Low-Cost Leader Makro positions itself as the most affordable wholesale partner for horeca-entrepreneurs in the Netherlands with a broad catalog and multiple sales channels, presenting a strong opportunity to upsell efficiency and bundled solutions that further reduce total costs for customers.

Large Non-Food Platform With 170,000 products and the largest horeca non-food platform via makro.nl/marketplace, there is a clear cross-sell opportunity to introduce complementary equipment, packaging, and service solutions to existing horeca buyers.

Multi-Channel Reach Multiple sales channels plus a dedicated horeca delivery service enable targeting both in-store and online shoppers, suggesting personalized outreach to horeca operators who value convenience and timely deliveries.

Tech-Driven Efficiency A tech stack including SAP, Google Cloud, Vertex AI, and Ariba indicates a modern, process-oriented operation; leverage data-driven selling to identify high-margin SKUs, optimize procurement for customers, and offer tailored procurement workflows.

Growth-Ready Profile Mid-sized wholesale player with 17 Dutch locations and 501-1000 employees demonstrates scalability potential; target expansion-driven needs such as fleet optimization, supplier consolidation, and loyalty incentives to win larger horeca accounts.