Bike Butler connects Odoo to Bol.com, Amazon and more

From wholesale pallets to consumer parcels

Bike Butler is a B2B wholesaler supplying bicycle brands to retailers like Halfords. Their warehouse was built for bulk: pallets going out to stores across the country.

But as they developed their own brands, they wanted more control over how those products appeared online. Retailer listings often had outdated images or inconsistent pricing. Going direct-to-consumer gave Bike Butler a way to present their brands exactly as intended.

This was never about replacing wholesale. D2C became a complement, not a competitor.

The technical challenge

Bike Butler runs their warehouse on Odoo. When they decided to sell on Bol.com and Decathlon, they hit a problem: Odoo doesn't connect to those marketplaces natively.

Without a connection, every marketplace order would need manual entry. Stock levels would need manual updates. That creates errors and eats time.

They needed their existing system to work with their new sales channels.

How Stockpilot connected the systems

Stockpilot linked their Odoo WMS directly to Bol.com and Decathlon.

Now when a customer places an order on a marketplace, it flows straight into Odoo. The warehouse team picks and packs it like any other order. When it ships, tracking info goes back to the marketplace automatically. Stock levels stay synced across all channels.

No new systems. No double entry. Just an extra sales channel plugged into what already worked.

A different kind of operation

Selling to consumers still meant changes inside the warehouse. The team went from shipping pallets to packing individual parcels. They had to learn how each marketplace handles returns and customer service.

But with Stockpilot handling the data flow, they could focus on adapting their processes instead of fighting spreadsheets.

The result

Bike Butler now runs wholesale and D2C through one system. Orders from all channels flow into the same Odoo workflow. Their brands appear online exactly how they want. And their retail partnerships stay intact.

What started as a branding problem became a new revenue stream.

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