months."
Andrés Arribas Pintado, Head of Device Sales & Loyalty, MasOrange
Three lessons for other non-retail businesses
Andrés points to three decisions that made the program work, and that he'd recommend to any non-retail business considering the same move:
- Get executive buy-in early. Treat dropship as a strategic shift, not a side project competing for IT resources.
- Stay focused. Expand one category at a time rather than onboarding suppliers indiscriminately.
- Invest in supplier relationships. Accept thinner early margins in exchange for operational reliability, then renegotiate once the relationship is proven.
Where MasOrange goes from here
In under nine months, MasOrange grew from around 300 owned-inventory products to more than 1,900 live offers, proving that a company with no retail DNA can act like a retailer without taking on a retailer's inventory risk.
That shift is still underway. MasOrange's team describes building a retail mindset inside a telco culture as ongoing work, one category and one supplier at a time.
Learn how Mirakl Dropship can help you expand your assortment without the inventory risk by contacting us today.
