Leveraging Commercetools and data to create an innovative marketplace
Have you ever been unsure as to what you’d like for dinner and are struggling to find local restaurant menus online? Just Eat Takeaway makes that process easier by gathering the menus of all your favourite local places to eat on one website. So it’s not only a solution for customers but also a gateway for restaurants to reach more people. However, the company wanted to elevate its existing B2B marketplace using a data-driven approach and Commercetools and asked Dept to make this happen in less than five months.
Using data to better help local restaurants
The global online food delivery marketplace started off as a small Dutch brand and has transformed into a global platform that operates in eleven countries and caters to over fourteen million customers annually. To ensure they remained a leading global player, the company decided to accelerate its digital transformation. The result? A new, innovative B2B marketplace which caters to the needs of restaurateurs by leveraging the wealth of data the company has at its disposal.
An innovative B2B marketplace that caters to the needs of restaurateurs
Elevating the existing designs
Aside from enabling consumers to order food online, the food delivery company also has a B2B marketplace which enables restaurant owners to purchase both food and non-food items from third-party sellers. Using the wealth of customer data at its disposal, Just Eat Takeaway wanted its marketplace to become more data-driven. To make this possible, our team needed to enhance the designs of the current marketplace while also migrating the brand’s existing platform of Magento to Commercetools and Prismic. Thanks to Commercetools API-first capabilities, the company could then provide regional insights into consumer demand which could help local restaurants better tailor their menu’s. In addition to local supply, demand and recommendations of all their items.
To do this, we started by conducting a quick but intensive design sprint during which we analysed the customer journey and current pain points for restaurant owners. This led us to create initial sketches of what the marketplace could look like and we refined this based on the company’s current system, their desires and also Commercetools capabilities. This enabled us to implement new features which focused on creating more customer convenience than ever before. Our team also made a number of functional optimisations such as an improved navigation structure and the possibility to quickly re-order items that one purchases frequently rather than having to comb through the entire catalogue.
Catering to the needs of sellers
One of the biggest challenges of rolling out the new B2B marketplace was the complexity of it as sellers have access to their portal through which they can offer their products. So we designed the new setup with a simpler navigation process which enables each seller to easily visualise each order line per restaurant. By implementing Commercetools this integrated Adyen MarketPay which enables restaurateurs to make one payment which is then divided into the accounts of each seller. The integration process was easy as the company had a headless setup which made it easier to connect external channels to the existing commerce environment.
What’s next? A global rollout
Our team successfully launched Just Eat Takeaway’s new B2B marketplace in less than five months in the Dutch market. However, we’re just getting started. The next steps? Rolling out the new webshop in other countries while catering to each region’s needs while also continuing to optimise the existing platform based on feedback from both restaurateurs and Just Eat Takeaway. These digital innovations help future-proof the company by renewing its position as a leading global food delivery system.