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How do you sell 1,600 tree species to buyers across Europe without them getting lost in the catalogue?

Read the case study

1 Advanced Filter

2 Integrated online store

1600+ Different tree species

Where the story begins

Van den Berk Boomkwekerijen is a leading specialist in avenue trees, conifers, shaped trees and specimen trees and shrubs. With more than 1,600 species and cultivars, from mid-sized to monumental, this family business with over 80 years of experience is among the largest nurseries in Europe. Their trees stand at iconic places across the continent, right up to the Louvre in Paris. As that reach grew, so did the wish to make the whole range available online.

Making 1,600 tree species findable in one webshop

Van den Berk wanted more than just showing information: they wanted to sell trees and shrubs online too. The biggest challenge was findability. With such a large range, customers needed to find the right tree for their situation quickly, and without strong filters, searching the collection was a slog. The goal: a webshop where customers can search, compare and pick the perfect tree on characteristics like species, colour, fruiting and even how attractive it is to bees.

A webshop with lightning-fast filters, in twelve languages

We approached the project in clear phases. First we built a webshop with complex but lightning-fast filters, tuned to the huge range. Then we extended the platform with its own content pages and multilingual support. Finally, the whole website merged into the webshop: one system instead of two. Today the platform runs on more than twelve domains, in all the major European languages.

A growing share of revenue online, across Europe

Van den Berk now earns a sizeable share of its revenue online, serving customers across Europe and beyond. The quote process runs automatically: customers request a quote easily, sales teams adjust it in a few clicks, and orders are processed straight away. That saves both customers and sales teams time, leaving more room for personal advice where it counts. So there's a more efficient organisation on a platform ready to grow across borders.