Overview
Praxis is one of the best-known DIY and home improvement chains in the Netherlands, selling tools, building materials, paint, garden and home products in its stores and at praxis.nl. Since 2023 Praxis has also run an online marketplace, shared with its Belgian sister chain Brico, where selected third-party sellers can sell DIY, garden and pet products. For a brand in these categories, Praxis is a route to Dutch and Belgian shoppers through the Benelux's largest DIY retailer.
Who is behind Praxis
Praxis is part of Maxeda DIY Group, the market leader in DIY in the Benelux. Maxeda runs three formats: Praxis in the Netherlands, Brico in Belgium and Luxembourg, and BricoPlanit in Belgium. Together they have 339 stores and welcome more than one and a half million customers a week. Maxeda has also renewed its own brands at Praxis and Brico as one brand family.
The Praxis and Brico marketplace
Maxeda launched the first online DIY marketplace in the Benelux in 2023, built on Mirakl and integrated into the existing Praxis.nl and Brico.be websites and apps. At launch it added more than 10,000 products from vetted sellers to the 90,000 products already sold online, and Maxeda's goal is to eventually offer more than a million products. Maxeda now describes the marketplace as the fastest-growing part of its business, with sales through partners growing quickly in DIY, garden and pets.
How selling on the marketplace works
- Two countries, one marketplace. Sellers list on both Praxis and Brico, so their products reach Dutch, Belgian and Luxembourg shoppers at once.
- Selected sellers. Maxeda vets the sellers it accepts.
- Fees. Integration partners report a monthly fee of EUR 66 excluding VAT covering both Praxis and Brico, plus a commission of 7% to 17% per product sold.
- Seller responsibility. The sale is a contract between the shopper and the seller, and the seller is responsible for order handling, customer service and product information.
- Extra reach. Marketplace products are included in Praxis' Google Shopping feeds.
- Integration. Sellers connect through Mirakl, directly or through a multichannel tool.
A brand considering the marketplace should be ready with:
- Dutch and French product content for the Dutch and Belgian sites.
- Fulfilment and returns to customers in the Netherlands and Belgium.
- Complete product data with EANs, specifications and images.
- Product compliance for the category, for example for electrical tools, chemicals or garden products.
Why Praxis matters for brands
Praxis and Brico are well-known DIY names in the Benelux, and their marketplace is still young, so there are fewer competing sellers than on the largest general marketplaces. For a DIY, garden or pet brand already on Bol or Amazon, Praxis adds a specialist channel with shoppers who are already in a DIY mindset.
How eBrands looks at Praxis
eBrands works with brands on marketplaces across Europe and North America. If you want to see how the Praxis and Brico marketplace could sit alongside the channels you already use, we are happy to talk it through.
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