New sales, new reach: Bike Butler’s move into B2C
Bike Butler, a B2B wholesaler of high-quality bicycle brands, wanted to expand into the B2C market. The challenge? Integrating new order flows seamlessly into their WMS. Working closely with Stockpilot’s developers, they built a solution that powered a successful launch, with growth that keeps accelerating.
Seeking more control in the direct-to-consumer space
For years, Bike Butler operated successfully as a B2B wholesaler, supplying high-quality bicycle brands to retailers like Halfords. Their warehouse was built for bulk shipments, sending out pallets to stores across the country. But as the e-commerce landscape evolved, so did the way consumers discovered and experienced products.
With a growing portfolio of their own brands, Bike Butler saw the need for more control over how those products were presented online. They wanted accurate listings, fair pricing, and a presentation that matched the quality they stood for. While retailers were doing their best in a fast-moving market, going direct-to-consumer gave Bike Butler a way to maintain that standard more consistently.
The goal was never to replace their wholesale business. B2B partnerships remain essential. Direct-to-consumer became a way to support those relationships while ensuring their own brands were shown the way they were intended — up to date, well presented, and without relying on outdated visuals or discount-driven promotions.
With a growing portfolio of their own brands, Bike Butler saw the need for more control over how those products were presented online. They wanted accurate listings, fair pricing, and a presentation that matched the quality they stood for. While retailers were doing their best in a fast-moving market, going direct-to-consumer gave Bike Butler a way to maintain that standard more consistently.
The goal was never to replace their wholesale business. B2B partnerships remain essential. Direct-to-consumer became a way to support those relationships while ensuring their own brands were shown the way they were intended — up to date, well presented, and without relying on outdated visuals or discount-driven promotions.
Connecting existing systems with new opportunities
To make this shift work, Bike Butler needed a system that integrated seamlessly with their Odoo-based warehouse. Stockpilot provided that connection by linking the Odoo WMS system directly to marketplaces like Bol.com and Decathlon, and automating the flow of orders and stock data.
Whenever a consumer placed an order on a marketplace, it was sent straight to Odoo, where it could be processed using their existing workflow. This meant no disruption, no need to reinvent their operations — just a smarter way to expand.
Inventory was automatically synchronised across channels, keeping stock levels accurate and avoiding overselling. Once an order was fulfilled, Stockpilot updated the marketplaces, reducing admin and allowing the team to stay focused on what mattered most.
Whenever a consumer placed an order on a marketplace, it was sent straight to Odoo, where it could be processed using their existing workflow. This meant no disruption, no need to reinvent their operations — just a smarter way to expand.
Inventory was automatically synchronised across channels, keeping stock levels accurate and avoiding overselling. Once an order was fulfilled, Stockpilot updated the marketplaces, reducing admin and allowing the team to stay focused on what mattered most.
Adapting operations for a new audience
Selling directly to consumers also meant a cultural shift inside the warehouse. The team, used to handling bulk shipments for retail partners, began adjusting to smaller, more frequent orders from individual buyers. That meant fine-tuning workflows, introducing new handling procedures, and learning the ins and outs of each marketplace.
Customer interactions became part of the process — managing returns, answering questions, and delivering on the expectations of a different kind of buyer. With the right systems in place, Bike Butler embraced this shift without losing sight of the operational efficiency they were known for.
At every step, they remained committed to their retail partners. The goal was never to replace the B2B channel, but to complement it — offering a direct channel that reinforced their brands, while continuing to support the stores that helped them grow.
Customer interactions became part of the process — managing returns, answering questions, and delivering on the expectations of a different kind of buyer. With the right systems in place, Bike Butler embraced this shift without losing sight of the operational efficiency they were known for.
At every step, they remained committed to their retail partners. The goal was never to replace the B2B channel, but to complement it — offering a direct channel that reinforced their brands, while continuing to support the stores that helped them grow.
A stronger position in the market
What began as an effort to bring more control to how their products were presented online has grown into a vital part of Bike Butler’s business. Selling directly to consumers opened up a new revenue stream, but more importantly, it allowed them to represent their brands with the consistency and quality they value.
The connection between Stockpilot and Odoo ensures that every order, whether B2B or D2C, flows through the same reliable system. And with access to real-time data and reporting, the team is able to track performance, manage stock, and refine operations across all channels.
Today, Bike Butler stands in a stronger position — not by choosing between channels, but by integrating them. Their brands are more visible, more consistent, and more in control than ever before.
The connection between Stockpilot and Odoo ensures that every order, whether B2B or D2C, flows through the same reliable system. And with access to real-time data and reporting, the team is able to track performance, manage stock, and refine operations across all channels.
Today, Bike Butler stands in a stronger position — not by choosing between channels, but by integrating them. Their brands are more visible, more consistent, and more in control than ever before.
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“Stockpilot made our transition to B2C not just possible, but successful. Their team worked closely with us to integrate everything into our existing setup, and now, this has become a key part of our business.”
— Fedde Huyghe, General manager of Bike Butler
