METRO France strengthens its partnership with Mirakl to launch the first omnichannel B2B marketplace of food products and services in Europe

The leading provider of independent catering in France has chosen Mirakl’s technology to launch a product marketplace, which will then be complemented by a marketplace of services.

Paris, November 27, 2018: METRO France, the professional wholesaler who has been supporting independent restaurants and retailers since 1971, today announces that it has strengthened its partnership with Mirakl to achieve its ambition of expanding its product offering and providing new services to its customers.

To face the growing expectations and needs of its customers, the B2B retailer wants to accelerate its digital transition in order to offer them the experience they demand, thanks to the marketplace model. METRO has placed omnichannel at the heart of its strategy and wants to allow its customers to find a large number of products, food and non-food, both in store and in a few clicks online using store to web and web to store. The brand has chosen the marketplace model that will allow it to quickly integrate a large number of new products by relying on third-party sellers, and to offer the long tail.

METRO has always put the quality and local origin of its product at the forefront, that’s why the marketplace will be a tool to showcase the offerings of small and local producers, and thus answer a growing demand from professionals buyers willing to differentiate themselves. In addition, the core business of the brand remains to provide solutions to catering professionals daily to enable them to focus on their business. This is why METRO also wants to offer a large number of services in the near future, such as installation, plumbing, maintenance, accounting, or server recruitment; with the help of providers who will be referenced as sellers on the marketplace. METRO is thus at the center of the B2B food ecosystem, giving it easy access to all the essential products and services in order to become the main partner of its customers.

To carry out this ambitious project, METRO has chosen to extend its partnership with Mirakl by selecting three of its solutions:

  • Mirakl Marketplace Platform for B2B, the technological base of the product marketplace and including many adapted functionalities such as volume discounts, quote requests;
  • The Mirakl Marketplace Platform for Services, the technological foundation of the service marketplace, to manage the technical complexity of aggregating many service providers;
  • Mirakl Catalog Manager, METRO France’s preferred solution for efficiently managing the complexity of integrating and enriching product data from heterogeneous sources.

Beyond the technological solutions, it is also the expertise of Mirakl which attracted the wholesaler, as explains Sylvain Bozoc, Marketplace Manager at METRO France: “The functional richness of Mirakl’s solution entirely meets the needs of our project. It is also Mirakl’s experience in B2B commerce and the support provided by their teams that was key in our decision. We are convinced we have all the cards in hand to offer an enriched experience to our customers.

Philippe Corrot, CEO of Mirakl, says: “We are very proud to be able to support such an emblematic brand such as METRO, located in no less than 32 countries, on their digital transformation project. I am convinced that this innovative initiative will be popular with all Metro partners and customers and will be a great success.

METRO France’s product marketplace will be available in early 2019 and will soon be followed by a marketplace of services.

To learn more about Mirakl’s solution for B2B players, click here.

About Metro:

METRO is the leading supplier of independent catering in France. With 98 warehouses spread throughout the territory, METRO France offers all restaurateurs and independent traders a global offer combining the supply of food products from ultra-fresh to dry, and their supplements in equipment and services. Its 9,000 employees put their expertise to the service of 400,000 professionals every day.

With 50,000 references, including 7,000 in local and regional products, and more than 100,000 on, the brand is the only one to offer the biggest offer on the market every day, and is committed to the professionals whether producers, restaurateurs or artisans. METRO also supports major events such as the Bocuse d’Or, Gault & Millau Young Talents, the Golden Spoon, the Maître d’Hôtel Trophy and the launch of the Michelin Guide.